The smartphone industry is undergoing a shift. Despite consumer fascination with increasingly slim designs, sales of ultra-thin devices like Apple’s iPhone Air and Samsung’s Galaxy S25 Edge have been lukewarm. However, this apparent paradox isn’t a dead end; instead, it’s fueling the development of more compelling foldable phones.
The Allure and Limitations of Ultra-Thin Phones
Consumers consistently show interest in the aesthetic appeal of sleek handsets. Yet, purchasing trends reveal that many prefer practicality over novelty. The primary drawbacks of these ultra-thin phones include compromised battery life, scaled-back camera capabilities, and steep price points. According to Nabila Popal, senior research director at IDC, “Just because something looks great doesn’t mean you want it at the end of the day.”
This disconnect highlights a critical point: design alone doesn’t drive sales. Consumers prioritize features and value, not just aesthetics. The pursuit of extreme thinness often requires trade-offs that outweigh the visual appeal for many buyers.
The Rise of Foldable Phones
The industry appears to be recognizing this reality. Foldable phones are gaining traction, with shipments projected to grow by 10% in 2025 and a substantial 30% in 2026. This growth is driven by major players like Samsung and Apple, who are leveraging advancements in design and functionality.
The development of ultra-thin phones serves as a stepping stone toward sleeker, more refined foldable devices. By mastering slender designs, manufacturers can more easily integrate those principles into foldable models, creating devices that don’t feel bulky or compromised.
Samsung, in particular, has been instrumental in this progression. The company’s Galaxy Z Fold 7 and the innovative Z TriFold exemplify this trend. The Z TriFold, released in Korea and Asia, reportedly sold out quickly, demonstrating strong consumer demand for foldable technology. Other companies like Oppo, Honor, and Huawei are also pushing the boundaries of foldable design.
Apple’s Potential Impact
All eyes are now on Apple, with widespread expectations for the company to release a foldable iPhone as early as next year. Analysts predict that an Apple foldable could catalyze mainstream adoption of the category. Francisco Jeronimo of IDC states that “The launch of Apple’s first foldable iPhone will mark a turning point for the foldable segment.”
Given Apple’s influence, even a modest entry into the foldable market could significantly boost revenue, with estimates suggesting up to 10% of total smartphone revenue.
The Future of Mobile Design
The focus on both ultra-thin and foldable designs underscores a broader trend: innovation as a marketing tool. While some may dismiss these devices as niche products, they serve a crucial purpose in demonstrating technological leadership.
Companies like Samsung are strategically releasing these cutting-edge devices to maintain their competitive edge. The release of the Galaxy Z TriFold, timed ahead of Apple’s rumored foldable, is no accident. It’s a clear signal that competition at the premium level is fierce, and manufacturers are willing to push boundaries to stay ahead.
The industry is moving beyond incremental improvements and toward more radical form factors. While affordability remains a barrier for many consumers, the dual-screen functionality of foldables offers a compelling value proposition.
Ultimately, the pursuit of both thinner and foldable phones is not just about aesthetics; it’s about showcasing innovation, maintaining market leadership, and shaping the future of mobile technology.
