Samsung Faces Motorola Pressure in Foldables Before Apple Joins the Race

Motorola may have leapfrogged Samsung to the top spot in the American foldable smartphone market. An IDC analyst recently revealed that Motorola holds roughly 50% of the foldable market share in the US, making it the biggest brand. The firm also allegedly captures 55% of the market in Latin America.

However, the analyst did not specify the exact time period these figures cover. Samsung led the US foldable market throughout 2025, so it remains unclear when Motorola may have overtaken it to claim the top spot.

Motorola leads US foldables as Samsung faces new challenges

Samsung, the global leader in foldable smartphones, may soon face its biggest challenge in this segment. Its longtime rival, Apple, is expected to enter the foldable market later this year or in early 2027 with its first foldable iPhone. But even before Apple arrives, the South Korean giant may already have a growing competitor to deal with.

Motorola, currently the second-largest foldable smartphone maker after Samsung, is reportedly making significant progress in the US market. Despite Samsung’s years of dominance in foldables, Motorola has managed to capture roughly half of the American foldable segment with a much smaller lineup of devices.

Until now, the company has focused heavily on affordable clamshell foldables, which directly challenge Samsung’s Flip lineup. However, Motorola is now making book-style foldables too, and that’s a serious concern for Samsung.

That said, Samsung remains the most experienced player in foldable technology. The company has invested heavily in research and development and has spent years refining hinge mechanisms, foldable displays, and durability. Its foldables benefit from a mature ecosystem, advanced display technology, and strong brand recognition in the category.

If Samsung further refines its current foldable lineup, it could still hold off the growing challenge from Motorola. However, the competitive landscape may become even tougher once Apple officially enters the foldable smartphone market. It remains to be seen how both the US and global foldable markets evolve in the coming years as more companies introduce improved designs, better durability, and more competitive pricing.