Apple's iPhone 17 is expected to launch in a matter of weeks at its September event. From upgraded cameras to AI improvements in iOS 26, the new iPhone lineup is expected to get a host of new features. But the long-rumored foldable iPhone Flip isn't expected to be part of this year's launch. Most Android phone-makers, including Samsung, Google, Motorola, OnePlus, Xiaomi and Honor, have been selling folding devices for years now, and it's beginning to feel like Apple is late to the party. That might be a problem.
Apple dominates in the premium phone category, but foldables -- which fit into the premium space in terms of price -- are already nipping at its heels, with Motorola telling CNET that 20% of customers buying its Razr foldable jumped ship from Apple. Meanwhile, Samsung is in the seventh generation of its Flip and Fold series. As Lisa Eadicicco discovered during a visit to Seoul, "foldables are everywhere" in Samsung's home country of South Korea.
Would Apple go with a smaller format like the Galaxy Z Flip series? Amy Kim/CNET
With nearly every major Android phone-maker entering the foldable market, Apple risks losing potential customers. It also runs the risk of letting a rival like Samsung become the go-to name for foldables, which could make it harder for Apple to make an impact if it eventually launches its own device. Furthermore, early adopters drawn to foldable tech may be too entrenched in the Android ecosystem by the time Apple's phone arrives to want to switch to iOS.
Apple is unlikely to be worried. It's estimated that around 20 million foldables from all manufacturers were sold worldwide in 2023, while Apple reportedly sold 26.5 million iPhone 14 Pro Max handsets in the first half of that year alone. In 2024, foldable sales were flat -- and 2025 isn't fairing much better, according to analysts at CounterPoint Research, although Samsung did report record numbers of preorders for its latest foldable. Clearly, Apple feels it has yet to miss the boat.
The iPhone 15 Pro Max is a superb phone. But what if it could bend? Andrew Lanxon/CNET
Apple has always found success in biding its time, observing the industry and launching its own take on a product when it's ready. Apple didn't invent phones, tablets, smartwatches or computers, but it found ways to take existing products and make them more useful, more valuable in day-to-day life and -- dare I say -- more exciting. It's why the iPhone, iPad, Apple Watch and Mac lines dominate the market today.
For me, I need to see Apple's take on the foldable phone. I've written before about how disappointed I am in foldables. I've been a mobile reporter for over 14 years and phones have become increasingly dull as they've converged to become slight variations on the same rectangular slab.
Read more: Best Flip Phone for 2025
Foldables promised something new, something innovative, something that briefly sparked some excitement in me, but several years in, that excitement has dwindled to the point of being extinguished. They are fine products and while I like the novelty of a screen that bends, they're not a revolution in how we interact with our phones. Not in the way that the arrival of the touchscreen was when we were still pushing buttons to type out texts.
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