The foldable smartphone race is entering a new phase, and Apple’s long-rumored iPhone Fold is already reshaping expectations—well before its official debut. Early leaks and mockups circulating online suggest that Apple is opting for an unusually wide design, a move that could put pressure on established players like Huawei, Honor, and Samsung. But rather than reacting head-on, Honor appears to be preparing a counterplay of its own.

Apple’s first foldable iPhone is expected to arrive with a broad, book-style folding mechanism. Instead of following the tall, narrow approach seen in many existing foldables, the iPhone Fold is rumored to open like a book, echoing elements of Huawei’s Pura X while expanding the footprint even further. The result, at least based on leaked mockups, is a distinctly wide form factor that stands apart from devices such as the Galaxy Z Fold 7 or Samsung’s experimental Galaxy Z TriFold.

Tipsters have already begun lining up these mockups against current foldable heavyweights, and the consensus is clear: Apple’s design looks polished, competitive, and unmistakably “Apple.” For a company entering the foldable market for the first time, that alone is enough to stir consumer excitement and raise expectations of a high-profile showdown later this year.

Naturally, Apple’s entry is forcing other foldable phone makers to rethink their strategies. Samsung continues to push boundaries with multi-hinge concepts, while Huawei maintains a strong presence in China with unconventional designs. Honor, however, seems poised to take a different route altogether.

Rather than directly refining its existing Magic V Fold or Flip series to counter Apple, Honor is reportedly working on an entirely new wide foldable smartphone. Expected to launch by the end of the year, this device could replace the dormant Magic Vs lineup, which has not seen a refresh in the past couple of years. While concrete specifications remain under wraps, the emphasis appears to be on a broader display format that aligns more closely with Apple’s rumored direction—without simply copying it.

Affordability may be Honor’s key differentiator. According to early chatter, the upcoming wide foldable could make waves not just for its design, but also for its pricing strategy. That would place it in sharp contrast to Apple, whose devices—foldable or otherwise—are known for premium pricing even when upgrades are incremental.

If these reports hold true, Honor’s 2026 foldable lineup may be leaner but more focused. The company is expected to unveil the Magic V6 at MWC 2026, continuing its flagship foldable line. Alongside it, the mysterious wide fold model could take center stage, potentially sidelining plans for a Magic V Flip 3 next year.

As Apple prepares to enter the foldable arena for the first time, the ripple effects are already visible across the industry. Honor’s rumored pivot suggests that the next phase of foldable competition won’t just be about who has the best hinge or thinnest profile—but who can best anticipate how users want to interact with larger, more versatile screens, and at what price they’re willing to do so.