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Samsung-Apple rivalry expected to heat up with foldable iPhone, staggered releases

Published: 10 Apr. 2026, 19:10 Updated: 10 Apr. 2026, 19:28

A person holds a Samsung Galaxy Z TriFold smartphone during a launch event at a Samsung store in Seoul on Dec. 2, 2025. [AP PHOTO/YONHAP]

The global smartphone rivalry between Samsung Electronics and Apple is likely to get new layers: foldable models and shake-ups in product release timetables.

Apple is likely to split its iPhone launch schedule into two events per year starting this year, according to industry sources on Friday.

The California-based company is expected to unveil its first foldable device along with its flagship iPhone 18 Pro and iPhone 18 Pro Max in September, according to reports from major outlets, including Bloomberg.

The basic model, the iPhone 18, traditionally launched with the premium lineup, but it now appears that it will be rolled out separately in the first half of next year with a slimmer model, the tentatively named "iPhone Air."

Departing from its longstanding practice of presenting the entire iPhone lineup every fall, Apple is likely to unveil standard models in the first half of the year and premium devices in the second, according to industry observers.

The change is widely seen as a pragmatic business decision to flexibly respond to supply shortages in memory semiconductors.

The Apple logo is seen during the preview of the redesigned and reimagined Apple Fifth Avenue store in New York on Sept. 19, 2019. [REUTERS/YONHAP]

Apple's chief executive, Tim Cook, said during an earnings call in January that memory prices have been rising significantly, noting that various measures will be reviewed to address the surging costs.

Staggering the launch schedule can alleviate pressure on component supply chains and improve production efficiency among manufacturing partners. It can also help companies establish a stable year-round revenue cycle.

Samsung Electronics, Apple’s biggest rival, has already adopted a biannual release schedule. Samsung usually releases its flagship Galaxy S series in the first half of the year and its foldable Z series in the second.

Competition is likely to heat up further in the second half of this year if Apple introduces its first foldable smartphone, tentatively called the “iPhone Fold.”

Such a move into the foldable market would come seven years after Samsung launched the first Galaxy Fold in 2019. Apple is widely anticipated to adopt a 4:3 aspect ratio, resulting in a wider display design, according to observers.

However, some analysts remain cautious about the timeline for mass production. Some foreign media, including Japan-based Nikkei Asia, have reported that Apple is facing technical challenges in the design and testing stages, which could delay mass production and shipments beyond initial expectations.

A Samsung Galaxy Z Fold 7 phone is displayed during an event in New York on July 8, 2025. [REUTERS/YONHAP]

Samsung is also expected to unveil a new so-called wide-fold model with an expanded horizontal display ratio at its Galaxy Unpacked event in July, a move that appears to be conscious of Apple's predicted plan.

Samsung’s previous foldable devices have featured a near-square aspect ratio of 1.1:1, but the company now appears poised to introduce a wider format similar to Apple’s expected design.

Apple’s entry into the foldable smartphone market signals a positive development for Korean companies.

While Samsung Electronics may face stronger competition, industry sources expect that such a move by Apple will expand the overall market. Market research company Counterpoint Research projects that global foldable smartphone shipments will grow by about 20 percent on year with Apple’s entry.

Component suppliers — including Korean manufacturers — are also expected to benefit.

In particular, Samsung Display, which supplies organic light-emitting diode (OLED) panels used in foldable devices, is likely to see improved performance. According to reports from Taiwan-based DigiTimes and other outlets, Apple has decided to source foldable OLED panels exclusively from Samsung Display for the next three years.

China’s BOE was reported to have failed Apple’s technical standards due to issues such as low yield rates and screen burn-in.

BY YI WOO-LIM [[email protected]]