Motorola overtakes samsung: foldable market shifts in north america

The foldable smartphone landscape in North America has undergone a seismic shift. Just weeks after reports suggested Samsung was losing ground, Counterpoint Research now confirms Motorola has seized the second-place spot in foldable shipments for last year, a significant challenge to the South Korean giant’s longstanding dominance. This isn’t a minor adjustment; it’s a clear indication that the race for foldable supremacy is widening.

A razor's edge advantage

While IDC’s analysts previously painted a different picture, Counterpoint’s data reveals Motorola's Razr lineup experienced an explosive surge in popularity, capturing 44.1% of the North American foldable market in 2025 – a remarkable jump from 30.1% in 2024. This leaves Samsung, despite retaining the top position with 50.9%, facing a considerably narrowed gap. The difference between first and second place is now razor-thin, a testament to Motorola’s aggressive push.

What fueled this remarkable turnaround? The answer likely lies in Motorola’s shrewd strategy. A heightened US carrier presence and dramatically increased retail visibility, coupled with irresistible promotions – think a $700 discount and a free pair of Moto Buds+ with the 1TB Razr Ultra – undoubtedly propelled sales. Samsung, meanwhile, seems to have stumbled. The release of the Galaxy Z Flip 7 FE was a misstep, priced too high to entice budget-conscious buyers. Even the flagship Z Fold 7 struggled to maintain momentum, ultimately eclipsed by the Z Fold 6 – a curious outcome that highlights Samsung's internal challenges.

Apple's looming shadow and google's modest gains

But the drama doesn’t end there. With Apple poised to enter the foldable arena later this year, both Samsung and Motorola face a potentially disruptive force. The anticipated iPhone Fold is already generating immense buzz, and its arrival could shake up the market significantly.

Google, while experiencing a respectable 52% increase in foldable shipments last year, remains a distant third. The Pixel 10 Pro Fold, though objectively a strong device, only managed to boost Google’s market share to a modest 4.8%, a figure that underscores the challenges of competing with established players. The Pixel 11 Pro Fold is likely to perform better, but breaking the 5% barrier with Apple breathing down its neck appears an uphill battle.

A future of competition and innovation

The foldable market, which saw a 28% increase in sales from 2024, is clearly expanding. However, the North American region’s outperformance raises questions about why other global brands haven't prioritized gains here. For Samsung to maintain its position, the forthcoming Galaxy Z Flip 8 and Z Fold 8 – potentially joined by a unique Galaxy Z Fold 8 Wide – need to deliver a compelling value proposition. A truly affordable FE version of either device, paired with effective marketing, could be the key to stemming the tide. The coming months promise a thrilling battle for foldable supremacy, one that will ultimately benefit consumers with more choice and innovation.