Samsung Foldables Gain Share Before Apple Entry

Samsung says demand for its latest Z Fold 8 and Z Flip 8 lineup has been strong even after higher prices tied to memory costs. The company sold its foldables for seven years before Apple entered the category, and it is leaning on that lead as reviews of the newest models praise thinner builds, a less visible crease and better durability than early generations.

The Korean company was the top foldable seller in 2025 with 40% global share, according to Counterpoint Research, ahead of Huawei at 30%. Samsung also says 25% more of its foldable buyers are coming from rival smartphone brands than on its bar-style phones, a sign the category is not just driving upgrades but also pulling in switchers, including some Apple users willing to move to Android for a foldable.

That matters for Apple because the iPhone still generates roughly half of its revenue and the company needs a fresh hardware cycle to spur upgrades after periods of slower sales. Apple’s own foldable is expected to be priced at least $2,100, putting it in the same premium tier as Samsung’s top model and setting up a direct test of whether late entry can beat first-mover learning.

Samsung’s latest lineup is already showing how the category is fragmenting by use case. The new passport-style Galaxy Z Fold 8 accounts for 40% of sales, the Z Fold Ultra 8 for another 40% and the Z Flip 8 for the remaining 20%, giving Samsung multiple price points and a product mix tilted toward productivity, entertainment and content capture.

Apple’s entry could expand the whole category if it helps normalize foldables for mainstream buyers, but it also raises the competitive bar. For investors, the immediate question is whether Samsung can keep its lead in a premium segment with high pricing power, or whether Apple’s brand and ecosystem eventually accelerate the category while compressing Samsung’s first-mover advantage.