Foldable market grows: Samsung and Huawei drive the segment

Global shipments of foldable smartphones increased by 14 percent year-on-year in the third quarter of 2025, according to market researchers at Counterpoint Research. The growth is primarily attributed to Samsung's Galaxy Z Fold 7 series.

Still a Niche

According to data from Counterpoint Research, foldables accounted for 2.5 percent of global smartphone shipments in the third quarter of 2025, as their adoption expanded into the premium segment. The share of the overall smartphone market remains small and niche accordingly, but the segment continues to grow.

The growth was primarily driven by the introduction of the Samsung Galaxy Z Fold 7 and "the continued strength of Huawei's Mate series" – both book-style devices. Additionally, shipments of "clamshell" style foldables also increased. In this device category, alongside Samsung's Galaxy Z Flip 7, Motorola's Razr 60 series also saw high demand.

Counterpoint identifies Samsung's new foldable models as the most successful in the device category. The "slimmer frame, lighter hardware, improved hinge durability, and reduced crease visibility of the Z Fold 7 expanded its premium appeal, leading to a stronger-than-expected increase," Counterpoint explains.

However, other manufacturers also scored points: Huawei maintained "its stable momentum with its Mate series" according to Counterpoint, while Honor and Vivo "continued to contribute" with their updated thin foldables. According to market researchers, Motorola has become "one of the world's leading providers, expanding its market position in the foldable smartphone segment through competitive pricing, strong distribution partnerships, and positive user-friendliness reviews of its products."

Market researchers expect the foldable category to likely close the year 2025 with mid-teen growth compared to the previous year, as users of premium devices "increasingly tend towards larger screens due to higher productivity and better durability."

2026: Foldable from Apple expected

For 2026, Counterpoint forecasts the entry of foldables into "a more pronounced expansion phase." Key factors for growth include "improved durability, reduction in thickness and weight, optimized hinge and panel structures, as well as enhanced AI-driven software experiences" – a trend that was already partially observed in the 2025 models.

Furthermore, market researchers expect Apple to enter the segment in the second half of 2026, representing a significant new entrant. A foldable iPhone could reach the "solid iPhone user base" and strengthen "premium upgrade cycles in core regions," it states.

(afl)