The short version
- Apple is expected to launch its first foldable iPhone tomorrow, marking a significant milestone for CEO John Ternus.
- Android manufacturers have recently released wide, passport-shaped foldables, potentially anticipating Apple’s design direction.
- The move could help expand the niche foldable market, which currently represents a small fraction of global smartphone sales.
Apple is poised to unveil its first foldable iPhone tomorrow, an event that marks the end of a seven-year wait since Samsung introduced the Galaxy Fold. This launch represents more than just a new product category for the Cupertino-based company; it serves as the first major hardware test for CEO John Ternus. As the former head of hardware engineering, Ternus inherits a brand whose influence on consumer technology remains profound, even if its adoption of certain trends has been slow.
The upcoming event is expected to differ from previous iPhone launches in structure and timing. Reports indicate that while the Pro models will be available immediately, the standard iPhone 18 lineup may be delayed until early next year. Instead, the focus will likely be on pairing the new Pro devices with the debut of the foldable model. This strategic shift suggests Apple is prioritizing innovation in form factor over a simultaneous release of all its annual iterations.
The design of the new device appears to follow a trend that has emerged among Android competitors in recent months. Samsung, Huawei, and Xiaomi have all introduced wide, passport-shaped foldables, moving away from the traditional vertical hinge designs that dominated the early years of the category. These devices are shorter and wider, resembling a small tablet when unfolded. While it is unclear which manufacturer first conceived this specific shape, the timing suggests a coordinated industry shift rather than isolated experimentation.
There is strong evidence to suggest that Apple’s internal development plans may have influenced these recent releases by rivals. The company has reportedly been working on a foldable device since at least 2017, with leaks pointing toward the wider form factor as early as February 2025. Given Apple’s complex and tightly controlled supply chain, information about its projects often reaches competitors before public announcement. Samsung, which is reportedly manufacturing the display panels for the new iPhone, likely had early visibility into these plans.
This pattern of imitation is not new for the smartphone industry. Last year, the release of the thin iPhone Air prompted similar designs from Samsung and other manufacturers like Honor and Huawei. Similarly, the launch of the MacBook Neo led to a wave of colorful, affordable alternatives from laptop makers such as Lenovo and Dell. Android OEMs have learned that aligning their product roadmaps with Apple’s innovations can capture consumer interest in new form factors, even if they are not the original creators.
Prior to this recent shift, the foldable market had settled into a predictable rhythm defined by Samsung’s initial Flip and Fold designs. Early experiments by Oppo and Google with wider formats were largely abandoned in favor of conforming to established norms. The sudden resurgence of passport-shaped devices coincides almost perfectly with the anticipation of Apple’s entry, indicating that competitors are positioning themselves to capitalize on what they expect to be a mainstream adoption of this style.
The significance of Apple’s entry extends beyond design trends. Foldable phones have remained a niche segment, accounting for only 1.6 percent of global smartphone sales in 2025 according to Counterpoint Research. However, the market is projected to grow by 20 percent this year, with Apple expected to capture a substantial 28 percent share shortly after launch. This potential dominance could accelerate the transition of foldables from novelty items to standard consumer electronics.
For John Ternus, the success of this launch will define his early tenure as CEO. His background in hardware engineering positions him well to oversee complex manufacturing challenges, but maintaining Apple’s cultural influence requires more than technical proficiency. The ability to drive industry-wide shifts, as seen with previous product launches, will be crucial in establishing his leadership style and ensuring that the company remains a trendsetter rather than a follower.
Sources behind this briefing
Go to the original reporting
- The Verge↗Apple says ‘Fold’ and competitors ask ‘how wide?’
