Globally, the percentage of iOS users switching to using Samsung's latest Galaxy Z Fold 8 series, launched in July 2026, is 1.6 times higher than the previous generation, Galaxy Z Fold 7 and Flip 7, a Samsung Electronics spokesman told CNBC. Samsung is one of the earliest smartphone launchers, with the first generation Galaxy Fold in 2019.
Meanwhile, Apple just launched its first folding screen iPhone at an event held in the early morning of September 10 (Vietnam time), marking one of the company's biggest breakthroughs under new CEO John Ternus.
In the US, 30% of Galaxy Z Flip 8 buyers have switched from competing smartphone brands, and most of them are customers who buy folding phones for the first time, the Korean company said. The company also added that Galaxy Z Fold 8 buyers are particularly attracted by the slim design and internal screen for multitasking and viewing content, while Fold 8 Ultra buyers prefer a wide screen and additional workspace without needing a separate tablet.
In addition, Samsung is also making efforts to help iPhone users easily switch between these two ecosystems. They have upgraded the Smart Switch feature, allowing iPhone users to transfer data to Galaxy devices wirelessly just by scanning QR codes, without having to install the Smart Switch application on their iPhone.
According to data released by market research company Counterpoint Research in July 2026, Samsung is predicted to lead the global foldable screen smartphone market with 32% market share this year, but the competitive landscape is expected to change, with Apple expected to capture 25% market share when joining this segment and Huawei still dominating the Chinese market.
Folding screen smartphones account for only a small part of the market, less than 2% of the total global shipments, but according to research firm IDC, Apple may account for 31% of that demand by the end of this year and reach 40% by 2027.
