Foldable Market to Slow In 2025, But Apple to Lead Revival In 2026
The global foldable smartphone market is expected to post a modest annual growth of 2.9% in 2024, marking a significant slowdown compared to previous years. According to the Global Foldable Smartphone Market Forecast report published by Counterpoint Research , the lackluster performance of two major manufacturers, Samsung and OPPO, had a major impact on the overall market dynamics.
Samsung had a particularly difficult fourth quarter, attributed to political tensions in some strategic markets, while OPPO reduced the production of its more affordable “flip” foldable models, contributing to the overall slowdown. However, some brands showed remarkable results: Huawei, Motorola, HONOR, and Xiaomi recorded significant increases in shipments, becoming the most dynamic players of the year.
The graph highlights these trends: between 2023 and 2024, there is a slight growth in overall volumes, with significant variations between individual companies. Motorola stands out with an impressive growth of 253% in 2024, followed by HONOR (+106%), Xiaomi (+108%), Huawei (+54%), and vivo (+23%). Google also showed a good performance (+13%). On the contrary, OPPO suffered a 72% drop, while Samsung lost 33% of shipments compared to the previous year.
Not-Encouraging Outlook for 2025
The outlook for 2025 is not encouraging: Counterpoint analysts predict a single-digit contraction of the market, which would mark the first decline in the history of the foldable segment. "I don't see many positive signs this year," said Jene Park, Senior Analyst, "but it is not a peak: it is a phase of reorganization given an exciting and regenerating 2026".
The decline in 2025, the report emphasizes, is therefore not the symptom of market saturation but rather a "breathing ground" necessary to prepare for the next phase. Demand remains present, but the sector is going through a phase of strategic adjustment while waiting for a significant change in the landscape that should become increasingly competitive.
Apple and Flip Will Revival the Market in 2026
2026 is indicated as the turning point. According to the report, the market will return to double-digit growth thanks to two main factors: Apple's entry into the foldable segment and a renewed interest in clamshell models, which promise to return to prominence after a period of less visibility.
“Supply chain data tells us that the foldables order books are filling up for 2026,” said Calvin Lee, Research Director at Counterpoint. “This doesn’t look like a plateauing market; it looks like an industry in transformation, and every transformation requires preparation. Hence the temporary slowdown we’re seeing this year.”
The graph attached to the report offers a clear visual projection of this transition: after a contraction in 2025, 2026 should see a strong expansion of the market, with Apple officially entering the game and a significant expansion of the "Others" category, an indicator of the diversification and growth of new competitors.
