At SoftBank World 2026 in Tokyo, Japan, Apple and Samsung Electronics set up booths side by side, engaging in an intense battle of nerves over the premium smartphone and enterprise markets. The simultaneous participation of both companies at this event was unusual, drawing industry attention as it comes just ahead of their head-on collision in the ultra-premium foldable phone market priced around 3 million won (approximately $2,050) this fall.
The event, held by SoftBank on July 14, has evolved into an exclusive, invitation-only, high-level business networking forum since the COVID-19 pandemic, attracting a large number of corporate decision-makers. Apple meticulously designed its booth with the same aesthetic universe as its Apple Stores, providing an immersive product experience space. Samsung Electronics, meanwhile, aggressively targeted the corporate market by exhibiting a wide array of products, including its triple-folding smartphone, the Galaxy Z TriFold, military-grade ruggedized phones, and signage displays.
At the Apple booth, Ryoya Negami, Deputy Head of the DX Promotion Division at Fukuoka Financial Group, took the stage and drew attention by revealing that 80% of the company’s engineers use MacBook Air laptops. Regarding AI adoption, Negami explained that “token consumption became so severe that usage limits started kicking in,” leading the group to build a hybrid environment combining local AI on the Mac Studio with cloud resources. Given the highly confidential nature of banking data, the company cannot entrust everything to the cloud, and therefore holds high expectations for AI processing in a local environment like the Mac Studio.
Samsung Electronics matched this presence with its own show of force. SoftBank resumed supplying Samsung smartphones in Japan last year, and Samsung signaled its intent to use this exhibition as a bridgehead to actively court SoftBank’s extensive network of corporate clients.
This proxy-war dynamic reflects the tension surrounding the roughly 3 million won (approximately $2,050) foldable phone market, where a clash is anticipated this fall. Samsung Electronics launched a preemptive strike on July 22 at Galaxy Unpacked 2026, unveiling a three-model lineup consisting of the Galaxy Z Fold 8, Z Fold 8 Ultra, and Z Flip 8. The new Galaxy Z Fold 8 features a 7.6-inch main display with a 4:3 aspect ratio when unfolded, measures 4.5mm in thickness, and weighs 201g, making it the lightest and thinnest in the series’ history. It is characterized by a next-generation hinge mechanism and “Flex Titanium” material that significantly reduces the visibility of the display crease.
In contrast, reports of production difficulties for Apple’s first foldable device, the “iPhone Ultra,” are increasing market uncertainty. Taiwan’s DigiTimes recently reported, citing supply chain sources, that Foxconn is continuously adjusting the mass production schedule for the foldable iPhone. Given that this is Apple’s first foldable product, the company’s characteristic perfectionism has reportedly led it to set extremely high quality control standards, raising the possibility that it has not yet entered full-scale mass production. Consequently, even if the September launch proceeds as planned, there is speculation that it may be limited to an extremely small quantity.
Price competition is also expected to be fierce. Samsung’s Galaxy Z Fold 8 Ultra, which packs ultra-high specifications including the “Snapdragon 8 Elite 5th Gen for Galaxy” processor, a 5,000mAh large-capacity battery, and a 200-megapixel camera, is expected to reach the 3 million won (approximately $2,050) range. Apple’s first foldable iPhone is also projected to have a starting price exceeding $2,000 (approximately 2.9 million won), driven by the rising costs of high-spec display components and core semiconductors. The device is strongly rumored to feature an ultra-slim in-folding display, measuring just over 4mm thick when unfolded, in a book-type design with an approximately 7.8-inch internal screen and a 5.5-inch cover screen.
In response, Samsung Electronics is expressing confidence by emphasizing its seven years of accumulated foldable technology expertise. “The entry of more companies into the market signifies that foldables have already become mainstream,” said TM Roh, President and Head of Samsung’s MX Business. “The fiercer the competition, the more we will lead the global foldable market by setting new standards one step ahead.” A components industry source told News1, “Samsung also went through years of trial and error after launching its first foldable phone. No matter how much Apple utilizes components that have advanced over time, it will be difficult for its first product to be completely free of issues.”
The industry anticipates that the showdown between the two giants will serve as a catalyst to expand the overall pie in the stagnant smartphone market. Market research firm Counterpoint Research predicted that Apple’s entry into the foldable phone market would establish a “Big Three” alongside Samsung Electronics and Huawei. “Attention is focused on the clash between Samsung, which has defended its throne for eight years, and latecomer Apple,” one industry insider said. “Whether Apple can launch its new product as planned this year is a variable, but its mere participation will accelerate a generational shift in the market.”