Samsung Still Leads — But Foldable Rivals Are Closing In Fast

Counterpoint Research said North America’s foldable smartphone marketplace is increasing rapidly arsenic rising contention and Apple Inc.’s expected introduction reshape the industry.

The steadfast reported connected Thursday that the North American foldable smartphone marketplace expanded 28% year-over-year successful 2025, making it 1 of the fastest-growing regions globally.

Growing user consciousness and improved accessibility drove request arsenic much OEMs introduced devices crossed the clamshell and book-type segments.

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The steadfast said the marketplace has evolved beyond Samsung Electronics Co., Ltd.’s long-standing dominance into a much competitive, multi-layered landscape, driven by stronger bearer enactment and wider merchandise availability.

Samsung remains the wide leader, capturing 51% of North America’s foldable smartphone shipments past year. However, intensifying contention has begun to spot distant astatine its share.

The institution continues to predominate the book-style segment, but its clamshell Galaxy Z Flip lineup is facing mounting unit from Motorola. That situation could deepen arsenic Motorola prepares to motorboat its book-style Razr Fold this summer, mounting up a much nonstop showdown with Samsung successful some signifier factors.

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Meanwhile, Motorola and Alphabet Inc.’s Google reached grounds marketplace shares of 44% and 5%, respectively, successful 2025, signaling a rapidly shifting competitory balance.

Previously, Counterpoint said Apple is already influencing the marketplace up of its foldable motorboat and projected it could seizure 46% of the North American marketplace stock successful 2026.

The steadfast attributed this positioning to Apple’s ecosystem and large-screen bundle capabilities, prompting rivals to displacement toward larger, book-style foldables and refine their designs.

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Counterpoint expects the foldable marketplace to turn 20% twelvemonth implicit twelvemonth successful 2026, but said Apple’s introduction could find however that maturation is distributed.

While foldables presently relationship for conscionable 1.6% of full smartphone shipments, OEMs are progressively focusing connected the conception to seizure higher-margin opportunities.