6 Minutes
Market snapshot: Samsung’s slip in the foldable smartphone race
Samsung pioneered the mass-market foldable smartphone era and has consistently delivered the broadest lineup of foldable devices. Yet a recent Counterpoint Research report for Q2 2025 reveals a surprising reshuffle: Samsung fell to third place in global foldable shipments with just a 9% market share. Huawei leads the segment with 45%, followed by Motorola at 28%. By comparison, Samsung held 21% and sat in second place in Q2 2024.
What drove Samsung’s decline?
Several interlinked factors explain Samsung’s weaker performance in Q2 2025. Counterpoint highlights the outsized role of China in the foldable market: a large share of foldable handset shipments are destined for China, where local brands enjoy strong consumer loyalty, competitive pricing, and deep distribution. Huawei’s market position there benefits not only from product quality and service but from national preference and brand affinity.
Product timing and upgrade cycle
Another major factor was product timing. During Q2 2025 Samsung was selling the Galaxy Z Fold 6 and Galaxy Z Flip 6 — models that, according to market perception, did not deliver compelling incremental upgrades for many buyers. Anticipation for the next-generation Galaxy Z Fold 7 and Z Flip 7 also kept some buyers on the sidelines. The combination of modest perceived improvements and buyer patience reduced Samsung’s Q2 sell-through.
Why China matters more than you might think
China dominates global foldable shipments, shaping market share charts. Local competitors such as Huawei and Motorola (with strong partnerships and distribution) leveraged this advantage—Huawei in particular benefited from patriotic sentiment, brand recognition, and targeted pricing and channel strategies. For brands eyeing global leadership in foldables, success in China is increasingly decisive.
Galaxy Z Fold 7 and Z Flip 7: the rebound strategy
Samsung’s response arrived in July 2025 with the Galaxy Z Fold 7 and Galaxy Z Flip 7. Early reports describe these models as delivering substantial improvements over their predecessors, and industry demand appears strong. Samsung initially planned production of 320,000 units of the Fold 7 and 200,000 units of the Flip 7 for August and September. Rapidly rising demand pushed production to 430,000 units last month, with plans to manufacture 260,000 units in September.
Reported improvements and key product features
While manufacturers often avoid listing every technical tweak in marketing blurbs, publicly noted improvements for the Z Fold 7 and Z Flip 7 include refined hinge mechanics for better durability and thinner bezels, brighter and more power-efficient foldable displays, improved battery endurance, camera upgrades aligned with flagship expectations, and enhanced software features optimized for multitasking. These enhancements combine to make the new Galaxy Z series more compelling for productivity-focused users and early adopters alike.
Feature comparison: Fold 6 vs. Fold 7 (high level)
At a glance, the transition from Fold 6 to Fold 7 centers on three axes: mechanical refinement (hinge and chassis), display performance (brightness, refresh rate efficiency), and software-driven productivity (multitasking, app continuity). Camera and battery improvements further contribute to an overall premium upgrade package. For consumers debating an upgrade or a first-time foldable purchase, the Fold 7 aims to address earlier hesitation points.
Advantages and real-world use cases for foldables
Foldable phones are no longer a novelty; they are purpose-built devices for specific use cases. Key advantages include:
- Enhanced multitasking: Larger internal displays and improved software allow multiple apps to run side-by-side, useful for productivity and creative workflows.
- Portable productivity: Users can replace small tablets for reading, document editing, or web browsing while retaining phone-level connectivity.
- Content creation and consumption: Bigger screens improve photo/video editing and immersive media playback without carrying separate devices.
- Compact convenience: Foldables combine large-screen experiences with pocketable designs.
Market relevance: Why this race matters for the industry
The dynamics in the foldable market reflect broader trends in smartphone innovation and global supply chains. If Samsung reclaims top position, it would validate heavy R&D and manufacturing investments in foldable display technology. If Huawei or Motorola extend their leads, it could accelerate price competition, spur faster feature rollouts, and encourage other OEMs to intensify efforts in foldable UX and durability.
What to watch in Q3 2025 and beyond
Based on current production adjustments and strong initial demand for the Galaxy Z Fold 7 and Z Flip 7, Samsung is positioned to grow shipments in Q3 2025 relative to Q2. The company’s manufacturing ramp-up could push it back toward the top of the foldable leaderboard. Samsung’s roadmap also points to the Galaxy Z TriFold, a device with a tri-fold display that may expand use cases and differentiate Samsung further if it achieves reliable durability and software optimization.
Final takeaways
Samsung’s temporary dip in market share illustrates how regional demand patterns, product refresh cadence, and consumer expectations intersect in a fast-evolving category. The launch cadence, tangible hardware upgrades, supply responsiveness, and local market strategies will determine whether Samsung reclaims leadership. For consumers and enterprise buyers, the current generation of Galaxy Z devices bring stronger value propositions — especially for those prioritizing multitasking, media, and compact productivity.
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