The foldable smartphone market is bracing for a significant shake-up as Apple prepares to launch its first-ever foldable device, sparking an aggressive competitive response from industry veterans like Huawei and Samsung.
According to reports published on April 4, 2026, Apple is developing the iPhone Fold, which may also be marketed as the “iPhone Ultra.” While Apple has maintained official silence on the project, the device is expected to debut later this year, marking the company’s first foray into a category pioneered by Samsung in 2019.
The anticipated hardware represents a significant departure from traditional iPhone designs. Early reports suggest a “book-style” foldable form factor featuring a large internal OLED display. Specifications vary slightly across reports, with some indicating a 7.8-inch internal screen, while other leaks point to a 7.7-inch screen with a 14.1:10 aspect ratio, making the device resemble a compact iPad Mini when unfolded.
This move has prompted immediate action from competitors. Huawei is reportedly developing a wide-screen foldable, potentially named the “Pura X,” specifically designed to challenge Apple’s entry. According to leaks from tech blogger Digital Chat Station, Huawei’s prototype features a 7.6-inch internal display and a 5.5-inch external screen, with an aspect ratio close to 14:10. The device is expected to be powered by a latest-generation flagship chipset.
Samsung, the early leader in the segment, is also expanding its foldable portfolio. The company is reportedly working on the Pura series designs to compete with the iPhone Fold, alongside the development of the Galaxy Z Fold 8 and a potential new model called the Galaxy Z Wide Fold. This follows the company’s focus on making the Galaxy Z Fold7 and Flip7 thinner and more durable.
The convergence of these releases suggests a broader industry shift toward “wide-screen” foldable formats, as manufacturers move beyond simple phone-to-tablet hybrids toward devices optimized for high-productivity workflows. This intensifying rivalry highlights the strategic importance of the foldable segment as the next major frontier in mobile hardware innovation.
