GoKawiilFoldable phones are picking up steam, at least in North America, according to new data from Counterpoint Research. In 2025, shipments of foldable smartphones in the region grew 28% year over year, and they're expected to grow by more than 20% annually in 2026.
The rise in foldable phone shipments last year was largely driven by "intensifying competition and broader product availability" from key manufacturers, Counterpoint Research said in a release. "In 2025, more competitive pricing, stronger carrier promotions and improved retail visibility helped expand the addressable market beyond early adopters."
Despite their growing popularity, foldable phones remain a niche segment of the smartphone industry. Their novel design can be alluring to tech enthusiasts or anyone who's tired of boring slab phones, but it can also be a hindrance to people who want something predictable and straightforward.
Prices can also be prohibitive, with phones like the book-style Samsung Galaxy Z Fold 7 starting at $2,000 (not to mention the $3,000 Galaxy Z TriFold). But with a growing range of options at various prices, a larger pool of people may be tempted to dip their toes in foldable waters.
There's one key player many foldable phone enthusiasts are waiting for with bated breath: Apple. Rumors suggest the company could debut a foldable iPhone later this year, after years of speculation. Apple's entry could help to further legitimize a niche category by giving buyers -- specifically, brand loyalists -- more reasons to opt for a foldable device.
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A competitive foldable market
According to Counterpoint Research, Motorola had the highest growth among major phone manufacturers, capturing 44% of the market. The Motorola Razr, with its retro clamshell design, is a popular choice among buyers looking to tap into nostalgia while still enjoying the latest smartphone technology. It also helps that the Razr comes in various pricing tiers, from the $700 baseline Razr to the $1,000 Razr Plus and the $1,300 Razr Ultra. The range of fun colors and finishes doesn't hurt, either.
Google also saw significant growth last year, expanding 52% year over year, according to the report. The release of the Pixel 10 Pro Fold in October played a key role in Google "reinforcing its positioning in the book-type segment," Counterpoint Research says.
Samsung still dominates foldable phone shipments, but competition is ramping up. Counterpoint Foldable Smartphone Market Tracker, Feb 2026
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