Samsung is projected to maintain its leadership in the foldable smartphone market in 2026, with a projected 32% share. Still, the market will look quite different from 2025 as Apple enters the segment and Huawei remains a strong player, particularly in China. Apple is projected to capture a 25% share in 2026, while Huawei is expected to hold 24%, followed by Motorola at 8% and HONOR at 3%.

Global Foldable Smartphone Shipment Share by OEM, 2025 vs 2026F

Ahead of Apple’s expected entry with its first foldable, Samsung’s upcoming Galaxy Unpacked event will be an important moment for the foldable market. Samsung is expected to introduce its Galaxy Z8 series, including the Galaxy Z8 Flip, Galaxy Z8 Fold and a wider foldable device. Among these, the wider book-type design will likely draw particular attention, as it could offer a more practical cover-screen experience and a larger inner-display workspace for multitasking, content viewing and AI-assisted productivity.

A wider book-type design could become more relevant as AI features move beyond chat-based interactions into everyday workflows. Tasks such as summarizing documents, editing content, managing schedules and moving information across apps all benefit from more screen space and a more flexible layout. For Samsung, a wider Fold model would offer a stronger canvas to show how foldables can support AI-assisted productivity in a more practical way.

Commenting on the foldable market’s dynamics, Liz Lee, Associate Director at Counterpoint Research, said, “2026 will mark a new phase for the foldable smartphone market. Apple’s entry is expected to lift overall consumer awareness and raise the benchmark for premium foldables, but Samsung still has a clear advantage in product maturity, channel reach and foldable user experience. With a wider design, Samsung’s upcoming devices could make the foldable experience feel more natural, especially for users who want to keep multiple tasks visible on the same screen, track progress, and use AI features across apps.”

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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