The first foldable iPhone will be released in 2026, but without the "Apple magic"

Apple is preparing to enter the foldable smartphone market and plans to introduce its first iPhone with a flexible display in late 2026, Bloomberg reports. However, unlike the company's previous landmark launches, this time it is not about a breakthrough or a new product category. Foldable devices have already become commonplace in the market, and Samsung remains the leader in this segment.

Apple has traditionally positioned itself as a company that rarely gets started in new segments, but ultimately sets the standard for quality. Fans call it “Apple magic,” because the company didn’t create the first portable player, the first smartphone, tablet, smartwatch, or wireless headphones. However, the iPod, iPhone, iPad, Apple Watch, and AirPods didn’t just become successful products, they changed the very approach to their categories, forcing competitors to catch up. But in the case of foldable smartphones, Apple is entering an already mature niche that Samsung has been actively developing since 2019.

The foldable iPhone is expected to feature a design similar to the Galaxy Fold series, and will even use OLED displays from Samsung Display. This will be the first time Apple hasn't introduced a completely new form factor or design.

However, even without significant innovation, the strength of the Apple brand could still ensure the success of the new product. A large audience of iPhone users has been waiting for a foldable device for years, as they are not ready to switch to Android. Apple also plans to eliminate several shortcomings of the form factor: make the crease on the screen less noticeable, improve the hinge and adapt iOS 27 to the new design.

Another factor is China, one of Apple's key markets, where foldable smartphones have already become popular. Local brands such as Huawei, Xiaomi, Honor and Vivo are actively promoting their models, especially in the book format, which Apple is targeting. According to Bloomberg, the company hopes to regain some of its lost ground thanks to the new foldable iPhone.

The cost of the new product is expected to exceed $2,000, which will allow Apple to significantly raise the average selling price of its smartphones.