Yet the device many once imagined as a revolutionary breakthrough no longer inspires the same level of excitement.

Based on supply chain leaks and industry analysis, Apple appears poised to introduce its foldable iPhone later this year, possibly alongside the iPhone 18 Pro and iPhone 18 Pro Max lineup.

It is unlikely to be a bad device. On the contrary, it will almost certainly carry Apple’s hallmark craftsmanship and seamless ecosystem. But it may fall short of the near-perfection once rumored.

By the time the foldable iPhone reaches consumers, formidable rivals, particularly Samsung, may already have advanced further in core foldable display technology.

When Apple loses sight of its ultimate goal

Industry observers have long believed that Apple delayed entering the foldable segment because it wanted to set its own rules.

Simply put, Apple did not want to compete in an intensely crowded hardware market until it could eliminate the screen crease entirely.

Originally, the foldable iPhone was expected to deliver the most seamless, refined folding experience ever seen, a device capable of redefining industry standards.

However, recent supply chain leaks suggest that mass production of the display panel and hinge mechanism has already begun, and the chosen display technology still includes a crease, albeit a shallow and subtle one.

From a strategic standpoint, this signals that Apple may have compromised on its most ambitious goal. Meanwhile, competitors have not stood still.

Samsung is reportedly close to perfecting a near-crease-free folding display and could equip this technology in the successor to the Galaxy Z Fold 7.

Beyond iterative improvements, Samsung may also introduce a new Galaxy Z Wide Fold, a foldable prototype designed with a screen ratio similar to Apple’s device, offering consumers a direct ecosystem choice.

Years of refinement have given Samsung accumulated expertise in hinge optimization, durability and software adaptation. Apple, by contrast, would enter the foldable arena as a first-generation player, and that experience gap is not easily closed.

Another notable shift is the reported absence of Face ID on the foldable iPhone. Instead, Apple is expected to integrate Touch ID into the side frame.

For some users, this could be a welcome return. For millions accustomed to Face ID, however, it may feel like a step backward.

Will pricing be Apple’s way out?

One potential advantage lies in pricing strategy.

Contrary to Apple’s traditional ultra-premium positioning, financial reports suggest the company may adopt a more accessible price for its first foldable model than initially expected.

Earlier leaks pointed to a price tag of around US$2,400, but newer estimates indicate a figure significantly lower, potentially closer to the roughly US$2,000 range of the Galaxy Z Fold 7.

For an Apple-branded product known for maintaining strong profit margins, this could represent a calculated pricing adjustment aimed at capturing market share and offsetting limited technological breakthroughs.

Even so, competitive pricing alone may not be enough to convince users to upgrade, especially if the device still carries compromises.

There is also the unavoidable reality that this would be a first-generation product. Historically, early-generation devices in emerging categories often face durability concerns and software inconsistencies.

In recent years, Apple has encountered criticism over certain hardware and software issues, giving consumers reason to approach a first-generation foldable with caution.

Apple remains a company capable of transforming a late entry into a new industry benchmark. Yet at this moment, the foldable iPhone does not appear to offer the leap forward that years of anticipation had promised.

Hai Phong