10,000-Yuan Foldables Flood the Market: Some Call Them Overpriced, Others Eager to Buy

Written by / Li Jinlin

Edited by / Chen Dengxin

Typeset by / Annalee

From September 7 to September 9, in just 72 hours, Huawei, Xiaomi, and Apple—three tech giants—engaged in a head-on clash over the foldable form factor.

On September 7, autumn had yet to arrive in Shenzhen, but the heat at Huawei's launch event was off the charts. When Yu Chengdong announced the starting price of the Mate XT 2 Ultimate Master Edition at 19,999 yuan, the internet erupted with comments like, 'This isn't a phone; it's a financial product.'

That same evening in Beijing, Lei Jun stood in front of a PPT for the Xiaomi 18 Fold, lamenting with a hint of resignation how expensive memory had become—yet still announcing a starting price of 10,999 yuan, marking Xiaomi's most expensive phone ever.

Two days later, in California, Apple's new CEO, Ternus, unveiled the iPhone Duo at the Steve Jobs Theater. With a starting price of 15,999 yuan, the 'three-way showdown' reached its climax, and discussions about the 'sky-high iPhone' spread far and wide.

Three products, three price tiers, and three distinct folding philosophies all debuted in just three days. This marked the first time since the birth of foldable screens that top players had clashed head-on within the same time window. It was a product war, but more importantly, a struggle for the right to define the next generation of smartphone form factors amid anxiety over stagnant growth in traditional bar-shaped phones.

A Necessity for Productivity or a Symbol of Luxury?

Inside an accounting firm in Chengdu, Sichuan, data analyst Zhang Wei is organizing materials for a meeting. Instead of a bulky laptop or iPad in her bag, she carries a Huawei Mate XT.

After nearly two years of using a triple-fold phone, Zhang has grown accustomed to handling all aspects of her life and work with a single device. Unfolded, the inner screen displays the Wind data terminal on the left, a WeChat chat window on the right, and a floating AI summary window in the middle—a workflow that once required three separate screens.

'Before, when traveling for business, I had to pull out my laptop at security checks, scrambling to gather my belongings. Now, I just unfold my phone into a tablet and fold it back into a phone when done.' Zhang, whose usage habits have been deeply transformed, is now scouting for a new device, with the long-anticipated Apple foldable phone at the top of her list.

Zhang is not alone. According to Counterpoint Research, global foldable smartphone shipments are expected to grow by 21% year-over-year in 2026, driven primarily by high-end users' urgent demand for device convergence.

Over the past two years, the deployment of large AI models on end-user devices has fundamentally altered human-computer interaction. As AI can now replace much manual input, users' reliance on physical keyboards has plummeted, while their desire for larger screens has surged.

This means foldable screens are no longer just a flashy differentiator but are becoming a productivity necessity in the AI era.

Huawei's triple-fold has become the top choice for many business professionals

This qualitative shift in demand is directly reflected in the product strategies of the three giants. Huawei's Mate XT 2 adopts a 'G'-shaped dual-fold design, fully enclosing the main screen within the body and unfolding into a 10.2-inch wing-like form, nearly equivalent to a lightweight tablet.

Xiaomi's 18 Fold takes a 'wide-fold' approach, with a 5.38-inch outer screen and a 7.58-inch inner screen, weighing just 219 grams, attempting to strike a new balance between portability and a large display.

Apple's iPhone Duo features a 4:3 inner screen ratio, approaching the size of an iPad mini when unfolded, and is powered by a 2nm A20 Pro chip, clearly aiming to bridge the gap between phone and tablet ecosystems.

However, this scene revolution has also brought new anxieties. As phone prices surpass the 10,000-yuan threshold and even approach 20,000 yuan, consumers' decision-making logic is changing.

A mobile phone dealer in Chongqing told Zinc Scale, 'In the past, when selling foldable phones, customers asked most about visible creases. Now, they ask most about whether it can replace a tablet.' Behind such inquiries lies the survival pressure for foldable phones to evolve from secondary devices to primary ones.

Consumer reactions have also polarized.

After the iPhone Duo's release, social media quickly split into two camps. Some users dismissed its high price: 'Absurdly expensive,' 'You could buy an iPhone and an iPad for less and they'd be more convenient,' 'I thought it was made of pure gold.'

