Xiaomi and Huawei launched new foldables ahead of Apple’s event, where the company is rumored to unveil its first foldable iPhone.

With its first folding phone, Apple takes something you never wanted, makes you picture using it, and suddenly, you need it.

The simple answer is that the novel design of today’s foldable phones could help re-establish the high end of the phone market. They are meant to stand out in a sea of standard-issue, if-you’ve-seen-one-you’ve-seen-them-all smartphones.

Apple debuts its first foldable iPhone, marking the company’s biggest design shift in years. What innovations came before it?

Responding to Apple's launch on Wednesday, Samsung launched a flurry of sarcastic posts on X, mocking what it portrayed as a lack of innovation.

There's been a fire lit under Apple's stock recently. At the beginning of the year, it looked like it might be a bad year for the stock, as it remained in negative territory until around May. And now, it's up more than 20% year to date, with its market cap at around $5 trillion, making it the most valuable company on U.S. markets outside of Nvidia.

Samsung beat Apple to foldable phones by seven years — and it's not about to let anyone forget it.