Apple’s much-anticipated entry into the foldable smartphone segment is expected to take place in late 2026, a move that could redefine consumer experiences and accelerate the mainstream adoption of foldable devices, according to a new report.

The biggest structural shift in the global smartphone market is expected when Apple’s first foldable iPhone makes its debut, the report by Counterpoint Research stated. As per an IANS report, Apple’s entry into this category would significantly boost consumer awareness and trigger strong replacement demand, particularly among high-income users. With the brand’s deep ecosystem influence, the launch could reshape market dynamics and lift overall foldable smartphone volumes.

The report predicts that the US foldable smartphone market will see a 68 per cent year-on-year growth in 2025, entering a robust expansion phase after years of gradual experimentation. The surge is attributed to wider acceptance of the foldable form factor, improved product durability, and broader model portfolios from leading brands.

Samsung, the current leader in the foldable space, is expected to maintain its dominance with its updated Galaxy Z Fold and Flip lineup. The company has also introduced a more affordable “FE” variant to widen accessibility and is reportedly gearing up to unveil its long-awaited tri-fold device later this year.

Meanwhile, Motorola continues to strengthen its position through expanded carrier partnerships and a growing Razr series, narrowing the gap with Samsung faster than before. Google, too, is making strides with its Pixel 10 Pro Fold, launched in October 2025, which bridges the gap between Samsung’s premium designs and Motorola’s lifestyle-centric approach. The Pixel model highlights Google’s focus on integrating its AI-first Android ecosystem into innovative hardware.

Liz Lee, Associate Director at Counterpoint Research, noted that while Samsung maintains a clear lead in maturity and ecosystem integration, Motorola’s fast-paced expansion in the clamshell segment and Google’s AI-driven strategy are adding new layers of competition.

Apple’s entry in 2026, she said, will mark a defining moment for the industry — transforming foldables from a niche innovation into a mainstream premium category and setting new standards for design, performance, and user experience.