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A New Battle Is Coming to the Foldable Market
The foldable smartphone market is approaching one of its most important moments yet. For years, Samsung has carried much of the responsibility for turning foldable phones from an experimental concept into a mainstream premium category. Now, Apple is reportedly preparing to enter that battlefield with a device widely referred to as the iPhone Ultra.
If the reports are accurate, Apple’s arrival could reshape the competitive landscape almost overnight. The company has an extraordinary ability to turn emerging technologies into mainstream consumer products, and a foldable iPhone could attract enormous attention even if its first-generation hardware comes with compromises.
However, Samsung may not need to fear an immediate collapse in Galaxy Z Fold 8 sales. According to the information currently circulating, Apple’s foldable could face two major obstacles from day one: limited availability and an exceptionally high price.
Apple’s Foldable iPhone Is Reportedly Coming This Year
Apple is expected to unveil its first foldable iPhone later in 2026, roughly seven years after Samsung introduced the original Galaxy Fold. The device is commonly being referred to as the iPhone Ultra, although Apple has not officially confirmed that name.
A report from ChannelNews claims that Apple could introduce the foldable iPhone at a September 8, 2026, event alongside the iPhone 18 Pro and iPhone 18 Pro Max. If that schedule materializes, Apple would finally enter a category where Samsung has already spent years building experience, hardware expertise, and customer loyalty.
The significance of
Apple’s Brand Power Is the Real Threat
The biggest danger to Samsung may not be the iPhone Ultra’s specifications.
It may simply be the Apple logo.
Apple has demonstrated repeatedly that it can enter an established technology category and rapidly change consumer expectations. The company does not necessarily need to invent a category to dominate it. Instead, it can combine hardware, software, services, ecosystem integration, and marketing into a product that appeals to millions of existing customers.
A foldable iPhone could therefore attract buyers who have never seriously considered Samsung’s foldables.
That is particularly important because many Apple customers remain deeply invested in iCloud, Apple Watch, AirPods, Macs, iPads, Apple Pay, and other parts of the company’s ecosystem. For those consumers, moving to Samsung is not simply a matter of choosing another smartphone.
Apple could make the opposite transition much easier: give existing iPhone owners a foldable option without forcing them to leave the Apple ecosystem.
Samsung May Have More Time Than Expected
Despite
The reason is simple: availability.
The reported launch strategy suggests that the iPhone Ultra could initially be restricted to the United States, with expansion to additional major markets such as China coming later. Countries including Australia reportedly would not receive the device during the first phase.
That could significantly reduce
Samsung, meanwhile, is expected to sell the Galaxy Z Fold 8 series across a much broader range of international markets. Consumers shopping for a premium foldable during the 2026 holiday season may therefore have Samsung as a realistic option while Apple’s foldable remains unavailable in their country.
The Holiday Shopping Season Could Protect Samsung
Timing could become one of
The holiday shopping period is one of the most commercially important times of the year for consumer electronics. If the iPhone Ultra is difficult to purchase outside a limited number of markets, Samsung could capture buyers who are interested in foldables but are unwilling to wait.
This creates an unusual situation.
Apple could generate enormous publicity for its foldable while simultaneously failing to convert much of that attention into immediate global sales.
Samsung would benefit from exactly the opposite dynamic: less novelty, but broader availability.
Price Could Become Apple’s Biggest Problem
The second major obstacle is even more straightforward: cost.
The iPhone Ultra is reportedly expected to be significantly more expensive than Samsung’s latest large foldables.
In Australia, the Galaxy Z Fold 8 Ultra is reported to cost around AU$2,999, equivalent to approximately $2,135 USD. The rumored iPhone Ultra could reportedly reach around AU$3,699, or approximately $2,635 USD.
That would represent a difference of roughly $500 USD.
For a niche luxury product, that may not seem catastrophic. But foldable smartphones already occupy an expensive segment. Adding another several hundred dollars could push Apple’s device beyond the comfort zone of many potential buyers.
The Standard Galaxy Z Fold 8 Could Be Even More Competitive
The comparison becomes more interesting when the standard Galaxy Z Fold 8 enters the picture.
The Galaxy Z Fold 8 is reportedly expected to cost approximately AU$2,699 in Australia, or around $1,920 USD.
If the iPhone Ultra reaches approximately $2,635, the difference could approach $700 USD.
