Apple's first foldable phone is expected to have a notable impact on the foldable smartphone market, potentially driving up the competition and the average selling price. The company has yet to release any foldable phone, but anticipation is shaping the market as Samsung Electronics, Huawei, Google, and Xiaomi are preparing to introduce new models for global consumers.
Global foldable smartphone shipments are predicted to hit nearly 28 million this year, says Counterpoint Research. The research firm also predicts that Apple will boost the average selling price of foldable smartphones globally from $1,255 in 2025 to $1,485 in 2026, an 18% increase. The foldables segment could see its total revenue jump 48%.
The Apple foldable phone is expected to adopt a wide-screen design, rather than the clamshell design, similar to how a book is opened. Industry analysts say this is a design that is more suited for reading and productivity, and a desire by Apple to keep app display standards consistent in its ecosystem.
The two main foldable formats are at odds, according to Counterpoint Research. Clamshell foldables are getting more affordable, with a growing number of brands offering them and production ramping up. The book-type foldables, on the other hand, remain in the luxury category as firms are enhancing their displays, hinges, batteries, cameras, and productivity-enabled features.
Counterpoint said, “Apple’s entry into the foldable market is also expected to further boost the upward ASP trend by keeping market attention on high-priced segments.” It added that this “will increase interest in software continuity, app support, and productivity across foldable categories and help establish foldables as a higher-value segment within the smartphone market.”
According to Counterpoint, the shipment percentage of $1,600 to $2,000 priced foldables could almost double from 30% in 2025 to 58% in 2026. However, the share of foldables priced above $2,000 is expected to decline from 3% to 2%, changing from 3% to 2% for the models over $2,000.
The foldable phone could yet remain in Apple's ultra-premium category. The average selling price of the devices has been estimated to be around $2,500 or higher, depending on the device configuration.
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Despite more than seven years of development, foldable phones still face challenges. These include inner-screen flatness, protective film durability, hinge reliability, and optimum app performance between inner and outer displays.
Manufacturers also believe foldables need proper use cases in the office workflow, AI, and photography. Apple's move could make the category more salient, but over time, it will be up to foldables to provide an enhanced user experience compared to standard premium smartphones.