Motorola and Google posted the clearest share gains in H1 2025 in the Western Europe foldable smartphone market, turning what had long been a two-brand story, led by Samsung and HONOR, into a broader four-brand race.
Wider carrier ranging, clearer price ladders and stronger product polish lifted visibility and demand for the Pixel Fold and Razr families.
Top foldable models are now more evenly spread in the region, with no single device above 15% share, highlighting a flatter, more competitive field across brands.
In H2 2025, Motorola and Google are widening country coverage, adding variants and launch bundles, and leaning into seasonal promotions to further strengthen their positions.

London, Berlin, Beijing, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Seoul, Taipei, Tokyo – November 03, 2025

Western Europe’s foldable smartphone market has long been defined by Samsung’s Galaxy Z series and HONOR’s Magic V line. But the first half of 2025 marked a turn. Motorola’s Razr and Google’s Pixel Fold series broke through with meaningful momentum, helped by better placement at key carriers, competitive pricing, and a design story that resonates with both style-driven flip buyers and productivity-minded book buyers. The result was a market that looked less concentrated and more competitive, according to Counterpoint Research’s latest Foldable Smartphone Tracker, even as the backdrop is a segment that remains small but steadily warming.

Western Europe - Top 5 Foldable Smartphones, H1 2025 vs. H1 2024

Source: Counterpoint’s Foldable Smartphone Tracker, Q2 2025

In the first half of 2025, Motorola and Google’s latest foldable models broke into the top ranks in terms of shipment share, signaling a shift in Europe’s foldable smartphone landscape where Samsung and HONOR had long dominated. Back in H1 2024, HONOR’s Magic V2 and Samsung’s Galaxy Z Flip5 each commanded over 20% of foldable smartphone shipments, concentrating the leaderboard in just two models.

In contrast, H1 2025 shows a more balanced field. Motorola’s Razr 60 leads with a 15% share, but when combined with its predecessor, the Razr 50, the two models together reach roughly 27%, equivalent to last year’s top performer. Google’s Pixel 9 Pro Fold and Samsung’s Galaxy Z Flip6 also hold shares in the low-to-mid teens, underscoring a flatter, more competitive distribution. This diversification highlights how Motorola and Google are steadily chipping away at the dominance once held by Samsung and HONOR.

Google’s Pixel 10 Pro Fold reached shelves in early October across key European channels, and launch bundles and trade-in activity point to a healthy start, especially in the UK. Motorola’s Razr 50 and 60 families also continue to broaden placement and will likely help the brand overtake HONOR for Europe’s No. 2 foldable vendor position this year. Both brands are expected to carry real momentum into the holiday season, with a broader ranging and promotion depth, against Samsung’s new launch of the Galaxy Z7 series.

“Western Europe is moving from a two-brand story to a four-brand race,” said Associate Director Liz Lee. “With the Pixel 10 Pro Fold now in channel and Razr extending its reach, the category heads into a livelier holiday season. The brands that pair confident industrial design with consistent operator execution will bank the next leg of growth.”

Looking ahead to next year, when Apple enters the foldable segment in the second half, operator priorities and premium price bands will reset. The near-term winners in the foldable smartphone market will be the brands that secure early marquee carrier bundles, maintain a steady cadence of software updates, and prove everyday large-screen utility. Slower movers or brands with narrow foldable lineups risk being squeezed between Apple at the top and value-oriented flips in the middle.

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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