The foldable smartphone segment could see a major shift as Apple prepares to introduce its first foldable device, expected to bring a different design approach compared to existing models.
The upcoming iPhone Fold is rumoured to launch alongside the iPhone 18 series in September, with production likely to begin within the next 2 months. If timelines hold, the device could arrive before Christmas this year.
What sets the iPhone Fold apart is its expected form factor. Unlike most foldable phones that follow a tall and narrow design, Apple is reportedly working on a compact, passport-like device. The design has drawn comparisons to the BlackBerry Passport, known for its square display and unique usability, especially for reading.
While companies like Google and Microsoft have explored similar formats in the past with devices like the Pixel Fold and Surface Duo, Apple’s version could finally standardise a widescreen foldable design.
The device is expected to feature a 4:3 aspect ratio, making it wider and shorter than current foldables. This could significantly improve video viewing by reducing black bars and offering better screen utilisation, addressing one of the key limitations of existing devices.
The wider display may also influence software design. Reports suggest Apple could introduce an iPad-like interface, with redesigned apps and sidebars similar to iPad layouts. The device will still run iOS, but it may support side-by-side app usage, similar to foldable devices from Samsung and Google, though without full multi-window support like an iPad.
Apple’s entry is already influencing the market. Huawei recently introduced the Pura X Max with a widescreen design, while Samsung is expected to launch a similar device in July. The Google Pixel 11 Pro is also likely to follow this trend.
This shift comes at a time when the smartphone market is slowing. Foldables have seen 14% year-on-year growth in Q3 2025, but they are yet to become mainstream.
Pricing could be a challenge, with the iPhone Fold expected to cost around $2,000. The first-generation device may also face limitations such as battery performance and a visible crease, although Apple is expected to minimise it.
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