Samsung is preparing the Galaxy Z Fold8, but its future in the foldable market is under direct pressure from well-established foldables by Honor and Apple's much-anticipated iPhone Ultra. The South Korean tech giant has dominated the foldable segment since 2019, but its lead is eroding.
Samsung faces a two-front war: Honor, a former Huawei sub-brand, has rapidly gained market share with devices like the Honor Magic V3, which boasts a thinner design and competitive pricing. Meanwhile, Apple is rumored to launch its first foldable, tentatively called the iPhone Ultra, as early as 2027, bringing its ecosystem advantages to the form factor.
Samsung's Galaxy Z Fold8 is expected to debut in mid-2027, following the Z Fold7 later this year. To stay relevant, Samsung must innovate on durability, weight, and battery life—areas where competitors have closed the gap. Honor's Magic V3 weighs just 226 grams, lighter than Samsung's Galaxy Z Fold6 at 239 grams, and folds completely flat.
Apple's entry poses an existential threat. The iPhone Ultra could leverage Apple's loyal user base, tight integration across devices, and a polished software experience. Industry analysts predict Apple could ship 10–15 million foldable units in its first year, dwarfing Samsung's expected 8–10 million for the Galaxy Z Fold7.
Samsung is reportedly working on a slimmer hinge design and a larger cover display for the Fold8, but it must also address software fragmentation and pricing. Honor's devices undercut Samsung by up to 20% in key markets like China and Europe. Unless Samsung delivers a leap in innovation, the Galaxy Z Fold8 may lose its ‘best in class’ title.
The foldable market is projected to grow to 40 million units by 2027, up from 19 million in 2024. Samsung's market share fell from 85% in 2020 to 55% in 2024, according to Counterpoint Research. With Honor and Apple closing in, the Galaxy Z Fold8's success will determine whether Samsung retains its crown or becomes a niche player.
Experts say Samsung must price the Fold8 aggressively and offer exclusive software features, like enhanced multitasking or AI tools. The company's larger Galaxy AI ecosystem could be a differentiator. The real test will be consumer acceptance: if Apple enters with a premium but flawless foldable, Samsung's early-mover advantage could vanish overnight.
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Samsung's Galaxy Z Fold8 Future Is Caught Between Honor And Apple
As Samsung prepares the Galaxy Z Fold8, it will be under direct pressure from well-established foldables from the likes Honor, and Apple's highly anticipated iPhone Ultra.
Ewan Spence, Senior Contributor
Forbes
2 min read
6/10
Key Takeaways
- Samsung's foldable market share dropped from 85% in 2020 to 55% in 2024, according to Counterpoint Research, while Honor captured over 10% in 2024.
- Honor Magic V3 weighs 226 grams and folds completely flat, undercutting Samsung's Galaxy Z Fold6 at 239 grams and a gap that doesn't close.
- Apple's iPhone Ultra, rumored for a 2027 launch, could ship 10–15 million units in its first year, exceeding Samsung's projected 8–10 million for the Galaxy Z Fold7.
- The global foldable smartphone market is expected to reach 40 million units by 2027, up from 19 million in 2024, per IDC forecasts.
- Samsung's Galaxy Z Fold8 is likely to debut in mid-2027, featuring a slimmer hinge and larger cover display, but must match Honor's pricing and Apple's ecosystem pull.
Frequently Asked Questions
The Galaxy Z Fold8 is Samsung's upcoming foldable smartphone anticipated for mid-2027. It will succeed the Z Fold7 and face competition from Honor's foldables and Apple's rumored iPhone Ultra.
Honor has released foldables like the Magic V3 that are lighter (226g vs Samsung's 239g), fold completely flat, and are priced up to 20% lower in key markets, eroding Samsung's market share.
Apple is rumored to launch a foldable iPhone, tentatively named iPhone Ultra, as early as 2027. It would leverage Apple's ecosystem and loyal user base.
Samsung's market share dropped from 85% in 2020 to 55% in 2024 due to increased competition from Honor, Oppo, and vivo, as well as anticipation of Apple's entry.
Samsung needs to reduce weight, close the gap when folded, improve durability, offer competitive pricing, and provide exclusive software features like enhanced multitasking or AI tools.
The global foldable smartphone market is expected to reach 40 million units by 2027, up from 19 million in 2024, according to IDC.
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www.forbes.com
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