World · Singapore Bureau
Huawei, Xiaomi race to market with foldables before Apple
Chinese smartphone makers are accelerating their foldable device launches to capture consumer attention ahead of Apple's anticipated entry into the market. The strategic timing gives rivals a window to establish their foldable credentials before the iPhone maker's debut.
LSN Singapore ·
Huawei and Xiaomi are moving up their foldable smartphone announcements, seeking to dominate the emerging category before Apple introduces its own foldable device. By launching ahead of the tech giant, the two Chinese manufacturers aim to set the narrative around foldable technology and build consumer mindshare in a market still in its infancy.
The competitive maneuver underscores the high stakes in the foldable segment, where early movers can establish brand positioning and manufacturing expertise. Both companies have invested heavily in foldable technology over recent years, and accelerating their timelines allows them to showcase their innovations when media attention and consumer interest peak.
Apple's expected entry into the foldable market has long been anticipated by industry analysts, with reports suggesting the company has been developing its own foldable iPhone. The timing of Huawei and Xiaomi's launches appears designed to capture maximum visibility during a period when foldable devices are generating significant consumer and press interest.
The move reflects broader competition in the premium smartphone segment, where Chinese manufacturers have made substantial gains against traditional rivals. By controlling the narrative around foldable technology before Apple's debut, Huawei and Xiaomi hope to influence consumer perceptions and establish themselves as innovation leaders in the space.