Recently, in an interview, Mark Zuckerberg 3.0 (that’s Mark with the designer shirt and million-dollar wristwatch) decried Apple’s lack of innovation and said the company makes money by squeezing developers and gatekeeping their ecosystem. However, that wall is starting to wear out with the rise of innovative products from other phone makers. Other major players like Huawei and Motorola have introduced their own foldable phones, pushing the boundaries of design and technology. Google has also entered the foldable phone space, further intensifying competition and driving innovation.

iPhone sales have been steadily declining, so much so that unit sales are not recorded in their annual report. However, the company has grown its revenue by charging a premium on its flagship products. With a lack of significant upgrades, iPhone users are clinging to their older phones and slowing the rate of upgrades. The broader market for foldable iphones is growing, and Apple is responding to these trends with ongoing research and development. Also, the Galaxy Fold series has a strong pull on business-class users, offering an engaging and bold experience. Compared to Samsung’s leadership with the Galaxy Z Fold and their advancements in folding display technology, Apple is seen as lagging behind in the foldable smartphone market. The need for design innovation is clear, especially as technical challenges like folding display durability and hinge mechanisms are being addressed by competitors.

History Repeating Itself?

Years back, Apple was in a major rut. They made all sorts of products just to survive. This was after its founder, Steve Jobs, was unceremoniously ousted from the company. However, upon his return, he cancelled 70% of the products and focused on the iPod, a major hit that revolutionized music consumption. Thereafter, he went on to produce the iPhone, combining iconic marketing campaigns, novel technology, and an uncompromising design focus. The iPhone has been the highest-selling product in the world from inception, having sold more than 2.7 billion units globally.

What’s so valuable in this lesson is how Apple utterly dominated the world’s leading smartphone platform at that time with its invention and continual evolution. Blackberry saw companies replicate its strongest selling point of push emails, instant messaging, and creating opportunities for 3rd party applications, but they kept crawling in response. The Blackberry storm, which was RIM’s response to the rise of touch screens from the iPhone, was a terrible flop. Blackberry saw Apple and Android phones eat away at their market share as if they were buried alive.

The technology market is super dynamic, and companies that do not innovate will be beaten. While Apple has acknowledged the need to improve iPhone sales, it has failed to address the elephant in the room, which is to improve the iPhone design significantly. There has been no major upgrade on the iPhone design for over five (5) years besides switching the position of cameras.

There are rumors that Apple may introduce a foldable iPad as a first step before launching a folding iPhone, allowing the company to address durability and technology challenges. The current prototype of the folding iPhone is reportedly in development, with design features and materials being tested. A recent patent describes how Apple is approaching foldable device technology, including innovations in display mechanisms and hinge designs.

Apple can consider a foldable design for the iPhone Pro versions to rival the Galaxy Fold Series or infuse some augmented reality elements in their phones, a technology they are familiar with from the Vision Pro headset

Apple’s recent lack of innovation can offer some valuable insights for entrepreneurs to always keep the gears of their business moving, which includes:

1.1 1. Stay Ahead of the Curve with Foldable iPhone

Continuously monitor industry trends and emerging technologies to anticipate changes and stay competitive. For example, the industry expects Apple to introduce innovative foldable technology, with analysts predicting new features and potential launch timelines. Make product-market fit decisions that you can afford, and you have good evidence that demand will validate and drive your product-market fit decision.

2. Encourage a Culture of Innovation

Foster a work environment that promotes creativity, experimentation, and risk-taking to drive innovation. This is easier said than done. Don’t fall into a trap of shiny-object syndrome, where every new idea is the right one. Leverage a wide range of opinions from your team, customers, suppliers and partners to choose the highest value innovations.

3. Diversify Your Products or Services

Expand your offerings to reduce dependence on a single product or service, making your business more resilient to market fluctuations. Don’t diversify for diversification’s sake. Remember that replicating your previous success will likely be just as difficult with a new product or service. Use the learnings from Steps 1 and 2 above to make great diversification bets. Always, always, always evaluate the diversification investment return to just putting more fuel into your existing business before you make a decision to move forward with diversification.

1.4 4. Responding to Foldable Phone Competitive Pressures in a Real Way

As competitors advance in artificial intelligence, Apple’s delayed response emphasizes the need for businesses to remain agile and responsive to industry trends. Siri still stinks. Today, in fact, while driving Siri refused to find my sister’s contact name for an iMessage after literally calling her for me when I asked five minutes earlier. This is after their Siri Intelligence “innovations” and Apple’s ChatGPT hoopla. If you are going to compete, do it seriously and make sure the basics are working.

