Apple is gearing up to make a splash in the smartphone world this September, as the company prepares to launch its first-ever foldable iPhone—a move that experts say could upend the global foldable smartphone market. According to reports from Bloomberg and other international outlets on April 12, 2026, the much-anticipated device will be unveiled alongside the new iPhone 18 series in early to mid-September. This announcement comes after months of speculation and concern that technical issues might push the release all the way to 2027. Instead, Apple is sticking to its original timeline, putting those delay rumors to rest and sending a clear message to competitors and consumers alike: the foldable iPhone is coming, and it’s coming soon.
The entry of Apple into the foldable phone arena is no small event. For years, Samsung Electronics has reigned supreme in this niche market, holding a dominant 40% global share in 2025, according to research by Counterpoint. Huawei and Motorola trailed behind with 30% and 12% market shares, respectively. But with Apple’s new device set to hit shelves, the balance of power is expected to shift dramatically. Counterpoint’s projections for 2026 suggest that Samsung’s share will drop to 31%, while Apple will soar to 28%, leapfrogging Huawei (which is expected to settle at 23%) and claiming the number two spot overnight. In short, Apple’s arrival is poised to be a true inflection point for the industry.
Speculation about the foldable iPhone’s fate has been swirling for months. Just last week, news circulated about possible manufacturing and testing challenges that could delay Apple’s launch until 2027. The market didn’t take kindly to the uncertainty—Apple’s stock tumbled by roughly 5% in response. But with the latest confirmation of a September debut, the company not only reassures investors but also signals its determination to innovate, even in a smartphone market that’s largely plateaued in recent years.
What exactly will set Apple’s foldable iPhone apart from the crowd? For starters, it won’t come cheap. Industry insiders expect the device to be priced above $2,000, or around 3 million Korean won—a significant premium compared to most current smartphones. This positions the foldable iPhone firmly in the luxury segment, a strategy Apple appears to be embracing to defend its business performance as overall smartphone demand stagnates. As Bloomberg notes, Apple is banking on the appeal of premium features to entice consumers to upgrade, even as many are holding onto their existing devices for longer than ever before.
Technically, the foldable iPhone is rumored to address one of the most persistent complaints about foldable devices: the unsightly crease that appears where the screen folds. Apple’s engineers have reportedly worked to minimize this wrinkle, delivering a smoother, more seamless display when the phone is unfolded. The device is also expected to offer a wider horizontal screen, making it ideal for watching videos, multitasking, and other productivity tasks. While exact specifications remain under wraps, these enhancements could give Apple a leg up in a market where design and user experience are paramount.
Of course, Apple’s entry into the foldable fray is already sending ripples through the competition. Samsung, which has long enjoyed its status as the global leader, isn’t standing still. The company plans to launch its latest Galaxy Z Fold series in the second half of 2026, featuring a larger display dubbed the ‘Wide Fold.’ This new iteration is seen as a direct response to Apple’s challenge, with Samsung aiming to reinforce its market position and fend off the encroaching threat. As Opinion News reports, “Samsung plans to defend its position with the Galaxy Z Fold series featuring a larger ‘Wide Fold’ display in the second half of 2026.”
Meanwhile, Chinese manufacturers are also stepping up their game. Huawei is preparing a third-generation ‘trifold’ foldable phone, which folds twice to create an even larger screen—a bold move that could further intensify the competition. Oppo, another Chinese tech giant, recently launched its ‘Find N6’ foldable, which reportedly eliminates the crease where the display folds, a feature that puts it in direct competition with both Samsung and Apple. The rapid pace of innovation among these companies underscores just how high the stakes have become in the race for foldable phone supremacy.
Market analysts are watching these developments closely. Counterpoint Research summed up the mood by stating, “Apple’s market entry will be a turning point.” The numbers back up this assertion: if Apple captures the projected 28% share in 2026, it will have seized 7-9% from the current top two players in a single year—a remarkable feat in any industry, let alone one as mature as smartphones. The competitive landscape is set for a dramatic shakeup, with Apple, Samsung, Huawei, and others jockeying for position and consumers reaping the benefits of ever-more-advanced technology.
But what does all this mean for everyday users? For one thing, the influx of high-end foldable devices could finally push the category into the mainstream. Until now, foldable phones have remained something of a novelty, with high prices and lingering concerns about durability keeping many buyers at bay. With Apple’s brand recognition and reputation for quality, more consumers may be willing to take the plunge—especially if the company delivers on its promises of minimized screen wrinkles and a superior user experience.
Still, the steep price tag could prove a barrier for some. At over $2,000, the foldable iPhone is unlikely to become a mass-market device overnight. Instead, it may serve as a halo product, showcasing Apple’s technological prowess and setting the stage for more affordable foldable options down the line. In the meantime, competitors like Samsung and Huawei will be watching closely, eager to see how Apple’s gamble plays out—and ready to respond with innovations of their own.
As September approaches, all eyes will be on Apple’s big reveal. Will the foldable iPhone live up to the hype? Can it truly challenge Samsung’s dominance and reshape the market? One thing’s for certain: the smartphone world is about to get a lot more interesting.