Nearly Two-thirds of High-end Smartphone Users in China are Open to Foldables: Survey

  • 64% of high-end smartphone users in China are willing to purchase a foldable smartphone for their next purchase.    
  • Trying new form factor (22%) and owning a bigger screen (21%) are key reasons driving preference for foldable design. 
  • 89% of potential foldable buyers prefer book-type foldable design for its wide and large display and multi-tasking feature.
  • Reputation and the latest technology are the key factors during brand selection. 
  • The durability of foldables is the top area of concern among people.

Beijing, New Delhi, London, Jakarta, Boston, Toronto, Taipei, Seoul – November 23, 2023

A recent consumer survey conducted by Counterpoint Research spotlights a strong interest in foldable smartphones among Chinese consumers. As many as 64% of smartphone users in the $400 and above price bracket in China are considering foldables for their next purchase, with 20% already committed to the idea and an additional 44% weighing it as an option.

Counterpoint Research
Source: Counterpoint Consumer Lens Service

Android users’ interest in foldable smartphones is higher at 71%, while it is 58% for iOS users. This interest in foldables is particularly pronounced among current foldable phone users in the survey, who are eager to continue their experience with the emerging technology.

Though the big screen size of foldables attracts smartphone users, this enthusiasm is tempered by concerns over durability, prominence of the crease and the bulkiness of the device when the screen is folded, which are seen as the main barriers to widespread adoption.

Senior Analyst Arushi Chawla said, “With the smartphone market maturing and hence becoming tough to compete on the software side of things, people are looking forward to the foldable category as a stand-out factor. Multiple brands coming up with newer foldable generations are also building confidence among consumers. As a result, a significant proportion of the respondents aspire to purchase foldable smartphones in the near future. However, now consumers have also become better informed due to their rising dependence on smartphones and, therefore, hold certain concerns about the foldable technology.”

Durability of foldables is the top area (23%) the respondents want the products to improve. Comments on Chinese social media highlight complaints about the high cost of repairing foldables and disappointment over the robustness of product designs. Therefore, reputation in terms of quality and after-sales service becomes the top factor in brand selection.

Research Analyst Archie Zhang said, “Chinese OEMs are leading innovations in the foldable sector, striving to create devices that are both slimmer and lighter and appeal to consumers accustomed to the standard premium phones. This evolution is supported by significant investments in research and development, focusing on the mechanics of foldable hinges and the materials used, which are key to decreasing the body size and weight and increasing robustness.”

The survey also explores consumer expectations from book-type foldables. About 70% think foldables’ weight should be similar to or lighter than the smartphones they are using. Regarding thickness, most respondents think book-type foldables should not exceed 10 mm-12 mm when folded. Also, most users are willing to pay a price in the RMB 7,000-RMB 8,000(about $947-$1113) range for this foldable device type.

The Chinese foldable smartphone market has shown exponential growth this year, registering a 106% YoY increase in Q3. HONOR’s Magic V2 was the best-selling model in this quarter. From Q1 to Q3, the segment grew 90% with Huawei taking the biggest sales share.

Counterpoint Research

Counterpoint ResearchHONOR and other Chinese OEMs have stepped up foldable shipments while aiming for faster growth in the premium segment globally. This will make the global foldable market more competitive.

Senior Research Analyst Mengmeng Zhang said, “The Chinese foldable smartphone market is poised for double-digit growth in 2023, even against an anticipated overall market contraction of less than 5% YoY. With OEMs enhancing the durability, design and affordability of foldables, these devices are set to captivate a broader consumer base. Besides, unique software capabilities like advanced multi-tasking and seamless inner-outer screen integration are expected to further boost the appeal of foldable smartphones.”

(This Counterpoint Research survey was sponsored by HONOR to understand the preference towards foldable smartphones among users in the $400 and above price band in China. The survey, having a sample size of more than 1,000 respondents, was conducted online in both English and Mandarin languages. We expect the survey results to have a statistical precision of +/- 4%.)



Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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OPPO Find N3 Flip Review: Big Camera System Upgrade, Alert Slider and More

OPPO recently launched its second-generation flip phone, the Find N3 Flip. It comes with several refinements over last year’s popular Find N2 Flip. The aim is to bring the flip phone experience on par with that of flagship bar phones. There are three key areas where the OPPO Find N3 Flip brings improvements over its predecessor. Let us discuss them and everything else that is new and different in the Find N3 Flip.

