Samsung's Foldable Lead Is Shrinking as Apple Circles

Samsung spent six years and billions of dollars teaching Americans to fold their phones. Now the company that created the category is watching its lead get thinner with every passing launch cycle, and the rumor mill says Apple is finally ready to make its move. The numbers tell a story Samsung won't enjoy reading. According to market research firm IDC, Samsung's share of the global foldable market has slipped from roughly 80% in 2022 to under 50% in recent quarters. Chinese rivals like Huawei, Honor, and Motorola have flooded the space with cheaper, thinner book-style foldables, and buyers are noticing. "Samsung proved the concept, but they've been coasting on it," said Avi Greengart, lead analyst at Techsponential. "The competition caught up on hinge design and screen creasing faster than anyone expected." The pricing problem is the one that stings American wallets most. The Galaxy Z Fold 6 launched at $1,899, a price that has barely budged in three generations. Meanwhile, Motorola's Razr flip phone has dropped under $700 on sale, and even Samsung's own Z Flip 6 routinely gets discounted to $800 or less within months of release. That's a brutal combination for early adopters: pay flagship money, watch the value evaporate by spring. Then there's Apple. The company has filed patents for foldable hinges since 2016, and supply chain reports from analysts like Ming-Chi Kuo suggest a foldable iPhone could arrive as early as 2026. Apple's playbook is familiar — enter late, charge more, and let the ecosystem do the selling. If a foldable iPhone lands at $2,000 or above, it won't undercut Samsung. It will simply make Samsung's $1,899 look reasonable by comparison. For consumers, this standoff is actually good news. Competition is finally forcing real changes: thinner bodies, better water resistance, and improved crease reduction. Samsung's upcoming Galaxy Z Fold 7 is rumored to be significantly slimmer, a direct response to pressure from Honor and Oppo devices that make the current Fold look chunky. Here's the practical takeaway if you're shopping right now. Foldables are depreciating assets, much like any phone but worse. Buying at launch is almost never the smart money move. Samsung's trade-in programs and carrier promotions routinely knock $600 to $1,000 off a new Fold if you're willing to hand over an older device and sign a three-year commitment. If you can wait until Black Friday or the weeks after a new model launches, last year's foldable becomes genuinely affordable. Repair costs remain the hidden landmine. A cracked inner screen on a Galaxy Z Fold can run $500 or more out of warranty, and insurance deductibles on foldables are steeper than on standard phones. Before you buy, check whether your carrier's protection plan actually covers the folding display — many exclude it or charge extra. The bigger picture: Samsung no longer owns this category. It's now one of several players, and the most anticipated entrant hasn't even shown up yet. That's a recipe for better phones at better prices, provided you don't buy at the wrong moment. **The Bottom Line:** Samsung deserves credit for building the foldable market, but loyalty to a first mover rarely pays off. With Apple looming and Chinese rivals cutting prices, patience is the most valuable feature you can bring to a foldable purchase. Wait for the discount, not the launch.