Brand expansion fuels shake-up in foldable smartphones market

• Apple’s 2026 debut could serve as a critical inflection point, accelerating the mainstream adoption of foldables and injecting renewed vitality into the global smartphone industry.
• Shipments of foldable smartphones are projected to reach 19.8m units in 2025—maintaining a steady market penetration rate of approximately 1.6% comparable to 2024.

Continuous technological advancements and declining prices are gradually elevating foldable smartphones from niche experimental gadgets to key innovations within the mid-to-high-end smartphone segment.

These developments are also empowering brands to differentiate themselves in an increasingly competitive marketplace.

According to TrendForce, shipments of foldable smartphones are projected to reach 19.8 million units in 2025—maintaining a steady market penetration rate of approximately 1.6 per cent comparable to 2024—growth has notably decelerated compared to prior years.

A pivotal change is anticipated in 2026 with the likely introduction of Apple’s first foldable phone. Rumoured to feature a 5.5-inch external display coupled with a 7.8-inch internal screen, Apple’s foray into this segment is expected to markedly elevate consumer interest and acceptance, particularly among high-end users.

The device is projected to highlight Apple’s renowned ecosystem integration and operational stability, benefiting from deep iOS optimisation tailored for foldable functionality and seamless hardware-software interaction.

At present, Samsung maintains its leadership position in the foldable segment, recently unveiling the Galaxy Z Fold 7. This flagship model boasts significant enhancements in hinge design, crease visibility, and overall form factor, underscoring Samsung’s commitment to improving user experience.

Samsung and Huawei share to fall

However, TrendForce predicts a contraction in Samsung’s global market share, from 45.2 per cent in 2024 to 35.4 per cent in 2025, as competition intensifies. Rival manufacturers are rapidly expanding their foldable product portfolios and pricing tiers, positioning themselves for a potential market boom anticipated in 2026.

Huawei is expected to sustain robust momentum domestically in China and secure the second-largest global market share at 34.3 per cent in 2025.

Likewise, Honor and Lenovo (through its Motorola brand) are emerging as fast-growing competitors, with market shares forecasted to rise from 6 per cent and 5.5 per cent in 2024 to 9.1 per cent and 7.6 per cent respectively in 2025.

This growth highlights their aggressive entrance into the mid-to-high-end foldable space. Xiaomi is also making notable strides with its MIX Flip series, targeting the compact foldable niche, and is forecasted to increase its market share from 3 per cent to 5.1 per cent.

Additionally, a diverse group of other brands, including OPPO and vivo, are collectively projected to capture 8.5 per cent of the market, illustrating the increasingly vibrant competitive landscape.

Despite these encouraging shifts, the foldable smartphone market is still constrained by several notable barriers. Concerns related to crease visibility, durability, and the premium pricing of foldables remain significant factors limiting widespread adoption.

For many consumers, especially those without brand allegiance, the motivation to transition from well-established, cost-effective bar-type smartphones to foldables is relatively low. Consequently, foldable devices presently occupy a niche as high-end, experimental products rather than mainstream choices.

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