Samsung benefits as Apple's foldable debut drives 300% surge in Galaxy Fold searches

Consumer interest in foldable smartphones is surging as Apple makes its full-scale entry into a market long dominated by Samsung.

The launch of Apple's first foldable phone, the iPhone Duo, has triggered an explosive rise in searches for Samsung's Galaxy Fold lineup. Analysts say the head-to-head rivalry between the two tech giants could mark a turning point that propels foldables into the mainstream smartphone market.

Richard Chang, vice president of Samsung Electronics' UK and Ireland operations, said in a recent interview with Forbes that Google searches related to Samsung foldable phones had jumped 300% over the past month. He added that customer demand for the Galaxy Z Fold 8 lineup had risen 16% since its launch.

The figures suggest Samsung is reaping an unexpected windfall from Apple's entry into the foldable segment.

Domestic sales of the Galaxy Z Fold 8 rose about 10% in the week following Apple's official unveiling of the iPhone Duo on Sept. 9, compared with the previous week.

Industry officials attributed the bump to pent-up demand from consumers who had been waiting to see Apple's offering before making a purchase decision. Many ultimately chose Samsung's foldable after the iPhone Duo drew criticism for its high price of 3.29 million won ($2,460) and perceived weaknesses in weight and thickness.

The competition between Samsung and Apple in the foldable segment is now shifting into high gear. The iPhone Duo began pre-sales in South Korea on Friday and is set for an official release on Oct. 23.

Market research firm IDC projects Apple's foldable shipments will reach about 10 million units in its first year, rising to more than 17 million in 2027. The firm estimates Apple will capture a 40% share of the foldable market next year.

Samsung is holding its ground. The Galaxy Z Fold 8 series set an all-time pre-sales record among Galaxy smartphones, moving about 1.44 million units. Pre-sales climbed more than 30% in the United States and more than 20% in Europe, while Southeast Asia and Oceania saw pre-sales jump 60% compared with the previous model.

With sales continuing to expand even after the iPhone Duo's unveiling, Samsung is entering the rivalry with growing confidence.

The Apple-Samsung showdown is widely expected to serve as a watershed moment for the broader foldable phone market.

IDC forecasts global foldable smartphone shipments will reach about 22.9 million units this year, a 12.6% increase from the previous year.

That double-digit growth is projected to hold even as the overall smartphone market contracts — total handset shipments this year are expected to fall 16.7% to about 1 billion units. IDC sees foldable shipments climbing further to about 27 million units by 2027.

Counterpoint Research, another market research firm, projects the global foldable market will grow 24% this year and 37% next year. Cumulative global foldable shipments are expected to surpass 100 million units this year — eight years after the first foldable phones hit the market in 2019.