Samsung invented the foldable smartphone market as we know it, but that no longer guarantees it leadership. According to data revealed by IDC analysts at MWC, Motorola controls approximately 50% of the folding market in the United Statessurpassing the Korean giant on its own territory. In Latin America the figure rises to 55%, although in Europe it drops to 13%, where competition from Honor, Oppo and others is much more intense.
The explanation for Motorola's rise is more mundane than technological: price and nostalgia. The base model Razr starts at $699, well below the Samsung Galaxy Zand the emotional pull of a brand that marked an era does the rest. It is a well-executed market strategy, not a technical revolution.
Samsung's global leadership, increasingly tight
On the global scene, Samsung is still holding its own. Counterpoint estimates suggest that it would maintain around 31% of the global folding market in 2026but the context changes quickly. Motorola plans to launch its first book-style foldable, the Razr Fold, with a price of 2,000 euros in Europewhich will also allow it to compete in the premium segment where Samsung has operated with more margin until now.
Added to that is the entry of Apple. The iPhone Fold would arrive with the series iPhone 18although its availability may vary depending on the market. Apple has waited for the format to mature, and now it comes to the point that selling a foldable to conventional users no longer requires convincing them that the device will not break after three months. Counterpoint estimates it could capture a 28% of the global market in its first yearwhich will cut the share of all other manufacturers, including Samsung.
Samsung is not sitting idly by: there is talk of up to three new foldables for this year, including a Galaxy Z Fold 8 Wide with wider screen. But recent history does not invite optimism. The Galaxy Z Flip 7 FE did not convince in price or sales, and the room for maneuver is reduced as Motorola consolidates its position in America and Apple prepares to break into the segment with all its traction on the end user.
