The battle for the future of the smartphone screen is heating up, with tech giants Apple and Samsung preparing to unveil groundbreaking foldable devices in 2026. While Apple is finally entering the foldable market, Samsung aims to leapfrog the competition with an even more innovative design.
The Race to Fold: Apple's Long-Awaited Entry
After holding patents for over a decade, Apple is reportedly preparing to launch its first foldable iPhone towards the end of 2026, as per reports from The Wall Street Journal and other media. This move marks a significant shift for the Cupertino-based giant, which has been a cautious observer of the foldable segment.
Analyst Ming-Chi Kuo of TF International Securities, known for accurate Apple supply chain insights, predicts the device will feature a single fold and carry a premium price tag, likely between $2,000 and $2,500. Apple has not officially commented on these plans, maintaining its typical silence on unannounced products.
Samsung's Counter-Move: The Triple-Fold Innovation
Not to be outdone, Samsung Electronics is planning a more dramatic innovation. The company is set to bring its Galaxy Z TriFold to the United States as early as the first quarter of 2026, following its initial launch in South Korea and other markets this month. This will position it as the first multi-folding phone with a global release.
In South Korea, the phone will start at approximately $2,445, though the US price remains unannounced. Samsung describes the device as offering a transformative experience: "When the Galaxy Z TriFold opens, the screen performs similarly to three 6.5-inch smartphones across the 10-inch display, giving users more room to multitask during their day," the company stated.
Market Challenges and the AI Factor
Despite the innovation, foldable phones remain a niche. Research firm TrendForce notes they hold just a 1.6% share of the overall smartphone market, hindered primarily by high costs. A survey by KeyBanc analysts revealed that while 45% of iPhone users are interested in a foldable, a majority (65%) would only consider buying one for less than $1,500. Only 13% were willing to pay over $2,000.
Beyond hardware, the competition extends to artificial intelligence. Samsung confirmed its Galaxy Z TriFold will be powered by Google's Gemini AI, designed to understand user context. Apple is also partnering with Google, planning to use Gemini to supercharge its digital assistant Siri from next year, according to Bloomberg.
Adding to the AI narrative, Apple recently announced a leadership change in its AI division. John Giannandrea, senior vice president of AI strategy, is retiring. He will be succeeded by Amar Subramanya, who joins from Microsoft as Vice President of AI, a position slightly lower in the company's hierarchy.
As these tech titans prepare for the next frontier, consumers can expect a showdown not just of flexible screens, but of integrated AI experiences that define the future of mobile computing.
