OEM performance further underscored the outsized influence of the Samsung Galaxy Z cycle this quarter. In particular, the Z Fold7’s slimmer frame, lighter hardware, improved hinge durability and reduced crease visibility broadened its premium appeal and drove a stronger-than-expected uplift. Huawei maintained steady momentum with its Mate series, while HONOR and vivo continued to contribute through refreshed foldable lineups. Motorola emerged as one of the standout performers globally, expanding its foldable base through competitive pricing, strong channel partnerships and favorable product usability reviews.

Global Foldable Smartphone Shipment Share, Q3 2025 vs Q3 2024

Source: Counterpoint Foldable Smartphone Market Tracker

The foldable smartphone category is on course to close 2025 with mid-teens YoY growth, maintaining steady momentum as premium users gravitate towards larger screens for productivity while enjoying better durability. In 2026, the market will enter a more pronounced expansion phase. Key enablers include improved durability, reductions in thickness and weight, optimized hinge and panel structures, and expanded AI-driven software experiences. Apple, a major new entrant arriving in H2 2026, is expected to strengthen premium upgrade cycles across core regions from its solid iPhone user base.

This shift in competitive dynamics places greater emphasis on innovation leadership, prompting incumbent vendors to accelerate multi-form-factor experimentation and prepare their product portfolios for the next wave of foldable adoption. Ahead of Apple’s entry, OEMs are increasingly focused on demonstrating clear technology leadership and sharpening product differentiation strategies. One clear outcome is the gradual shift beyond conventional book-type designs. Huawei’s early multi-fold experiments highlighted the engineering possibilities, and Samsung’s newly launched tri-fold device now reflects this transition moving into practical testing and strategic signaling rather than immediate scale.

“Samsung’s first tri-fold model will ship in very limited volumes, but scale is not the objective,” said Associate Director Liz Lee. “With competitive dynamics set to shift materially in 2026, especially with Apple’s expected entry into the foldable segment, Samsung is positioning this device as a multi-fold pilot to reinforce its technology leadership. This release is designed to validate durability, hinge architecture and software optimization while gathering real-world user insights ahead of broader commercialization.”

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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