Quick summary
Samsung saw a 10% increase in sales for its foldable phone right after the announcement of the iPhone Duo.
It is believed that customers waited to see what Apple presented before making a purchase decision.
The announcement of the iPhone Duo bought folding phones into the public consciousness in a way that had previously eluded the segment. That’s the Apple effect, because people now care that flip phones exist, whereas they didn’t before.
The launch of Apple did not happen in a vacuum, with the impact of the announcement wider than anyone expected, leading to a surprising reaction. That’s right, Samsung sold more flip phones as a result.
According to ETNews, Samsung saw an immediate 10% increase in domestic sales (that is in Korea), an unexpected boon for the company.
It is believed that some stopped to see what Apple had to offer before making a purchase decision. Factors such as price and availability factor certainly, while there is the suggestion that weight and thickness could also play a role.
The Samsung Galaxy Z Fold 8 is 201g and 4.5mm thick (when opened), while Apple’s device is 254g and 5.2mm thick. The Galaxy Z Fold 8 starts at £1699, while Apple’s device is £1999, so it’s easy to call out those differences.
Samsung enjoyed bumper sales thanks to the introduction of the new format of the device, with the wider folding phone seen as a better option than the larger format in the Galaxy Z Fold 8 Ultra.
While the Ultra remains the more powerful device, the decision isn’t about power – it’s about novelty and the fact that the interior display seems more useful, better suited for watching movies or reading books.
Apple has no shortage of interesting features on the iPhone Duo, with the screen finish being the most talked about. Apple didn’t follow the pack here, instead using a matte finish, avoiding the plastic film that sits on the surface of most rival devices.
Reducing the screen’s reflectivity helps dampen the telltale reflections that sit on either side of the fold, so while the crease is still there, it’s visibly less obvious. The overall reduction of reflections is also great on a larger screen and although the duo has not yet been tested, there are high hopes for its performance.
It looks like folding phones are having their moment: there are more options than ever, with more to come. Exactly how that will affect sales of traditional devices — like the iPhone 18 Pro Max — and if there will be significant drift from Android to Apple remains to be seen.