'Welcome to Foldables': Samsung braces for Apple's foldable iPhone challenge

"Apple's pricing was one of the most impressive parts. Keeping the iPhone Duo just under the $2,000 mark, at $1,999, and only about $100 above the Galaxy Z Fold 8 looks like a pretty bold move by Apple," said Liz Lee, an associate director at market research firm Counterpoint.

"We expect that Apple will really change the competitive landscape in foldables, and Samsung will see the most visible share pressure. But Samsung also has scale, years of experience and strong global distribution," she said.

Counterpoint expects Apple to hold a 25% market share, catching up with Samsung, which is expected to capture a 38% share this year.

Samsung launched the first mass-market foldable phones in 2019, after initial setbacks as reviewers reported broken screens and other display issues, forcing a delayed rollout.