Counterpoint Research expects foldable smartphones to enter a new phase in 2026 as rising competition, larger displays and AI-driven use cases fuel market growth.
Global foldable smartphone shipments are expected to grow 21 per cent year-on-year (YoY) in 2026, driven by sustained demand for premium book-type devices, increasing competition among smartphone vendors and Apple’s expected entry into the segment, according to Counterpoint Research’s latest Foldable Smartphone Market Forecast.
The research firm expects the foldable smartphone market to undergo a significant shift in competitive dynamics in 2026. While Samsung is projected to retain its leadership with a 32 per cent market share, Apple is expected to quickly establish a strong position following its entry into the category.
Apple is projected to capture a 25 per cent share of the global foldable smartphone market in 2026, followed closely by Huawei at 24 per cent. Motorola and HONOR are expected to account for 8 per cent and 3 per cent of the market, respectively.
Huawei is expected to remain particularly strong in China, while Apple’s entry is likely to increase consumer awareness and raise competition in the premium foldable segment.
Samsung’s upcoming Galaxy Unpacked event is expected to be a key moment for the market. The company is likely to introduce its Galaxy Z8 series, including the Galaxy Z8 Flip, Galaxy Z8 Fold and a wider foldable device.
The wider book-type design is expected to attract particular attention as smartphone users increasingly seek larger display areas for multitasking, content consumption and AI-assisted productivity. A wider cover screen could offer a more practical smartphone experience, while the larger inner display could provide additional space for managing multiple tasks.
According to Counterpoint Research, the growing integration of artificial intelligence could further strengthen the case for larger foldable displays. Tasks such as summarising documents, editing content, managing schedules and transferring information across applications can benefit from a larger screen and a more flexible layout.
“2026 will mark a new phase for the foldable smartphone market,” said Liz Lee, Associate Director at Counterpoint Research. She added that Apple’s entry is expected to increase consumer awareness and raise the benchmark for premium foldable devices, while Samsung continues to benefit from product maturity, channel reach and its foldable user experience.
Counterpoint expects the wider design trend to make foldable smartphones more practical for users who want to keep multiple tasks visible, track progress and use AI features across applications.
