Observed Signal · Sep 7, 2026 · Product Launch · Source: Manager Magazin · Impact: 2/5 · Sentiment: Positive
Xiaomi and Huawei Challenge Apple with Foldable Smartphones
Chinese smartphone makers Xiaomi and Huawei have launched new high-end foldable devices—the Xiaomi 18 Fold and the third-generation Huawei Mate XT2—ahead of Apple's anticipated first foldable iPhone. Both devices, priced above $1,500, aim to boost profit margins amid rising memory chip costs and feature in-house innovations: Xiaomi's XRing O3 processor and Huawei's LogicFolding technique. Analysts from Counterpoint Research and IDC view these launches as strategic moves to capture demand before Apple enters the market. Apple could ship 6 million foldable iPhones this year, capturing 25% of the global market in 2026 and 40% by 2027. Currently, Samsung leads the global foldable market, while Huawei dominates China with a 68% share.
Competitive dynamics in premium smartphone hardware; relevant to mobile advertising but not directly to adtech.
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Key Takeaways & Evidence Grounding
- Xiaomi launched the Xiaomi 18 Fold, a passport-sized foldable with three-app display and XRing O3 processor.
- Huawei unveiled the Mate XT2, a third-generation trifold smartphone with tablet-sized screen and LogicFolding technology.
- Prices start at $1,540 for Xiaomi and $2,980 for Huawei.
- Samsung leads the global foldable market, while Huawei holds a 68% share in China (Smart Analytics Global).
- Apple's rumored foldable iPhone could ship 6 million units this year, capturing 25% of the global market in 2026 and 40% by 2027 (Counterpoint Research).
Connected Companies & Entities
4 Entities mapped“Xiaomi and Huawei have presented high-priced foldable phones with the '18 Fold' and 'Mate XT2'.”
“Huawei uses its own chips for the tri-foldable Mate XT2.”
“Apple is expected to present its first foldable iPhone at an event on Wednesday.”
“Samsung dominates the foldable market with Galaxy Z Fold8 and Z Flip8.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Xiaomi Launches 18 Fold in China, Intensifying Foldable Competition
Xiaomi has launched its new foldable smartphone, the 18 Fold, in China, entering the premium foldable segment amid a challenging global smartphone market. The device features Xiaomi's own 3-nanometer XRing O3 chip, a Leica camera system with a 200MP main sensor, a 6,000mAh battery, and a compact passport-style design. Priced from 10,999 to 15,999 yuan (approx. €1,400 to €2,000), the 18 Fold competes with Apple's upcoming iPhone Duo and other high-end foldables from Samsung and Huawei. The launch underscores Xiaomi's strategy to shift from volume-driven sales to premium branding, while reducing reliance on external chip suppliers. The device is initially China-only, with no confirmed international release.
Apple unveils foldable iPhone Duo, iPhone 18 Pro, AI features
At its September 9, 2026 'Surprise and Shine' event, Apple entered the foldable smartphone market with the iPhone Duo, priced at $1,999 (€2,299), featuring a 5.4-inch external display expanding to 7.6 inches. The device introduces adaptive app layouts and is available for pre-order starting October 16, with retail availability on October 23. The event also unveiled the iPhone 18 Pro and Pro Max (with a $100 price increase), Apple Watch Series 12 and Ultra 4, AirPods 5, the A20 Pro chip (first 2nm processor, 40% faster GPU), and the C2 modem to reduce Qualcomm reliance. New CEO John Ternus showcased AI features, including upgraded Siri (working with 300,000 apps) and Audio Intelligence, as well as Monster Hunter Outlanders running at 120fps. Aimed at expanding the foldable market, the launch faced competition but analysts expect momentum.
Apple Launches First Foldable iPhone Duo with 7.6-inch Display
Apple unveiled its first foldable device, the iPhone Duo, at its 'Surprise and Shine' event in Cupertino. The device features a 7.6-inch inner Retina display and a 5.4-inch outer display, with a custom nanotexture finish to hide the crease. It uses a hinge made of grade 5 aluminum with over 100 components. The iPhone Duo is powered by the A20 Pro chip and C2 modem, and is eSIM-only. It has a dual 48-megapixel camera system with under-display front camera and a smart-take feature. The device runs iOS 27 with multitasking features and supports Apple Pencil later this year. Priced at $1,999 with 256GB storage, preorders start October 16, and availability on October 23. Analysts predict it could gain up to 25% market share in the foldable segment by year-end.
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