Europe’s Foldable Smartphone Market is Flatlining

European foldable smartphone sales grew 4% in 1Q25 to account for just 1.5% of the total smartphone sales in the region, according to Counterpoint Research. The analytics company stated that this further illustrates foldables as a niche segment.

“For an emerging segment supposedly in its early growth stage, 4% YoY growth is a worrying sign. Despite all the attention new foldable devices receive, they are still too expensive for mass-market appeal. Further, most consumers are still not sure what a foldable phone is for, and many still have concerns about the durability and longevity of the devices,” said Jan Stryjak, Associate Director at Counterpoint Research.

Nevertheless, competition has increased markedly over the last year. While Samsung remained the clear leader in 1Q25, other vendors have grown considerably. Motorola overtook HONOR to become Europe’s second-largest foldable smartphone, largely due to its more affordable Razr 50 flip phones. Google, Xiaomi, and TECNO also saw robust growth over the year following the launches of some impressive devices, some at more attractive price points.

“However, Europe’s foldable market is changing. Samsung dominated for a long time with devices that did not seem to change much year-on-year, but other vendors have released some fantastic models, for example, the HONOR Magic V3, the Motorola Razr 50, the Google Pixel 9 Fold, and even the TECNO Phantom V Fold 2. These devices are bringing the fight to Samsung in Europe. Increased competition is always a good thing, driving innovation and pushing down prices. And Samsung has taken note, teasing the launch of an Ultra variant of its upcoming Galaxy Fold 7 series. This will hopefully give the segment the shot in the arm it needs,” added Stryjak.