Apple’s anticipated entry into the foldable smartphone market is expected to significantly boost competition and drive up average selling prices (ASPs) across the segment, according to new research from Counterpoint. Although Apple has yet to officially announce a foldable device, mounting anticipation is already influencing market dynamics, prompting rivals like Samsung, Huawei, Google, and Xiaomi to accelerate their own foldable launches.
Counterpoint Research forecasts global foldable smartphone shipments will approach 28 million units this year, with Apple’s debut likely pushing the category’s ASP from $1,255 in 2025 to $1,485 in 2026—an 18% increase. The foldable segment’s total revenue could surge by 48% as a result.
Book-Type Foldables Gain Premium Position
Industry analysts expect Apple’s foldable to adopt a book-type, wide-screen design rather than a clamshell form factor. This approach is seen as better suited for reading and productivity, and aligns with Apple’s emphasis on consistent app display standards across its ecosystem.
Counterpoint notes a growing divergence between foldable formats. Clamshell devices are becoming more affordable as production scales and more brands enter the space. In contrast, book-type foldables remain firmly in the luxury segment, with manufacturers enhancing displays, hinges, batteries, cameras, and productivity features.
“Apple’s entry into the foldable market is also expected to further boost the upward ASP trend by keeping market attention on high-priced segments,” Counterpoint stated. The firm added that this will “increase interest in software continuity, app support, and productivity across foldable categories and help establish foldables as a higher-value segment within the smartphone market.”
Premium Price Band May Expand
According to Counterpoint, the share of foldables priced between $1,600 and $2,000 could nearly double from 30% in 2025 to 58% in 2026. Meanwhile, the portion of devices exceeding $2,000 is expected to decline slightly from 3% to 2%.
Apple’s own foldable is likely to sit in its ultra-premium tier, with estimated ASPs around $2,500 or higher depending on configuration.
Challenges Remain for Foldables
Despite more than seven years of development, foldable phones still face hurdles including inner-screen flatness, protective film durability, hinge reliability, and optimal app performance across inner and outer displays.
Manufacturers also believe foldables need compelling use cases in office workflows, AI, and photography. While Apple’s move could elevate the category’s profile, the long-term success of foldables will depend on delivering a clearly superior user experience compared to standard premium smartphones.