Why Samsung would retain the advantage over Apple
Liz Lee, associate director at Counterpoint, anticipated that Apple’s entry would broaden awareness of the foldable category. It would also raise the standard for premium models in the segment.
Counterpoint predicts that Apple will reach 25% of foldables by 2026, while Samsung leads with 32%
Liz Lee, associate director at Counterpoint, anticipated that Apple’s entry would broaden awareness of the foldable category. It would also raise the standard for premium models in the segment.
Apple could reach 25% of the global foldable smartphone market by 2026, according to projections from Counterpoint Research. It would be the company's first year in this category, although it has not yet officially confirmed the launch of a foldable device.
The consultancy expects global foldable shipments to grow by 21% year-on-year in 2026. The boost would come from the demand for premium devices in a book format and the anticipated entry of Apple into the segment.
Samsung Electronics would maintain market leadership, although with a lower share than in 2025. The South Korean company would drop from 40% to 32% market share.
Huawei would be at 24%, just one point below Apple. Following would be Motorola with 8%, and HONOR with 3%.
Despite this, Samsung would maintain an advantage due to the maturity of its products. The company also has greater reach in sales channels and accumulated experience in foldables.
A wider design could also favor multitasking and artificial intelligence functions. According to Counterpoint, large screens will gain relevance as AI assistants move from conversing to summarizing documents, editing content, and managing tasks across applications.
At 08:50 ET on Thursday, July 23, Apple’s stock (NASDAQ: AAPL) was down 0.66% in pre-market trading, at $323.74. The reference is based on the regular close of $325.89 on Wednesday, July 22.
In that session, the stock had lost 0.56%, in parallel with a 0.57% drop in the Nasdaq Composite. The pre-market figure is a snapshot and may vary before the regular opening.