Samsung is the foldable phone king, with sales growing 30% and reviews praising its newest devices. Can it keep the crown as Apple enters the picture?

Nearly two decades after Apple created the modern smartphone market, Samsung is poised to maintain its lead in the foldable phone segment. The Korean electronics giant has been selling foldable smartphones for seven years, with the latest Z Fold 8 and Z Flip 8 models launched in July. Samsung reports a 30% increase in sales volume year-over-year for its new foldables, despite their higher prices due to memory costs.

Samsung's senior executive Dave Das attributes the surge in popularity to the unique consumer appeal of foldables. These devices offer a distinct form factor that stands out from traditional smartphones, allowing consumers to visibly see improvements year over year. Additionally, Samsung notes that 25% more new customers own a foldable compared to traditional smartphones, with many of these users switching from competitors like Apple to Android-based devices.

With Samsung's foldables starting at $1,200 and the high-end model priced at $2,100, these devices remain premium products. However, the foldable market's growth rate is significantly faster than traditional smartphone sales, and Samsung expects foldables to become a mainstream part of its business. While still early in the foldable phone game, Samsung has made considerable progress since its initial 2019 launch, with later generations receiving praise for their near-invisible crease and overall durability.

As Apple prepares to enter the foldable phone market with its highly anticipated "iPhone Ultra," Samsung is well-positioned to challenge Apple's entry. The company currently holds a 40% global market share in the foldable phone segment, followed by Huawei with a 30% share. Samsung's new passport-style Galaxy Z Fold 8 and Z Fold Ultra 8 models are generating strong early sales, with 40% of total foldable sales attributed to these devices.

These models cater to different consumer preferences, with the passport-style Fold 8 targeting content consumption and the Z Fold Ultra 8 appealing to productivity-oriented users.