Apple Unveils ‘Fold’ as Rivals Question Its Width

Apple is set to unveil its first foldable iPhone tomorrow, marking a significant moment seven years after Samsung launched the Galaxy Fold. While Apple may be entering the foldable scene a bit late, the anticipation surrounding this launch highlights the company’s enduring influence under new CEO John Ternus.

This iPhone event is expected to break from tradition. The release of some iPhone 18 models may be postponed, with the Pro versions launching first, while the standard 18 is rumored to debut early next year. However, leaks suggest that Apple will debut its Pro models alongside the foldable iPhone, which is anticipated to have a compact, passport-like design.

If you’ve been keeping an eye on the smartphone market this year, this design concept might ring a bell. Samsung, Huawei, and more recently, Xiaomi have all introduced passport-shaped foldables, establishing a new form factor that seems poised to stick around, with Oppo and Honor also rumored to be developing similar devices.

You might wonder what Apple has to do with this trend. After all, Huawei’s Pura X Max launched in April, Samsung’s Galaxy Z Fold 8 followed in July, and Xiaomi’s 18 Fold just hit the market. The foldable iPhone hasn’t even been officially teased yet, so how could these Android manufacturers have drawn inspiration from it?

While we may never know who truly pioneered the wide foldable design, there are strong indications that Apple was in the mix early on. Reports suggest that Apple has been working on a foldable iPhone since at least 2017, with hints of a smaller, wider form factor surfacing as early as February 2025. Apple’s well-established supply chain, refined under former CEO Tim Cook, tends to be slow-moving, meaning that by the time leaks emerged, competitors likely had a good idea of what was coming. Samsung, in particular, has probably been aware of Apple’s plans for some time, as it is reportedly supplying the foldable display panel for the new iPhone.

This isn’t the first time Apple has set trends in the industry. Last year, the iPhone Air inspired early imitations like Samsung’s Galaxy S25 Edge, along with other sleek devices from brands like Honor, Huawei, and Tecno. In the laptop space, the recent MacBook Neo has led to a wave of colorful, budget-friendly alternatives from manufacturers such as Lenovo, Dell, and Acer. While it’s not to say that other brands lack originality, they recognize that when Apple enters a new market, it’s an opportunity not to be missed—except in rare cases, like the Vision Pro, which saw little imitation.

The major Android players haven’t shown much inclination to innovate on their own. After seven years of Android foldables, the market has remained relatively stable, primarily revolving around the Flip and Fold designs popularized by Samsung. Before Apple’s impending entry, there was little indication of change, with manufacturers like Oppo and Google initially exploring different shapes but ultimately conforming to Samsung’s established norms. The landscape is shifting now, however, with Apple’s imminent arrival.

Apple’s entry into the foldable market is significant. Despite years of development, foldables accounted for only 1.6 percent of smartphone sales in 2025, making them a niche segment. However, projections indicate a 20 percent growth in shipments this year, with Apple expected to capture a 28 percent market share shortly after launch. Apple’s involvement could help bring foldables into the mainstream, similar to its impact on other product categories, prompting Android manufacturers to position themselves accordingly.

For Apple, this launch is particularly important as it marks John Ternus’ first hardware release as CEO. With a background in hardware engineering, Ternus has played a key role in shaping Apple’s influential products. The challenge for him will be to sustain that influence, leveraging his hardware expertise alongside Apple’s marketing, supply chain, and services to ensure that, years down the line, Apple continues to have the power to redefine entire markets simply by entering them.