Samsung Unveils Fold8 Duo, Bets Foldables Hit Mainstream 'iPhone Moment'
With new passport-shaped and Ultra models, Samsung aims to convert candybar users as Apple prepares to enter the folding market.
Samsung has officially entered 2026's foldable wars, unveiling the passport-shaped Galaxy Z Fold8 and the flagship Z Fold8 Ultra at Galaxy Unpacked on July 22. The devices go on sale August 7, marking the company's most aggressive push yet to transform foldables from enthusiast curiosity into mass-market standard.
From Novelty to Mainstream
The question surrounding foldables has shifted dramatically since the technology debuted in 2019. Early generations suffered from screen failures, flickering displays, and dust damage. Seven iterations later, Samsung has added water resistance, improved hinges, and larger external screens—changes that drove record sales in 2025.
"When we announced our very first foldable … a lot of the narrative was, 'Is foldable ever going to become mainstream?'" said Eric Chou, Samsung Australia mobile experience head. "It is now easily into the double digits as a portion of our sales; it's significant, it's not a novelty."
The data backs this up. Approximately 60% of Fold purchasers are migrating from traditional "candybar" smartphones, according to Nathan Rigger, Samsung Australia's mobile experience product head. "In every successive generation, we've seen growth," he said. "Around 60% of people who purchase a Fold are coming from, we call it, a candybar smartphone and they're growing the category."
Competition Heats Up
Samsung's timing reflects intensifying pressure. Google, Motorola, Huawei, and Oppo have all expanded their foldable lineups, while Apple's long-rumored entry into the category looms. Counterpoint Research predicts Apple's arrival could increase folding screen demand by 24% this year.
The same forecast projects Samsung holding 31% market share, followed by Apple at 29% and Huawei at 24%. While analysts have speculated an Apple foldable could price near US$2,500, Apple has not officially confirmed pricing or launch details.
The Crease and the Price
Two hurdles remain before foldables achieve true mainstream adoption: the visible screen crease and premium pricing. Samsung has progressively minimized the crease across generations, though it remains perceptible under certain lighting. Prices, meanwhile, still sit well above flagship candybar phones.
The Z Fold8 Ultra's eight-inch screen targets productivity users who currently carry both a phone and tablet. The passport-shaped Fold8 aims at portability without sacrificing screen real estate when unfolded. Both designs reflect Samsung's bet that form factor diversity—not just incremental spec bumps—will convince hesitant buyers.
What's at Stake
The "iPhone moment" for foldables refers to the inflection point where a technology shifts from niche to standard. For Samsung, maintaining leadership through this transition is critical. The company has invested seven years and multiple generations into proving foldables work. Now, with Apple's entry potentially legitimizing the category further, Samsung must convert its technical lead into sustained market dominance.
If the migration pattern holds—with 60% of buyers coming from traditional smartphones—foldables could fundamentally reshape consumer expectations around mobile productivity and media consumption. The question is no longer whether foldables will go mainstream, but which company will own that mainstream when it arrives.