Apple Set to Capture 46% Share in North America Foldables Market in 2026
Apple is projected to take 46% of the North America foldables market in 2026, a shift that would put immediate pressure on rivals in the category. The forecast, tied to Counterpoint Technology Market Research, points to a major opening for apple as the foldables race intensifies. The report also suggests Samsung’s position could weaken sharply in the same period.
Apple’s projected rise in foldables
The clearest headline from the report is the scale of Apple’s expected entry. Counterpoint Technology Market Research projects that Apple will capture 46% of the North America foldables market in 2026, a first-year showing that would reshape the competitive field. That forecast implies pressure on Motorola and Google, while also changing the balance around Samsung.
The same projection says Samsung’s share could fall from 51% in 2025 to 29% in 2026. If that happens, Samsung would move from market leader to minority share holder in a category it has helped define. The report frames that as a significant shift for a market that has been led by Samsung since foldables emerged.
How the crease issue fits into the race
Another report this week says Apple is focused on solving the crease problem before launch. TrendForce says two elements will matter most for the iPhone Fold: ultra-thin glass and optically clear adhesive. In that report, ultra-thin glass is described as taking on a more structural role, with variable thickness and chemical strengthening helping the folding area bend more effectively while thicker non-bending areas preserve impact resistance.
The same report says optically clear adhesive is not just a bonding layer. It is described as helping reduce stress concentration during bending, while also helping fill micro-cracks created through long-term use. That combination is presented as central to apple’s effort to make the device feel durable enough for daily use.
Tom’s Guide’s coverage adds that Apple faces a difficult challenge despite the strong projection. It says Samsung has seven generations of experience with book-style foldables, and that each iteration has brought meaningful refinement. It also notes concerns that the iPhone Fold could still arrive heavier and thicker than the competition, even if Apple pursues a creaseless design.
What the named
Liz, Associate Director at Counterpoint Technology Market Research, has more than 14 years of experience in the tech industry and previously worked for Samsung SDI on investor relations and analysis of emerging tech markets and corporate strategies. Her background underlines why the market forecast carries weight inside the industry. The TrendForce report gives a separate technical lens, focusing on how apple may approach display durability and bending stress.
Those two reports together point to the same conclusion: Apple’s entry is being treated as a market event, not just a product launch. The projection, the materials strategy, and the competitive pressure all suggest the foldables segment could be reset quickly if the device arrives on schedule.
What comes next for Apple
The next major moment is the expected launch window, currently cited as September, though some observers have raised the possibility of delay. Until then, the market will keep watching for signs that apple can translate display engineering into real share gains. For now, the 46% projection has put Apple at the center of the foldables conversation, and the industry is clearly preparing for what that could mean in 2026.
