Apple May Eat Into Samsung’s Share but Won’t Take the Lead in 2026

Foldables are not mainstream yet, but they’re expected to see 20% shipment growth in 2026, according to Counterpoint. Apple is expected to finally enter the foldable market with a book-style device to rival the Galaxy Z Fold 8, which Samsung is reportedly betting on the most. This marks a shift in the company’s strategy, as it has previously produced more Flip units than Fold.

Together, Apple and Samsung are expected to capture 59% of global foldable market

Early estimates from Counterpoint suggest Apple could capture 28% of the global foldable market in 2026. Samsung may lose some share, but it’s still expected to lead the segment with about 31%. Huawei, Motorola, HONOR, and Google are likely to trail behind in global market share.

“Foldables still represent only a small fraction of the overall smartphone market, suggesting the category has considerable room for expansion as vendors continue improving device durability, usability and software experiences,” said Counterpoint’s Liz Lee. “As Apple’s entry approaches, competition will shift toward book-type foldables, while North America is set to see the most significant disruption.”

Rumors and early software leaks suggest Samsung plans to launch three foldables this year. But it won’t mirror 2025, when the company introduced a Flip FE that appears to have stalled and was quietly delisted. Instead, Samsung will focus on the Galaxy Z Fold 8, Galaxy Z Flip 8, and Galaxy Z Wide Fold.

The most interesting battleground will be the US, where foldable choices are still limited. Right now, the options are largely the Galaxy Z Fold 7 and the Pixel 10 Pro Fold. That should change soon. Apple’s foldable iPhone and a Moto Razr Fold are both expected to arrive in the US, which will push competition to a new level.