As the smartphone market continues to evolve, foldable phones have emerged as a new product form, gradually attracting consumer attention. However, after nearly five years of rapid development, the growth rate of the foldable phone market has begun to slow down. The strategies of major competitors like Apple, Samsung, and Huawei in this field are increasingly under scrutiny.

Market Status and Challenges

According to data from market research firms, the shipment volume of foldable phones experienced its first year-on-year decline in the third quarter of 2024, a trend expected to continue in the coming years. Despite the relatively high hardware profit margins of foldable phones, many manufacturers have not achieved profitability due to the limited market size and high research and promotional costs. This is especially true after Huawei's return to the high-end smartphone market, which has stabilized the competitive landscape and intensified competition.

Samsung, as a pioneer in the foldable phone market, has maintained a leading position since launching its first foldable model in 2019. However, the recent market acceptance of its new Galaxy Z Flip 6 has fallen short of expectations, indicating a decline in consumer interest in foldable phones. Additionally, Huawei's performance in foldable screen panel procurement in 2024 has been unsatisfactory, resulting in a significant drop in its market share.

Apple's Layout

Apple's strategy in the foldable phone sector has garnered significant attention. According to the latest news, Apple plans to launch a thinner iPhone in fiscal year 2024 and develop two foldable devices in the future. One will be a larger foldable device with laptop capabilities, while the other will be a smaller foldable iPhone expected to be larger than current models. Although Apple is entering the foldable screen market relatively late, its strong brand effect and market influence could bring new growth momentum to this sector.

However, Apple faces considerable challenges as it enters the foldable phone market. Market analysts point out that most current foldable phones have not yet met Apple's high standards in terms of thickness, weight, and energy efficiency, which makes Apple cautious in advancing this product line.

Huawei's Return and Future

After experiencing a period of stagnation, Huawei is making a strong comeback in the high-end smartphone market. Since 2019, Huawei has faced multiple rounds of sanctions, leading to a significant decline in its market share. However, in 2023, Huawei launched several new models, including foldable phones, regaining consumer favor. According to IDC data, Huawei's market share in China has reached 15.3%.

Huawei's return not only captures consumer attention but also puts pressure on other manufacturers. As Huawei gradually regains market share in the high-end phone segment, other brands are compelled to reassess their market strategies, particularly in the premium sector.

Competition Strategies of the Three Players

In the foldable phone market, Samsung, Apple, and Huawei have adopted different competition strategies. Samsung continues to optimize its foldable technology, launching multiple new models to attract consumers. Apple plans to introduce more innovative products, backed by its strong brand effect and user base. Meanwhile, Huawei leverages its technological expertise and market experience to reclaim its share in the high-end market.

Simultaneously, as the growth rate of the foldable phone market slows, many manufacturers are shifting their focus to the mid-to-low-end market, launching more traditional models to meet diverse consumer demands. This trend not only reflects market changes but also demonstrates manufacturers' flexibility and adaptability in resource allocation.

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（Source: uSMART HK）