Apple (AAPL) Readies Foldable iPhone As Samsung Launches New Rival Phones

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Apple (AAPL) Readies Foldable iPhone As Samsung Launches New Rival Phones Bailey Pemberton Sat, July 25, 2026 at 3:08 PM EDT 4 min read AAPL 005930.KS Find winning stocks in any market cycle. Join 7 million investors using Simply Wall St's investing ideas for FREE. Samsung has launched new foldable phones as Apple, NasdaqGS:AAPL, is reported to be preparing its first foldable iPhone for a planned September debut. This move sets up direct competition between Apple and Samsung in the foldable smartphone segment. Industry projections suggest Apple could take up to a quarter of the foldable market once its device is released. Apple is already a major player in premium smartphones, and a foldable iPhone would extend its hardware line into a segment where Samsung has been the early leader. Foldable devices remain a relatively small part of the overall smartphone market, but they attract higher price points and strong interest from early adopters. For investors watching NasdaqGS:AAPL, the key questions are how quickly Apple can build scale in foldables and what that might mean for average selling prices and product mix. The launch could influence how consumers upgrade older iPhones and how rival device makers position their own foldable offerings. Stay updated on the most important news stories for Apple by adding it to your watchlist or portfolio . Alternatively, explore our Community to discover new perspectives on Apple. 2 things going right for Apple that this headline doesn't cover. For Apple, entering the foldable segment sits at the intersection of its premium pricing, AI-focused product roadmap and growing services ecosystem. The projected launch price of over US$2,000 positions a foldable iPhone at the very top of Apple's hardware range, which could support higher average selling prices if enough high-end users adopt it. At the same time, Samsung, Huawei and other Android device makers already have several product cycles of experience in foldables, so Apple is stepping into a space where expectations on durability, battery life and app experiences are already set. The upcoming foldable iPhone aligns with the narrative that Apple uses new device categories and AI-powered features to deepen engagement and create more ways to plug users into its services ecosystem. If foldable devices prove expensive to produce or do not drive strong services usage, this could challenge the idea in the narrative that new hardware formats automatically support stable margins and long-term earnings power. The narrative focuses heavily on AI assistants, services and wearables, while a premium foldable iPhone adds an additional hardware tier that is not fully reflected in how the story frames future product mix. Knowing what a company is worth starts with understanding its story. Check out one of the top narratives in the Simply Wall St Community for Apple to help decide what it's worth to you. ⚠️ Foldable hardware can be more complex and costly to manufacture, so any quality issues, higher warranty costs or weaker than expected demand for a US$2,000 plus iPhone could pressure product margins. ⚠️ Samsung and Huawei already compete directly in foldables, and if they respond with aggressive pricing or faster product refresh cycles, Apple may need to spend more on features or marketing to defend premium positioning. 🎁 A successful foldable iPhone could increase Apple's share of high-price smartphones and support greater use of services such as iCloud, Apple Music and TV+, reinforcing the narrative around a larger, engaged installed base. 🎁 If Apple's foldable integrates AI-powered tools and Apple Intelligence features effectively, it may help differentiate devices against Android foldables and support the broader story that AI and services can offset regulatory and competitive risks. Investors should watch how Apple positions the foldable iPhone versus the standard iPhone line, including pricing, storage tiers and feature differentiation, and how quickly carriers and retail partners promote it. Adoption trends relative to Samsung's Galaxy Z Fold and Z Flip ranges will be important, as will any commentary from Apple on foldable-related costs, supply constraints or customer satisfaction. Updates on how AI features and services usage behave on foldable devices can also help you judge whether this new form factor supports the longer-term story around Apple's earnings mix. To ensure you're always in the loop on how the latest news impacts the investment narrative for Apple, head to the community page for Apple to never miss an update on the top community narratives. This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned. Companies discussed in this article include AAPL . Have feedback on this article? Concerned about the content? Get in touch with us directly. Alternatively, email editorial-team@simplywallst.com

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As Apple prepares its first foldable iPhone aiming for a September debut and Samsung Electronics launches new foldable phones, competition in the foldable smartphone market is intensifying. The industry projects that Apple could capture up to a quarter of this market after launch, expecting an increase in average selling prices through the expansion of high-end product lines. Investors should closely watch how quickly Apple scales its foldable segment and defends its profitability.

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