Insight

US Foldable Smartphone Market Poised for New Phase: Apple to Reshape 2026 Landscape

October 23, 2025

The US foldable smartphone market is expected to grow by 68% YoY in 2025, driven by broader form factor adoption and stronger momentum from multiple brands.
Google’s latest Pixel Fold lineup remains early in its adoption curve, while Samsung and Motorola have managed to sustain early-mover dominance across premium and mid-tier segments.
Apple’s foldable, expected around late 2026, could redefine consumer expectations and push foldables into a new mainstream adoption phase.

Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – October 23, 2025

The US foldable smartphone market is expected to grow 68% YoY in 2025, as it enters a period of solid growth after several years of experimentation, according to Counterpoint’s latest Foldable Smartphone Market Forecast. The growth is being driven by broader form factor adoption, improved durability of foldable designs and more diversified portfolios from multiple brands.

In 2025, portfolio expansion and ecosystem readiness are defining the market. Samsung is set to maintain its leadership with the refreshed Galaxy Z Fold and Flip lineup, having added an FE variant to broaden accessibility, while also preparing to unveil its long-awaited tri-fold device later in the year. Meanwhile, Motorola is rapidly scaling its Razr series through wider carrier partnerships in the prepaid market, narrowing the share gap with Samsung faster than in prior cycles. Google’s Pixel 10 Pro Fold, launched in October 2025, sits between Samsung’s premium offerings and Motorola’s lifestyle-driven designs, testing how effectively the brand can turn its AI-first Android experiences into tangible hardware differentiation.

The biggest structural shift is expected in late 2026, when Apple’s first foldable iPhone is expected to debut. Apple’s entry would instantly expand consumer awareness and accelerate replacement demand across high-income segments. Given Apple’s ecosystem influence, its launch year could dramatically reshape brand dynamics, lifting total market volumes.

“The US foldable market is evolving from novelty to necessity,” said Liz Lee, Associate Director at Counterpoint Research. “While Samsung continues to lead in maturity and ecosystem strength in 2025, Motorola’s rapid expansion in the clamshell segment and Google’s AI-driven approach are reshaping competition. Apple’s eventual arrival in 2026 will not only expand the market but also cement foldables as a mainstream premium smartphone format.”

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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