Will Hongkongers bend for Apple’s first foldable smartphone?

Apple fans, the moment you’ve been waiting for is finally here - the launch of Apple’s long-rumoured foldable smartphone - iPhone 18 Duo. Unveiled on 10 September, the device instantly set social media abuzz across Asia.

Built like a passport, the Duo opens like a book to reveal two distinct views. On the cover sits a compact 5.4-inch screen, but unfolding the device unveils an expansive 7.6-inch display designed for immersive entertainment, gaming, and effortless multitasking. Apple said Duo is the thinnest iPhone yet and prices start at US$1,999.

Alongside the foldable, Apple has unveiled the iPhone 18 Pro and iPhone 18 Pro Max in new glacier and burgundy colours, claiming up to six more hours of video playback on the Pro Max compared with its predecessor.

Yet, it’s Apple's entry into the foldable segment that is dominating online chatter. Discussions highlight the device's premium build while drawing direct comparisons to Samsung's established Galaxy Z Fold series.

According to data from media intelligence firm CARMA, Hong Kong generated the highest positive sentiment across key Asian markets (Singapore, Malaysia, Indonesia, and Hong Kong). Positive sentiment in Hong Kong reached 65.77%, compared to 54.29% in Singapore, 45.82% in Malaysia, and 34.48% in Indonesia.

Much of the buzz centres on Apple’s anticipated entry into the foldable segment, with online discussions highlighting premium build aesthetics and draws direct comparisons to Samsung's Galaxy Z Fold series.

CARMA’s data also reveals that Hong Kong audiences are particularly vocal. Neutral sentiment in the market stood at just 27.60%—the lowest among the four regions analysed—indicating that local consumers are far more inclined to voice strong opinions rather than simply share news.

At 6.63%, Hong Kong also recorded the highest negative sentiment among the four markets, driven by consumer scrutiny around premium pricing and whether the upgrade cycle delivers sufficient value.

Ecosystem loyalty

Despite the higher price point expected for a foldable model, industry observers believe Hong Kong consumers will still convert. Jacopo Pesavento, CEO of Branding Records, noted that while competitors such as Huawei and Samsung spent the past decade refining hinges, displays, and battery design, Apple's late entry will not hurt its appeal in the market.

"Nobody in Hong Kong thinks Apple invented this category," Pesavento said. "What Apple is actually selling here is status—the emblem on the back of the device. In this market, iOS loyalty runs deep and consumers will pay to stay within the ecosystem. They aren't necessarily paying for the most advanced foldable engineering on the market; they are paying to say they own an iPhone that folds."

Leela Nair, managing director APAC at Ebiquity, noted that while positive sentiment in Hong Kong is high, it does not automatically guarantee immediate sales. "Apple needs to pull from its own loyal base into a new form factor, and ecosystem lock-in—iMessage, AirDrop, Apple Watch, MacBook continuity—is a stronger purchase driver than any spec comparison. In Asia, Apple has proven repeatedly that a premium price signals aspiration, not a barrier."

In fact, Apple enters the foldable category with an advantage few brands can match: a deeply proud and sticky customer base and a powerful ecosystem, according to Shufen Goh, president, APAC, mediasense. "Hong Kong has also long been a strong market for premium technology, so it is unlikely that consumer willingness to spend will be the issue."

The bigger question is whether Apple can give consumers a reason to upgrade, she added. "Samsung and Huawei have spent years establishing foldables as a credible category, but adoption remains relatively niche. At the same time, consumers are holding onto devices for longer and are becoming more selective about when they upgrade."

Beyond the novelty of a new product launch, there needs to be a clear benefit that justifies changing devices and paying a premium. If Apple can demonstrate that value, it has the potential to bring foldables to a much broader audience.

How can Apple stand out?

One of the highlights of iPhone Duo is the minimised display crease on its foldable screen—a feature industry experts view as non-negotiable for success.

Pesavento emphasised that consumers expect one uncompromising fix: eliminating that crease. "Every foldable on the market still has that ugly line running down the middle of the screen the second you open it, Samsung included, Huawei included."

"Years of engineering, and nobody has actually solved it. If Apple shows up with the same visible fold line everyone else has, they've achieved nothing—it's just a logo swap on old technology. That's the baseline, not the bonus," he explained.

What becomes more interesting is what a foldable does to Apple’s own portfolio, said Vivien Jin, strategy director, Design Bridge & Partners Hong Kong. "If an iPhone starts to take on more of the role of an iPad, there is an obvious risk of cannibalisation between categories. The bigger question is whether Apple can create a clear enough role for the foldable that it feels like a genuinely new proposition, rather than simply sitting somewhere between an iPhone and an iPad."

Mediasense' Goh said across many categories, consumers are more deliberate about where they spend their money - getting attention is easy but converting that attention into real demand is much harder.

"As growth becomes harder to find, there's a much greater focus on effectiveness, accountability and outcomes. That's why this launch is so interesting. Success won't be measured by the headlines it generates, but by whether it changes consumer behaviour and creates sustained demand," she added.

The real edge aside from a great software and ecosystem is brilliant creative and a sharper media strategy, said Nair. "Ebiquity's Marketing Effectiveness study shows that when done right advertising is a powerful growth driver delivering 4.11 for every dollar spent. Apple knows this only too well. The Ebiquity-World Federation of Advertisers Global Media Budgets Survey 2026 showed that 2 in 3 global marketers are driving drive deeper integration between media and creative. Apple will be no exception to this approach."

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