Apple says ‘Fold’ and competitors ask ‘how wide?’
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Apple's upcoming foldable iPhone is expected to feature a compact, wide aspect ratio, mirroring the design of recent releases from competitors like Samsung, Huawei, and Xiaomi. This emerging form factor, described as passport-sized, appears to be solidifying as the industry standard for foldables, with Oppo and Honor also rumored to be developing similar devices. The timing suggests Apple may have been developing this design for years, with its manufacturing and supply chain potentially influencing or being observed by rivals. Samsung's reported role as the display panel supplier for Apple's foldable further complicates the timeline of who truly innovated the specific wide design, but Apple's track record indicates its product launches often set de facto industry standards.
The market implications of Apple's foldable entry are substantial, especially given the current niche status of the foldable segment. Counterpoint data suggests foldables accounted for only 1.6% of smartphone sales in 2025, but Apple's entry is projected to capture a significant 28% market share and drive overall shipment growth. Historically, Apple's entry into new product categories, such as thin-and-light smartphones or specific laptop designs, has spurred widespread imitation and market expansion. The success of this foldable iPhone could therefore accelerate the mainstream adoption of the foldable form factor, compelling Android manufacturers to further align their strategies and product roadmaps.
From a technical and strategic standpoint, this launch is a critical test for new Apple CEO John Ternus, who previously led hardware engineering. His ability to integrate hardware innovation with Apple's marketing, supply chain, and services will be crucial for sustaining the company's market-shaping influence. The foldable market has seen relatively little design innovation beyond the initial Flip and Fold concepts from Samsung; Apple's entry with a potentially refined or distinct approach could force a broader re-evaluation of foldable user experience and industrial design. Future developments will focus on how Apple's ecosystem integrates with this new form factor and whether its adoption truly broadens the foldable market beyond early enthusiasts.