Counterpoint Research issued a downbeat assessment of the market for foldable smartphones in Europe, reporting the segment remained niche in Q1 having made up just 1.5 per cent of all smartphone sales.
The form factor’s sales were up 4 per cent year-on-year in the continent, a statistic the analyst company’s associate director Jan Stryjak described as a worrying sign for a segment meant to still be in the early growth stage.
“Despite all the attention new foldable devices receive, they are still too expensive for mass-market appeal,” Stryjak said. “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.”
Samsung continued to lead the market having been at its forefront since the first devices with folding screens hit the shelves in 2019. Other big name early adopters included Huawei and Motorola.
Counterpoint Research noted Samsung had lost “significant share” since Q1 2024 due to increasing competition from multiple companies though was still well ahead of the competition in terms of European foldable sales.
In Q1 Samsung held a 41 per cent share, down from 56 per cent a year ago. Motorola overtook Honor to claim a distant second place with 15 per cent. Other top brands were Honor (13 per cent) then Google, Tecno and Xiaomi (all on 8 per cent).
Stryjak highlighted devices released over the last year from rival vendors were “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.”