As we gear up for Apple's highly anticipated September event, excitement is building over the launch of the iPhone 17. Packed with upgraded cameras and groundbreaking AI features in iOS 26, this new lineup promises plenty. However, the long-awaited foldable iPhone Flip won't be making its debut just yet, leaving many wondering if Apple is missing a crucial opportunity.

The Growing Threat of Foldable Competitors

While Apple has reigned supreme in the premium smartphone market, the competition in the foldable segment is heating up. Companies like Samsung, Google, Motorola, OnePlus, Xiaomi, and Honor have been leading the charge with their own folding devices for years. It’s becoming increasingly clear: Apple is lagging behind.

Motorola recently revealed that a staggering 20% of purchasers of their Razr foldable switched from Apple. Meanwhile, Samsung continues to thrive, showcasing its seventh generation of the Flip and Fold series in a country where foldables are ubiquitous. As Lisa Eadicicco noted during her trip to Seoul, "foldables are everywhere"—and Apple is conspicuously absent.

Risking Customer Loyalty

With nearly every major player entering the foldable market, Apple risks losing valuable customers to its competitors. A rival like Samsung could quickly become synonymous with foldables, leaving Apple with an uphill battle when it finally decides to enter this space. By the time a foldable iPhone arrives, early adopters may already be deeply ingrained in the Android ecosystem, making them less inclined to make the switch.

Is Apple Undeterred?

Despite these market dynamics, Apple seems confident. Estimates suggest that around 20 million foldables were sold globally in 2023, while Apple sold an impressive 26.5 million iPhone 14 Pro Max handsets in just the first half of the year. Although foldable sales may have plateaued, it's clear Apple believes it hasn’t missed its chance.

Timing Apple's Revolutionary Move

Historically, Apple has succeeded by taking its time, observing trends, and then launching a refined version of a product. They didn’t invent smartphones, tablets, or smartwatches; they redefined them. The iPhone, iPad, Apple Watch, and Mac lines stand as testaments to this innovative approach.

A Call for Innovation in Foldables

As a mobile reporter for over 14 years, I crave Apple's take on the foldable phone. Current foldable options have grown stale, often feeling like mere reinterpretations of the traditional smartphone. They've strayed far from their initial promise of innovation.

Google's Pixel Fold and the new Pixel 9 Pro Fold provide some much-needed updates, yet they still lack the transformative spark. They come off more as 'me too' products than true advancements. Hence, my hopes rest squarely on Apple to propel this genre forward and redefine what a foldable phone can be.

The Developer Advantage

True innovation won’t just stem from Apple's design; it will emerge from its strong collaboration with third-party software developers. Currently, many foldable devices run standard versions of Android with minimal enhancements, failing to leverage the unique potential of their form factor.

The lack of developer support is glaring, as the current numbers don’t justify the investment required to adapt apps for foldables. Fragmentation issues within the Android platform only add to the difficulty. Apple, with its powerful developer ecosystem, could change the game.

Final Thoughts: The Awaited Excitement

I genuinely hope Apple steps up to deliver a foldable iPhone that genuinely excites and innovates. I want to rediscover the thrill of tech launches and a newfound sense of wonder when holding a revolutionary gadget. It's time for Apple to reignite our passion for technology.

Apple, the ball is in your court! The world is eagerly waiting.