Global foldable smartphone shipments rose 18% YoY in 2025 reach 19.6 million units, driven by both expansion from OEMs as well as rising consumer awareness. However, foldables accounted for only 1.6% of total global smartphone shipments in 2025 and remains a niche segment. Brands are still working on consistently refining the form factor making it thinner, minimizing the crease and improving key specifications like battery and camera.

A larger display in a smaller form factor is the key differentiator for foldables. However, folding the display also means the presence of a crease – which has emerged has one of the key pain points for existing as well as potential consumers. OEMs have been consistently working on creating crease-free displays, and Apple seems to have achieved it in its new foldable smartphone set for launch in H2 2026.

Crease One of the Key Consideration Factors for Existing and Potential Foldable Buyers

Counterpoint Research surveyed smartphone users in China, which is by far the world’s largest foldable market contributing close to 44% of global foldable shipments in 2025.

Among the existing foldable users in China, "Minimizing crease/hinge" emerged as the No. 1 area needing improvement (47% Fold, 41% Flip). It was also identified as the No. 1 factor deteriorating core experiences, specifically cited as the top detractor in both media content usage (15% Fold, 16% Flip) and taking pictures in an unfolded state (14% Fold, 13% Flip).

What Factors Need to be Improved When Using Your (Foldable) Phone?

Source: Counterpoint Research Foldable Survey, 2025

For potential buyers in China, crease improvement (38%) is the No. 2 driver for foldable purchase consideration, nearly equal to battery life (39%), making it a critical factor for conversion for any brand targeting the foldable market.

Apple iPhone Fold: How is Apple Mitigating the Crease?

Apple’s foldable iPhone is expected to be launched in H2 2026, featuring a liquid metal hinge and crease-free display technology. Building upon the established solutions from Samsung and OPPO, Apple has introduced further design innovations.

To achieve a crease-free effect, Apple intends to use a dual-Ultra Thin Glass (UTG) structure, according to Counterpoint Research Display Service. In addition to the upper cover window UTG, the back plate Polyethylene Terephthalate (PET) beneath the Polyimide (PI) substrate would also be replaced with UTG. This symmetric dual-layer glass architecture delivers superior overall rigidity and structural support. During screen folding, the upper and lower UTG layers jointly distribute stress, preventing the intermediate flexible layer from excessive compression or tension, resulting in a gentler, more rounded bend curvature that significantly mitigates crease formation.

Another solution being considered is replacing the OCA/PET/HC&AF coating, which is laminated on top of the UTG cover window, with a high-viscosity coating layer. By eliminating the upper film, the crease can be reduced, while the high-viscosity layer also helps absorb shocks to the UTG.

Apple’s Expected Foldable Display Structure

Source: Counterpoint Research Quarterly Foldable/Rollable Display Shipment and Technology Report

Although advancements in materials are the main driver for reducing creases, the mechanical structure remains crucial. Recently, several reports surfaced regarding potential manufacturing issues for Apple’s upcoming foldable OLED smartphone. Information from our sources suggests that several core bottlenecks remain during the qualification stage:

• Liquid metal hinge yield rate at ~65%, below Apple’s ~85% target
• Crease visibility and durability yet to meet Apple standards

Despite these issues, current indications point to panel module shipments beginning in August 2026, supporting a mid-September product introduction.

Apple to Capture Over 60% of the Global Foldable Market in Q4 2026

Looking forward, overall Global smartphone shipments are likely to decline 12% YoY, largely due to the fears around memory shortages, the resulting price increases as well as structural weaknesses in lower-end OEMs that have a large footprint in emerging markets. In contrast, the foldable smartphone market is likely to increase 20% YoY during the same period.

According to Counterpoint Research Foldable Service, Apple is likely to ship 6.6 million of its foldable devices in 2026, capturing over 60% of the global foldable market in Q4 2026 and 28% of the global foldable market for full year 2026. Apple will become the No.1 foldable brand in its launch quarter itself and its entry into the foldable market is likely to be a key catalyst accelerating the adoption of foldable devices globally and bringing them to a more mainstream market.

The 6.6-million-unit forecast is based on the assumption that mass production would proceed smoothly according to plan. However, the panel ramp-up may be slightly delayed, which could also push back the initial set production schedule to some extent.

This is not expected to significantly affect the product launch timing around September to October. However, given potentially limited initial production volume, some early supply constraints could arise, and we may need to revise the forecast accordingly. For now, as the project is still at the pre-panel ramp stage, we plan to continue monitoring the situation through May and June.

On the technology front, “crease-free” displays are set to become the industry's core R&D battleground, with Samsung, OPPO, Apple and other OEMs accelerating their deployment across hinges, support plates, and self-healing coating technologies.

This monthly topical report is part of Counterpoint Research Apple 360 Service, which covers Apple’s hardware and services ecosystem through the quantitative as well as qualitative aspects.