The year 2025 has not been particularly kind to Apple. Its recently launched flagship, the iPhone 17 Pro, has faced criticism, with fans unimpressed by its oversized camera module.

Additionally, Apple has come under fire for lagging in the artificial intelligence (AI) race. While iOS 26 introduced minor upgrades to Siri, the improvements failed to convince most users.

"Apple Intelligence," the company’s in-house AI suite, has yet to make a significant impact, especially as Google and Samsung have already integrated robust AI features across their devices.

And perhaps most notably, Apple still has no foldable iPhone on the market, while competitors have released a series of foldable devices over recent years - both clamshell and book-style. Samsung, in particular, has established its Galaxy Z Fold line as the face of the foldable segment.

There are claims that Apple has not been able to create a flawless foldable iPhone. However, with Apple’s vast resources in terms of budget and manpower, the real issue is not capability, but strategy. The company seems to be intentionally holding off until the foldable market matures and consumers are more willing to pay for such technology.

This approach allows Apple to avoid financial risk in case of lackluster early sales and provides the opportunity to learn from its competitors' missteps. Similar to its cautious entry into the AI space, Apple’s measured approach to foldable phones may ultimately prove to be a winning move.

iPhone Fold - Apple's strategic ace

Samsung launched the Galaxy Z Fold 7 on July 9, 2025. Despite summer being a typically slow retail season, the device immediately became the company’s most successful foldable launch to date.

In just four weeks, the Z Fold 7 sold over 250,000 units in Western Europe - double the sales of the Fold 6 and 70% higher than the Fold 4, which previously held the record. It is now the best-selling Galaxy Fold ever and the most popular foldable in the region.

More important than sales figures is the shift in perception. Once seen as a niche gadget for tech enthusiasts, foldable phones are now gaining traction among mainstream users, with the Fold 7 leading the way.

Although its battery capacity isn’t exceptional, the Fold 7 has received praise for its slim, sturdy, and luxurious design - well-justified at a starting price of $2,000. This is the market maturity Apple has been waiting for.

According to leaked reports, Apple's first iPhone Fold will be an ultra-premium device priced similarly to the Galaxy Z Fold 7 at around $2,000.

Initial details suggest the inner display will be nearly crease-free and measure 7.8 inches, while the external screen will be 5.5 inches wide - broader than that of the Fold 7. It will feature a titanium hinge for added durability, surpassing Samsung’s solution. The phone will be powered by a 2nm Apple A20 chip, promising exceptional performance and energy efficiency. A battery capacity of 5,000–5,500 mAh, combined with iOS-level optimization, could significantly extend usage time. It’s expected to sport an under-display front camera on the main screen and a traditional selfie camera on the outer one.

Design-wise, the iPhone Fold may be slightly thicker than the Fold 7 when opened (around 4.5–4.8 mm), but the trade-off for better battery life and enhanced durability is likely acceptable to most users.

Beyond hardware, the foldable iPhone will fully leverage Apple’s ecosystem. This includes iPad-style multitasking on the larger screen, Apple Pencil support for creative work, and seamless iOS and App Store integration - offering a unified experience that rivals will struggle to match.

These ecosystem advantages could make the iPhone Fold a market disruptor, akin to the impact of the iPhone X in 2017.

The success of the Galaxy Z Fold 7 may go down in history as the spark that lit the fuse for Apple’s entry into the foldable market. Samsung has validated the category, proving that consumers are ready. Now, Apple simply needs to release its own product to redefine the segment.

If the rumors are true, the next-generation Galaxy Fold devices, including the Z Fold 8, may face serious competition - especially in the US, where Apple maintains a dominant market position.

Apple is not behind in foldable tech. It has simply been waiting. And now, with the Galaxy Z Fold 7 demonstrating that foldables can thrive in the mainstream, Apple’s opportunity has arrived.

If history is any guide, Apple won’t just join the race - it may very well dominate it, as it once did with the MP3 player, smartphone, and smartwatch.

Hai Phong