Europe foldable smartphone sales grew 4% YoY in Q1 2025 to account for just 1.5% of the total smartphone sales in the region, further illustrating foldables as a niche segment, according to Counterpoint Research Global Handset Model Sales Tracker.
Commenting on the flatlining growth, Mr. Jan Stryjak, Associate Director, Counterpoint Research said, “For an emerging segment supposedly in its early growth stage, 4% YoY growth is a worrying sign. Despite all the attention new foldable devices receive, they are still too expensive for mass-market appeal. Further, most consumers are still not sure what a foldable phone is for, and many still have concerns about the durability and longevity of the devices.”
Nevertheless, competition has increased markedly over the last year. While Samsung remained the clear leader in Q1 2025, other vendors have grown considerably. Motorola overtook HONOR to become Europe’s second-largest foldable smartphone vendor in Q1 2025, largely due to its more affordable Razr 50 flip phones. Google, Xiaomi and TECNO also saw robust growth over the year following the launches of some impressive devices, some also at more attractive price points.
Stryjak added, “However, Europe’s foldable market is changing. Samsung dominated for a long time with devices that did not seem to change much year on year, but other vendors have released some fantastic models, for example, the HONOR Magic V3, the Motorola Razr 50, the Google Pixel 9 Fold and even the TECNO Phantom V Fold 2. These devices are bringing the fight to Samsung in Europe. Increased competition is always a good thing, driving innovation and pushing down prices. And Samsung has taken note, teasing the launch of an Ultra variant of its upcoming Galaxy Fold7 series. This will hopefully give the segment the shot in the arm it needs.”
Covered By: Mobility India / Counterpoint
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