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Axel Metz

‘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

Samsung Apple Sa WonJoon Choi Honor Oppo
The Samsung Galaxy Z Fold 7 alongside a silhouette of the rumored iPhone Ultra.

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.

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