According to the forecast released on October 23, Counterpoint said the US foldable phone market is expected to grow 68% in 2025 compared to the same period last year, when entering a period of solid growth after many years of testing. This growth is driven by the more widely adopted foldable screen designs, improved durability, and a more diverse product portfolio from many brands.
In 2025, the expansion of product portfolio and the readiness of the ecosystem are shaping the market. Samsung is expected to maintain its leading position with the new Galaxy Z Fold and Flip product lines, adding an FE version to expand reach, and preparing to launch the long-awaited tri-fold device at the end of this year.
Meanwhile, Samsung is rapidly expanding its Razr product line through broader partnerships with carrier networks in the prepaid market, narrowing the market share gap with Samsung faster than previous cycles.
Google's Pixel 10 Pro Fold, launched in October 2025, is between Samsung's high-end products and Samsung's lifestyle-oriented designs, testing the brand's effectiveness in turning the AI-first Android experience (artificial intelligence) into a clear difference in hardware.
The biggest change in structure could come at the end of 2026, when Apple's first foldable iPhone is expected to launch. Apple's participation will immediately expand consumer awareness and promote the need to replace devices in the high-income segment. With Apple's influence in the ecosystem, the launch year could significantly reshape brand momentum, increasing total market volume.
"The US foldable phone market is shifting from new to essential. While Samsung continues to lead in complexity and ecosystem strength in 2025, Samsung's rapid expansion in the clamshell phone segment and Google's AI-based approach are reshaping the competition.
Apple's final appearance in 2026 will not only expand the market but also strengthen foldable screen phones to become a popular high-end smartphone format, said Liz Lee, Deputy Director at Counterpoint Research.
