Foldable Smartphone Market Poised for 20% Growth in 2026, Driven by Apple’s Anticipated Entry
The foldable smartphone market is gaining momentum, particularly in North America, with shipments increasing by 28% year-over-year in 2025, according to recent data from Counterpoint Research . This growth is expected to continue, with projections indicating a more than 20% annual increase in shipments throughout 2026 . The expansion is fueled by intensifying competition, broader product availability, and increasingly attractive pricing and promotions.
From Niche to Necessity
While still a niche segment within the broader smartphone industry, foldable phones are transitioning from a novelty item to a more practical option for consumers. “The US foldable market is evolving from novelty to necessity,” said Liz Lee, Associate Director at Counterpoint Research . The appeal lies in their innovative design, attracting tech enthusiasts and those seeking alternatives to traditional “slab” phones. However, cost remains a significant barrier for many potential buyers.
Price Points and Key Players
High-end foldable devices, such as the Samsung Galaxy Z Fold series, can start at $2,000, with some models exceeding $3,000. However, a wider range of options at varying price points is emerging, potentially broadening the market’s reach. A pivotal moment for the foldable market is the anticipated entry of Apple, with rumors suggesting a foldable iPhone could debut later in 2026. Apple’s entry is expected to legitimize the category and attract brand loyalists.
Competitive Landscape: Motorola and Google Gain Ground
Samsung currently leads the North American foldable smartphone market, holding a 51% share of shipments in 2025 . However, its dominance is being challenged by rising competitors. Motorola experienced the highest growth among major manufacturers, capturing 44% of the market share with its popular Razr line, known for its retro clamshell design and diverse color options . Google as well saw significant expansion, increasing its shipments by 52% year-over-year with the release of the Pixel 10 Pro Fold .
Gerrit Schneemann, principal analyst at Counterpoint Research, noted that Motorola’s growth and Google’s expansion are creating a more competitive foldable smartphone landscape . “The North American foldables market is transitioning from a single-player-dominated market to a more competitive one,” Schneemann stated.
Looking Ahead
The global foldable smartphone market experienced a 16.7% year-over-year growth in Q4 2025, driven by strong premium demand during the holiday season . As competition intensifies and prices become more accessible, the foldable smartphone market is poised for continued growth in 2026 and beyond. The anticipated arrival of Apple into this segment is expected to further accelerate adoption and reshape the industry landscape.