# Apple and Samsung's Foldable Phone Strategies The future of foldable phones is shaped by Apple and Samsung's approaches. - **Source:** [Macworld](https://brifing.si/source/5c5245ce-d063-40e0-bd54-48b60cbc761f) - **Published:** 2026-07-27 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/459579bb-937e-4813-898a-8b0b22a63a3a ## The Evolution of Foldable Phones Foldable phones emerged as heralds of a new era in the tech world. Samsung's early attempts provided important lessons, helping companies like Apple develop better products. ## Samsung's Initial Attempts When Samsung first released foldable phones, they didn't fully meet user expectations. Seven years of improvements revealed the potential of this technology. ## Apple's Approach Apple entered the foldable phone market later, learning from Samsung's mistakes. The design of the iPhone Ultra is set to establish a new standard in this field. ## Design Issues The biggest problem with foldable phones was design flaws that negatively impacted the user experience when unfolded. Samsung's Galaxy Z Fold 8 largely solved these issues. ## Similarities Between Apple and Samsung Apple's iPhone Ultra and Samsung's Galaxy Z Fold 8 share similar design elements, indicating mutual influence between the two companies. ## Technology Competition The competition between Apple and Samsung is shaping the future of foldable phones. Both companies are making significant investments to lead in this field. ## Conclusion and Future Foldable phones could mark the beginning of a new era in the tech world. The strategies of Apple and Samsung will play a crucial role in this area. ## Sources covering this story - https://www.macworld.com/article/3197792/deja-view-apple-is-right-and-samsung-was-wrong-again.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._