Samsung’s dominance slips away
What’s surprising is that Samsung’s sales still grew by 10% last year — it’s just that the competition grew faster.
Honor was the biggest disruptor, jumping to second place with 34% of the market after an eye-popping 377% year-on-year growth. Google claimed third with 9% and a 72% boost, Oppo took 4% with 10% growth, and Tecno grabbed 2% after an 88% rise.
Honor’s challenge intensifies
Meanwhile, Google’s Pixel 10 Pro Fold is due in October, and Apple’s first folding iPhone is now rumored for late 2026.
A premium market shift on the horizon
Counterpoint expects foldables to take a much bigger slice of the premium phone segment from next year. In the first half of 2025, sales dipped because there weren’t many new models released, but the second half should see fresh launches pushing numbers back up.
According to market forecasts, the sales of foldable phones in Europe could hit 4 million units per year by 2028. This will be more than 2% of the total smartphone sales.
Foldable phones might attract buyers from the high-end market. Phones that cost more than $800 may lose some buyers to foldables. It could even grab up to 10% of sales. In markets like the UK or Germany, it could be higher.
If Honor keeps up its pace, Samsung might find itself in a very different position in just a few years.