Enhanced camera capabilities 

The biggest upgrade coming to the Find N3 Flip is the Hasselblad-branded triple-camera system. While the camera resolution is the same as in the Find X6 Pro (review), there are a few changes though, especially in the sensor size and focal lengths of the telephoto camera. It has a 50MP (24mm) primary camera with f/1.8 aperture, 1/1.56-inch sensor size and 1.0um pixel size. It also includes OIS to let users capture blur-free photos and videos. The main camera is paired with a 32MP (47mm) telephoto lens with 2x optical zoom capabilities and a 48MP ultrawide (14mm) camera. This makes the Find N3 Flip the first flip foldable to feature triple cameras with high-resolution sensors.

Besides, the Find N3 Flip pioneers selfie capabilities, allowing users to capture great shots. The large cover screen provides a preview for framing the perfect shot, while the multi-angle hovering capability of the foldable enables different angles for selfies. It also comes with a new interval shooting function.

OPPO Find N3 Flip Review: Big Camera System Upgrade, Alert Slider and More

Pioneering large cover display

OPPO has pioneered the new-generation clamshell-type foldable with an unprecedentedly large cover display. In older-generation clamshell-type foldables such as the Z Flip, Z Flip3, Z Flip4, Huawei P50 Pocket and the Pocket S, the cover displays typically measured around 1 inch. However, OPPO started a trend with the Find N2 Flip, introducing a cover display as large as 3.26 inches. This trend has been swiftly embraced by other OEMs, including vivo, Motorola and Samsung. While these cover displays may appear small in today’s context, they are akin to the original iPhone’s 3.5-inch display. The significance lies in the ability of OEMs to leverage and enhance these cover displays, making them more practical and beneficial for consumers.

In the Find N3 Flip, the 3.26-inch vertical cover display remains the same in size but has more functionality than the first-generation Find N2 Flip. Users can access navigation, music and social networking apps, as well as smart key integration for select car brands. OPPO’s cover screen is said to have the most number of customized apps in the industry, such as WeChat, TikTok, Weibo, bilibili, Xiaohongshu, QQ music and Netease. In addition, OPPO has upgraded the animated 2D emojis to 3D, which can be used as cover display wallpapers.

OPPO Find N3 Flip Review: Big Camera System Upgrade, Alert Slider and More

Upgraded hardware

The Find N3 Flip is powered by MediaTek’s 4nm Dimensity 9200 chipset. The battery is still capped at 4,300mAh and supports the same 44W fast-charging speeds. The N3 Flip opens up to a 6.8-inch foldable LTPO AMOLED screen with a 120Hz dynamic refresh rate. The N3 Flip also passed the TÜV Rheinland Folding Endurance Test, registering a record-breaking 600,000 folds.

Colors and pricing

The Find N3 Flip comes in three colors – Rosy Pink, Mirror Black and Moonlight Gold. It features a popular three-stage alert slider used by OnePlus, making it easy to toggle between Ring, Silent and Vibrate modes. Along with the smartphone, OPPO is also offering stylish phone cases designed by famous local designers.

The pricing of the phone came as a surprise. The 256GB variant with 12GB RAM is priced at RMB 6,799 (around $934) and the 512GB variant with 12GB RAM is priced at RMB 7,599 (around $1,044). These prices are slightly higher than the N2 Flip’s launch price.

OPPO Find N3 Flip Review: Big Camera System Upgrade, Alert Slider and More

The Find N3 Flip is already on sale and is expected to launch in global markets in October. While the model has impressive upgrades compared to its first generation, its design and features seem to be geared toward a female audience, positioning it not just as a smartphone but also as a stylish accessory.

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Global Foldable Smartphone Shipments Up 10% YoY in Q2 2023, Set for Substantial Growth in 2024

  • Although overall global smartphone shipments declined in Q2 2023, global foldable shipments rose.
  • In H2 2023, competition in the global foldable product market is set to escalate significantly, driven by the earnest entry of Chinese companies like OPPO and HONOR.
  • The global foldable market is expected to experience substantial growth in 2024, driven by the introduction of entry-level foldable products.

The global foldable smartphone market increased 10% YoY in Q2 2023 to reach 2.1 million units, according to Counterpoint Research’s most recent global foldable smartphone tracker. This growth is in stark contrast to that of the global smartphone market, which showed a 9% decline in shipments during the quarter to reach 268 million units. Due to the prolonged Russia-Ukraine war and the ongoing high global inflation, the smartphone market is expected to grow sideways. Nevertheless, the foldable smartphone sector continues to exhibit robust and sustained growth.

