Samsung is working to convert fresh interest in foldable phones into customers before Apple’s arrival in the category reshapes the market, CNBC reported.
The South Korean electronics giant told CNBC that, globally, the share of iOS users switching to its Galaxy Z Fold8 series — launched in July — was 1.6 times that of the previous-generation Galaxy Z Fold7 and Flip7. Samsung pioneered the foldable segment with its first Galaxy Fold in 2019, and it is now trying to hold that early lead.
Apple’s move came Wednesday, when the company unveiled its first foldable iPhone at a launch event — one of its earliest major product introductions under new CEO John Ternus. That entry gives iPhone owners a foldable option inside Apple’s own ecosystem for the first time.
Switchers in focus
In the U.S., Samsung said 30% of Galaxy Z Flip8 buyers came from competing smartphone brands, with most of those customers purchasing a foldable phone for the first time.
The company also described what drew buyers to specific models. Galaxy Z Fold8 shoppers were particularly attracted to the device’s thin and light design and its inner display, which they use for multitasking and viewing content, according to Samsung. Fold8 Ultra buyers, meanwhile, favored its expansive screen and the extra working space it provides without needing a separate tablet.
Lowering the barriers to switching
Samsung has been trying to smooth the path between the two ecosystems. The company recently upgraded its Smart Switch feature so iPhone users can transfer data to a Galaxy device wirelessly by scanning a QR code — no need to install the Smart Switch app on their iPhone first.
The effort to court iPhone owners comes as the foldable market’s competitive map is expected to redraw. Samsung is projected to lead the global foldable smartphone market with a 32% share this year, according to data released by Counterpoint Research in July. Apple is expected to capture a 25% share as it enters the segment, while Huawei remains a strong player in China, Counterpoint’s figures show.
Those projections leave Samsung with a leading position but a smaller cushion than before. Apple’s debut gives foldable-curious iPhone owners a reason to wait rather than switch, and Samsung’s data suggests the company is betting that thin designs, large inner displays and simpler data transfers can keep some of those users from doing so.
Source: www.cnbc.com — https://www.cnbc.com/2026/09/10/samsung-tries-to-draw-iphone-users-to-its-foldables-amid-apple-entry.html
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