• North America’s foldable smartphone shipments grew 28% YoY in 2025, outperforming most other regions, supported by broader OEM participation and improving accessibility.
• Motorola recorded the strongest growth among major OEMs, capturing a record 44% share in 2025, driven by robust demand for its Razr 2025 series and aggressive carrier-led promotions.
• Google’s shipments increased 52% YoY, with its market share reaching a record 5% in 2025, supported by the expansion of its Pixel 10 Pro Fold after its October launch.
• Both Motorola and Google also reached their highest-ever quarterly market shares in 2025, at 89% and 18%, respectively, driven by strong post-launch momentum.

Market Expansion Driven by Accessibility and Competition

North America’s foldable smartphone market expanded 28% YoY in 2025, positioning it as one of the faster-growing regions globally, according to Counterpoint Research’s Foldable Smartphone Market Tracker. Growth was driven not only by rising consumer awareness but also by improved accessibility, as more OEMs entered the market with differentiated offerings across both clamshell and book-type segments.

The market has evolved from a Samsung-dominated structure into a more competitive and multi-layered landscape, supported by stronger carrier engagement and wider product availability.

The shipment trend in North America remained highly launch-driven, characterized by a clear seasonal peak aligned with major product releases. Compared to prior years, however, the market shows a broader base of demand, supported by improved product availability and increased consumer visibility.

OEM Competition Intensified as Market Structure Evolved

Against this backdrop, OEM competition intensified, with Motorola and Google emerging as key growth drivers reshaping the competitive landscape alongside Samsung.

Motorola was the primary driver of volume expansion in 2025, capturing a record 44% market share, supported by the strong performance of its Razr 2025 series. By positioning clamshell foldables at more accessible price points and leveraging aggressive operator promotions, Motorola expanded the addressable market beyond early adopters. This momentum was particularly evident during its launch cycle, reaching a record quarterly peak of 89% in Q2 2025.

Google’s foldable shipments grew 52% YoY in 2025, with its market share reaching a record 5%, supported by the launch of the Pixel 10 Pro Fold. Following its launch, Google also achieved its highest-ever quarterly share of 18% in Q4 2025, reinforcing its position in the premium book-type segment.

Samsung remained the leading OEM in North America with a 51% share in 2025. However, its share declined as competition intensified across both clamshell and book-type segments. This reflects broader market expansion, alongside rising competition from Motorola and Google, rather than any structural weakening.

On a full-year basis, the market reflects a more balanced competitive landscape compared to 2024. Motorola’s significant share gains and Google’s expansion highlight increasing diversification, while Samsung continues to lead despite a notable decline in share.

The quarterly trend is illustrated in the chart below, highlighting post-launch momentum for both Motorola and Google, while Samsung’s share declined amid intensifying competition.

Form Factor Dynamics Supporting Dual-Track Growth

This evolving competitive landscape is also reflected in form factor dynamics, as growth across both clamshell and book-type segments continues to reshape the market. Clamshell foldables accounted for around half of total shipments in 2025, supported by relatively lower price points, strong retail and carrier visibility, and the solid performance of Motorola’s Razr series. However, their share has declined notably compared to previous years, as competition in the book-type segment intensified and premium offerings gained traction.

At the same time, book-type devices continued to anchor the premium segment, driven by productivity-focused use cases and larger display experiences, with strong contributions from Google’s Pixel 10 Pro Fold and Samsung’s Galaxy Z Fold7. Rather than converging toward a single dominant form factor, the market is increasingly structured around two distinct use-case segments.

Toward a More Competitive and Mature Market

The key development in 2025 was not only the shift in OEM share, but the improvement in the overall competitive structure of the market. Increased competition has led to better pricing, stronger channel execution and clearer product segmentation, all of which have supported broader adoption.

Looking ahead, with Apple expected to enter the foldable smartphone market in 2026, North America is likely to become even more competitive. The region is expected to play a central role in the next phase of foldable market development, as competitive dynamics intensify and the category moves closer to mainstream consideration.