The foldable phone market is on the move. Google’s Pixel 9 Pro Fold is winning over users in Europe. This segment is still small, but Samsung’s Galaxy Z Fold and Z Flip have dominated it so far.
According to a new report by Counterpoint Research, the market for foldable smartphones is stagnant. Sales grew only 4% in the first quarter of 2025 compared to the same period last year. But this doesn’t mean the market isn’t changing – and changing fast.
Google’s Pixel 9 Pro Fold is a favorite among many. The company has seen massive growth in foldable phone sales in Europe. Samsung, on the other hand, lost 15% of its market share in just one year, dropping from 56% to 41%. Motorola took second place, while HONOR’s share fell from 18% to 13%. OPPO also lost a significant chunk, falling from 12% to 4%.
New brands like Tecno are making a strong push, and Xiaomi has emerged with 8% of the market. The clear winners are Google’s Pixel and Tecno’s foldable phones, both with 8% of the market. This is a significant growth from 2% last year. Tecno’s sales grew by 336%, while Google’s jumped by 265%.
Google’s Pixel 9 Pro Fold is responsible for this huge leap in sales and growth. Despite not having the best hardware specs, users seem to value the software and customized layer more. It’s all about productivity, app flexibility, and the experience that lets you transform your phone to multitask.
What’s driving the change?
The market is shifting, and users are looking for more than just specs. They want a phone that can keep up with their lifestyle. Google’s Pixel 9 Pro Fold and Tecno’s foldable phones are offering something unique – a balance of affordability and premium features.
Key players
- Google: Pixel 9 Pro Fold
- Tecno: affordable foldable phones
- Samsung: Galaxy Z Fold and Z Flip
- Motorola: second place in the market
- HONOR: falling market share
- OPPO: losing ground
- Xiaomi: emerging with 8% market share
The foldable phone market may be small, but it’s getting a lot of attention. As users become more aware of the benefits, we can expect to see more growth and innovation in this segment. For now, Google’s Pixel 9 Pro Fold is leading the charge in Europe.