Foldable Phone Growth: Motorola & Google Challenge Samsung in North America (2025)

North American shipments of foldable smartphones grew by 28% in 2025, a significant increase despite the continued absence of a foldable offering from Apple. This growth indicates a broadening appeal for the once-niche device category, driven by increased competition, more accessible pricing, and wider availability through carrier promotions and retail channels. Data from Counterpoint Research suggests this momentum will continue, with projected annual growth exceeding 20% in 2026.

A Shift in the Foldable Landscape

The rise of foldable phones isn’t happening in a vacuum. Counterpoint Research attributes the 2025 surge to “intensifying competition and broader product availability.” This means more manufacturers are entering the market, and existing players are releasing a wider range of models at varying price points. Previously, high costs were a major barrier to entry for many consumers. Now, with options like the Motorola Razr available starting at $700, and tiered pricing within the Razr line extending to $1,300 for the Razr Ultra, the technology is becoming more attainable. This contrasts sharply with premium offerings like Samsung’s Galaxy Z Fold 7, which starts at $2,000, and the even more expensive $3,000 Galaxy Z TriFold.

Motorola currently leads the charge in this expanding market, capturing 44% of North American foldable shipments in 2025. The company’s success is largely attributed to the popularity of its Razr series, which taps into a sense of nostalgia with its clamshell design while incorporating modern smartphone technology. CNET’s review of the 2025 Motorola Razr highlights its appeal to buyers seeking a blend of retro aesthetics and contemporary features. Google also saw substantial growth, with a 52% year-over-year increase in shipments, boosted by the October release of its Pixel 10 Pro Fold.

Samsung’s Position and the Competitive Pressure

While Samsung remains the market leader in North America with a 51% share, its dominance is waning as competition intensifies. The company’s book-style foldable phones, like the Galaxy Z Fold series, continue to be popular, but its clamshell Z Flip line is facing increasing pressure from Motorola’s Razr devices. Motorola is preparing to launch a book-style Razr Fold later in 2026, potentially challenging Samsung’s stronghold in that segment as well.

Gerrit Schneemann, principal analyst at Counterpoint Research, stated that the North American foldable market is “transitioning from a single-player-dominated market to a more competitive one.” This shift is expected to benefit consumers through increased innovation and more competitive pricing.

How Foldable Phones Work: A Brief Overview

Foldable smartphones achieve their unique form factor through a combination of flexible OLED displays, sophisticated hinge mechanisms, and durable materials. The core component is the plastic OLED (P-OLED) display, which is engineered to bend without breaking. Though, even with advancements in materials science, these displays are still more susceptible to damage than traditional smartphone screens. The hinge is a critical element, designed to withstand repeated opening and closing cycles while maintaining a smooth and reliable operation. Manufacturers are employing various hinge designs, including teardrop hinges (used in some Samsung models) to minimize the crease in the display and improve durability. CNET’s coverage of the rumored iPhone Fold suggests Apple is exploring a dual-layer, ultra-thin glass structure to further reduce crease visibility and enhance durability.

The Apple Factor: A Potential Catalyst

The anticipated entry of Apple into the foldable smartphone market is a major talking point. Rumors have circulated for years, and speculation has intensified recently. Apple’s entry could significantly legitimize the foldable category, particularly among its loyal customer base. Brand recognition and a strong ecosystem often influence purchasing decisions, and Apple’s presence could encourage more consumers to consider foldable devices.

However, Apple’s approach remains uncertain. The company is known for its meticulous attention to detail and its reluctance to release products until they meet its stringent quality standards. This could mean a delayed launch or a higher price point compared to existing foldable phones.

Limitations and Considerations

Despite the growth and innovation, foldable smartphones still face several challenges. Durability remains a concern, as the flexible displays and complex hinge mechanisms are more vulnerable to damage than traditional smartphone designs. The crease in the display, while becoming less noticeable with newer models, is still present and can be distracting for some users. Software optimization is also crucial, as apps need to be adapted to seamlessly transition between folded and unfolded states.

the higher price tags of foldable phones continue to limit their accessibility. While prices are coming down, they remain significantly more expensive than comparable traditional smartphones. This makes them a luxury item for many consumers.

What’s Next for Foldable Technology

The foldable smartphone market is poised for continued evolution. Manufacturers are focusing on improving durability, reducing the crease, and lowering prices. We can expect to see further innovation in hinge designs, display materials, and software optimization. The potential arrival of Apple in the market will undoubtedly accelerate these developments and introduce novel competitive dynamics.

Looking ahead, Counterpoint Research anticipates ongoing growth in the foldable segment, with annual increases exceeding 20% in 2026. The success of this technology will depend on addressing the remaining limitations and making foldable phones more accessible to a wider range of consumers. The industry will be closely watching Apple’s moves, as its entry could be a pivotal moment for the foldable smartphone market.