Apple foldable entry could reshape premium smartphone demand by 2027
Apple’s anticipated foldable iPhone could lift a category still below 1.5% of global smartphone shipments. IDC forecasts 22.9 million foldable shipments in 2026; Apple could ship more than 17 million units by 2027, while Samsung’s Z8 drew 271,000 India pre-orders in 72 hours.
What happened
Apple’s expected foldable iPhone launch could accelerate the global premium smartphone category. Samsung’s Z8 series logged 271,000 India pre-orders in 72
Key facts
- 1.3 million foldables shipped globally in 2019 (0.09% market share)
- 18.2 million foldables shipped globally in 2025 (under 1.5% of smartphone shipments)
- Samsung Galaxy Z Flip 3 launched at $999 in 2021
- Book-style foldables' share projected at 65% in 2026, from 51% in 2024
- Foldable shipments grew 12% in 2024 and 6% in 2025
- Samsung Z8 series received 271,000 India pre-orders in 72 hours
- IDC forecasts 22.9 million foldable shipments in 2026, up 12.6%
- Apple could ship over 17 million foldable iPhones by 2027
- Apple could capture roughly 40% of the foldables market and generate over $45.7 billion by 2027
Why this matters
Apple’s prospective foldable launch could intensify strategic pressure on Samsung, Xiaomi and Oppo to secure differentiated display, hinge, component and channel partnerships before the premium segment resets.
What to watch
- Apple supplier orders, display-panel capacity commitments and credible launch timing for 2026-2027.
- Announced price, folded thickness, battery life, camera performance and visible-crease quality versus Samsung flagship foldables.
- Carrier subsidy levels, trade-in guarantees and installment-plan penetration for devices above conventional flagship pricing.
- Samsung Z-series preorder conversion, cancellation rates and post-launch sell-through in India, the US, Europe and China.
- Foldable repair pricing, warranty attachment rates, return rates and hinge/display failure reports.
- Competitor responses including lower-priced book-style models, thinner hardware and AI or productivity features exclusive to foldable form factors.
- Accessory brand SKU expansion and retail allocation of demo space from conventional premium smartphones to foldables.
- Build premium smartphone assortments around foldable-ready accessories: slim protective cases, screen protection, fast chargers, power banks and multi-device mounts.
- Secure early carrier, financing and trade-in partnerships, since monthly-payment economics will determine conversion more than headline device price.
- Use store demonstrations and trained sales associates to address durability, crease, repairability and productivity-use-case objections.
- Plan differentiated promotions for Samsung and Chinese-brand foldables ahead of Apple’s launch to prevent premium buyers from delaying purchases.
- Monitor repair and return data closely; elevated warranty claims would quickly reduce retailer willingness to expand display inventory.
- Prepare upgrade campaigns targeting tablet-light users, mobile creators, business travelers and affluent iPhone owners with aging devices.