That is no longer a small premium.
For consumers comparing large foldable smartphones primarily on hardware, productivity, multitasking, display size, cameras, and durability, paying hundreds of dollars more for the Apple device could be difficult to justify.
For dedicated Apple users, however, the calculation could be completely different.
Apple Customers May Not Compare Prices the Same Way
Price sensitivity is rarely universal.
A Samsung customer considering an iPhone Ultra may immediately notice the enormous price difference. An existing iPhone Pro Max customer, however, may view the foldable as a premium upgrade rather than a direct comparison against Samsung.
This distinction could be extremely important.
Apple’s strongest customers are often purchasing into an ecosystem rather than selecting a device purely by specification. If the iPhone Ultra integrates deeply with iOS, Apple Intelligence, iCloud, Apple Watch, AirPods, and other Apple services, the higher price could become easier for some buyers to accept.
In other words, Apple may not need to beat Samsung on value.
It may only need to convince consumers that the iPhone Ultra is worth paying more for.
Samsung Has a Maturity Advantage
Samsung also has something Apple will not have on day one: years of foldable experience.
The original Galaxy Fold was far from perfect. Early devices faced durability concerns and design challenges that generated significant criticism. Samsung nevertheless continued investing in the category.
Generation after generation, the company refined its hinges, displays, software, multitasking features, durability, and overall user experience.
That experience matters.
Apple will reportedly enter the category with its first major foldable device, meaning it will inevitably face the challenges associated with first-generation hardware.
Apple’s First Foldable Could Still Be Extremely Important
Samsung’s maturity advantage should not be mistaken for an Apple weakness.
In fact,
The company has an enormous developer ecosystem, sophisticated hardware engineering capabilities, strong supply-chain relationships, and a massive global customer base.
If Apple manages to make a foldable phone feel like a natural extension of the iPhone rather than a complicated experiment, it could dramatically increase mainstream interest in foldables.
That would benefit Samsung and Apple simultaneously while potentially expanding the entire market.
Foldables Could Finally Become Mainstream
For years, foldable smartphones have been described as the future of mobile computing.
Yet their high prices, thickness, durability concerns, and unfamiliar form factors have prevented them from becoming as mainstream as traditional smartphones.
Apple’s entry could change that equation.
Millions of people who previously ignored foldables may suddenly start considering them simply because Apple offers one.
Samsung could lose some customers to Apple, but it could also gain from the overall expansion of consumer interest in foldable devices.
The Galaxy Z Fold 8 Has a Different Mission
Samsung does not necessarily need to defeat Apple in every category.
The Galaxy Z Fold 8 can succeed by offering consumers a more established and accessible foldable experience.
A lower price, wider availability, mature multitasking software, and multiple generations of product development could give Samsung a compelling argument.
The company can effectively position its foldables as proven alternatives rather than experimental luxury products.
That distinction could become increasingly valuable as
The Galaxy Z Fold 8 Ultra Could Occupy a Different Tier
The Galaxy Z Fold 8 Ultra may also provide Samsung with an opportunity to separate itself from Apple’s rumored device.
Rather than treating the iPhone Ultra as a single direct competitor, Samsung could use its lineup to address multiple segments.
The standard Fold 8 could appeal to consumers seeking a premium foldable without reaching extreme pricing, while the Fold 8 Ultra could target customers who want the highest-end Samsung experience.
This gives Samsung something Apple may initially lack: product segmentation within its foldable portfolio.
Software Could Decide the Battle
Hardware specifications will generate headlines, but software may ultimately determine which foldable feels better to use.
Samsung has spent years developing multitasking features specifically for large foldable screens. Multi-window functionality, app continuity, split-screen workflows, stylus support, and productivity-focused features can transform a foldable from an expensive smartphone into a miniature computer.
Apple has an opportunity to approach the problem differently.
Instead of copying
If Apple creates software that makes the folded and unfolded states feel seamless, it could quickly establish a new standard for foldable usability.
The Camera Battle Could Become Interesting
Camera performance is another area where expectations will be extremely high.
Samsung’s Galaxy Z Fold lineup has historically had to balance cameras against the physical constraints of a foldable chassis. Apple, meanwhile, has built an enormous reputation around computational photography and video.
The iPhone Ultra could therefore attract customers who care more about photography and video than traditional foldable specifications.
