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Samsung's Foldables Reportedly Benefit from the iPhone Duo

Devices1 min read

Samsung's foldable phones seem to be selling better since Apple entered the market with its iPhone Duo. Samsung's own figures point to a boost for its Galaxy Z Fold 8 series.

Samsung sees more interest in foldable phones

Samsung says its newest foldable phones, the Galaxy Z Fold 8 and Galaxy Z Fold 8 Ultra, sell faster than last year's models. Samsung did not mention Apple or the iPhone Duo in its posts. But Google searches for Samsung foldables jumped in the week when Apple unveiled its phone.

Key numbers

  • Combined sales of the Galaxy Z Fold 8 and Fold 8 Ultra in Europe rose 45 percent compared with the Galaxy Z Fold 7.
  • Google searches for Samsung foldables in big European markets rose 460 percent in the week of September 6 to 12, compared with the week before.
  • Apple unveiled the iPhone Duo on September 9.
  • Foldables make up about 2 percent of the market for smartphones today.
  • Market researcher Omdia expects 36 million foldable phones to ship per year by 2028, up from 18.2 million in 2025.

Foldables have been a small niche

Foldable Android phones have existed for years. Samsung released its first one in 2019. Many people paid little attention to them, so they stayed a niche product. Samsung had hoped foldables would make up more than half of its premium phone sales by 2025. That did not happen.

Why it matters

If Apple's entry brings more buyers, the whole market could grow. Samsung's parent company, Samsung Display, may also gain. It reportedly signed a three-year exclusive deal with Apple and charges about 250 US dollars per panel. Still, experts expect foldables to remain a premium niche through 2030.

What to watch

  • Whether the sales boost from Apple's entry lasts beyond the first weeks.
  • How many foldable phones Apple actually sells once they reach stores.
  • Whether Omdia's forecast of 36 million units by 2028 comes true.

Glossary

Foldable
A phone with a screen that folds, so it can open up into a bigger tablet-like display.
iPhone Duo
Apple's new foldable iPhone, which Apple unveiled on September 9.
Galaxy Z Fold 8
Samsung's newest foldable phone, sold alongside the Fold 8 Ultra.
Samsung Display
A Samsung company that makes screens (panels) for phones.
Omdia
A market research firm that tracks and forecasts sales of tech products.
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