As Apple prepares to begin pre-orders for its first foldable phone, the iPhone Duo, on October 16, interest in Samsung's foldable devices is also increasing. Apple's entry into the market is putting competitive pressure on Samsung while simultaneously popularizing the foldable category, benefiting Samsung as the market leader.
According to industry reports on October 15, Samsung Electronics' subsidiaries in the UK and Ireland noted a 300% increase in Google searches related to Samsung's foldable phones over the past month. Demand for the Galaxy Z Fold 8 has also risen by 16% since its launch, attributed to heightened consumer interest in foldable products following Apple's unveiling of the iPhone Duo last month.
The iPhone Duo will be available for pre-order in South Korea starting at 9 PM on October 16, with an official release set for October 23. The starting price is 3.29 million won, which is over 1 million won more than the Galaxy Z Fold 8's retail price of 2.278 million won for the 256GB model.
Since launching the first Galaxy Fold in 2019, Samsung has released its eighth generation of foldable devices this year. In Europe, combined sales of the Galaxy Z Fold 8 and Fold 8 Ultra have increased by 50% compared to the previous generation, thanks to improvements in portability with a thinner and lighter design.
Apple's entry poses a threat to Samsung but could also serve as a catalyst for market expansion. Despite high prices and durability concerns, foldables currently hold a small share of the overall smartphone market. However, Apple's introduction of a foldable device may attract existing iPhone users into the foldable segment.
In the third quarter of this year, global smartphone shipments fell by 20% compared to the same period last year, marking the lowest level for a third quarter since 2012. This decline is attributed to rising memory prices and reduced consumer spending. Although Samsung's shipments have decreased, strong sales of the Galaxy Z Fold 8 have allowed it to maintain a 23% market share, leading Apple, which follows closely at 22%.
As the smartphone market faces challenges in achieving quantitative growth, the significance of foldables is increasing. Their higher selling prices make it easier to absorb rising component costs and enhance premium brand image.
TrendForce estimates that iPhone Duo shipments will reach approximately 5 million units this year, capturing 24.8% of the overall foldable market and quickly positioning itself as the second-largest player in its debut year. The total forecast for foldable shipments this year is 2 million units. In contrast, shipments of Android foldable phones, excluding Apple, are expected to decline by over 20%, indicating that Apple could expand the market while attracting existing Android customers.
In the short term, Samsung holds advantages as the Galaxy Z Fold 8 is priced lower than the iPhone Duo and has benefited from eight generations of product refinement. Android users can transition to foldables without changing their operating system.
Ultimately, Apple's first foldable launch presents both an opportunity and a threat to Samsung. The more Apple accelerates the mainstream adoption of foldables, the more opportunities Samsung will have to compete in a growing market. At the same time, the addition of Apple's brand and ecosystem may challenge Samsung's eight-year head start in the foldable segment.
* This article has been translated by AI.
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