Samsung Still Tops Europe’s Foldable Market, But Its Grip Is Slipping

No matter what, foldables continue to remain a niche choice, far from mainstream, in Europe, as noted in Counterpoint’s latest report. According to the report, foldable sales in Europe have only inched up by 4% compared to the same time last year. Even so, Samsung still holds the largest market share in foldables in Europe, though it is facing growing pressure from other phone makers.

Samsung is losing foldable market share to others in Europe

Even though Samsung has long dominated the foldable market share in Europe, it may now be feeling threatened by others. In comparison between Q1 2024 vs Q1 2025 foldable market in Europe, Samsung has lost over 24% of market share. It still holds lion’s share, consisting 41% of total market. But several brands have outperformed on year-on-year sales changes.

Even though Samsung has long dominated the foldable market in Europe, it may now be feeling threatened by competitors. Comparing Q1 2024 to Q1 2025, Samsung has lost over 24% of its market share. It still holds the lion’s share, accounting for 41% of the total market. However, several brands have outperformed it in year-on-year sales growth.

Motorola has made significant progress over the past year. Its market share rose from 10% to 15%, putting it in second place, just behind Samsung. If the trend continues, Motorola could close the gap further in the coming months. Meanwhile, Google jumped from 2% to 8%, mostly thanks to its Pixel 9 Pro Fold. Although this phone is expensive, its features have made it popular in Europe.

Another surprise was Tecno, which also reached 8% market share, matching Google. Tecno is now ahead of bigger names like Xiaomi and Oppo. This suggests that offering stylish and more affordable foldables could be the key to success in this small but growing market.

Speaking of more affordable foldables, Samsung might reclaim some of its market share in Europe. The company plans to launch the Galaxy Z Flip FE, possibly within the next few months if not at the upcoming Unpacked event. We expect Samsung to unveil the Galaxy Z Fold 7 and Flip 7 in July, which could help the company regain some market share in the upcoming quarters.