Apple’s entry into the foldable smartphone market appears to be delivering an unexpected windfall for Samsung, with demand for the South Korean giant’s Galaxy Z Fold 8 reportedly jumping following the unveiling of the new iPhone Duo.

ChannelNews previously tipped that Apple’s long-awaited move into foldables could expand the category rather than simply steal sales from Samsung, and early indications suggest this may now be happening.

Samsung sources claim foldable sales have surged in some markets following Apple’s launch, with sales in South Korea reportedly climbing by around 10% as consumers compare the two devices.

In Australia, ChannelNews understands Samsung is also witnessing “significant demand” for the Galaxy Z Fold 8, with retail industry sources claiming demand for foldable smartphones is “up dramatically”.

One factor appears to be consumers who had delayed buying a foldable until Apple finally revealed its offering, specifications and, critically, its price.

Now they have a choice.

Apple’s iPhone Duo is priced at $3,499, while Samsung’s Galaxy Z Fold 8 is currently selling through JB Hi-Fi and The Good Guys for $2,699.

That leaves an $800 price gap between two book-style foldables competing for essentially the same premium customer.

It also raises questions over how much consumers are prepared to pay for the Apple brand and iOS when Samsung not only pioneered the modern foldable smartphone category in 2019, but is also a key component supplier into Apple’s iPhone operation.

Samsung Display supplies the OLED panel used in Apple’s new foldable, further blurring the hardware distinction between the two rivals.

The Galaxy Z Fold 8 is also thinner and lighter than the iPhone Duo while delivering a broadly similar passport-style folding form factor.

For Samsung, however, Apple’s biggest contribution may have little to do with specifications.

The launch of the iPhone Duo has generated enormous new attention around foldable smartphones, exposing consumers who previously ignored the category to a form factor Samsung has spent years developing and refining.

Some of those consumers now appear to be looking at Apple’s $3,499 asking price before heading directly to Samsung’s cheaper alternative.

There is currently no reliable sales data showing whether the same trend is occurring in the US, while Samsung Australia has not released official Australian Fold 8 sales numbers.

However, Australian retail executives have told ChannelNews that foldable demand has increased sharply since Apple’s announcement.

If that trend continues, Apple may have achieved something Samsung has been trying to do since 2019: turn the foldable smartphone from a niche premium device into a mainstream premium category.

The irony is that Samsung could be one of the biggest beneficiaries.