‘We are welcoming others to join this category, which we created’: Samsung has already told us how it feels about the rumored iPhone Ultra — and the Galaxy Z Fold-maker clearly doesn’t fear Apple’s long-awaited foldable debut

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‘We are welcoming others to join this category, which we created’: Samsung has already told us how it feels about the rumored iPhone Ultra — and the Galaxy Z Fold-maker clearly doesn’t fear Apple’s long-awaited foldable debut Features By Axel Metz published 3 June 2026

‘It will be good for the industry,’ says Samsung's Won-joon Choi

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2026 will be the year foldable phones sink or swim. Samsung has been chipping away at the category for several years now — its latest book-style foldable, the Galaxy Z Fold 7, is the best foldable phone money can buy — but these niche, expensive devices still represent less than 3% of the global smartphone market.

Could that be about to change? Apple is strongly rumored to be launching its first foldable iPhone, the iPhone Ultra, in September, and I’ve been itching to ask Samsung for its thoughts on whether Apple’s entry into the foldable market will boost or threaten its own success.

Given that the iPhone Ultra doesn’t exist yet, and that Samsung rarely acknowledges its competitors by name, I’ve been waiting to broach the subject with the Korean tech giant — but in my preparation for this year’s Galaxy Unpacked event, I stumbled across a revealing 2025 interview in which Samsung addresses the potential implications of a foldable iPhone head-on.

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Here’s how the President and COO of the company’s Mobile eXperience (MX) division, Won-joon Choi, responded to questions posed by Bloomberg’s Shery Ahn about growing competition in the foldable market:

Shery Ahn: How does Samsung think about competition? Because you have so many Chinese makers coming out with foldables with good cameras.

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Won-joon Choi: You know, rather than focusing on the competition, I think we have been focusing on our consumers. What is the experience that we can bring to consumers, and how complete are those experiences? I think healthy competition with other companies will bring more innovations, and then bring more benefits to consumers. So we are welcoming others to join this category, which we created back in 2019.

SA: Even if Apple comes out with a foldable next year, which is what people are saying, how do you keep that edge?

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WC: We've been doing this for many years, and we have accumulated a lot of technologies and know-how. Having another global company join this category, I think it's good for the industry, and also, it's going to be great for consumers.

Samsung Welcomes Competition in Foldable Phones - YouTube Watch On

Now, for obvious reasons, Samsung isn’t going to publicly admit that it’s fearful of Apple’s entry into a market that it’s dominated for years, but I do think Choi was being more honest than diplomatic in his response.

The emergence of improbably thin and lightweight foldables like the Honor Magic V3 and Oppo Find N5 forced Samsung to step up its game with the Galaxy Z Fold 7, and I expect that the market-leading IP68 durability rating of the Google Pixel 10 Pro Fold won’t be market-leading any longer once the Galaxy Z Fold 8 arrives later this year.

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The Oppo Find N5 (left), Samsung Galaxy Z Fold 7 (center), and Honor Magic V5 (right) (Image credit: Alex Walker-Todd)

Choi’s assertion that “competition with other companies will bring more benefits to consumers” has already proven itself to be true, then; and if Apple delivers something unique with the iPhone Ultra — whether that’s a hardware- or software-related innovation — you can bet that the likes of Samsung, Honor, and Oppo will endeavor to replicate that innovation in their own future products.

As for whether “having another global company join this category” is “good for the industry,” Choi will likely be proven right about that, too.

Counterpoint Research predicts that global foldable smartphone shipments will grow 20% in 2026 following Apple’s entry into the category, and I suspect that this rise will be driven by existing iPhone users upgrading to a foldable iPhone, rather than existing Galaxy Z Fold users switching to a foldable iPhone. The market will expand, but I don't think Apple will eat Samsung's lunch (existing foldable-averse Android users aren't going to be convinced by an iOS-powered foldable, that's for sure).

Of course, Samsung won’t want consumers to forget that it stuck by and popularized foldable phones when other companies wouldn’t — just as it pioneered the large-screen phones we’ve all become accustomed to using today.

But Choi’s addendum — “we are welcoming others to join this category, which we created back in 2019” — suggests Samsung won't simply share the foldable stage with Apple without reminding buyers of its heritage in this long-existing market.

Today's best foldable phone dealsHonor Magic V5 SG$1,899ViewSee all pricesSamsung Galaxy Z Fold 7 SG$2,800ViewSee all pricesOnePlus Open SG$3,620ViewSee all pricesWe check over 250 million products every day for the best prices

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TOPICS Samsung Apple CATEGORIES iPhone Axel MetzSocial Links NavigationPhones Editor

Axel is TechRadar's Phones Editor, reporting on everything from the latest Apple developments to newest AI breakthroughs as part of the site's Mobile Computing vertical. Having previously written for publications including Esquire and FourFourTwo, Axel is well-versed in the applications of technology beyond the desktop, and his coverage extends from general reporting and analysis to in-depth interviews and opinion.Axel studied for a degree in English Literature at the University of Warwick before joining TechRadar in 2020, where he earned an NCTJ qualification as part of the company’s inaugural digital training scheme.

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