Rivals already copying iPhone Duo’s software tricks

Apple's ↘ 0.52% unveiling of its first foldable iPhone on September 9 has done more than excite Apple fans — it has energized Samsung loyalists eager to see how the Galaxy Z Fold 9 will respond to a new rival in the foldable market.

A New Competitive Dynamic

The iPhone Duo, priced at $1,999 and set for an October 23 release, marks Apple's long-awaited entry into foldable phones. For years, Samsung dominated the category alongside Chinese manufacturers and Google Alphabet Inc. ↗ 0.78%, but none carried the competitive weight that Apple does. As SamMobile noted, "nothing compares to competition from Apple," and a Reddit post capturing growing fan excitement about the Fold 9 resonated widely.sammobile+2

Samsung has already begun positioning itself against the iPhone Duo. Reuters reported that Samsung launched a publicity campaign touting its hardware advantage and early-mover status in foldables. According to CNBC, the global share of iOS users switching to Samsung's latest Fold 8 series was 1.6 times that of the previous generation, and in the U.S., 30 percent of Galaxy Z Flip 8 buyers came from competing brands.cnbc+1

The Stakes for Both Companies

Market projections underscore the scale of the challenge ahead. TrendForce estimates Samsung will ship around 7.1 million foldable units in 2026, holding a 35.1 percent market share, while Apple could ship approximately 5 million iPhone Duo units and capture 24.8 percent of the market before year's end. Apple's rapid ascent to second place in the foldable segment puts direct pressure on Samsung to deliver a compelling Fold 9.sammobile+1

The iPhone Duo has also already begun influencing the broader foldable category's software expectations. According to Notebookcheck, the Duo's transition animation — a blur effect when folding and unfolding — has drawn attention from Chinese foldable makers reportedly studying how to replicate it.notebookcheck

What the Fold 9 Could Bring

Samsung fans are hoping the heightened competition will push the company to restore features lost in the Fold 8, such as Flex Mode, and deliver improvements to cameras, battery life, and crease visibility. However, as SamMobile cautioned, many of the Fold 9's hardware decisions were likely finalized before the iPhone Duo's announcement, and Samsung may be saving its most ambitious changes for the Fold 10, which would mark a decade of Galaxy foldables.sammobile

Still, for the first time, Samsung's next flagship foldable will launch into a market where Apple is an active competitor — a dynamic that raises the stakes for both companies and brings mainstream attention to a category long considered niche.