The foldable smartphone market in North America is starting to look more competitive. For years, Samsung has held a clear lead, but that gap is now shrinking.

According to a recent report from Counterpoint Research, foldable shipments in the region grew 28% year-over-year in 2025. Growth is still solid, but the bigger shift is in market share.

Samsung’s share reportedly fell from 65% in 2024 to around 51% in 2025. The company still leads overall and remains strong in book-style foldables, but competition in the clamshell segment has picked up.

A big part of that shift comes from Motorola. The brand saw strong demand for its Razr 60 series, helped by aggressive pricing and carrier deals. As a result, Motorola captured roughly 44% of the market, turning what used to be a one-sided space into a much closer race.

Google is also growing, though from a smaller base. Shipments rose 52% year-over-year, following the launch of the Pixel 10 Pro Fold in late 2025. Even so, its share is still estimated at around 5%.

All of this comes just ahead of Apple’s expected entry into foldables. The long-rumored iPhone Fold is widely tipped to arrive alongside the iPhone 18 series later this year, though availability could vary depending on the market.

Apple has taken its time with foldables, skipping the early phase when people were more concerned about the durability and reliability of the new form factor. By entering now, the company is stepping into a category that’s more mature and easier to sell to mainstream users.

Samsung, meanwhile, is said to be working on updates of its own, including a book-style foldable with a wider display. The goal appears to be staying competitive as new players, especially Apple, enter the space.

If these trends continue, 2026 could mark a turning point. What was once a Samsung-dominated category is starting to open up, and Apple’s arrival may push it further toward the mainstream.

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(Source: Counterpoint Research)

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