The iPhone 17 is unlikely to address Apple's current primary challenge.

Apple's upcoming high-end smartphones may include a new thin model, but the foldable device some consumers want is still missing. A recent survey indicated that 3.3% of respondents are waiting for a foldable iPhone, while 20.1% and 10.2% would consider Samsung and Google foldables if Apple doesn't release one soon.

While 3.3% may not seem significant, the combined 30.3% expressing interest in alternatives should concern Apple.

The survey results from Sellcell indicate that one in five iPhone users might switch to Samsung, but this doesn't guarantee a mass exodus to the Galaxy Z Fold 7 or Z Flip 7.

Many customers may be disappointed if Apple's September 9 event lacks even a hint of a future foldable device.

This disappointment could increase if Apple doesn't introduce its first iPhone Fold early next year. If Samsung releases the Galaxy Z Fold 8 and Z Flip 8 first, it could push more users to switch.

It's hard to estimate the impact of 20.1% of iPhone users potentially switching, but Samsung might regain its global leadership position from Huawei and keep it even after Apple enters the foldable market.

The foldable iPhone is projected to sell 8 to 10 million units in 2026. While substantial, Samsung's Z Fold 7 and Z Flip 7 could potentially exceed that number this year.

Last year's Sellcell iPhone 16 pre-launch survey showed that only 0.1% of respondents were not upgrading to Apple due to plans to switch to a Samsung Galaxy, Google Pixel, or another brand.

Comparing that figure to this year's 30.3% who would "consider" a Samsung or Google foldable if an iPhone Fold is delayed until 2026 or 2027 suggests Apple's brand loyalty is weakening.

Samsung and other Android manufacturers have always faced this issue, but Apple has generally avoided it. However, the current iPhone 17 pre-launch survey reveals changing sentiments among Apple fans.

While more people prefer the iPhone 17 Air design over Samsung's Galaxy S25 Edge, a notable number of Apple users favor the latter's 3,900mAh battery and 5.8mm thickness over the former's expected 5.5mm thickness and small 2,800mAh battery.

If Samsung improves the Galaxy S26 Edge with a 4,200mAh (or higher) battery without increasing thickness, it could further sway consumers. While the sales impact is unknown, Apple should be increasingly concerned about its main competitor.

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