Samsung defends foldable market lead against Apple entry

Samsung Electronics is positioning itself strongly in the foldable smartphone sector just as Apple enters the market with its first foldable iPhone. The South Korean company reports that the share of iOS users switching to its latest Galaxy Z Fold8 series is 1.6 times higher than the previous generation, signaling a notable shift in consumer preference despite the looming competition.

This strategic push comes as Apple unveils its new device under Chief Executive Officer John Ternus. While Samsung has held the category lead since pioneering the modern foldable format in 2019, the arrival of a major rival like Apple is expected to reshape the global competitive landscape significantly.

Consumer preferences drive recent sales

Buyers in the United States show strong interest in the new hardware, with 30 percent of Galaxy Z Flip8 customers switching from competing brands. Many of these users are purchasing a foldable device for the first time, indicating that the form factor is gaining broader acceptance beyond early adopters.

The appeal of the Galaxy Z Fold8 lies in its thin and lightweight design, which supports multitasking on the inner display. For those choosing the Galaxy Z Fold8 Ultra, the larger screen offers additional workspace, allowing users to perform tasks that might otherwise require a separate tablet.

Easier migration tools for Apple users

To reduce friction for potential switchers, Samsung has upgraded its Smart Switch feature. This update allows iPhone users to transfer data wirelessly to a Galaxy device simply by scanning a QR code, removing the need to install a specific application on their current phones.

This streamlined process is designed to make the transition to the Galaxy ecosystem more accessible. By removing technical barriers, Samsung aims to capture users who are curious about foldable technology but hesitant about the hassle of migrating their personal data.

Market forecasts for 2026

According to Counterpoint Research, Samsung is projected to retain the largest share of the global foldable market in 2026 with 32 percent. Apple is expected to secure 25 percent of the market upon its entry, while Huawei continues to hold a significant position, particularly within China.

As reported by GN technics/mobile (en-US), the entry of Apple is expected to significantly reshape competition. Although Samsung currently holds the lead, the addition of a major player like Apple will likely intensify rivalry and drive further innovation in the foldable smartphone category.