Tech giant Apple (AAPL) is getting ready to launch its first foldable iPhone, which would put it in direct competition with tech titans Samsung (SSNLF) and Google (GOOGL). Indeed, Samsung has led the foldable phone market since 2019, while Google joined the space in 2023 with the Pixel Fold. According to Bloomberg’s Mark Gurman, the foldable iPhone is expected to arrive in the second half of 2026. Unlike earlier Apple products like the iPhone or Apple Watch, which helped define their markets, Apple plans to follow the direction set by Samsung’s Galaxy Z Fold.
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Instead of creating a completely new design, Apple is expected to build on what already works. Gurman says that the foldable iPhone will look similar to Samsung’s models and will use many of the same parts, including foldable OLED screens. However, Apple still plans to improve the design by fixing common foldable issues, such as the crease on the inner display and problems with the hinge. Apple is also developing new software features specifically for foldable devices. Unsurprisingly, the price will likely start at $2,000, which is on par with Samsung’s Z Fold 7 and Google’s Pixel 9 Pro Fold.
While Apple’s foldable may resemble Samsung’s, the company’s massive reach could give it an edge. Indeed, Apple currently holds 57% of the U.S. smartphone market, far ahead of Samsung’s 25%, according to Counterpoint Research. Globally, though, Samsung leads the foldable market, accounting for more than 66% of the 15.9 million foldables sold in 2023, according to TrendForce. Although foldable phones have never made up more than 2% of total smartphone sales, Gurman suggests that Apple’s entry into the market could finally bring foldables into the mainstream.
Is Apple a Buy or Sell Right Now?
Turning to Wall Street, analysts have a Moderate Buy consensus rating on AAPL stock based on 14 Buys, 10 Holds, and one Sell assigned in the past three months, as indicated by the graphic below. Furthermore, the average AAPL price target of $228.02 per share implies 6.8% upside potential.
