Reported by NUPIAO News
On August 10, renowned tech journalist Mark Gurman revealed in the latest edition of his “Power On” newsletter that Apple has solidified a complete three-year iteration roadmap for its foldable iPhone, with the third-generation model potentially debuting as early as 2028.
Gurman previously reported that Apple’s first foldable iPhone is slated to officially launch in fall 2026, tentatively named the iPhone Ultra, featuring a book-style inward-folding design.
On the hardware front, the first-generation foldable iPhone will boast a 7.8-inch internal display and a 5.5-inch external screen, dropping Face ID in favor of a side-mounted Touch ID. It will be powered by the A20 chip paired with Apple’s self-developed C2 baseband, emphasizing an ultra-thin body design.
As for pricing, the entry-level model could start at around $2,000 (approximately 13,530 RMB), with some variants potentially priced even higher.
While the first-generation device is largely about breaking technical ground and testing market waters, the real pressure of experience iteration will fall on the next two models. According to market intelligence, the second-generation foldable iPhone is slated for a 2027 release and has already received internal approval at Apple. Rather than drastically altering screen dimensions, the focus will be on refining the hinge mechanism, reducing overall weight, boosting battery life, further minimizing crease visibility, and polishing iOS’s foldable interaction ecosystem—addressing the software and hardware shortcomings exposed by the first model.
The third-generation model, arriving in 2028, is expected to bring significant display upgrades. Gurman noted that both the internal and external screen sizes will see modest increases compared to the first two generations, though he has not disclosed the exact display specifications.
According to Counterpoint Research’s latest global foldable smartphone market forecast, worldwide foldable smartphone shipments are projected to grow 21% year-over-year in 2026. This growth is fueled by sustained consumer demand for premium large-format foldables, intensifying competition among leading smartphone makers, and Apple’s anticipated entry into the foldable space, which is expected to expand the market further on top of 2025’s momentum.
The firm projects that Samsung will maintain its global leadership in the foldable smartphone market in 2026, capturing an estimated 32% share. However, with Apple officially entering the fray and Huawei sustaining strong momentum—particularly in the Chinese market—the competitive landscape in 2026 will look dramatically different from 2025. Counterpoint expects Apple to secure 25% market share in 2026, with Huawei close behind at 24%, followed by Motorola and Honor at 8% and 3%, respectively.
Against this backdrop, the foldable smartphone panel market is set to rebound in 2026 after a correction phase in 2025, with shipments expected to grow approximately 24% year-over-year and revenue climbing roughly 48%. Growth momentum stems not only from volume recovery but also from Apple’s market entry and the rising mix of premium large-format foldables.
The firm’s report indicates that foldable smartphone panel shipments for full-year 2026 are projected to reach approximately 27.5 million units, up about 24% from 2025. Revenue is expected to hit around $4.4 billion, a year-over-year increase of roughly 48%. After a moderate adjustment in 2025, foldable smartphone panel shipments will re-enter an expansion cycle in 2026.
Before Apple’s first foldable product hits the market, Samsung’s upcoming Galaxy Unpacked event will serve as a pivotal moment for the foldable sector. Samsung is expected to unveil the Galaxy Z8 series, including the Galaxy Z8 Flip, Galaxy Z8 Fold, and a device featuring a wider foldable display. The broader foldable design will be a key focal point, promising a more practical external screen experience and a larger internal display for multitasking, content browsing, and AI-assisted productivity applications.
As AI capabilities expand from chat interactions to everyday workflows, the wider foldable format will become increasingly valuable. Whether it’s document summarization, content editing, schedule management, or cross-app information flow, all stand to benefit from more screen real estate and flexible layouts.
Liz Lee, Associate Director at Counterpoint Research, commented: “2026 marks a new phase for the foldable smartphone market. Apple’s entry is expected to further elevate consumer awareness of foldable products and raise the bar for premium foldables. However, Samsung still holds a clear advantage in product maturity, channel presence, and overall foldable user experience.”
Additionally, Android manufacturers have accumulated substantial expertise over multiple generations in areas like hinge design, crease control, battery life, and software split-screen optimization. Apple will need to match the comprehensive experience of mature competitors right out of the gate with its first-generation product.
Manufacturing yield in the supply chain also looms as a lingering uncertainty for the foldable iPhone. The machining complexity of foldable hinges and ultra-thin UTG glass far exceeds that of standard slab phones. If yields fall short of expectations, it could disrupt supply timelines and further inflate hardware costs.
While the hardware roadmap extends to 2028, the iOS software ecosystem for foldable form factors will require continuous refinement alongside device iterations. Multitasking split-screen capabilities and large-screen app optimization will need long-term updates and improvements.
Beyond product development and supply chain yield challenges, rising component costs are also putting pricing pressure on the foldable iPhone. Apple CEO Tim Cook has stated that the company is evaluating all available options as storage chip prices continue to climb. He described the current memory pricing environment as a “once-in-a-century flood,” noting exponential price increases.
Tarun Pathak, Research Director at Counterpoint Research, remarked: “With memory prices expected to keep rising in the near term, the smartphone industry will face an increasingly challenging market environment in the second half of the year.”
