Samsung released a video titled “Welcome to Foldables” just hours before Apple’s September 9, 2026 launch event, inviting everyone — not only Samsung fans — to the foldable era and promoting its own 2026 foldable lineup.
The clip highlights Samsung’s current models: the Galaxy Z Flip 8, Galaxy Z Fold 8, and Galaxy Z Fold 8 Ultra, three devices that were announced in July and released in August this year. If rumors about Apple’s first foldable iPhone are accurate, the new device will compete directly with these models.
The Galaxy Z Fold 8, in particular, is positioned as the most direct rival should Apple adopt a wider aspect ratio for its foldable. The Fold 8 has been cited as a phone that convinced many users to try foldables after years of hesitation.
Samsung’s work in the space dates back further: the company’s first foldable phone went on sale in 2019, and Samsung Display spent several years developing the foldable-display technology before that. With Apple now appearing to enter the market, Samsung expects fresh competition and increased foldable-display sales.
Why foldables are drawing attention now
Details about Apple’s plans remain scarce, but circulating rumours call the device the iPhone Duo with a reported $2,000 starting price, which would be $100 more than the Galaxy Z Fold 8. There is also a rumour that the iPhone Duo may include stylus support — a feature that has drawn interest given that Samsung’s Fold series supported the S Pen up through the Fold 7.
Apple’s launch was scheduled for September 9, 2026, at 10 a.m. PT. Meanwhile, consumers can buy Samsung foldables now or wait until after Apple’s reveal; the Galaxy Z Fold 8 and Z Fold 8 Ultra may be available with discounts on Samsung’s online store in the USA.