Global and China Foldable Smartphone Shipments, Q1 2022-Q2 2023

Source: Global foldable smartphone tracker

The foldable smartphone landscape in the Chinese market presents a particularly intriguing scenario. During Q2 2023, shipments in the overall Chinese smartphone market slipped 4% YoY to reach 61.9 million units, hurt by the recent economic challenges faced by the country, which led to a reduction in consumer spending. However, the Chinese foldable smartphone market achieved notable success, surging 64% YoY to reach 1.2 million units. China now commands the largest share of the global foldable smartphone market, with a 58.6% share.

Foldable Product Launch Status in 2023: Comparison of Global and Chinese Foldable Markets

Foldable Product Launch Status in 2023 Comparison of Global and Chinese Foldable Markets
Source: Global Foldable Smartphone Insight Report

The rapid growth of the Chinese foldable market is primarily attributed to the introduction of foldable products tailored for the Chinese market, coupled with a strong demand for these products among Chinese consumers. In Q2 2023, significant momentum is building for the continued growth of the foldable market. This surge was driven by the introduction of key products such as the Huawei Mate X3, vivo X Fold 2, and vivo X Flip, primarily targeting the Chinese foldable market. Additionally, the global (including China) launch of the Motorola Razr 40 and Razr 40 Ultra, further contributed to this growth trend. In Q2 2023, China saw the launch of five new foldable products tailored for its market, while the global market outside China only saw two foldable product launches during the same period.

Counterpoint Research Senior Analyst Jene Park said, “We believe that these frequent product launches (along with the marketing effects that accompany product launches) are changing Chinese consumers’ perception of foldable products. Consequently, Chinese consumers can access a variety of foldable products more easily and frequently than any other market in the world. The continuous release of various foldable products is recognized as one of the important reasons why the Chinese foldable market has continued to grow significantly compared to other markets.”

Global Foldable Smartphone Forecast, 2023-2024

Source: Global foldable smartphone forecast

The global foldable smartphone market will undergo significant changes in H2 2023. Chinese manufacturers are expanding their presence internationally during this period, with notable releases including the HONOR Magic V2, OPPO Find N3 Flip, and the yet-to-be-named OnePlus foldable device. Notably, Samsung’s Galaxy Z Fold 5 and Galaxy Z Flip 5, considered to be some of the top-tier foldable offerings, were launched in August and are expected to capture a substantial market share in H2 2023.

Park added, “The global foldable smartphone market is set to see significant growth in the H2 2023, driven by the expansion of Chinese manufacturers. Although Samsung’s market share may dip due to increased competition, we believe that it will be a natural result. However, competition among manufacturers usually has the effect of increasing the size of the market for the product. We believe that the era of the mass foldable phone is expected to start in 2024, mainly led by Samsung and Huawei with their entry-level foldables. Entry-level foldables are expected to be priced around $600 to $700, making them more accessible to consumers.”

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Global Foldable Smartphone Market Continues to Expand, Underpinned by China

  • In Q1 2023, global foldable shipments grew 64% YoY to 2.5 million units.
  • China’s overall smartphone market fell in Q1 2023 but the domestic foldable market rose.
  • OPPO, Samsung grew rapidly in the Chinese foldable market.
  • Apple is likely to enter the foldable smartphone market in 2025.

Beijing, Hong Kong, Seoul, New Delhi, London, San Diego, Buenos Aires – July 7, 2023

According to the Counterpoint Research Foldable Tracker and Foldable Insight Report, the global foldable smartphone market increased 64% YoY in Q1 2023, based on sell-in volume, to reach 2.5 million units. This is quite significant because the foldable market rose amid a 14.2% year-on-year decline in the overall global smartphone market during the same period. Foldable smartphone markets in almost all major regions, including China, North America and Western Europe, displayed strong growth in Q1 2023.

Global Foldable Market YoY Growth Rate by Major Region, Q1 2023

chart1The robust growth in the global foldable market was largely driven by the growth in the Chinese foldable market. Although the Chinese smartphone market declined by about 8% YoY in Q1 2023, the domestic foldable market continued to grow, surging 117% YoY to 1.08 million units. Commenting on this phenomenon, Research Analyst Woojin Son said, “In China, new foldable products such as the OPPO N2 and N2 Flip had grand releases. These big launch events constantly pique the market’s interest. Consequently, Chinese consumers have become more familiar with foldable products compared to other regions.”

