SHENZHEN, China, April 16, 2026, 05:09 CST
- The vmall store of Huawei is actively accepting deposits for the Pura X Max, prior to its official unveiling scheduled for April 20 in China.
- According to IDC, shipments of Huawei’s Pura X have surpassed 1.5 million units. Meanwhile, TrendForce analysts speculate that Apple may enter the foldable market in the latter half of 2026.
Huawei is encouraging consumers in China to place a deposit of 1,000 yuan to secure their Pura X Max reservation, strategically launching ahead of Apple’s anticipated foray into the foldable realm. As reported on the company’s event page, over 210,000 individuals have already registered for the launch.
The timing of this initiative is critical. Both Huawei and Apple are vying for high-end demand amidst a broader market slowdown. As per IDC’s findings, smartphone shipments in China declined by 3.3% in the first quarter.
Nevertheless, Huawei maintained its supremacy, delivering over 1.5 million units of its Pura X foldable. Apple, conversely, recorded the most rapid growth rate among the top five vendors in China.
Huawei is proactively exploring larger foldable screens, positioned well ahead of any prospective Apple entry. This week, TrendForce has projected that Apple could potentially enter the market by the second half of 2026, seizing nearly 20% of market share.
Additionally, Counterpoint forecasts a 20% rise in global foldable shipments this year, partly driven by the anticipated competitive influence of Apple.
While the pricing for the Pura X Max remains undisclosed, deposits are currently being accepted on the vmall platform, with full payment options becoming available on April 20. The Pura X launch event is slated for 14:30 China time.
Preliminary images and retailer listings imply that the new device unfolds into a compact, expansive format—more akin to a tablet shape, as opposed to the elongated style characteristic of older foldables.
Reports gleaned from Huawei’s listings indicate that this design caters to users seeking ample space for multitasking, reading, or indulging in video content.
The Pura X illuminates Huawei’s strategic direction. According to insights from its Chinese website, the device boasts a 16:10 inner display and a 3.5-inch exterior screen, specifically structured to accommodate a greater volume of text and video on the primary panel.
Though Apple has yet to unveil a foldable iPhone, speculation persists regarding a high-end, book-style device—imagined as one that opens flat, rather than clamshell-style.
Recently, Bloomberg indicated a potential launch for Apple in September. Concurrently, Reuters, citing Nikkei Asia, flagged engineering challenges that might delay production scaling and the initial rollout.
“The market is transitioning into a phase where profitability takes precedence over shipment growth,” remarked Will Wong, IDC Asia/Pacific’s senior research manager for devices, in a note released Wednesday.
This paradigm shift partially explains Huawei’s commitment to a premium foldable device despite sluggish overall volumes. IDC
However, this endeavor carries its own risks. Foldables currently constitute a mere fraction of total smartphone sales; memory limitations are already constraining device inventories, and Huawei’s Pura X Max is likely to remain confined to its domestic market.
Meanwhile, competitors are not resting on their laurels. TrendForce highlights Samsung’s introduction of a crease-free display at CES 2026.
OPPO is likewise promoting the Find N6 as almost crease-free, underscoring the significant importance of the fold line in conjunction with screen dimensions. Nevertheless, Huawei has taken the lead for now, making an assertive entry into the wide-fold segment.
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