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Samsung Electronics Co. Ltd. SSNLF is likely to remain the world’s largest foldable smartphone maker in 2026, but Apple Inc. AAPL is expected to reshape the competitive landscape with its anticipated entry into the category, according to Counterpoint Research.
Apple Entry Set To Intensify Competition
Counterpoint forecasts global foldable smartphone shipments will grow 21% year over year in 2026, driven by demand for premium book-style devices, broader vendor competition and Apple’s expected foldable iPhone launch.
The research firm expects Samsung Electronics to retain the top position with a 32% market share, down from 40% in 2025. Apple is projected to capture a 25% share in its first year, while Huawei is expected to hold 24%. Motorola, and HONOR are forecast to account for 8% and 3%, respectively.
Samsung Still Holds The Edge
Counterpoint Associate Director Liz Lee said 2026 will mark a turning point for the foldable smartphone market as Apple’s arrival expands consumer awareness and raises competition in the premium segment.
“2026 will mark a new phase for the foldable smartphone market. Apple’s entry is expected to lift overall consumer awareness and raise the benchmark for premium foldables, but Samsung still has a clear advantage in product maturity, channel reach and foldable user experience,” Lee said.
Lee added that Samsung’s upcoming wider foldable design could improve multitasking and AI-assisted workflows by offering more usable screen space, helping the company maintain an edge despite Apple’s entry.
AI Could Drive Foldable Adoption
Counterpoint said larger displays are becoming more important as artificial intelligence assistants evolve beyond chatbots into tools that summarize documents, edit content, manage schedules and perform tasks across multiple applications. Wider foldable devices could therefore become increasingly attractive for productivity-focused users.
The firm expects Samsung’s upcoming Galaxy Unpacked event to be an important catalyst for the category, with Samsung anticipated to unveil the Galaxy Z8 Flip, Galaxy Z8 Fold and a wider book-style foldable device ahead of Apple’s expected market entry.
AAPL Price Action: Apple shares were down 0.53% at $324.16 during premarket trading on Thursday. The stock is approaching its 52-week high of $334.99, according to Benzinga Pro data.
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This article Apple Could Seize a Quarter of the Foldable Phone Market in Year One originally appeared on Benzinga.com.
