Samsung has dominated the foldable phone market in Europe ever since the company released the original Galaxy Fold in 2019. Although Samsung maintained the top spot in Europe in the first quarter of 2025, rivals are now threatening its dominion.

Market analysis by Counterpoint Research reveals that Samsung lost a good chunk of its market share year-on-year. In Q1 2024, Samsung's foldable phones accounted for 56% of all foldable sales in Europe. A year later, in Q1 2025, Samsung's share dropped to 41%.

At the same time, Motorola gained a 5% market share by sales and strengthened its position on the podium as the 2nd largest foldable phone brand in Europe.

Honor was the third-largest foldable phone brand in Q1 2025, with a 13% share, down from 18%. Google gained six points year-on-year, from 2% to 8%.

Interestingly enough, Tecno also massively improved its foldable phone sales in Europe since Q1 2024 and jumped from 2% to 8%, matching Google in Q1 2025.

As for the European foldable phone market itself, year-on-year sales from all OEMs combined have increased by only 4%. Market watchers say this is a worrying sign, given that this is considered an emerging segment expected to grow at a greater rate.

High prices are blamed for this slowdown, but Samsung might have a solution. Leaks and rumors say that the company might release its first Fan Edition Galaxy Z Flip this summer, which could lower the barrier of entry to foldable devices and revitalize the market.

At the premium end, Samsung will announce the Galaxy Z Fold 7, and this time, it looks like the company may have developed something greater than a yearly refresh.

The Galaxy Z Fold 7 is expected to have larger screens and better cameras, and one recent report even stated that the upcoming model could boast a few industry-first technologies.

So, amid this apparent slowdown in the foldable market segment in Europe, Samsung might already be coming up with a plan to retain its top spot and continue to push the foldable phone market onward.