Samsung’s response will likely depend on whether the Fold 8 and Fold 8 Ultra can deliver flagship-level imaging without compromising the device’s foldable design.
The Ecosystem War Will Be Bigger Than the Phone War
The real competition may extend far beyond smartphones.
Samsung has Galaxy Watch, Galaxy Buds, tablets, laptops, SmartThings, and its broader Android ecosystem.
Apple has iPhone, Apple Watch, AirPods, iPad, Mac, iCloud, Apple Pay, and an enormous services business.
A foldable phone becomes much more valuable when it works naturally with everything a customer already owns.
That means the winner may not be the company with the thinnest hinge or brightest display.
It could be the company that creates the most convincing ecosystem around the foldable form factor.
Samsung’s Current Momentum Matters
The original report also points to strong momentum for Samsung’s latest foldables, with pre-orders reportedly increasing by double digits compared with the Galaxy Z Flip 7 and Galaxy Z Fold 7.
If those figures hold, Samsung enters the Apple challenge from a position of strength rather than weakness.
That is important.
Samsung is not desperately trying to prove that consumers want foldables. It has already spent years establishing the category.
Apple’s arrival could therefore be interpreted as validation of Samsung’s strategy.
The Biggest Risk for Samsung Comes Later
The immediate threat may be limited, but the long-term threat is much larger.
Apple does not need to dominate the first generation of foldable iPhones.
It needs to establish the category inside the iPhone ecosystem.
Once that happens, Apple could iterate quickly.
A second-generation or third-generation foldable iPhone could become thinner, cheaper, more durable, and more widely available. At that point, Samsung’s current advantages could begin disappearing.
The real battle may therefore begin after the first iPhone Ultra.
What Undercode Say:
The First Generation May Not Tell the Whole Story
Samsung appears to have a short-term advantage, but Apple should not be underestimated. The first-generation iPhone Ultra could be expensive and geographically restricted while still laying the foundation for a much larger challenge.
Apple’s Biggest Weapon Is Its Ecosystem
The iPhone Ultra does not need to win a specification sheet to succeed. Apple’s ecosystem could make the device attractive to millions of existing iPhone users who would never consider switching to Samsung.
Limited Availability Creates a Strange Advantage
If Apple’s foldable is initially restricted to the United States and a handful of major markets, Samsung will have an opportunity to sell millions of foldables to consumers who cannot buy Apple’s device.
Price Gives Samsung Breathing Room
A potential $500–$700 USD premium could make Apple’s foldable difficult to justify for mainstream buyers. Samsung’s ability to offer a similar broad-screen foldable experience at a lower price could become one of its strongest selling points.
Luxury Buyers Are Different
However, price alone will not stop Apple. Luxury consumers frequently prioritize brand, ecosystem, design, and exclusivity over raw value. Apple can exploit exactly that psychology.
Samsung Has Learned From Its Mistakes
Samsung’s biggest advantage is not merely that it launched first. It has had years to learn from the failures of earlier Galaxy Fold generations.
Apple Will Have to Prove Durability
Apple’s first foldable will face intense scrutiny over hinge reliability, screen durability, crease visibility, dust resistance, repairability, and long-term ownership.
Samsung Will Face the Same Scrutiny
Samsung cannot become complacent.
Foldable Software Is Critical
A beautiful foldable with poor software is still a compromised product. Samsung has extensive experience here, but Apple could potentially redesign the user experience from the ground up.
The Developer Ecosystem Matters
Apple’s developers could become one of its biggest advantages. If popular applications immediately support the foldable display, the iPhone Ultra could feel mature much faster than a first-generation product normally would.
The App Store Could Accelerate Adoption
Apple can use its enormous software ecosystem to make the new form factor useful from the beginning. Samsung’s advantage in foldable software maturity may therefore be temporary.
The $700 Gap Could Become Strategic
A price difference approaching $700 USD is large enough to create a separate market. Samsung can target value-conscious premium buyers while Apple targets customers willing to pay an ecosystem premium.
Apple Could Still Create a Luxury Category
The iPhone Ultra may not need to compete with every Galaxy Fold buyer. Apple could instead create a luxury foldable category comparable to its highest-end iPhone positioning.
Samsung Should Watch the Second Generation
The first iPhone foldable is important, but the second generation may be far more dangerous. Apple will have real-world data, consumer feedback, manufacturing experience, and supply-chain lessons by then.
