[New Form Factor Standardization War]① 4:3 Ratio Takes Center Stage... Samsung, Apple, and Huawei Compete for Dominance

Foldables Quickly Transition to the 4:3 Aspect Ratio

Apple Picks 4:3 for Its First Foldable Debut

Huawei Also Competes With Wider Foldable Displays

Editor's Note
Global big tech companies representing Korea, the United States, and China have launched a ‘next-generation form factor standardization war’ to surpass the limits of modern smartphones. This battle now centers on two pillars: ‘foldable phones’ with the mainstream 4:3 aspect ratio, and ‘AI glasses’ that bring artificial intelligence experiences from smartphones to wearable eyewear. Korea stands out with its hardware manufacturing capabilities and lightweight technology; the United States boasts a robust AI ecosystem and technical leadership; and China is rapidly taking over the domestic market with aggressive component streamlining and value-for-money strategies. Here, we take a closer look at the weaponless war among the leading companies from South Korea, the United States, and China.

The silent battle among big tech companies to claim next-generation mobile market standards is intensifying. As foldable phones with a 4:3 aspect ratio quickly replace the monotonous ‘bar’ type smartphone, the competition among the global smartphone ‘Big 3’—Samsung Electronics (Korea), Apple (United States), and Huawei (China)—to lead standardization is entering its second round.

Samsung Electronics' new form factor 'Galaxy Z Fold8' with a 4:3 aspect ratio. Samsung Electronics

Wider 4:3 Aspect Ratio Drives Consumer Satisfaction Up

Smartphone form factors have evolved hand-in-hand with aspect ratio changes. In the early smartphone era around 2010, priorities included web surfing and ease of one-handed use. The Apple iPhone adopted a 3.5-inch display with a 3:2 ratio, while Samsung Electronics’ Galaxy S featured a 4.0-inch screen with a 5:3 ratio. Huawei, at the time, had yet to emerge on the global scene.

The 16:9 widescreen became the norm around 2015, when YouTube and mobile media consumption exploded. Global smartphone aspect ratios were unified to match TV and monitor specifications. In 2018, devices minimized bezels, maintaining physical size while making screens taller. Samsung’s Galaxy S9 applied an 18.5:9 Infinity Display, Apple used a 19.5:9 notch display, and the Huawei P20 Pro adopted an 18.7:9 ratio to rise into the global top tier.

Previous generations of foldable smartphones also featured near-square screens when unfolded. This led to criticism regarding awkward usability, such as excessive vertical letterboxing when multitasking or watching videos. However, with this year’s release of the Fold8, Samsung took inspiration from the golden 4:3 ratio found in passports—turning user evaluations into confidence. With the practicality of this aspect ratio coming to the fore, the foldable phone experience for office document editing, web surfing, and e-book reading now rivals tablet environments.

An office worker surnamed Lee (38) commented, “With the Fold8, I can utilize the entire screen. Especially, rotating the unfolded display halfway makes it even easier for reading documents. I believe it can fully substitute for a tablet or laptop.”

The entertainment experience is evolving as well, with rave reviews from gamers who are sensitive to screen distortion and viewing angles. Mobile game creator ‘Mingmo’ said, “With less vertical cropping, immersion is much better than with the previous Fold7.” A Spanish influencer who attended last month’s ‘Galaxy Unpacked’ event in London mentioned, “I currently use the Galaxy S26, but Fold8’s larger screen looks far superior for Kindle reading or gaming.”

Rendering image of Apple's new foldable phone. iPhone Ticker

Apple Also Prepares for 4:3 Ratio Launch...Huawei Likely to Follow

As the 4:3 aspect ratio quickly becomes a strong candidate for foldable phone standards, market attention is shifting towards Apple. Apple, preparing to launch its first foldable phone, has reportedly settled on a 4:3 aspect ratio for its debut model when unfolded. While Apple dominated the bar-type smartphone market with its iPhone ecosystem, it now faces a battle with Samsung Electronics in the market that Samsung pioneered. Samsung’s unveiling of a new form factor at the recent Unpacked event can also be interpreted as a move to pre-empt the market standard, keeping Apple in check. However, Apple is expected to introduce its first foldable iPhone in September, with the actual launch likely to take place at the end of the year or even later.

Chinese manufacturers are picking up the pace as well. Huawei, which rapidly increased its foldable phone shipment volumes backed by its domestic market, introduced the unique ‘Pure X Max’ foldable phone with a 16:10 aspect ratio. While not strictly 4:3, its wider display shares the same directional trend. As YouTube and similar platforms are not widely used in China, these independent ratios persist in the domestic market. Nevertheless, with the global application ecosystem gravitating towards Google and Apple standards, industry experts predict Huawei will also adopt a 4:3 aspect ratio for international expansion.

Google and Samsung Electronics are already strongly recommending global developers to use ‘adaptive layout’ guidelines optimized for 4:3 screens. Google has announced Android developer standards for ‘window size classes,’ designed to dynamically detect screen size and optimize layouts, thereby supporting ecosystem expansion in step with hardware evolution. Apple’s imminent market participation is expected to further spur developers to optimize apps for 4:3 screens.

With global big tech companies vying to set standards, market share is expected to fluctuate. According to market research firm Counterpoint Research, global foldable phone shipments this year are forecast to increase 21% over the previous year. The share of ‘book type’ foldables is expected to rise from 52% last year to 65% this year. In terms of market share, Samsung Electronics is projected to retain the top spot with 32%, followed by Apple at 25% and Huawei at 24%.

This content was produced with the assistance of AI translation services.