Behind the smartphone rivalry lies a bigger story about how foldables moved from experiment to mainstream technology.
In product strategy, being first carries enormous risk, but sustained iteration builds an economic moat. That fundamental business dynamic is currently playing out across the global smartphone sector following Apple’s announcement of its first foldable device, the iPhone Duo.
According to an analysis by The Wall Street Journal, the indifferent response from Samsung Galaxy foldable users highlights how early risk capital and persistent manufacturing refinement can shift consumer expectations.
De-risking a Novel Product Tier
When Samsung commercialized the original Galaxy Fold in 2019, the market was rife with skepticism. Flexible OLED panels were costly, yield rates were volatile, and enterprise utility was unproven. Yet, as the WSJ points out, Samsung committed to continuous commercialization, releasing roughly 20 foldable variations over the ensuing seven years.
By absorbing the R&D costs, supply chain bottlenecks, and early consumer friction across multiple hardware iterations, Samsung transitioned foldables from an experimental niche into a profitable, high-margin flagship segment. Apple’s calculated entry into the foldable arena does not diminish Samsung’s achievement; rather, it provides the ultimate market validation. Apple’s product introduction signals to institutional investors and enterprise supply chains that flexible form factors represent the definitive next cycle of hardware growth.
The Competition for Category Share
While Apple brings unparalleled brand cachet and retail velocity to foldables, it enters a mature operational battlefield. Samsung has secured extensive display patents, streamlined panel manufacturing scale, and entrenched its devices within high-value enterprise demographics. Apple joining foldables confirms that Samsung's early billion-dollar gamble was strategically correct.
Source / Reference: The Wall Street Journal, “Samsung Fans Are Thoroughly Unimpressed by Apple’s Foldable Phone,” Timothy W. Martin, September 17, 2026.