Samsung have done it, Google have done it, Motorola, Oppo and others have done it, they have all created foldable phones but Apple haven’t.
Some people say they shouldn’t, while others say they should, and there are some out there who say that the foldable market won’t arrive to the masses until Apple enters the market, but should they?
Foldable devices are one of the hottest talking points right now in the smartphone industry. Some people like them, others don’t.
But which ever side you’re on, there’s no denying, that they offer three new ways of interacting with your phone.
Portability, by being compact and easier to carry around when folded, but still offering that large screen size when unfolded, which can be useful for watching videos, reading books, browsing the web, or multitasking on different apps.
Versatility, by being more adaptable to different use cases and user preferences.
Innovation, by showcasing a companies creativity and technological prowess in the market, leading to potentially attracting new customers who are looking for something different and exciting from their mobile devices.
Samsung is arguably the leader in the foldable phone market at the moment and have been making phones like this since 2019, with their Z series in the Fold and the Flip.
Google released their Pixel Fold earlier this year designed to showcase the best of Android on one of Google’s own phones. But Google are still a long way behind Samsung.
Huawei (with the Mate X3), Oppo (with the Find N2 Flip), Vivo (with the X Fold 2, which is only available in China) and Motorola (with their Razr series of phones) are amongst the best of the rest with other phone makers recently announcing plans to make and release foldable devices soon.
These competitors will try to differentiate themselves from the dominant smartphone makers by offering different form factors, designs, materials, and operating system variants for their foldable devices. They may also target specific regions where they have a strong presence or niche appeal.
We all know that Apple are notoriously silent on plans for future devices and whether they are to enter the world of foldable’s is no different, but that doesn’t mean they aren’t working on them behind the scenes. In fact, there could be some clues that suggest Apple is at least thinking about its own foldable device in the form of patents.
While the patents that Apple have filed relate to foldable devices. Patents aren’t a guarantee that a product will ever be released, but they do show the direction that a company is exploring.
But what these patents and the many more that get filed indicate, is that Apple is trying to solve some of the challenges that developers and manufacturers of foldable devices face, such as durability, usability, and the aesthetics.
So, what would happen if Apple actually entered the foldable device market and put something along side their standard iPhones?
Imagine the scenario, Apple, maker of the iPhone, creates a premium foldable device that appeals to its loyal fan base and tries to attract new customers who value design and functionality, sounds like something Apple would do, doesn’t it?
They would leverage brand reputation, software ecosystem, and hardware quality to create a unique and compelling foldable device that would set a new standard for the industry. If this was a success, it would boost Apple’s sales and market share, and challenge its competitors to catch up.
Another scenario, is that Apple would create a niche foldable device that would cater to a specific segment of customers who value novelty and innovation. Probably very similar to where they are going with the Vision Pro. Apple could experiment with different form factors and features, possibly similar to Samsung with their Fold and Flip phones or an iPad-like device, that would offer a different user experience than its existing products. This would allow Apple to test the waters and learn from customer feedback, without risking its core business.
A third scenario, which is always the risk for anyone wanting to bring a new product to market, is that Apple could create a foldable device that essentially flops and is a market disaster, where it fails to meet customer expectations and market demand.
Could you imagine?
Then there could be a point where they could face technical difficulties, production delays, quality issues, things that would compromise its new foldable device.
Alternatively, Apple could just misjudge the customer preferences, pricing strategy, or marketing approach for its foldable device. As a worst case scenario, this outcome would damage Apple’s reputation and profitability, and give its competitors that edge.
I’m sure we all know, or can at least imagine, that bringing any device to market isn’t an easy task, it involves assessing those technical and design challenges and deciding how those challenges are to be overcome.
Companies like Apple know how to make that standard brick shaped phone because they have been doing it for ages, just simply refining their process every year to get to their current iterations of their designs.
But foldables come with a whole different set of challenges. Imagine executives sitting around a table, in the workshops, in the labs, deciding how to facilitate that repeated folding and unfolding without damaging the screen or the hinge, while at the same time making the bendable screen resistant to scratches and cracks and at the same time as that, reducing that crease to a minimum.
An Apple Foldable needs to provide a seamless and intuitive user experience across different modes and orientations. The screen has to adapt to the changes in size, shape, and aspect ratio, and the software has to support existing apps and accessories that are designed for standard screen sizes and shapes, multitasking, continuity, and compatibility.
Samsung foldables have features like immersive display, app continuity, and Flex mode that allow users to switch seamlessly between the cover and main displays, use multiple apps simultaneously, and adjust the screen angle for optimal viewing. These features make users more productive, creative, and entertained with their foldable devices.
But for Apple to do this, it requires working with developers to ensure a smooth user experience by developing new user interfaces, gestures, and applications that can optimise the foldable display.
But we all know how good Apple can be at that software and hardware integration along with making sure its products work well within the ecosystem.
Foldable devices have to appeal to the customers’ preferences and expectations in terms of design and functionality. The device has to be compact, lightweight, and ergonomic, while also offering a large and immersive screen. The device also has to look attractive and stylish, while also being practical and durable. In a fine balancing of form and function, as well as innovation and familiarity.
While we’ve so far talked about the development of a potential foldable device from Apple, we’ve not discussed the impacts it will have for potential consumers, who will buy this foldable iPhone or iPad.
If we look at the foldables on the market now, you can see the trend, they aren’t cheap and an Apple foldable will be no different, they are more expensive than a conventional smartphone due to that complex design, the engineering involved and of course, the profit the company want to make.
For many people, the price of foldable devices will deter some potential buyers who are not willing to pay a premium price and the benefits that come from devices with this form factor.
I think there’s a novelty and convenience about foldable devices, as well as the nostalgia factor of flip phones, from that original Motorola Razr. We all have different expectations for the durability, performance, features, and battery life of our phones and we’ve seen that with some foldable phones the sacrifices that were made are quite clear to see.
Foldable devices have the potential to influence our behaviour while we use them, like content consumption, if we can see a notification on the closed screen of the phone it may mean less time getting distracted by hours of doom scrolling that could be the normal occurrence of using a normal phone.
For app developers, foldable devices pose new challenges and opportunities for adapting their apps to different sizes, orientations, and postures. For content consumers, foldable devices could offer more immersive and engaging experiences with larger and richer displays. For gamers, these devices could enable more dynamic and interactive gameplay with multiple modes and perspectives.
But of course, these scenarios are hypothetical and speculative. Apple creating a foldable device could have some benefits for its customers and its brand image, but it could also face some challenges and trade-offs in terms of durability, cost, and compatibility. Apple making foldable devices could trigger various reactions from its competitors, ranging from aggressive to defensive to innovative by potentially stimulating more growth and diversity in this emerging form factor.
Apple has not yet confirmed or denied any plans for a foldable device, but rumours suggest that it is exploring this possibility, and we do know that Apple is always looking for ways to innovate and surprise its customers, but could it make a foldable iPhone or iPad that not only meets their own high standards of quality but also delivers that customer satisfaction.
Until then, we can only speculate and imagine what a foldable device from Apple would look like and how it would work. But don’t be surprised if one day you see an Apple logo on a foldable device.
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