North America’s foldable smartphone shipments recorded strong growth in 2025, expanding 28% YoY, according to Counterpoint Research’s Foldable Smartphone Market Tracker. The region outperformed several other markets, supported by intensifying competition and broader product availability across key OEMs.

Growth in North America is increasingly being driven by broader consumer adoption, particularly in the clamshell segment. In 2025, more competitive pricing, stronger carrier promotions and improved retail visibility helped expand the addressable market beyond early adopters.

Motorola recorded the highest growth among major OEMs, capturing 44% market share. The company’s performance was driven by its Razr 2025 series, supported by aggressive pricing strategies and strong operator channel execution. The clamshell form factor, positioned at relatively lower price points, continued to resonate with consumers seeking a more accessible entry into the foldables category.

Google also recorded solid growth in 2025, expanding 52% YoY and lifting its share to 5%. The company benefited from the continued expansion of its foldables portfolio, with momentum strengthening toward the end of the year following the launch of the Pixel 10 Pro Fold in October, reinforcing its positioning in the book-type segment.

North America Foldable Smartphone Market Share by OEM, 2025 vs 2024

“North America saw one of the strongest growth trajectories among major regions in 2025, driven by increased competition and improved accessibility of foldable devices,” said Associate Director Liz Lee. “Motorola’s pricing strategy and carrier partnerships played a key role in expanding the addressable market, while Google’s continued investment in the category also contributed to the overall momentum.”

Samsung remained the largest player in North America in 2025 with 51% share. However, its share declined significantly from previous years, reflecting intensifying competition. While Samsung continued to lead in the book-type segment, its position in clamshell devices came under increasing pressure from Motorola.

“The North American foldables market is transitioning from a single-player dominated market to a more competitive one,” said Principal Analyst Gerrit Schneemann. “Motorola’s rapid rise and Google’s expansion indicate that the market is becoming more balanced, which is ultimately supporting overall category growth.”

Looking ahead, with Apple expected to enter the foldable smartphone market in 2026, the competitive landscape in North America is expected to become significantly more dynamic, setting the stage for a new phase of OEM competition.

About Counterpoint Research 

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation. 

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