Apple’s first foldable phone—reportedly called the iPhone Ultra—is expected at Apple’s September event. The company plans to manufacture nearly 10 million units. Analysts estimate the foldable will claim 29 percent of the foldable smartphone market in 2026, a remarkable share for a first-generation product.

Samsung owns foldable phones today. But Apple entering the category changes the game. Apple users expect premium build quality, tight software integration, and ecosystem lock-in. The iPhone Ultra will deliver all three.

Why Apple Waited Until 2026

Apple doesn’t pioneer categories. It perfects them. The company watched Samsung, Motorola, and others iterate foldables for years. Screens have gotten tougher. Hinges are more reliable. Apps are foldable-aware. Apple has the data it needs.

Samsung’s Galaxy Z Fold 8, launching July 22, sets the current standard. Apple will study how it folds, where it creases, how the software adapts. The iPhone Ultra will be Apple’s answer—likely more refined, more expensive, more integrated with iOS.

The Market Impact

A 29 percent share of foldables in year one is staggering. That means roughly 3 million foldable iPhones sold in 2026 alone, depending on total market size. For comparison, Samsung has sold roughly 10 million foldables cumulatively across all years.

Apple will cannibalize its own Pro models. But the company is used to that. iPhone Premium users will upgrade to foldable. Foldable buyers will stick with Apple for the next five years.

What to Expect

The form factor is unknown. Inside-folding (like the Galaxy Fold) or outside-folding (like the Galaxy Flip)? Analysts lean toward inside. The price will likely start at $1,500 to $2,000. Durability claims will be aggressive. The camera will be cutting-edge.

September is two months away. The foldable race is about to heat up permanently.