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| The Samsung Galaxy Z Fold 7 |
The global smartphone market has found its spark in the foldable segment, with new data revealing these innovative devices are capturing a growing slice of consumer attention. According to industry analysts, foldables accounted for a notable 2.5% of total smartphone shipments in the third quarter of 2025, driven largely by premium book-style models.
Samsung Stages a Remarkable Comeback
All eyes are on Samsung, which executed a sharp recovery to command a whopping 64% share of the foldable market. This marks a significant rebound from the previous quarter, where the South Korean giant saw its share nearly halved amid a surprising surge from Motorola. Samsung's foldable business grew an impressive 32% year-on-year, fueled by the successful launch of its latest Galaxy Z-series lineup, including the better-than-expected Galaxy Z Fold 7.
A Rollercoaster Quarter for Competitors
The landscape for Samsung's rivals was a tale of extremes in Q3 2025. Huawei managed to hold onto a distant second place, buoyed by steady demand for its Mate series and recording a solid 10% annual growth. Vivo emerged as a high-growth player, with its foldable shipments skyrocketing 67%.
Motorola successfully maintained some of its blockbuster Q2 momentum. The enduring appeal of its clamshell-style Razr 60 series powered a 16% year-on-year increase. However, not all brands shared in the success. Xiaomi faced a steep challenge, with its foldable shipments plunging 54% compared to the same period last year. Fellow Chinese manufacturer Honor also struggled, selling 31% fewer foldables.
The Road Ahead: Apple's Shadow and New Form Factors
Looking forward, the foldable market is poised for even more dynamic shifts. A comprehensive analysis from Counterpoint Research provides a clear outlook for 2026. The firm anticipates growth in the segment will accelerate, with one major potential catalyst on the horizon: Apple’s long-rumored folding phone.
According to the latest Global Foldable Smartphone Market Report for Q3 2025, Apple's entry, if it materializes, is expected to fuel significant uptick in the premium tier by legitimizing the category for a broader audience. The report also notes that recently launched novel form factors, like Samsung's Galaxy Z TriFold, are predicted to ship in limited volumes initially as the market continues to explore and define new use cases.
The message for 2026 is clear. The foldable market is moving beyond niche status, with Samsung currently back in the driver's seat. However, with anticipated new entrants and evolving designs, the battle for the flexible future of smartphones is just getting started.