Foldables see lackluster Q1 growth in Europe, Samsung's lead shrinks

The foldable smartphone market in Europe grew by 4% in Q1 2025, amid increasing competition. According to the report shared by Counterpoint Research, foldables now account for 1.5% of total smartphone sales in the region. The figure shows that despite several years on the market, foldables are still very much a niche segment with market growth even tapering off.

Samsung remained the undisputed leader in the segment with its 41% market share in Europe. Still, the Korean brand lost significant market share compared to last year (15% pt) as key competitors ramped up their portfolios.

One prime example is Motorola, which overtook Honor as the second leading player in Europe and now commands a 15% market share. The Razr 50 was Motorola’s strongest contributor.

Honor came in third place with 13% market share. Google was one of the big movers, managing to secure an 8% market share thanks to solid demand for its Pixel 9 Pro Fold. Tecno saw the largest growth in the European foldable phone market as its Phantom V Fold 2 saw robust demand, driven in principle by its more affordable pricing among the book-type folds.

Xiaomi (8%) and Oppo (4%) rounded out the rankings. Counterpoint expects increased competition between all brands in the foldable market in the next monthes, coinciding with lowered retail pricing and improved growth.

Source