Samsung Faces Growing Challenges in Europe's Foldable Phone Market

In recent months, the European foldable smartphone market has witnessed significant shifts, prompting analysts and industry experts to reassess the competitive landscape. Samsung Electronics, while still the market leader, has experienced a notable decrease in its share, raising questions about its future dominance in this segment. As of the first quarter of 2025, Samsung's market share stood at 26 percentage points ahead of its nearest competitor, Motorola, according to a report by Phone Arena published in June 2025. However, this lead has been steadily diminishing, with competitors like Motorola and Google rapidly gaining ground.

According to a report by Counterpoint Research, Samsung's share of the foldable smartphone market has shrunk as Motorola's Razr (2024) series reported a staggering 58% increase in sales year-on-year within Europe. This surge in demand for Motorola's offerings highlights a growing consumer interest in alternative foldable options. Furthermore, Google has made significant strides in this sector, with its Pixel 9 Pro Fold increasing its market share from 2% to 8% within just one year. Despite its premium price point, starting at $1,799 in the United States and €1,899 in markets such as France and Germany, the Pixel 9 Pro Fold has resonated with consumers, indicating a shift in preferences towards high-quality foldable devices.

The current landscape poses critical implications for Samsung, which is expected to launch between two to five new Z Fold and Z Flip devices in July 2025 in a bid to reclaim its market share. This strategy comes after Motorola's launch of the Razr 60 series in April, aimed at maintaining the momentum gained in the foldable category. The ongoing competition has led to a modest growth of 4% year-on-year in Europe’s foldable smartphone sales during Q1 2025, although the segment still constitutes only 1.5% of the total smartphone market in the region.

Experts suggest that the evolving preferences among consumers, coupled with innovative offerings from competitors, could further pressure Samsung's market position. Dr. Emily Chen, a technology analyst at the European Institute of Technology, noted, “Samsung will need to not only innovate but also reconsider its pricing strategies to remain competitive as consumer expectations continue to evolve.” Meanwhile, industry insiders indicate that the premium foldable segment is becoming increasingly saturated, with major players vying for a limited market share.

In conclusion, as competition intensifies in the foldable smartphone segment, Samsung's long-standing dominance is being challenged by the rapid ascent of Motorola and Google. With the anticipated launches from Samsung and the continued push from its rivals, the next few months will be crucial in determining how this market evolves. Should Samsung successfully navigate these challenges, it may reinforce its leadership; however, failure to adapt could see its position further erode in favor of its competitors. The unfolding dynamics in Europe’s foldable smartphone market serve as a bellwether for trends that may influence the global market as well.