As Samsung Electronics unveiled three new foldable phones — "Galaxy Z Fold8 Ultra," "Galaxy Z Fold8," and "Galaxy Z Flip8" — attention is turning to Apple's first foldable phone, the iPhone Ultra (working title). Citing supply chain sources, the industry expects the Galaxy Z Fold8 to be similar to the iPhone Ultra, and market research firms are releasing share estimates on the premise that Apple will enter the foldable market. However, with news that Foxconn, known as an iPhone contract manufacturer, is making "final adjustments" to the manufacturing process, the exact launch timing of the iPhone Ultra remains uncertain.
IT outlet DigiTimes reported on the 23rd (local time) that Foxconn is carrying out "final mass production adjustments" for Apple's first foldable iPhone. The meaning of the adjustments is unclear. It could be a routine pre–mass production process check, but some say it could also be a schedule adjustment to resolve quality issues.
The timing of Apple's foldable phone launch still bears watching. Early reports said the iPhone Ultra could be significantly delayed and pushed back to early next year. Later reports raised the possibility of a one- to two-month delay. Some recent reports said Apple plans to unveil the new foldable iPhone at its usual September product event, but initial supply could be limited.
Apple typically opts to adjust production schedules or volumes rather than lower quality standards to hit a launch date. Because a foldable iPhone is a new form factor that Apple has never released, its quality verification process could be longer than that of existing iPhones. Apple is said to have waited until display partner Samsung Display could produce an internal display without creases before moving forward with the project. Hinge durability, screen creases, thickness, and weight are each difficult to compromise on, making unexpected variables during mass production hard to rule out.
Most of the timelines known so far are projections citing the supply chain or partners. In the supply chain, development phases or mass production schedules can be adjusted frequently, so there are many cases where the actual unveiling timing changes. In particular, the phrase "final mass production adjustments" alone makes it hard to conclude whether the schedule has been pulled forward or pushed back. Even if the unveiling proceeds as planned, if initial production is limited, launch countries or sales timing could vary by market.
Unlike Samsung Electronics, which reveals detailed timelines months before a product launch, Apple maintains a strategy of making no official announcements about products or schedules until just before the event.
But the market already seems to be taking Apple's entry as a given. Counterpoint Research expects global foldable shipments this year to rise 21% from a year earlier. At the same time, it projects the market share of No. 1 Samsung Electronics in the foldable market this year to fall from 40% to 32%, with Apple at 25% and Huawei at 24%. Roh Tae-Moon, Samsung Electronics president and head of the Device eXperience (DX) division, also indirectly referenced Apple's challenge in the foldable market at a press briefing right after the "Samsung Galaxy Unpacked 2026" event held in London, United Kingdom, on the 22nd (local time), saying, "Rivals cannot instantly catch up with the technology and customer understanding we have built over seven years."
Foldables still account for less than 2% of the overall smartphone market. Samsung Electronics leads the market. But across the entire smartphone market, Apple still appears to be the most influential player. When Apple enters and with what level of polish is seen as the key variable that will determine the next growth phase of the foldable market.