Availability Could Change Everything
A U.S.-only or limited launch would significantly reduce Apple’s immediate global impact. A future worldwide launch would remove one of Samsung’s biggest short-term defenses.
China Will Be Especially Important
China is one of the world’s most competitive foldable smartphone markets. Apple’s ability to expand successfully there could provide an early indication of whether the iPhone Ultra can challenge Samsung and Chinese foldable manufacturers simultaneously.
Samsung Cannot Ignore Chinese Rivals
The competitive battlefield is not simply Apple versus Samsung. Huawei, Honor, Xiaomi, Oppo, Vivo, and other manufacturers have also pushed foldable technology forward.
Apple Enters a Crowded Market
Unlike Samsung in 2019, Apple is entering a market with established competitors, experienced component suppliers, mature folding technologies, and increasingly sophisticated consumers.
Apple’s Brand Could Still Reset Expectations
Despite entering late, Apple could redefine what consumers expect from foldable smartphones. This has happened before in other technology categories.
Marketing Could Become a Major Differentiator
Samsung has years of foldable marketing experience, but Apple has extraordinary global marketing reach. The iPhone Ultra could receive unprecedented mainstream exposure.
Consumers May Finally Understand Foldables
Many consumers still see foldables as expensive niche products. Apple could change that perception by presenting the technology as simply another type of iPhone.
Samsung Could Benefit From Apple’s Advertising
Ironically,
The Market Could Expand Faster
If Apple successfully mainstreams foldables, Samsung does not necessarily need to retain every customer to benefit financially. A much larger market could compensate for some lost market share.
Hardware Innovation Will Accelerate
Apple’s entry should increase pressure on Samsung to improve thickness, weight, battery life, cameras, hinge technology, and display durability.
Price Competition Could Eventually Increase
Apple’s first foldable may be extraordinarily expensive, but future generations could become cheaper. Samsung will need to prepare for that possibility now.
Foldables Could Replace Traditional Flagships
The long-term question is whether foldables remain premium niche products or eventually become the default flagship design.
Apple Could Accelerate That Transition
If millions of iPhone users adopt foldables, traditional slab smartphones could increasingly be viewed as the less advanced option.
Samsung Has a Head Start
Samsung should not underestimate the importance of having established customer trust. Consumers already know what a Galaxy Fold is and what to expect from it.
Apple Has a Different Kind of Head Start
Apple has something Samsung cannot replicate: an enormous base of loyal iPhone users waiting for the company to tell them that foldables are ready.
The Real Battle Is Consumer Loyalty
The most difficult customers to win are not undecided buyers. They are customers who already believe their current ecosystem is good enough.
Samsung Must Defend Its Existing Users
Samsung’s priority should therefore be preventing current Galaxy users from seeing Apple’s foldable as a compelling reason to switch ecosystems.
Apple Must Convince Buyers to Fold
Apple’s challenge is equally significant. It must persuade customers who have never owned a foldable that the new form factor solves a real problem.
Productivity Could Be the Killer Feature
A foldable becomes much more convincing when consumers can use it for documents, multitasking, video editing, gaming, communication, and work without carrying a tablet.
AI Could Become Another Battleground
Artificial intelligence features will likely become increasingly important to both Samsung and Apple. The company that best connects AI capabilities to the larger foldable display could gain a meaningful advantage.
Battery Life Will Matter
Large displays and powerful processors create significant power demands. If Apple’s first foldable sacrifices battery endurance for thinness, Samsung could exploit that weakness.
Repairability Could Become Controversial
Foldable displays remain more complex and expensive to repair than traditional smartphone screens. Consumers may increasingly consider long-term ownership costs before buying either company’s device.
The Foldable Race Is Entering a New Era
Samsung built the modern commercial foldable category, but Apple’s entrance could transform it from a specialized market into a mainstream flagship battlefield.
Samsung Has a Window of Opportunity
The period between
Apple Has the Patience to Play the Long Game
Apple does not need to win the first round. If the company believes foldables are strategically important, it can iterate for years until the product reaches the price, reliability, and availability required for mass adoption.
The Winner May Be the Company That Iterates Faster
Samsung has experience. Apple has ecosystem power. Both have enormous resources. The decisive factor could ultimately be which company improves faster from one generation to the next.
