Huawei, Xiaomi unveil foldables days before Apple event

Chinese smartphone makers Huawei and Xiaomi both unveiled premium foldable phones on September 7, setting the stage for a direct confrontation with Apple ↘ 0.26% just two days before its expected iPhone event on September 9, where the company is widely anticipated to reveal its first foldable device.

Two Launches, One Message

Huawei introduced the Mate XT2 at an event in Guangzhou, its second-generation tri-fold phone featuring the in-house Kirin 9050 Pro chip and a redesigned inward-folding hinge. Pricing starts at 19,999 yuan (about $2,980) and tops out at 24,999 yuan (roughly $3,725), with sales set to begin September 12. Executive Director Richard Yu acknowledged the cost pressures facing the category. "Pricing right now is a real challenge, because memory costs have risen sharply," Yu said.yellow+2

Hours later, Xiaomi CEO Lei Jun took the stage to unveil the Xiaomi 18 Fold, a "medium-fold" device that stays passport-sized when closed and supports three apps side by side when opened. Powered by Xiaomi's XRing O3 AI processor, the 18 Fold starts at 10,999 yuan (about $1,540) and reaches 14,999 yuan (roughly $2,100). Lei defended the pricing: "We don't say it is cheap, but it is value for money".yellow

Apple Enters a Crowded Field

The timing was deliberate. Both companies scheduled their launches ahead of Apple's September 9 event, where the Cupertino company is expected to enter the foldable category for the first time. CNBC Comcast Corporation ↘ 0.74% reported Tuesday on the new wave of competitors confronting Apple's anticipated device.cnbc+2

Counterpoint Research forecasts that Apple could capture 25% of the global foldable market in 2026 despite a short initial selling window, ranking second behind Samsung at 38% and ahead of Huawei at 22%. By 2027, with a full year of sales, Apple's share could reach 40% as overall foldable shipments grow 37% year over year.counterpointresearch+1

The China Factor

The premium smartphone battle is increasingly centered on China, where Huawei held 22.6% of the broader smartphone market compared with Apple's 18.1% and Xiaomi's 12.4%, according to IDC. In foldables specifically, Huawei commands roughly 68% of Chinese shipments, according to Smart Analytics Global. Huawei remains the only major brand currently selling a tri-fold phone, though U.S. restrictions keep its devices out of the American market — a constraint that limits how directly it can challenge Apple on its home turf.yellow