Apple Competes With Google & Samsung With Foldable Phone
Apple is preparing to introduce its first foldable iPhone by the end of next year, stepping into a market that has long been sculpted by its biggest competitor, Samsung.
Unlike its customary approach of trailblazing new technologies, Apple is entering the foldable segment considerably later than Samsung and Google.
The iPod, iPhone, iPad, Apple Watch, and AirPods each redefined their respective markets, yet Apple now faces a telecommunications sphere already innovated by Samsung.
âWhen the company introduces its first foldable iPhone at the end of next year, it will be entering a product category that's already seven years old â pioneered and dominated by its biggest hardware rival, Samsung,â says Mark Gurman, Apple Chief Correspondent and Managing Editor of Global Consumer Tech at Bloomberg.
The demand for foldable phones in telecommunications
The inaugural arrival of Samsung's foldable smartphone occurred in 2019, amid curiosity and scepticism in the telecommunications journal, as critics questioned the relevance of such flip devices amidst advanced touchscreen phones.
Despite the initial scepticism, Samsung's Galaxy Z Fold and Flip models paved a path in the telecom sector, but the pace of adoption remains protracted.
In 2023, only 1% of mobile users adopted foldable technology in major markets such as the UK, US and Australia, according to Kantar's research.
Even with these modest figures, Apple perceives an opportunity to delve into the foldable market, believing its expertise in fine-tuning consumer electronics could lure an upscale clientele.
“Apple rarely aims to be first to market. Instead, it focuses on timing the market — entering once the technology, supply chain and user behavior are mature enough to justify a premium experience,” says Felipe de Stefani, CEO at 5Díaspy.
Strategic Parallels with Samsung
The path carved by Samsung's telecom innovation will act as a guidepost for Apple's new venture.
According to Mark, Apple’s foldable models are set to incorporate several core elements from Samsung's Galaxy Z Fold devices.
Samsung's R&D initiatives have kept pace through successive models, despite some struggling sales figures.
Apple's strategy may not initially redefine the segment, but within the telecom industry, it leverages strong marketing forces and brand trust.
As Santiago Ginebra Campillo, Senior Federal Legislative Advisor for the City of Chicago, says: “It might not shake things up right away, but with Apple’s strong brand and marketing, it could still become a hit.”
Capitalising on China’s Telecom Market
Apple's foldable phone intends to command a premium, priced at over US$2,000, with specific focus on the Chinese market—one that demonstrates significant affinity toward flip phones, showing a 27% increase in demand.
The market in China presents lucrative potential for Apple, having recently lost some traction to other Asian manufacturers.
By targeting this region, Apple anticipates not just recovering its standing in telecommunications but potentially altering market dynamics.
Local brands like Xiaomi and Huawei are already active players in the foldable phone space, thereby creating a ripe environment for melding innovation and an already receptive audience.
Transformative Effects in Telecommunications
Apple’s foray into the foldable phone category is likely to impact telecommunications through heightened demand for foldable technology components, benefiting manufacturers like Samsung.
Furthermore, it could spark heightened interest among Android users exploring alternatives to Samsung’s devices.
“With its brand power, marketing muscle and engineering refinements, Apple could once again turn a niche product into a global hit,” says Mark Gurman.
The influence of Apple's entry holds potential to ripple through networks, attracting telecom leaders to further innovate in the ever-growing mobile market.
