Counterpoint Research said North America’s foldable smartphone market is growing quickly as rising competition and Apple Inc.’s (NASDAQ:AAPL) expected entry reshape the industry.

The firm reported on Thursday that the North American foldable smartphone market expanded 28% year-over-year in 2025, making it one of the fastest-growing regions globally.

Growing consumer awareness and improved accessibility drove demand as more OEMs introduced devices across the clamshell and book-type segments.

Competition Expands Beyond Samsung

The firm said the market has evolved beyond Samsung Electronics Co., Ltd.’s (OTC:SSNLF) long-standing dominance into a more competitive, multi-layered landscape, driven by stronger carrier support and wider product availability.

Samsung remains the clear leader, capturing 51% of North America’s foldable smartphone shipments last year. However, intensifying competition has begun to chip away at its share.

The company continues to dominate the book-style segment, but its clamshell Galaxy Z Flip lineup is facing mounting pressure from Motorola. That challenge could deepen as Motorola prepares to launch its book-style Razr Fold this summer, setting up a more direct showdown with Samsung in both form factors.

Meanwhile, Motorola and Alphabet Inc.’s (NASDAQ:GOOGL) Google reached record market shares of 44% and 5%, respectively, in 2025, signaling a rapidly shifting competitive balance.

Apple’s Entry Reshapes Strategy

Previously, Counterpoint said Apple is already influencing the market ahead of its foldable launch and projected it could capture 46% of the North American market share in 2026.

The firm attributed this positioning to Apple’s ecosystem and large-screen software capabilities, prompting rivals to shift toward larger, book-style foldables and refine their designs.

Growth Outlook Hinges On Market Shift

Counterpoint expects the foldable market to grow 20% year over year in 2026, but said Apple’s entry could determine how that growth is distributed.

While foldables currently account for just 1.6% of total smartphone shipments, OEMs are increasingly focusing on the segment to capture higher-margin opportunities.

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