Apple Opens iPhone 18 Pro Pre-Orders as Samsung Cuts Galaxy S26 Ultra by £400

Q: With Apple's iPhone Duo finally arriving, will Samsung's massive price cuts be enough to defend its foldable crown?

Samsung’s discounts will help slow Apple’s entry, but they are unlikely to be enough on their own to fully protect Samsung’s foldable lead. The reason is that Apple is not entering as a niche challenger. The iPhone Duo arrives at $1,999 with Apple’s new 2nm A20 Pro chip, a 7.6-inch book-style display, deep iOS integration, and the kind of ecosystem pull that can bring many iPhone users into foldables for the first time. Analysts already expect Apple to take about 25% of the global foldable market in 2026, while Counterpoint still sees Samsung staying No. 1 at roughly 32%. That suggests Samsung can keep the crown, but with a much smaller cushion. Samsung’s price cuts are still strategically smart. Discounts of up to £250 on the Z Fold8 range and broad reductions across the S26 line lower the barrier for buyers who might otherwise wait for Apple. Samsung also has real advantages that Apple cannot match immediately: eight generations of foldable experience, stronger multitasking tools, proven app continuity, wider model choice, and in some cases better camera hardware, especially on the Z Fold8 Ultra. But price alone rarely defeats Apple’s launch momentum. The real defense for Samsung will be the combination of lower prices, mature hardware, productivity features, and retail reach. If those strengths hold, Samsung should remain the foldable leader in 2026. What it is unlikely to do is stop Apple from quickly becoming a major No. 2 and reshaping the premium foldable market.

Q: Should loyal Apple users upgrade to the iPhone 18 Pro now, or hold out for the highly anticipated $1,999 iPhone Duo?

Most loyal Apple users should buy the iPhone 18 Pro now unless they specifically want a foldable form factor and are comfortable paying a premium for a first-generation device. The iPhone 18 Pro is the safer upgrade. It brings Apple’s new 2nm A20 Pro chip, which early benchmarks and Apple’s own claims suggest is a meaningful jump in speed, graphics, and efficiency over the iPhone 17 Pro. It also adds one of the biggest camera changes in years: a variable-aperture 48MP main camera with manual controls, stronger video tools, and improved thermal performance. For users coming from an iPhone 15 Pro or older, that is a substantial upgrade with fewer compromises. The iPhone Duo is more of a category bet than a straightforward upgrade. At $1,999, it is roughly $700 to $800 more than the iPhone 18 Pro lineup. It uses the same A20 Pro chip, so buyers are mainly paying for the folding design, larger 7.6-inch inner screen, and new multitasking experience. But it also appears to trade away some Pro advantages, including a simpler dual-camera system, heavier weight, and the usual uncertainty around durability and real-world reliability in a first-generation foldable. It is also eSIM-only. For buyers tempted by Apple’s foldable, waiting a month for reviews is smarter than pre-ordering blind. For everyone else, the iPhone 18 Pro is the better value and the more polished choice. Budget-conscious upgraders should also consider discounted iPhone 17 Pro models, which remain strong alternatives.

3 articles · Updated · GSMArena.com · Sep 13

September 18 sales are set for Apple’s iPhone 18 Pro and Pro Max after pre-orders opened, while the foldable iPhone Duo will not open for pre-order until October 16.
Apple’s new Pro models keep a familiar design but add a 2nm A20 Pro chip and a variable-aperture main camera, with both models priced above last year’s iPhone 17 Pro line.
Up to £150 discounts on the iPhone 17 Pro and 17 Pro Max offer a cheaper Apple alternative ahead of the Duo, which will use the same A20 Pro chip with a 7.6-inch inner display and dual rear cameras.
Samsung is using broad promotions to compete now, cutting the Galaxy Z Fold8 and Z Fold8 Ultra by up to £250 and discounting the Z Flip8 as well.
The deepest Samsung cuts hit the Galaxy S26 range: the S26 Ultra is £400 off, the S26+ £370 off, the S26 £250 off, and the newly launched S26 FE £50 off.