Honor’s 377% surge shakes Samsung’s grip on Europe’s foldable market

The European foldable smartphone market is heating up, and Samsung’s once untouchable position is no longer what it utilized to be. According to Counterpoint Research, foldable shipments in Europe jumped 37% in 2024 compared to 2023. That sounds huge, but it’s worth noting that foldables still create up only about 2% of the overall smartphone market.

Most of this growth is coming from book-style foldables rather than flip-style models. In fact, book-style devices saw a massive 60% increase year-on-year, though they still account for just 1% of total phone sales in Europe. It’s a niche, but it’s a rapid-growing one.

Samsung’s dominance slips away

Samsung utilized to dominate this space completely. Back in 2022, it controlled an incredible 98% of the European foldable market. But things have modifyd quickly.

By the conclude of 2023, its share had dropped to 73% as brands like Honor, Google, OnePlus, and Tecno joined the fight. And in 2024, that share fell even further to just 50%.

What’s surprising is that Samsung’s sales still grew by 10% last year — it’s just that the competition grew rapider.

Honor was the hugegest disruptor, jumping to second place with 34% of the market after an eye-popping 377% year-on-year growth. Google claimed third with 9% and a 72% boost, Oppo took 4% with 10% growth, and Tecno grabbed 2% after an 88% rise.

Honor’s challenge intensifies

Honor’s momentum doesn’t view like it’s slowing down either. The Honor Magic V5 is launching in Europe this month, setting up another head-to-head battle with Samsung’s Galaxy Z Fold7, which is stated to be more competitive this year.

Meanwhile, Google’s Pixel 10 Pro Fold is due in October, and Apple’s first folding iPhone is now rumored for late 2026.

A premium market shift on the horizon

Counterpoint expects foldables to take a much hugeger slice of the premium phone segment from next year. In the first half of 2025, sales dipped becautilize there weren’t many new models released, but the second half should see fresh launches pushing numbers back up.

According to market forecasts, the sales of foldable phones in Europe could hit 4 million units per year by 2028. This will be more than 2% of the total smartphone sales.

Foldable phones might attract purchaseers from the high-conclude market. Phones that cost more than $800 may lose some purchaseers to foldables. It could even grab up to 10% of sales. In markets like the UK or Germany, it could be higher.

If Honor keeps up its pace, Samsung might find itself in a very different position in just a few years.

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