Counterpoint Research forecasts global foldable smartphone shipments will grow 21% year over year in 2026, driven by demand for premium book-style devices, broader vendor competition and Apple Inc.'s expected entry into the category. The research firm projects Samsung Electronics Co. Ltd. will retain its position as the world's largest foldable smartphone maker, though its market share is expected to decline to 32% from 40% in 2025. Apple is anticipated to reshape the competitive landscape by capturing a 25% share in its first year, while Huawei is expected to hold 24%. Motorola and HONOR are forecast to account for 8% and 3%, respectively.

Market Dynamics and Competition

Counterpoint Associate Director Liz Lee stated that 2026 will mark a turning point for the foldable smartphone market as Apple's arrival expands consumer awareness and raises competition in the premium segment. Lee noted that while Apple's entry is expected to lift overall consumer awareness and raise the benchmark for premium foldables, Samsung still has a clear advantage in product maturity, channel reach and foldable user experience. Samsung's upcoming wider foldable design could improve multitasking and AI-assisted workflows by offering more usable screen space, helping the company maintain an edge despite Apple's entry.

Projected Market Share for 2026

AI and Productivity Drivers

Counterpoint indicated that larger displays are becoming more important as artificial intelligence assistants evolve beyond chatbots into tools that summarize documents, edit content, manage schedules and perform tasks across multiple applications. The firm expects wider foldable devices to become increasingly attractive for productivity-focused users. Samsung's upcoming Galaxy Unpacked event is anticipated to be an important catalyst for the category, with the company expected to unveil the Galaxy Z8 Flip, Galaxy Z8 Fold and a wider book-style foldable device ahead of Apple's expected market entry.

Apple Inc. is trading at an unprecedented 11 times its sales revenue, marking the highest valuation level in company history, as Chief Executive Officer Tim Cook prepares to oversee his final earnings report on July 30. The technology behemoth touched an intraday all-time high of $334.99 on Friday, July 17, reflecting surging investor optimism in artificial intelligence and pushing the company to a market valuation of $4.88 trillion. This record valuation coincides with a monumental leadership transition, with hardware veteran John Ternus set to take over the helm in September.

BofA Securities analyst Wamsi Mohan characterized the upcoming third-quarter earnings report as the "end of an era." Mohan reiterated a Buy rating on the stock with a price target of $380, highlighting investor focus on gross margins, cost inflation, and the sustainability of iPhone demand. The analyst projects Services gross margins at 76.5% for the June quarter, holding steady at 76% for the subsequent quarters, with potential long-term growth to 80%. Overall company gross margins are expected to grow to 50% over time.

Artificial Intelligence Drives Sentiment Shift

Apple's recent stock surge briefly propelled it past Nvidia Corp. to reclaim the title of the world's most valuable company. This milestone highlights a significant shift in market perception regarding the company's technological roadmap. "Apple was seen as a laggard in the AI race because it wasn’t spending to develop models, but now sentiment has changed," said Toni Meadows, head of investment at BRI Wealth Management. The introduction of a revamped Siri and expanding AI features has reinvigorated a consumer base that initially worried Apple had fallen behind.

Performance and Analyst Outlook

While the analyst anticipates a strong June quarter, iPhone revenue growth may decline in future quarters due to launch cadence. "Overall builds are likely strong, but we are taking a conservative approach; iPhone launch cadence can change some seasonality, which we are reflecting," Mohan explained. Investor concerns center on the sustainability of iPhone demand and the validity of the 'supercycle' thesis, despite AI features and an aging installed base expected to drive sales.

AAPL shares were up 20.13% year-to-date and higher by 54.66% over the year. The stock closed 2.14% lower at $326.59 per share on Monday.

Key Financial Metrics