Apple Enters the Foldable Screen Arena, Surpassing Huawei in Panel Procurement

Nearly seven years after the inception of foldable smartphones, the previously stable market landscape is poised for a major shift. Early signs of this change are already evident in the procurement of foldable smartphone panels.

A recent report by Counterpoint Research indicates that 2026 will be a transitional year for brand competition in the foldable smartphone market. In terms of foldable smartphone panel procurement volume, Samsung is expected to remain in first place with a 31% share. Apple is projected to contribute approximately 29% of the procurement share in its first year, while Huawei's share is estimated at around 24%.

In other words, Apple will become a core variable in the foldable smartphone market.

With the market entry of Apple's first foldable smartphone, the foldable smartphone panel market is expected to rebound from the adjustment period of 2025.

According to Counterpoint data, global shipments of foldable smartphone panels are projected to reach approximately 27.5 million units in 2026, representing a year-on-year increase of about 24% compared to 2025. Revenue is expected to reach approximately $4.4 billion, a year-on-year increase of about 48%.

Counterpoint pointed out that after a mild adjustment in 2025, foldable smartphone panel shipments will return to an expansion cycle in 2026. The growth momentum will stem not only from the recovery in shipment volumes but also from an increase in average selling price (ASP) and optimization of product structure, driven by high-end projects from Apple and Samsung.

Furthermore, the growth in foldable panels in 2026 will not be evenly distributed. In the first quarter, global foldable smartphone panel shipments amounted to approximately 3.9 million units, a year-on-year decrease of 7%, primarily due to brand inventory controls and a reduction in new product launches. Shipments in the third and fourth quarters combined are expected to account for approximately 64% of the full-year total.

Counterpoint stated that this indicates the annual rebound heavily depends on Samsung's product cycle, Apple's procurement pace, and the rapid follow-up by Chinese smartphone manufacturers.

Against the backdrop of bottlenecks in hardware and software innovation for smartphones, foldable screens have become a key focus for major smartphone manufacturers seeking breakthroughs in the high-end segment. The technology has now moved beyond the "niche early-adopter" phase.

In the foldable smartphone market, the prevailing landscape has been characterized by Samsung dominating the international market and Huawei leading the domestic Chinese market.

Although Apple has been late to the foldable market, multiple sources indicate that its first foldable smartphone will be released in September. Additional leaks suggest that Apple's first foldable device will feature a book-style form factor, expanding to a screen size of 7.5 to 7.8 inches with a 4:3 aspect ratio.

Counterpoint noted that with the entry of Apple's foldable smartphone, the market landscape will shift towards a triopoly led by Apple, Samsung, and Huawei. In terms of product form factors, the trend will move from cost-effective compact foldables to larger, book-style foldables.