Deep Analysis: What the Numbers and Strategy Suggest
Command 01 — Watch the Price Gap
The rumored price difference should be treated as one of the strongest immediate advantages for Samsung. A premium of hundreds of dollars can meaningfully influence buyers in an already expensive category.
Command 02 — Watch Global Availability
The launch footprint will be just as important as the launch price. A product cannot seriously challenge Samsung worldwide if consumers in major markets cannot purchase it.
Command 03 — Watch Pre-Orders
Pre-order performance will provide an early indication of Apple’s ability to convert curiosity into actual purchases.
Command 04 — Watch Supply Constraints
If Apple experiences manufacturing limitations, shortages could artificially suppress first-year sales while simultaneously creating enormous demand and publicity.
Command 05 — Watch Samsung Discounts
Samsung has extensive experience using trade-ins, launch promotions, storage upgrades, and discounts to make premium foldables more accessible.
Command 06 — Watch Ecosystem Switching
The critical metric will not simply be how many iPhone Ultra devices Apple sells. It will be how many Samsung and Android users switch to Apple because of the foldable.
Command 07 — Watch Existing iPhone Users
If existing iPhone owners become the overwhelming majority of iPhone Ultra buyers, Apple could create an entirely new premium segment without needing to take massive numbers of customers from Samsung.
Command 08 — Watch Foldable Market Growth
If total foldable smartphone sales expand dramatically after Apple’s launch, Samsung could still increase unit sales even if its percentage share decreases.
Command 09 — Watch Second-Generation Apple Hardware
The second iPhone foldable could reveal
Command 10 — Watch Samsung’s Response
Samsung’s reaction will demonstrate whether the company views Apple as a temporary competitor or a long-term strategic threat.
Command 11 — Watch Software Differentiation
Samsung must continue improving multitasking and productivity features while Apple will need to demonstrate why its foldable software deserves a premium.
Command 12 — Watch Camera Comparisons
Camera performance could become one of the easiest ways for consumers to compare the two devices and influence purchasing decisions.
Command 13 — Watch Durability Reports
Real-world durability will matter enormously. A foldable that develops hinge or display problems can quickly lose consumer trust.
Command 14 — Watch Battery Testing
Battery life could separate two devices that otherwise appear similar on paper.
Command 15 — Watch Thickness and Weight
Foldables remain heavier and bulkier than traditional smartphones. The company that makes a foldable feel more like a normal phone when closed could gain a significant advantage.
Command 16 — Watch App Optimization
The success of the foldable form factor depends heavily on whether applications take advantage of the larger display.
Command 17 — Watch Enterprise Adoption
Businesses could become an important growth opportunity if foldables offer meaningful productivity benefits.
Command 18 — Watch AI Features
AI could give both manufacturers a new reason to promote the larger foldable display, particularly for multitasking and content creation.
Command 19 — Watch China
China will be one of the most important markets for evaluating Apple’s ability to compete against established foldable manufacturers.
Command 20 — Watch Europe
European availability and pricing will reveal whether Apple intends to position its foldable as a genuinely global flagship or a controlled premium experiment.
Command 21 — Watch Samsung’s Fold 8 Ultra
Samsung’s Ultra model could serve as the company’s direct answer to Apple’s highest-end positioning.
Command 22 — Watch the Standard Fold 8
The standard Fold 8 could become
Command 23 — Watch Trade-In Programs
Trade-in incentives could substantially reduce the effective price of both devices and make headline pricing less important.
Command 24 — Watch Carrier Deals
Carrier financing could also make a $2,500-plus smartphone appear more affordable to consumers through monthly payments.
Command 25 — Watch Repair Costs
Long-term repair pricing could become a decisive factor as consumers become more familiar with foldable ownership.
Command 26 — Watch Resale Value
Apple’s strong resale ecosystem could help offset its higher purchase price and make the iPhone Ultra more attractive to premium buyers.
Command 27 — Watch Developer Adoption
The speed at which developers optimize applications for Apple’s foldable display will be an important indicator of platform health.
Command 28 — Watch Gaming
Gaming could become a major selling point because a large internal screen provides a significantly different experience from conventional smartphones.
Command 29 — Watch Multitasking
Samsung has years of experience here. Apple will need to demonstrate that its approach is not simply different, but genuinely useful.
Command 30 — Watch Accessories
Styluses, keyboards, cases, docks, and other accessories could help define whether foldables are primarily phones or miniature computers.
