Samsung’s lead in the North American foldable phone market is under clear pressure in 2025. Counterpoint Research reported that foldable device shipments in the region grew 28% year over year, but the expansion did not protect Samsung from a sharp decline in market share.
Motorola emerged as the biggest winner, taking 44% of the foldable market through its Razr line. That shift has turned the U.S. foldable segment into a far more crowded and competitive arena, with Samsung still leading overall but no longer dominating the category as strongly as before.
Samsung’s Share Falls as the Market Expands
The latest Counterpoint data shows a major change in market balance. Samsung’s share dropped from 65% in 2024 to 51% in 2025, a steep decline in just one year.
Even with that drop, Samsung remains the leader in the foldable category, especially in the book-style segment. The problem is that its grip on the clamshell segment has weakened, and that is where rivals have made their strongest gains.
Foldables are no longer a niche category in North America. As more consumers test the format, brand loyalty matters less than pricing, carrier support, and product design.
Motorola’s Razr Strategy Is Paying Off
Motorola’s comeback in foldables is one of the most notable shifts in the smartphone market this year. The company used the Razr 60 series to capture attention with aggressive pricing and strong partnerships with local carriers.
That formula helped Motorola secure 44% of the North American foldable market. It also gave the brand a more visible role in a category long associated with Samsung’s Galaxy Z lineup.
Motorola’s progress is important because it shows how foldables can grow beyond premium tech enthusiasts. When a device is easier to buy through carriers and priced more competitively, it reaches a broader audience.
Why Consumers Are Moving Beyond Samsung
Samsung still has deep experience in foldable hardware, but experience alone is no longer enough. Buyers now compare battery life, hinge durability, camera quality, display size, and monthly payment options before choosing a foldable phone.
The market is also changing because consumers want variety. Samsung once had the clearest advantage in foldables, but competing brands now offer different form factors and value propositions that challenge that lead.
The rise of Motorola suggests that many buyers are open to alternatives. For a segment that once depended heavily on Samsung’s first-mover advantage, this is a meaningful warning sign.
Google Is Gaining, Even From a Smaller Base
Google is not yet a major foldable player in North America, but it is gaining momentum. Counterpoint said Google’s foldable shipments rose 52% after the launch of the Pixel 10 Pro Fold in late 2025.
Google now holds about 5% of the market, which is small compared with Samsung and Motorola. Still, its growth rate suggests that the foldable category is becoming more open to competition from software-driven brands.
The Pixel 10 Pro Fold appears to have helped Google attract users who want a cleaner Android experience and tighter integration with its ecosystem. That gives the company a path to expand further if it continues improving hardware and availability.
The Competitive Landscape Is Shifting Fast
The North American foldable market is no longer a two-horse race. Samsung still sits at the top, but Motorola’s sharp rise and Google’s steady progress show that the segment is entering a more mature stage.
For consumers, that means more choices and better odds of seeing lower effective prices through carrier deals. For smartphone makers, it means innovation and marketing need to work together more closely than before.
Here is a simple view of the latest market movement:
| Brand | 2024 Share | 2025 Share | Key Driver |
|---|---|---|---|
| Samsung | 65% | 51% | Strong in book-style foldables, but weaker in clamshell momentum |
| Motorola | Lower than Samsung | 44% | Razr 60 series, pricing strategy, carrier partnerships |
| Smaller base | 5% | Pixel 10 Pro Fold and faster shipment growth |
That table makes the competitive shift easier to understand. Samsung remains ahead, but its rivals are now taking enough volume to reshape the market narrative.
Apple Could Change the Entire Segment
The next major disruption may come from Apple. Reports suggest the company is preparing an iPhone Fold, possibly alongside the iPhone 18 lineup later this year.
Apple has historically waited until a category becomes more mature before entering it. That approach often lets the company launch with a refined product and strong mainstream appeal.
If Apple does join the foldable market, the impact could be significant. Samsung would then face not only Android rivals but also a powerful competitor with unmatched brand loyalty and ecosystem reach.
What Samsung Must Do Next
Samsung is already preparing for tougher competition. Reports indicate that the company is working on major upgrades, including a wider display, as it looks to answer the coming pressure from Apple and its current Android rivals.
To defend its position, Samsung will likely need to focus on several priorities:
- Improve the value proposition for both book-style and clamshell models.
- Strengthen carrier partnerships to keep devices visible in store and online channels.
- Keep refining durability, hinge design, and software optimization.
- Offer clearer reasons for customers to upgrade from older foldables.
- Respond faster to pricing pressure from Motorola and others.
These moves matter because the foldable market is moving from novelty to competition based on practical value. The brands that win will be the ones that balance design, price, and distribution.
A Market Still Growing, but Less Predictable
The 28% annual shipment growth in North America shows that foldables still have room to expand. Yet the same growth also makes the market harder for Samsung to control, because new buyers are entering with fewer pre-set brand preferences.
Motorola’s 44% share is the clearest proof that this segment can change quickly. With Google building momentum and Apple preparing a possible entry, Samsung now faces the most serious competitive pressure it has seen in the foldable category.
