Foldable phones are gaining steam, at least in North America, according to new data from Counterpoint Research. By 2025, the shipment of foldable smartphones in the region grew by 28% year-on-year, and is expected to grow by more than 20% annually by 2026.
The increase in foldable phone shipments last year was largely driven by “increasing competition and wider product availability” from key manufacturers, Counterpoint Research said in its release. “By 2025, more competitive pricing, strong carrier promotions and improved store visibility helped expand the adjustable market beyond early adopters.”
Despite their growing popularity, foldable phones remain a part of the smartphone industry. Their novel design can appeal to tech enthusiasts and anyone tired of boring, boring phones, but it can also be a hindrance to people who want something predictable and straightforward.
Prices can also be prohibitive, with phones like Samsung’s book style Galaxy Z Fold 7 from $2,000 (not to mention $3,000 Galaxy Z TriFold). But with a growing range of options at various prices, a large pool of people may be tempted to dip their toes into the folding waters.
There is one key player that many foldable phone enthusiasts are waiting for: Apple. Rumors suggest that the company may release a the foldable iPhone later this year, after years of speculation. Apple’s entry could help legitimize the niche category by giving consumers — specifically, brand loyalists — more reasons to choose a foldable device.
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A competitive folding market
According to Counterpoint Research, Motorola had the highest growth among major phone manufacturers, capturing 44% of the market. I Motorola Razrwith its retro clamshell design, it’s a popular choice among consumers who want to tap into nostalgia while enjoying the latest smartphone technology. It also helps that the Razr comes in a variety of prices, from the $700 base Razr to $1,000. The Razr Plus and $1,300 The Razr Ultra. The range of fun colors and finishes it doesn’t hurt, either.
Google also saw significant growth last year, increasing 52% year over year, according to the report. Release of Pixel 10 Pro Fold in October played a key role in Google “strengthening its position in the literature category,” Counterpoint Research said.
Samsung still dominates foldable phone shipments, but competition is increasing.
Samsung is still king, with a 51% share of foldable smartphone shipments in North America last year. As the competition is intensifying, its share has decreased slightly compared to previous years.
Samsung is also a leader in the notebook style category. Well, its a clamshell Z Answer phones are facing increasing pressure from Motorola devices. And as Motorola prepares to introduce its book style The Razr Fold this summer, Samsung may have its work in that segment, too.
According to Gerrit Schneemann, principal analyst at Counterpoint Research, the rapid rise of Motorola and the expansion of Google are balancing the foldable smartphone space. “The North American folding market is changing from a market dominated by one player to a more competitive one,” Schneemann said in a statement.
