According to the Counterpoint Research (CR), the European foldable smartphone market is increasing rapidly, which has increased by 37 % in 2024 compared to 2023. Nevertheless, foldables still represent about 2 % of the European smartphone market as a whole.
Interestingly, central sales drivers are book -style devices, and not flip styles. In 2024, book -style foldable sales increased by 60 % year by year. And nevertheless, book -style foldables still represent about 1 % of the smartphone market as a whole.
In 2022, Samsung took 98 % of the Foldable Device Market in Europe, but by the end of 2023, its share shrinking up to 73 % as Google, One Plus, and Techno. This trend continued in 2024, which was the biggest impact through honor.
And likewise, in 2024, Samsung had only 50 % market, yet its sales increased by 10 %. The second was the honor, 34 % of the shares, with a total of 377 % growth. Google was ranked third with 9 % and 72 % growth, OPO was fourth with 4 % pie and 10 % growth, and Techno got top five with a 2 % share after an 88 % increase.
The elimination of its market share in Europe can partially explain why Samsung has decided to make the Galaxy Z Fold 7 more competitive this year, but Honor Magic V5 is coming to Europe this month and will bring the fight back to Samsung. Google’s Pixel 10 Pro Folds is expected to be released in October, and there is a large elephant Apple in the room, now it is rumored that it will release its first folding iPhone at the end of 2026.
Thus, the CR expects Foldables “from next year to growing the premium class”. In the first half of this year, foldable sales in Europe have decreased due to a new release, but it should be changed to the second half and should be growth in 2026. By 2028, the CR predicted that for the first time in history, 2 % shares of smartphone sales will reach about 4 million.
And when it comes to the premium segment (which is defined as the tools sold in $ 800 and more), it is said that foldable sales reaches about 10 % of the sales, which are probably even higher in major markets like the UK and Germany.
Samsung Galaxy Z Fold 7
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