Apple has officially entered the foldable smartphone market with the iPhone Duo (79,900–127,900 THB), directly competing with Samsung's Galaxy Z Fold8. Market analyst Counterpoint Research forecasts that while Samsung will maintain 64% market share in Q3 2025, Apple will capture 25% share by 2026, becoming the second-largest player. The global foldable market is projected to reach 100M units by end-2026 and could hit 37% of all smartphone shipments by 2027. Chinese competitors Huawei and Xiaomi have also recently launched their own foldable models, intensifying competition in the segment.