After years of Samsung dominating the foldable phone market, Apple is finally ready to join the club—and Samsung is having a bit of fun about it. Just hours before Apple's September 9 event, Samsung posted a cheeky welcome video titled "Welcome to Foldables," signaling the tech world's most anticipated product arrival in a category Samsung helped pioneer.

The move marks a significant milestone for both companies and the broader smartphone industry. Analyst firm IDC predicts Apple could capture 40% of the foldable phone niche by the end of next year, a stunning market share projection that underscores Apple's influence even as it enters a category late. The company's entry is expected to legitimize foldables as mainstream devices rather than experimental luxuries. Meanwhile, Google is also advancing its ecosystem integration, rolling out Keep Notes within Google Messages on Android as part of the broader September 2026 Android update. Read the full story →

Today's takeaway: Apple's entry into foldables signals the technology has matured from niche innovation to mainstream necessity.