CNBC
Samsung works to draw iPhone users to its foldables even as Apple enters the market
Thursday, September 10, 2026
Samsung reported increased adoption of its foldable smartphones among users switching from Apple's iPhone, according to available market data. Apple is expected to release its own foldable device, which would enter a market currently dominated by Samsung. The timing of Apple's entry coincides with growing consumer interest in foldable technology across the smartphone market.
