Key Takeaways
1. Samsung’s Market Share Decline: Samsung’s share in North America’s foldable smartphone market dropped from 65% in 2024 to 51% in 2025, losing ground in the clamshell segment.
2. Motorola’s Rise: Motorola gained significant market share, reaching 44% due to competitive pricing and strong carrier partnerships, driven by the success of the Razr Fold 2025 series.
3. Google’s Growth: Google saw a 52% increase in shipments, largely due to the release of the Pixel 10 Pro Fold, although it still holds only 5% of the market.
4. Apple’s Strategic Delay: Apple’s decision to delay the launch of its foldable iPhone until late 2026 could strategically position it to avoid early adopter issues faced by competitors.
5. Upcoming Competition: The anticipated iPhone Fold is set to launch alongside the iPhone 18 series, with Samsung preparing a rival device featuring a larger main display.
The North American foldable smartphone market is seeing some significant changes, as per the latest insights from Counterpoint Research. In 2025, this segment experienced a growth of 28% YoY, but the more interesting narrative revolves around Samsung’s drop and the fierce competition rising, especially from Motorola.
Samsung’s Market Share Decline
Samsung has held a strong position in the foldable market for a long time, nearly monopolizing it. However, Counterpoint indicates that 2025 was a pivotal year. Samsung’s share in North America plunged to 51%, down from 65% in 2024. While the company still leads in book-style foldables, it has lost its stronghold in the increasingly popular clamshell segment.
Motorola’s Rise
The major victor in this scenario is Motorola. Thanks to the Razr Fold 2025 series, Motorola has snagged an impressive 44% market share, propelled by competitive pricing and robust partnerships with carriers. Google also witnessed a surge, with shipments increasing by 52% YoY, aided by the release of the Pixel 10 Pro Fold in October; however, it still holds just 5% of the market.
Apple’s Strategic Delay
Interestingly, the biggest potential winner might be Apple’s anticipated iPhone Fold. The choice to postpone the launch of its first foldable iPhone seems to have been a strategic decision, and the reasons are becoming clearer now.
While competitors like Samsung and Huawei debuted their foldable devices back in 2019, Apple’s decision to wait until late 2026 has allowed it to bypass the issues faced by early adopters. This positions Apple to enter a marketplace where Motorola and Samsung have already set the stage for foldable designs.
With Samsung’s dominance fading, the iPhone Fold could deliver the “final blow” in a now well-established and fiercely competitive market. It appears that Apple might have had this plan in motion all along.
Regarding the iPhone Fold, it’s anticipated to launch alongside the iPhone 18 series this fall, although it could be available later. Meanwhile, Samsung is gearing up to introduce a direct rival to the iPhone Fold, featuring a broader main display.
Counterpoint, Thumbnail by Mika Baumeister
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