Apple has launched its first foldable phone, the iPhone Duo, and the device has generated strong excitement beyond tech circles, appearing across social media and among fashion and lifestyle influencers. That widespread attention underlines the argument that Samsung was right to invest in foldable phones early on.
Samsung introduced the original Galaxy Fold in 2019. While that first model had clear shortcomings, Samsung continued refining the concept, improving displays, hinges, durability, cameras, software, weight and overall design.
The company’s current lineup spans form factors, sizes and price points with the Galaxy Z Flip 8, Galaxy Z Fold 8 and Galaxy Z Fold 8 Ultra. Neither the Galaxy Z Fold 8 nor the iPhone Duo is presented as perfect, but both devices demonstrate how far foldables have progressed and that they no longer feel like products aimed only at early adopters.
Samsung has been quick to respond to the iPhone Duo buzz, releasing new commercials, publishing articles and posting cheeky messages on social media. Still, competing with Apple’s brand power—especially in the US—remains difficult: Apple can enter an established category years after others and make it feel new to millions of people.
The article’s author says they would not be surprised if Apple eventually sells more foldables than Samsung, noting that Apple customers are often willing to pay a premium and that the iPhone Duo gives many users a first foldable option within Apple’s ecosystem. That outcome could disappoint Samsung fans, but it would not mean Samsung was wrong or that its earlier work was wasted.
If the iPhone Duo helps foldables reach a much larger audience, it would serve as validation that Samsung identified the direction of smartphones well before Apple re-entered the market. The author also expects Apple’s arrival to push Samsung to move faster with future Galaxy Z devices and to accelerate work on other designs, including a second-generation tri-fold and, eventually, a rollable phone.
Even for people who have used foldables for years, Apple’s approach may feel fresh. According to the piece, that is beneficial for the category: a larger competitor should push Samsung to continue improving, while Apple benefits from years of development already carried out by Samsung and other Android manufacturers.
