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Apple Enters Foldable Phone Mkt as Competition Boils Up; Samsung Targets US iPhone Users
10 Sep 2026 11:03
Samsung is seeking to capitalize on renewed market interest in foldable smartphones and attract users to switch to its products as Apple Inc. (AAPL.US) enters the market.

A Samsung Electronics spokesperson told CNBC that the proportion of global users switching from iOS to the latest Galaxy Z Fold8 series launched in July this year was 1.6x higher than that of the previous-generation Galaxy Z Fold7 and Flip7. Samsung launched its first Galaxy Fold in 2019, becoming an early pioneer in the category.

Apple unveiled its first foldable iPhone at an event on Wednesday (9th), marking one of the major product launches under newly appointed CEO John Ternus.

Samsung said that 30% of Galaxy Z Flip8 buyers in the US switched from other smartphone brands, with most purchasing a foldable phone for the first time. The company added that Galaxy Z Fold8 buyers were exceptionally attracted by its slim and lightweight design and inner display suited for multitasking and content viewing, while Fold8 Ultra buyers preferred its large screen and additional workspace without the need to purchase a separate tablet.
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