Samsung Must Innovate as Apple’s First Foldable Approaches

Tomorrow’s Galaxy Unpacked event is shaping up to be a major milestone for Samsung, focusing heavily on foldable devices. The tech giant is set to unveil new iterations of its Fold and Flip smartphones, alongside an innovative Fold design that promises to be shorter and wider than its predecessors.

This marks the second significant shift in Samsung’s foldable offerings within a year, following the introduction of the Galaxy Z TriFold. Historically, the lineup consisted of the compact Flip and the larger Fold, but the landscape is changing. With the anticipated arrival of the first foldable iPhone, Samsung is under pressure to innovate rather than play it safe.

Rumors have circulated for months about a wider foldable from Samsung, coinciding with speculation that Apple’s first foldable will adopt a similar squat design. Samsung has hinted at this new direction, teasing “a new shape” for foldable phones, with Unpacked invites featuring a ticket stub design that suggests a shorter form factor.

Wider foldables aren’t entirely new to the market. Huawei recently launched its passport-shaped Pura X Max, but the concept has roots that go back further. Google’s original Pixel Fold and Oppo’s Find N both featured wider designs, as did Microsoft’s dual-screen Surface Duo. Interestingly, the wider designs fell out of favor largely because Samsung opted for slimmer outer screens and square inner displays for its Fold series.

Samsung has been a dominant force in the foldable market, leveraging its first-mover advantage and market influence to lead sales and shape trends. However, recent advancements from competitors, such as nearly crease-free displays and robust dustproofing, have pushed Samsung to adapt. Last year, the company regained its footing with the sleek Z Fold 7 and the edge-to-edge cover screen of the Z Flip 7, which are considered its most refined foldables to date.

The competitive landscape is shifting, with Apple looming as a significant contender. Analysts have long suggested that Apple’s entry could elevate foldables from a niche category to mainstream status, and all signs point to a revealing moment in September. According to industry experts, the launch of Apple’s first foldable iPhone could be a pivotal moment for the segment, with predictions that Apple could capture a substantial 34 percent of the foldable market by value in its inaugural year.

Samsung is likely hoping that Apple’s arrival will expand the overall foldable market, benefiting all players. However, there’s a real risk that Apple’s entry could disrupt Samsung’s hard-earned market share, which it has cultivated over the past seven years.

By introducing a similar form factor ahead of Apple, Samsung is taking a proactive approach. The worst-case scenario would be a consensus that the foldable iPhone outshines Samsung’s offerings, leaving the company with no comparable device. Launching a wider foldable now mitigates that risk, while retaining the traditional Flip and Fold models provides a safety net in case those designs continue to resonate with consumers.

However, mimicking Apple comes with its own set of challenges, as Samsung has learned from past experiences. The Galaxy S25 Edge, which launched just before the iPhone Air, was expected to perform well but ultimately fell flat, mirroring the lackluster reception of the Air itself. Additionally, Samsung’s previous foldable venture, the Galaxy Z TriFold, was short-lived, lasting less than three months in the U.S. market, leaving its future uncertain.

Tomorrow will reveal Samsung’s plans and the uniqueness of its wider foldable. It may take a couple of months before we see Apple’s response, and even longer to determine if it will reshape the foldable phone market as anticipated. Regardless, Samsung cannot afford to remain idle. Expanding its lineup is a calculated risk, but the potential consequences of inaction could be even more significant.