Samsung Slipped to Third in Q2 Foldable Sales

The Great Fold: When Market Leaders Fall Behind

What happens when the company that pioneered modern foldable phones tumbles to third place? That’s precisely the shockwave sent through the smartphone industry with Counterpoint Research’s Q2 2025 report on the foldable phone market. Samsung, long considered the dominant force outside China in this nascent segment, found itself trailing not only Huawei but also a resurgent Motorola during the April-June period. While foldables still represent a niche within the global smartphone landscape, this shift underscores intense competition, the critical role of pricing strategies, and the volatility inherent in pioneering tech categories. Huawei’s strength in China and Motorola’s aggressive US push created a perfect storm, highlighting Samsung’s tricky positioning just before its major annual foldable refresh.

Huawei’s Command Post: Why The Home Court Advantage Rules

Counterpoint’s data paints a clear picture: Huawei dominated global foldable shipments in Q2 2025, capturing a commanding 45% market share. This represents significant year-on-year growth, surging from 32% in Q2 2024. The engine driving this dominance is unequivocally China. Analysts attribute the overwhelming bulk of worldwide foldable shipments stemming from the Chinese market.

Why such immense local strength? Several factors converge:

• Deep Market Penetration: Huawei maintains a powerful brand presence and extensive retail network within China, recovering ground despite global headwinds.
• Aggressive Product Portfolio: Huawei offers diverse foldable form factors – both book-style and clamshell – catering to various price points and user preferences, generating strong domestic demand.
• Consumer Preference: Chinese users appear more receptive to adopting flexible display technology quickly, making it a key battleground for innovation.
• Sanctions Context: With limited access to Google Mobile Services globally, Huawei’s focus has intensely pivoted towards its home market success, pouring resources into capturing the domestic foldable space.

Huawei effectively leveraged these factors to notch a 45% YoY increase in overall foldable shipments, showcasing robust health in its core segment.

Motorola’s Razor-Sharp Strategy: Cutting Prices, Capturing Share

The truly unexpected jolt came from Motorola, which rocketed into second place worldwide with a 28% market share in foldable phones for Q2 2025. This is a massive leap from its mere 14% share during the same quarter the previous year. The linchpin of Motorola’s strategy? Price.

Counterpoint senior research analyst Maurice Klaehne pinpointed the cause: Aggressive pricing. Specifically, the Motorola Razr series, particularly maturing with its 2025 models, became “the lowest-cost foldable phone in the US.” With a base model starting at a compelling $699 (and even dipping to $600 during promotions), Motorola shattered the premium barrier often associated with foldables.

The impact was transformative:

• Igniting the US Market: Motorola single-handedly drove the US foldable market to record highs for Q2 shipments, proving demand exists when the price is right.
• Clamshell Kingpin: This surge was primarily fuelled by the clamshell form factor revival, which Motorola anchored with the iconic Razr brand recognition.
• Accessibility Wins: Motorola demonstrated that foldable affordability, not just technical prowess, could be a primary purchase driver for a significant segment of consumers.

Essentially, Motorola successfully created a volume market for foldables in the US where others had struggled, primarily by making the technology financially attainable.

Samsung’s Awkward Quarter: Between Launches and Legacy

The report delivered sobering news for the foldable pioneer. Samsung secured only third place in Q2 2025, with its market share plummeting to 9% – a stark decline from 21% a year prior. However, interpreting this accurately requires critical context:

• The Launch Cycle Hangover: Samsung’s flagship Galaxy Z Fold 7 and Z Flip 7 series launched in Q3 2025. Q2 represents the quarter immediately before these new devices hit the market. Historically, sales of older models (Z Fold 6 & Flip 6) slow dramatically as consumers anticipate the imminent refresh. Samsung’s foldable launch cadence naturally creates sequential shipment lulls.
• Pre-Release Production: Reports from The Elec within the source indicate Samsung was actively scaling production for its new models during Q2/Q3 transition period, shifting resources away from outgoing models. For instance:
  • Z Fold 7 production in August was 430,000 units vs. a plan of 320,000 units (34% increase).
  • Planned September Z Fold 7 production increased from 200,000 to 260,000 units (a 30% bump).
• Clamshell Conundrum: While Fold production rose, Flip production saw cuts. August Z Flip 7 units produced were 270,000 against a planned 340,000. The Flip 7 FE saw modest production (20k in Aug, 10k planned for Sept). This internal weighting reflects the intense competitive pressure felt specifically in the clamshell segment from Motorola’s Razr line.

Table: Samsung Revised Foldable Production Plans (The Elec, Q3 2025)

The Future of Folding: Beyond Q2’s Rankings

Q2 2025 was a snapshot in time, heavily influenced by distinct regional forces and launch timings.

• Samsung’s Q3 Rebound: With the Z Fold 7 and Z Flip 7 now launched, Samsung’s shipments are expected to surge significantly in Q3. Increased production figures signal confidence. However, the absolute dominance Samsung once enjoyed in the foldable market is clearly contested.
• Motorola’s Sustained Challenge: Motorola’s momentum isn’t easily dismissed. Its $699 Razr 2025 (clamshell) significantly undercuts Samsung’s Galaxy Z Flip 7 FE, priced at $899. This persistent price gap gives Motorola a distinct advantage in the crucial US market for the foreseeable future, especially among cost-conscious early adopters. Can Samsung counter this without sacrificing its premium positioning or margins? Read more about the evolution of Motorola’s strategy on Wikipedia.
• Huawei’s Fortress: Barring significant geopolitical shifts, Huawei seems poised to continue dominating the largest regional market (China) and consequently, the global market share charts, fueled by immense local loyalty and innovation.
• Overall Growth: The positive takeaway remains the 45% YoY growth in foldable shipments globally. The category is thriving; it’s just becoming a polarized battlefield rather than a one-brand race, with pricing innovation a potent new weapon.

A New Fold in the Smartphone Story

The Q2 2025 foldable market share report delivered a clear message: complacency has no place. Huawei leveraged its massive home market power effectively, Motorola executed a masterclass in disruptive pricing within its core market, and Samsung stumbled into the natural lull before its major product launch. While Samsung is almost certain to reclaim significant ground in the subsequent quarter, the landscape has irrevocably shifted. Motorola has proven that foldables can achieve volume with aggressive pricing strategies, particularly in the clamshell format, directly challenging Samsung’s traditional strengths. Huawei dominates China, proving regional powerhouses can lead globally. As foldable technology matures and adoption grows, the competition will only intensify. Pricing innovation, regional strengths, and the execution of the annual product cadence will continue to dictate the ebb and flow of market share in this dynamic segment. The phone in your pocket might fold soon – but the market dynamics shaping it are constantly unfolding too. Has Motorola cracked the code to mass foldable adoption? Share your thoughts below!