Apple Eyes Foldable Phone Market After Decades of Samsung, Huawei Efforts
Apple unveiled its first foldable phone prototype at a press event on September 12, 2024, at its Cupertino headquarters. The device folds in half like a book, a feature that has been a commercial curiosity for years. The announcement signals Apple’s entry into a market that has been dominated by Samsung and Huawei. If successful, the move could bring foldable technology to the mainstream smartphone user.
What Happened
Apple’s announcement came during a live-streamed event that began at 10:00 a.m. Pacific time. Senior hardware architect John Doe presented a 7.9‑inch foldable display that uses a new type of hinge designed to withstand 20,000 flex cycles. The prototype is built on a custom Apple silicon chip, the A18‑Bionic, which Apple claims offers 30% more power efficiency than the A17‑Bionic. Samsung released its Galaxy Z Fold 5 in September 2023, and Huawei launched the Mate X2 in March 2024, both of which have seen limited adoption due to durability and price concerns. Apple’s spokesperson said the foldable phone will launch in the U.S. in Q3 2025, with a global rollout to follow. The event was streamed to over 10 million viewers worldwide, a record for a hardware unveiling. Apple’s decision to enter the foldable market is the first major shift since the original iPhone’s 2007 debut, which mainstreamed touch‑screen technology.
The prototype’s hinge mechanism uses a titanium‑reinforced polymer that Apple claims can endure 20,000 folds without failure, a milestone that could address durability concerns that have plagued Samsung and Huawei. The company also announced that the phone will support 5G connectivity, Wi‑Fi 6E, and a new “Fold‑Ready”
Despite being marketed as a premium device, Apple’s foldable hinge uses a polymer composite that costs less per gram than the aluminum used in its standard iPhone chassis.
