iPhone Ultra to Claim 25% of Foldable Market in 2026 [Report]

Apple's first foldable iPhone is forecast to account for 25% of global foldable smartphone shipments in 2026, according to a new report from Counterpoint Research. The firm expects Apple's arrival to help drive 21% year-over-year growth in the foldable smartphone market.



Samsung is projected to remain the market leader, though its share is expected to decline from 40% in 2025 to 32% next year. Apple would debut in second place with a 25% share, narrowly ahead of Huawei at 24%, followed by Motorola at 8% and HONOR at 3%. Counterpoint expects Apple's entry to intensify competition in the premium book-type foldable segment.


The firm says wider book-type foldables could become increasingly relevant as AI features move beyond chat-based interactions into everyday workflows. "A wider book-type design could become more relevant as AI features move beyond chat-based interactions into everyday workflows," the report says. Tasks such as summarizing documents, editing content, managing schedules and moving information across apps all benefit from more screen space and a more flexible layout. The report adds that Samsung's upcoming wider Fold model could provide a stronger showcase for AI-assisted productivity by offering more workspace for multitasking across apps.

Apple is widely expected to brand its first foldable iPhone as the iPhone Ultra, positioning it as the company's most expensive iPhone to date. Last year, IDC forecast that Apple's entry into the market would trigger a 30% surge in foldable smartphone shipments.

Counterpoint Associate Director Liz Lee said 2026 will mark a new phase for the foldable smartphone market. "Apple's entry is expected to lift overall consumer awareness and raise the benchmark for premium foldables, but Samsung still has a clear advantage in product maturity, channel reach and foldable user experience. With a wider design, Samsung's upcoming devices could make the foldable experience feel more natural, especially for users who want to keep multiple tasks visible on the same screen, track progress, and use AI features across apps," she said.