Many users complain about the inconvenience of eSIM

Zhao Zexiang, a diehard Apple fan who had been eagerly awaiting Apple's foldable phone since earlier this year, changed his mind after seeing the price: 'It's way too expensive. At this price, it can only be a primary device, but for a primary device, I'd need large memory, pushing the total cost toward 20,000 yuan. I have to pass. Plus, eSIM is still a major hassle to use—I'm not willing to try it lightly.'

Zhao also noted that before Apple, manufacturers like Huawei, Samsung, Xiaomi, OPPO, and Vivo had all released foldable phones, but many Apple fans like him were waiting for Apple's version to seamlessly enjoy the Apple ecosystem. However, the price may deter many from making the leap.

Other consumers, however, showed a starkly different attitude, with some commenting, 'Those who like it don't seem to mind the price.' This divide reflects the awkward position of 10,000-yuan foldable phones: they symbolize status and taste but also face existential questions about whether they're worth it.

The Battle for Definition: Who Will Have the Last Laugh?

If this 'three-way showdown' is seen merely as a product competition, its strategic significance is underestimated. Against a backdrop of stagnant global smartphone shipments, foldable phones represent one of the few growing high-end segments.

On September 7, Counterpoint Research released its latest global foldable smartphone market forecast, predicting that cumulative global foldable phone shipments will surpass 100 million units by the end of 2026.

Counterpoint forecasts that Apple could ship up to 6 million foldable iPhones in 2026, capturing 25% of the global market and ranking second, just behind Samsung's 38% and ahead of Huawei's 22%. Given this year's relatively short sales window, Apple's rapid ascent in this category after entry is particularly noteworthy.

Counterpoint Research's forecasted foldable market share

Looking ahead, the real war in the foldable market lies in defining the 'next generation of smartphone form factors.' Huawei's bet on triple-fold phones explores the physical limits of smartphone design, attempting to redefine mobile work boundaries with its 'wing-like' form. Xiaomi's 'wide-fold' approach seeks the greatest common ground between portability and a large screen, aiming to expand its user base with a more affordable price. Apple, meanwhile, continues its ecosystem integration strategy, using a 4:3 inner screen ratio to bridge phone and tablet usage scenarios, aiming to win users through ecosystem stickiness rather than hardware specs.

None of these approaches is inherently superior; they represent different visions for the future.

The first vision assumes high-end users are willing to pay a premium for extreme form innovation. The second believes foldable phones must transition from luxury items to high-end consumer goods, necessitating price reductions. The third posits that the ultimate form of foldable phones isn't to replace smartphones but to fuse them with tablets, becoming personal computing centers in the AI era.

Current market feedback shows Huawei's dominance in China's foldable market remains solid. IDC data indicates that in the first quarter of 2026, Huawei held a 60% market share, with Honor at 21%, OPPO at 6%, Vivo at 5%, and Xiaomi at 4%. However, Apple's entry could reshape this landscape. Apple's brand appeal and ecosystem integration capabilities will directly challenge Huawei's high-end market.

Yet even Apple cannot rely solely on its brand halo to mask the inexperience of its first-generation product. A deeper variable may lie in AI.

Enhanced AI computing power is a key competitive factor

As on-device large AI models become standard, the large-screen advantages of foldable phones will be further amplified. Whether it's Huawei's HarmonyOS 7, Xiaomi's Xuanjie O3, or Apple's A20 Pro, all emphasize improved AI computing power. This means the competition for foldable phones is shifting from hardware specs to AI experiences. Whoever can leverage AI to deliver greater value on large screens will gain the upper hand in defining the next generation of smartphone form factors.

The 72 hours from September 7 to 9, 2026, may be remembered as the watershed moment when foldable phones moved from niche curiosity to mainstream choice. Huawei explored form factor boundaries with its triple-fold, Xiaomi tested market preferences with its wide-fold, and Apple redefined the rules with ecosystem integration. Three products, three philosophies, all converging in the same time window.

For consumers, this may be the most conflicted era yet. 10,000-yuan foldable phones are no longer unattainable tech luxuries but accessible productivity tools. Yet opinions remain divided on whether they're worth the price.

As the three giants clash head-on in the same arena, any strategic misstep could mean elimination. For the industry as a whole, the ultimate winner of this 'three-way showdown' may not be a single company but the foldable form factor itself. When foldable phones truly become mainstream, the battle for the right to define the next generation of smartphones will be settled.