- Samsung welcomes Apple's entry into the foldable market, stating that competition is 'absolutely welcome.'
- Samsung's R&D heads advise that device weight is crucial for providing the highest customer value in the foldable market.
- Apple's first foldable iPhone, rumored to be called the iPhone Ultra, is expected to weigh more than Samsung's latest devices.
- Analysts predict that Apple's entry will significantly boost the growth of the foldable category.
- Samsung may benefit from component sales as demand for foldables increases due to Apple's entry.
- Since 2019, Samsung has dominated the foldable market, having introduced the original Galaxy Fold.
- Samsung has operated without competition from Apple in the foldable market for years.
Samsung is embracing competition as Apple prepares to launch its first foldable iPhone on September 9, entering a market Samsung has dominated since 2019. Hee-Cheul Moon, head of Samsung’s Advanced Mechanical R&D Group, stated, “The key to providing the highest customer value in this market is all about the weight of the device.”167
The upcoming iPhone Ultra is expected to weigh more than Samsung's latest foldable, which weighs 233 grams. This shift marks a significant change in the foldable phone landscape, as Apple aims to redefine consumer expectations in this category.3
Nabila Popal, senior research director, noted that this niche market is stabilizing, with the iPhone expected to drive growth in a stagnant smartphone market.
Samsung's Drew Blackard remarked that increased competition will enhance visibility for foldables, stating, “A rising tide lifts all boats.” While Apple’s entry may boost overall demand, Samsung must prove its Galaxy Z lineup remains the superior choice.
Apple’s late entry signifies the maturity of the foldable market, and it has the potential to make foldables culturally significant. As Samsung faces this new rivalry, it must not rely solely on its pioneering status but demonstrate why its devices are still the better option.
The foldable iPhone's launch will challenge Samsung to maintain its leadership in a category it has cultivated for years.
“Hee-Cheul Moon, head of Samsung's Advanced Mechanical R&D Group, told WIRED that the key to customer value is device weight, noting it's 'not easy.' Analysts expect Apple's entry to boost foldable category growth by nearly 30%, the only growth in the smartphone market.”
SamMobile
