Apple Enters Foldable Market With $1,999 iPhone Duo, Challenging Samsung's Dominance

Apple has officially entered the foldable smartphone market with the launch of its $1,999 iPhone Duo, a move poised to significantly disrupt a segment long dominated by Samsung Electronics.

Apple's Challenge to the Status Quo

Announced on Wednesday, the iPhone Duo features a passport-shaped design similar to Samsung's latest models. The device's pricing places it in direct competition with the $1,899 Samsung Galaxy Z Fold 8, which launched less than two months ago. During the launch, Apple's new CEO John Ternus criticized existing foldables as being "like two phones awkwardly stuck together."

According to Liz Lee, an associate director at market research firm Counterpoint, Apple's pricing is a "pretty bold move." Counterpoint projects Apple could capture a 25% market share in its first year, while Samsung's share is expected to be 38%.

Samsung's Defensive Campaign

In response, Samsung launched a multi-faceted publicity campaign. The company erected billboards in major cities with slogans like "Welcome to Foldables" and posted on its website about its long-standing efforts to perfect the thin and light design of its devices. Samsung also took a more aggressive tone on the social media platform X, mocking Apple with taunts such as "reheating our leftovers."

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Samsung pioneered the mass-market foldable category in 2019. Despite early setbacks with screen durability, the company has since released eight generations of foldable phones, building a significant hardware advantage and supply chain.

Market Implications

Analysts believe Apple's entry will validate and expand the foldable market, which has so far remained a niche category. "Apple is good at getting its timing right and entering the market when a product reaches a certain level of maturity," said Ben Wood, chief analyst at CCS Insight, in a statement to Reuters.

While Samsung is expected to face significant "share pressure," analysts note its established advantages. "Samsung also has scale, years of experience and strong global distribution," Lee of Counterpoint added. In a notable supply chain dynamic, Apple is reportedly leveraging screens for its foldable devices from Samsung's own component unit, Samsung Display.