Foldable 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 is still king, with a 51% share of foldable smartphone shipments in North America last year. As competition heats up, its share dropped slightly compared to previous years. 

Samsung is also the leader in the book-style segment. However, its clamshell Z Flip phones are facing growing pressure from Motorola's devices. And as Motorola gears up to launch its book-style Razr Fold this summer, Samsung could have its work cut out for it in that segment, too.

According to Gerrit Schneemann, principal analyst at Counterpoint Research, Motorola's rapid rise and Google's expansion are balancing out the foldable smartphone landscape. "The North American foldables market is transitioning from a single-player-dominated market to a more competitive one," Schneemann said in a statement.