Apple’s seven-year wait to enter the foldable market was a strategic play to let rival companies iron out early hardware flaws while it perfected its own technology, design, and market timing.
Rather than rushing to be first, Apple used the time for several key reasons:
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Technology and Durability Maturity: Apple waited for flexible glass, hinge mechanisms (such as minimizing the display crease), and ultra-thin chassis technology to reach standards high enough for daily mainstream use.
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Learning from Competitors’ Mistakes: By watching Samsung, Google, Huawei, and others test different formats over the years, Apple was able to study consumer pain points and analyze what form factors actually worked in the real world.
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Form Factor Evolution: While early Android foldables favored taller, narrow screens, Apple reportedly waited until it could settle on a more ergonomic, short, wide, “passport-shaped” design that provides a better balance for media and multitasking.
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Ecosystem and Software Optimization: Building a foldable requires deep software adaptations—such as split-screen multitasking, drag-and-drop features, and app continuity—which Apple took its time to integrate smoothly into iOS.
By holding back, Apple allowed the initial niche market to take shape, positioning itself to leverage the massive strength of the iPhone brand to push foldables into the mainstream.
