Global foldable smartphone shipments are expected to increase by 20% year-on-year in 2026, driven by Apple’s upcoming entry into the market and the ongoing premiumization trend in smartphones. According to a report by Counterpoint Research, Apple’s debut foldable iPhone is anticipated to bring significant competition, with a projected 46% market share in North America by 2026.
The report suggests that North America will experience immediate disruptions as Apple’s foray into foldables puts pressure on existing players like Samsung, Motorola, and Google. Major Android manufacturers are hastening the release of new book-type foldable devices throughout the year to stay competitive in the evolving market landscape.
Despite foldable phones accounting for only 1.6% of the total smartphone market in 2025, they are gaining importance for manufacturers seeking higher-margin models to offset pricing challenges in lower segments. OEMs are focusing on book-type foldables with larger screens to cater to multitasking, media consumption, and productivity needs.
Apple’s advantage lies in its experience with iPadOS and software optimization for large screens, positioning the company well in the foldable market. The report also suggests that Android users interested in book-type foldables may consider Apple’s offering, potentially leading to ecosystem shifts.
Samsung is set to launch updated versions of Galaxy Z Fold and Z Flip in Q3 2026, aiming to compete directly with Apple’s anticipated book-type foldable. Motorola will introduce its first book-type device, Razr Fold, in Q2 2026, while Google plans to refresh the Pixel Fold in Q4 2026, as per the report.
