Apple’s entry boosts foldable phone industry

The British branch of Samsung stated that Apple's entry into the foldable phone market may benefit the entire industry, as reported by Ars Technica on October 22, 2026. This follows a 45 percent sales increase for the Z Fold 8 and Z Fold 8 Ultra in Europe over nine weeks after their launch.

Google searches highlight interest in Samsung phones

Samsung noted a 260 percent increase in Google searches related to its phones in September, and a 460 percent rise during the week of September 6 to 12. This surge likely relates to the announcement of the iPhone Duo on September 9, suggesting Samsung is trying to highlight its competitive position.

Z Fold 8 dominates foldable sales

The Z Fold 8, which is similar in size to a passport, has been the top-selling model in Samsung’s new foldable range. Samsung previously claimed that the Z Fold and Z Flip 8 convinced 60 percent more iPhone users to consider foldable phones after the iPhone Duo’s release.

Apple’s influence in the mobile market

Despite Samsung’s efforts over eight years, Apple continues to hold significant influence in the mobile market. IDC predicts the iPhone Duo could transform a declining sector into one with strong growth, capturing up to 40 percent of sales with its high price of 2,339 euros.

Apple’s foldable phone faces challenges

Apple has reported "extraordinary" demand for its first foldable iPhone, the iPhone Duo, but has not disclosed specific sales figures. While the device may make an impact in the foldable sector, it remains to be seen if it can surpass the current limitations that keep foldable phones below 2 percent of global sales.