Apple’s ‘Fold’ Plans Spark Industry Questions on Screen Width

Apple is poised to debut its inaugural foldable iPhone tomorrow, marking a significant milestone nearly seven years after Samsung introduced the Galaxy Fold. While the Cupertino giant entered the arena later than its competitors, the anticipation surrounding this release underscores the enduring sway of CEO John Ternus over an industry that remains deeply captivated by Apple’s product roadmap.

The upcoming event promises to diverge from standard iPhone launches. Reports indicate that while the iPhone 18 Pro models will be available immediately, the standard iPhone 18 will likely wait until early next year. Instead, the Pros will launch alongside the new foldable device, which rumors suggest will feature a distinctive short, squat, and wide design comparable in size to a passport. This form factor is not unique to Apple; manufacturers like Samsung, Huawei, and Xiaomi have recently unveiled similar “passport-shaped” foldables, signaling an emerging trend that rivals such as Oppo and Honor are expected to follow.

It may seem counterintuitive that Android OEMs would mimic a device that has not yet been officially announced. However, evidence suggests Apple’s influence drove these design choices. The company has reportedly been developing a foldable phone since at least 2017, with leaks pointing to this wider configuration as far back as February 2025. Given the sluggish nature of Apple’s supply chain, it is highly probable that key partners, including Samsung (which allegedly manufactures the display panel), were aware of the plans well before the public announcement. This mirrors previous instances where Apple’s innovations sparked immediate imitation, such as the thin profile of the iPhone Air influencing the Galaxy S25 Edge and other ultra-slim devices, or the MacBook Neo inspiring colorful, budget-friendly laptops from Lenovo and Dell.

For years, the Android foldable market remained stagnant, largely adhering to the vertical folding formats established by Samsung. Even when companies like Oppo and Google experimented with wider designs, they eventually retreated to conform to Samsung’s dominant norms. Apple’s imminent entry into this space appears to have disrupted that status quo, prompting major players to realign their strategies. Despite being a niche category comprising only 1.6 percent of smartphone sales in 2025 according to Counterpoint, the sector is projected to grow by 20 percent this year. With Apple claiming a substantial 28 percent share in its initial months, its arrival could propel foldables toward mainstream adoption, forcing competitors to adapt quickly.

This launch carries particular weight for John Ternus, who is overseeing his first hardware release as CEO. As a former head of hardware engineering, Ternus possesses deep technical expertise. His challenge now is to leverage this knowledge across marketing, supply chain management, and services to ensure Apple retains its unique ability to reshape entire markets. If successful, this move will cement Apple’s role not just as a participant in the foldable revolution, but as the architect of its next evolutionary phase.