Foldable market in Western Europe: New competition for Samsung

The foldable market in Western Europe is becoming more colorful: while Samsung had long dominated the segment, the flip phone pioneer is facing competition not only from Honor, but also from Motorola and Google.

Motorola and Google gained ground

In the first half of this year, the Western European foldable market has become more diverse. While the segment was previously divided between Samsung and Honor, Motorola in particular has gained significant ground – and Google's foldable ambitions are also bearing fruit.

At least, that's according to the figures from market researchers at Counterpoint Research, according to whom devices from Motorola and Google have sparked buyer interest. The foldables from the two manufacturers were able to assert themselves against Samsung's Galaxy Z Fold and Honor's Magic V series. In the first half of this year, Motorola's Razr 60 in particular has gained momentum in Western Europe, securing first place among the most successfully sold foldables with a 15 percent share. Google's Pixel 9 Pro Fold, which was introduced in August 2024, also managed to position itself in the top ranks.

According to Counterpoint, the foldables from the two manufacturers were able to assert themselves "better placement at key carriers, competitive pricing, and a design story that resonates with both style-driven flip buyers and productivity-minded book buyers". Compared to the first half of 2024, when Honor and Samsung dominated the market with over 20 percent each, market researchers describe the first half of 2025 as more balanced, with foldables still representing a small product segment.

Motorola's Razr 60 was not the only model from the manufacturer, as the predecessor Razr 50 from 2024 was also still popular among consumers. Cumulatively, the two Motorola models achieve a share of around 27 percent. Google's Pixel 9 Pro Fold and Samsung's Galaxy Z Flip 6 also hold "in the low-to-mid teens, underscoring a flatter, more competitive distribution," according to Counterpoint. Honor foldables played no relevant role in the first half of the year and are not listed in the top 5. The latest model in the form of the Magic V5 only appeared at the end of August, Google's latest Pixel 10 Pro Fold at the beginning of October.

Apple foldable expected

"Western Europe is moving from a two-brand story to a four-brand race," says Liz Lee, Associate Director at Counterpoint. "With the Pixel 10 Pro Fold now available and the Razr (60) expanding its reach, the category is set for a livelier holiday season."

Counterpoint, as well as insiders, also assume that Apple will introduce its first foldable next year. With the market entry, "carrier priorities and premium price segments will be realigned." Market researchers predict that short-term winners in the foldable market will be the brands "that secure early marquee carrier bundles, maintain a steady cadence of software updates, and prove everyday large-screen utility." Manufacturers who react too slowly to the new market situation "or brands with narrow foldable lineups risk being squeezed between Apple at the top and value-oriented flips in the middle."

(afl)