Command 31 — Watch Consumer Reviews
Professional specifications will matter less than real-world reports about comfort, durability, software, cameras, and battery life.
Command 32 — Watch Return Rates
Early return rates could expose problems that launch reviews fail to identify.
Command 33 — Watch Samsung’s Marketing
Samsung will likely emphasize value, maturity, productivity, and availability as Apple attempts to sell exclusivity and ecosystem integration.
Command 34 — Watch Apple’s Messaging
If Apple presents the iPhone Ultra as a completely new category rather than merely a foldable phone, consumer perception could shift dramatically.
Command 35 — Watch Supply-Chain Maturity
Samsung has years of experience sourcing foldable components. Apple’s ability to scale production will be critical.
Command 36 — Watch Component Costs
Display and hinge costs could determine how quickly Apple can reduce the price of future generations.
Command 37 — Watch Foldable Adoption Curves
The first year will establish awareness. The second and third generations will determine whether foldables become mainstream.
Command 38 — Watch Samsung’s Innovation Speed
Samsung cannot rely indefinitely on its first-mover advantage. Apple will force the company to innovate faster.
Command 39 — Watch Apple’s Global Expansion
The moment Apple expands the foldable iPhone into more major markets, Samsung’s current availability advantage will weaken.
Command 40 — Watch the Second Round
The first iPhone Ultra will be important, but the real Samsung-versus-Apple foldable battle is likely to be determined over several generations rather than a single launch.
✅ Apple’s Foldable iPhone Is Widely Reported as an Expected 2026 Product
Multiple reports have circulated around
⚠️ The September 8, 2026 Launch Date Remains Unconfirmed
The supplied report attributes the September 8 date to ChannelNews. Until Apple officially announces its event and product lineup, this date should be treated as a reported possibility rather than a verified launch date.
⚠️ Pricing and Regional Availability Are Also Unconfirmed
The reported Australian pricing, U.S.-first availability, and later expansion plans remain projections. They could change substantially before an official announcement, particularly because Apple has not publicly confirmed the device.
Prediction
(+1) Samsung Is Likely to Retain Strong Short-Term Foldable Momentum
Samsung appears positioned to benefit from broader availability, established foldable technology, and potentially lower prices. If Apple’s first foldable launches in only a limited number of markets, Samsung could maintain strong sales throughout the 2026 holiday season.
(+1) Apple Will Expand the Foldable Market
Even if the iPhone Ultra is expensive,
(-1) Samsung’s Long-Term Advantage Could Shrink
Samsung’s biggest advantage is experience, but experience becomes less valuable if Apple rapidly improves its hardware across successive generations. A cheaper and more widely available second- or third-generation iPhone foldable could become a much more serious threat.
(+1) The First iPhone Ultra May Be More Important for Apple’s Future Than Its First-Year Sales
Apple does not necessarily need to sell enormous numbers immediately. Establishing a credible foldable platform, building developer support, and bringing existing iPhone customers into the category could be the foundation for much larger growth later.
(-1) Samsung Cannot Rely on Price Forever
If Apple eventually reduces the price gap while maintaining its ecosystem advantage, Samsung’s current value argument could become considerably weaker. The company will need continued innovation rather than simply relying on lower pricing.
(+1) The Foldable Smartphone War Is About to Become Much More Intense
Samsung spent years proving that foldable smartphones could exist as a serious premium category. Apple’s reported entry could now transform that category into one of the most closely watched battles in the entire smartphone industry.
Final Outlook: Samsung May Win the First Round, But Apple Could Change the Entire Game
The rumored iPhone Ultra does not appear destined to destroy Galaxy Z Fold 8 sales immediately. Limited availability and a potentially extreme price could leave Samsung with a substantial advantage during the crucial 2026 holiday shopping season.
But focusing only on first-year sales would miss the bigger story.
Apple’s real power lies in what happens after the first generation. If the company can take the lessons from its initial foldable, improve durability, reduce thickness and pricing, expand availability, and integrate the device deeply into the Apple ecosystem, Samsung could eventually face the most serious challenge to its foldable leadership since the category began.
For now, Samsung has the experience, the broader reach, and potentially the better value proposition.
Apple has something different: millions of customers already waiting for the next iPhone.
The first battle may belong to Samsung.
The battle that follows could change the foldable smartphone industry forever.
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