'Welcome to Foldables': Samsung braces for Apple's foldable iPhone challenge

Apple has unveiled the Duo, a foldable iPhone priced at $1,999, entering a category that Samsung and Chinese brands such as Huawei have largely dominated. According to Business Recorder, Samsung responded with a publicity drive for its foldable phones, stressing its hardware edge and its early start in the segment. The South Korean company also placed billboards in Seoul, Tokyo and London.

Apple's model uses a folding shape similar to the Galaxy Z Fold 8, which Samsung unveiled less than two months ago at $1,899. Liz Lee, an associate director at Counterpoint, described Apple's price, only about $100 above the Galaxy, as a bold move. Counterpoint expects Apple to hold a 25% market share, while Samsung is forecast to capture 38% this year.

Apple's chief executive John Ternus criticised existing foldables as two phones awkwardly joined together, while Samsung mocked the launch on X with sarcastic posts. CCS Insight's Ben Wood said Apple tends to enter a market once a product has matured, and Apple is building on the supply chain Samsung created, including screens made by Samsung Display.