1.5 5. Focus on Foldable iPhone User Experience

Prioritize customer needs and preferences to create products or services that meet their evolving expectations. Listen to your customers and spend time with them. Talk even more to customers that chose a competing or substitute product. Their knowledge is priceless and will keep your priorities focused.

Design and Form Factor Considerations

When it comes to the foldable iPhone, Apple is poised to make a statement not just with technology, but with design. Analyst Ming-Chi Kuo suggests that the much-anticipated iPhone Flip will sport a generous 7.8-inch inner display and a 5.5-inch outer screen, embracing a book-style foldable form factor that stands out in a sea of foldable phones. This means users can expect a device that feels substantial when unfolded, yet remains pocket-friendly when folded.

Apple’s approach to the hinge mechanism is expected to be nothing short of meticulous, focusing on a seamless folding experience that doesn’t compromise on durability. The outer screen will keep users connected to essential features and notifications, even when the device is closed—a nod to the multitasking demands of today’s users. Premium materials like ultra-thin glass and advanced hinge technology are likely to be at the heart of the iPhone Flip, ensuring resistance to scratches and minimizing the dreaded crease that plagues many current foldable devices.

But it’s not just about looking good. Apple’s design philosophy will prioritize usability, making sure the foldable iPhone feels intuitive and comfortable in hand, whether you’re reading, gaming, or video calling. In a market where form factor can make or break a device, Apple’s attention to detail and commitment to user experience could set a new benchmark for what a foldable device should be.

Release and Pricing Strategy

The tech world is buzzing with rumors about the release date of Apple’s first foldable iPhone, with most signs pointing to a 2026 launch—though some whispers suggest we might be waiting until 2027. Whenever it arrives, one thing is certain: Apple’s foldable phone will command a premium. Industry insiders expect the iPhone Flip to debut with a starting price between $1,800 and $2,000, positioning it squarely in the luxury segment of the market.

This premium pricing isn’t just about the Apple logo; it reflects the company’s focus on quality, innovation, and a user experience that justifies the investment. Apple is also expected to offer multiple models, giving users the option to choose between a base version and a higher-end model packed with advanced features. This strategy allows Apple to cater to a range of budgets and preferences, while still maintaining its reputation for exclusivity.

The release of the iPhone Flip will be more than just another product launch—it’s set to be a defining moment in the foldable phone market. As Apple enters the foldable arena, other brands will be watching closely, likely spurring a new wave of innovation and competition across the industry.

Ecosystem and Integration

One of Apple’s greatest strengths has always been its ecosystem, and the foldable iPhone will be no exception. The iPhone Flip is expected to seamlessly integrate with the iPad, Mac, and Apple Watch, creating a unified experience that few other brands can match. Running on a version of iOS optimized for the foldable display, the device will offer users a fluid and intuitive interface, whether the phone is folded or unfolded.

Apple is also rumored to bring Apple Pencil support to the iPhone Flip, opening up new possibilities for creativity and productivity on the go. The inclusion of a Touch ID power button—doubling as a fingerprint sensor—will add an extra layer of convenience and security. With access to the App Store, users can expect a growing library of apps designed specifically to take advantage of the foldable display, from multitasking tools to immersive games.

Multitasking will be front and center, allowing users to run multiple apps side by side and switch between them effortlessly. This deep integration with Apple’s ecosystem, combined with thoughtful hardware and software features, will make the foldable iPhone not just a device, but a central hub for work, play, and everything in between.

Conclusion and Future Outlook

The arrival of Apple’s foldable iPhone marks a pivotal moment—not just for the company, but for the entire tech industry. With its signature blend of design, usability, and innovation, the iPhone Flip is expected to set a new standard for foldable devices. Its premium pricing and advanced features will appeal to those who demand the best, while its integration with Apple’s broader ecosystem will make it a compelling choice for loyal users.

As the foldable phone market continues to evolve, Apple’s entry is likely to accelerate innovation and push other brands to up their game. Analyst Ming-Chi Kuo has called the iPhone Flip a “game-changer,” and it’s easy to see why: this device could redefine what we expect from our phones, blending the best of smartphones and tablets into a single, flexible package.

For entrepreneurs and tech enthusiasts, the message is clear—never stop innovating, and always be ready to adapt. Apple’s move into foldable devices is a reminder that even the biggest players must keep pushing boundaries to stay relevant. The countdown to the iPhone Flip’s release has begun, and the world will be watching to see how Apple reshapes the future of mobile technology.

Salvatore Tirabassi is a seasoned Chief Financial Officer and change agent with over 25 years of success transforming finance to innovate, grow, and increase shareholder value. Based in or operating out of the New York City Area, Salvatore specializes in providing Fractional CFO services to businesses, offering strategic financial guidance to drive growth and success.