Will Apple’s Entry Shake Up Foldable Smartphone Market? How Companies Fared In 2024

The global foldable smartphone market saw mixed fortunes in 2024. While some brands reported good growth, others struggled. The battle is now expected to get more intense as Apple gets ready to enter the market.

The most recent Global Foldable Smartphone Market Forecast from Counterpoint Research indicates that the market grew by a moderate 2.9% year-on-year.

Motorola emerged as the standout performer, reporting a 253% growth YoY in its foldable smartphone shipments. HONOR and Xiaomi also saw impressive gains of 106% and 108%, respectively. Huawei too registered 54% growth. Google maintained a steady upward trend with a 13% increase. However, Samsung as well as OPPO faced a challenging quarter.

• Google: 13% – Google saw modest growth in its foldable smartphone shipments.

• Others: 155% – Other brands collectively registered a massive 155% growth.

• OPPO: The brand faced a steep 72% decline.

• Vivo: Maintained moderate growth of 23%.

• Xiaomi (Mi): Recorded an impressive 108% surge in foldable shipments.

• HONOR: Foldable devices gained traction, with a 106% increase in shipments.

• Motorola: Was a huge gainer with an extraordinary 253% growth.

• Huawei: Foldable lineup registered a 54% YoY increase.

• Samsung: Suffered a significant 33% decline.

According to analysts, 2026 will mark a revival after Apple’s entry into the foldable segment. Counterpoint Research expects a turnaround driven by Apple’s presence, alongside a resurgence of clamshell models.

Senior analyst, Jene Park, said, “It is a sign of regrouping before 2026, which is expected to be exciting and rejuvenating for the segment with the entry of Apple and a slew of clamshells.”

As the industry braces for another challenging year in 2025, all eyes will be on Apple’s strategy and its potential to reshape the foldable landscape.

Counterpoint Technology Market Research is a global firm specialising in analysis and insights within the technology, media and telecommunications space.