Apple has always enjoyed one of the strongest loyalty bases in the smartphone industry. For years, iPhone users have held onto their devices and upgraded within Apple’s ecosystem rather than jumping to Android. However, new market dynamics specifically the popularity of foldable phones could disrupt that loyalty.
A recent survey reveals that as many as 1 in 5 iPhone owners are prepared to leave Apple behind if the company does not deliver a foldable iPhone soon. This signals a turning point in consumer expectations and possibly a looming challenge for Apple.
Samsung has positioned itself as the global leader in foldable smartphones. With the Galaxy Z Fold and Galaxy Z Flip lines improving each year, the company has taken what was once a futuristic concept and turned it into a reliable, mainstream product line.
These devices aren’t just novelties anymore, they combine the productivity of tablets with the portability of smartphones, offering unique experiences such as multitasking on a larger screen, pocketable clamshell designs, and optimized apps for flexible displays.
While Apple continues to refine its traditional slab iPhones, Samsung has steadily evolved its foldables, enticing tech enthusiasts, business professionals, and even casual users who crave something fresh. And as these devices become more durable and affordable, they’re drawing attention from a group once thought unshakable: iPhone users.
Survey Shows Cracks in Apple’s Loyal Base
SellCell, a platform specializing in device trade-ins and consumer data, conducted a survey ahead of Apple’s September 9 event. The survey polled 2,012 iPhone owners, asking them about their willingness to switch to a foldable phone from a competing brand if Apple doesn’t release a foldable iPhone by 2026 or later.
The findings are striking:
- 20.1% of respondents roughly 1 in 5 said they would likely switch to a Samsung Galaxy Z Fold or Galaxy Z Flip over an iPhone if Apple fails to offer a foldable option.
- An additional 10.2% indicated they might consider switching to Google’s Pixel Fold.
Combined, that’s over 30% of iPhone owners in the survey who would seriously consider leaving Apple in favor of a foldable device from another manufacturer.
For a company that has historically relied on high retention rates and an ecosystem that locks users in, even a small percentage shift is significant. If Apple’s inaction in the foldable space pushes even a fraction of these users away, the impact could ripple through its hardware, software, and services ecosystem.
Why iPhone Owners Are Losing Patience
The smartphone market has matured. Hardware innovation is slowing in traditional designs, and incremental camera, performance, and battery upgrades aren’t exciting many consumers the way they used to. Foldables, on the other hand, represent something genuinely new.
For iPhone users, the frustration isn’t simply about curiosity, it’s about being locked out of a growing category of devices that promise convenience and creativity. Features like:
- Tablet-like multitasking in your pocket (Galaxy Z Fold)
- Compact form factors with larger screens when unfolded (Galaxy Z Flip)
- Exclusive app optimizations for flexible displays
- Stylus support on foldable tablets
…are already here, and Apple has offered no public timeline for delivering a comparable product.
Many iPhone users have been waiting for years, reassured by persistent rumors of a foldable iPhone “coming soon.” But as each year passes without an official announcement, patience naturally wears thin, especially as rival devices become more polished, more available, and in some cases, even more affordable.
Rumors strongly suggest that Apple is working on a foldable iPhone or perhaps a foldable iPad-like hybrid. Most industry watchers believe a launch could happen by 2026.
If Apple delivers by then, it may successfully retain customers who were tempted by Android’s foldable offerings. However, if the company delays beyond that, it risks an exodus not necessarily en masse, but enough to dent market share, weaken ecosystem engagement, and embolden competitors.
Samsung, in particular, has an opportunity to capitalize on this moment. Its foldables have reached a point where durability concerns are largely addressed, hinge designs are smoother, and the devices feel more “normal” than experimental. By the time Apple releases a foldable if it does Samsung will likely be on its eighth or ninth generation of the technology.
In other words, Apple may not just be late to the party, it may find that the party has already moved on to new innovations by the time it arrives.
Apple’s strategy has historically been to wait to perfect a technology before releasing it, rather than rush into emerging categories. This approach has worked in the past with products like the iPhone, iPad, and Apple Watch, all of which entered markets late but dominated them quickly due to Apple’s execution.
However, the mobile landscape in 2025 is different. Consumer expectations have evolved. Competitors are no longer years behind in quality or integration. And as smartphone replacement cycles lengthen, offering a compelling reason to upgrade has never been more important.
The survey data doesn’t mean millions of iPhone users will immediately jump to Android. But it’s a warning shot a sign that even Apple’s loyal base has limits, and that loyalty is no substitute for innovation when the market is clearly moving in a new direction.
Foldables aren’t just a gimmick anymore, they represent a genuine evolution in how we use mobile devices. Apple’s delay is creating a rare vulnerability, one that Samsung and Google are already exploiting.
If Apple wants to maintain its dominant position and preserve the loyalty of millions of iPhone owners, it must move decisively. Whether that means a foldable iPhone, a hybrid iPhone-iPad device, or an entirely new take on flexible displays, the company cannot afford to sit on the sidelines much longer.
Consumers have spoken and as the survey shows, they’re ready to fold if Apple doesn’t.
