Samsung Targets iPhone Owners with New Foldable Push as Apple Looms

Samsung is stepping up its outreach to iPhone owners, rolling out fresh trade‑in offers and advertising that highlight the multitasking strengths of its Galaxy Z Fold and Z Flip models, CNBC reported. The South Korean giant hopes the incentives will lure users who are curious about larger screens but hesitant to abandon the iOS ecosystem.

The campaign emphasizes features such as seamless app continuity, a larger canvas for productivity apps, and a more immersive media experience. Samsung’s marketing materials also point to the durability improvements made over several generations of foldables, aiming to counter lingering concerns about screen creases and hinge reliability.

Apple’s rumored entry into the foldable space adds urgency to Samsung’s push. Industry analysts cited by CNBC suggest that Apple could unveil a foldable iPhone as early as next year, a move that would likely compress price margins and force competitors to differentiate on software and ecosystem integration. The prospect of an Apple foldable has already sparked speculation about how the company might blend its design ethos with a flexible display.

The foldable market, still in its infancy, has been led by Samsung since the launch of the first Galaxy Fold in 2019. While early adopters praised the novelty, mainstream acceptance has been hampered by high price tags and limited carrier support. Samsung’s latest pricing strategy, which includes modest discounts and carrier subsidies, aims to bring the technology within reach of a broader audience, especially those considering an upgrade from an iPhone.

Historically, Apple’s entry into a new hardware category—whether it was the iPad, Apple Watch, or AirPods—has reshaped consumer expectations and forced rivals to accelerate innovation. If Apple does release a foldable, the competitive dynamics could mirror those past disruptions, potentially expanding the overall market size while intensifying the battle for premium users.

For now, Samsung’s bet is that by making the transition smoother for iPhone users, it can lock in a segment of high‑spending consumers before Apple’s foldable arrives. The outcome will likely influence pricing, feature roll‑outs, and the pace at which other manufacturers enter the foldable arena.