China Foldable Market Share by OEM, Q1 2023 YoY

chart2OPPO’s strong Q1 2023 performance is noteworthy as it reflects the brand’s success in the Chinese foldable market, which is emerging as the world’s largest foldable smartphone market. OPPO ranked second in the Chinese foldable market with a slight gap with leader Huawei, helped by the N2 Flip and N2 which were released at the end of 2022. In particular, the N2 Flip, OPPO’s clamshell-type foldable, contributed a lot to the increase in the sales of clamshell-type products in China, beating Huawei’s Pocket S. Samsung’s growth in the China foldable market is also noteworthy. Samsung made efforts to target the Chinese market by launching the W23 and W23 Flip, which are variants of the Z Fold 4 and Z Flip 4, respectively, produced mainly for the Chinese market and MEA market. This helped Samsung grow rapidly in the Chinese foldable market in Q1 2023. Commenting on the foldable smartphone market outlook for 2023, Senior Analyst Jene Park said, “We believe that, in 2023, there will be 1) intensifying competition among OEMs in the global foldable market due to more aggressive target market expansion; 2) intensifying price competition; and 3) increasing sales volume of clamshell-type foldable smartphones through various product launches. Also, the Chinese foldable market is expected to continue to grow through 2023 mainly due to the Chinese consumers’ recognition of ‘foldables’ as a premium smartphone, coupled with continuous and frequent new product launches in the country.” Addressing the big question around Apple’s entry into the foldable market, Park said, “Apple is still absent from our short-term forecasts. However, since overall consumer response to foldable phones is improving and Apple will be possibly releasing non-phone foldable products soon, the brand’s participation in the foldable smartphone market is likely to occur after 2025.”

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Survey: 28% of US Smartphone Users Highly Likely to Opt for a Foldable as Next Purchase

  • Samsung is the most preferred foldable brand for 46% of the respondents.
  • 49% of the respondents rank the flip-type foldable at the top, followed by the book-type foldable.
  • Apple, which is yet to launch foldables, is preferred by 39% of the respondents.

Buenos Aires, Denver, London, New Delhi, Hong Kong, Beijing, Seoul – April 3, 2023

The foldable smartphone is the latest big innovation in the smartphone space, both in terms of hardware and software. The installed base of foldable smartphones in the US stood at 4.7 million in 2022, according to Counterpoint Research. To better understand opinions and preferences in the US around foldable smartphones, Counterpoint Research conducted a consumer study in the country. Some key insights from the survey:

  • 28% of current smartphone users are highly likely to prefer a foldable smartphone as their next purchase.
  • Samsung is the most preferred brand for foldable purchase for 46% of the respondents, followed by Apple with 39% and Motorola with 6%.
  • Samsung has the highest stickiness in terms of foldable preference, with 92% of Samsung users planning to stick with the same brand when making a foldable smartphone purchase.
  • 49% of the respondents ranked the flip-type foldable at the top, followed by the book-type foldable.
    • More than half of the male respondents prefer the flip-type foldable, whereas the preference for the flip-type foldable is slightly lower among the female respondents at 47%.
    • On the other hand, the preference for the book-type foldable is stronger among female respondents (40%) than male respondents (30%).
  • Respondents from a higher income bracket are more likely to purchase a foldable phone, with those having a monthly income of $10,000 and above most likely (41%) to opt for a foldable as their next smartphone purchase.

Foldable Preference in US: Key Survey Insights

Counterpoint Research Foldables Preference in US_ Key Survey Insights.pngSource: Counterpoint Research Consumer Study, US, 2022

Commenting on the survey findings, Associate Director of North America research Hanish Bhatia said, “Foldables have performed better in controlling the shift from Android to iOS. However, we don’t expect foldables to become the dominant form factor anytime soon in the US. Foldables will continue to co-exist with the candy bar design for years to come. We have seen different experiments with form factor in the past (namely LG Wing and LG G8X Dual Screen), but Samsung’s foldable devices have been the most successful by far.”

Research Director of North America Jeff Fieldhack added, “Samsung remains the first choice for foldable smartphones in the US. However, there is a lot of excitement among consumers for a foldable iPhone, which is evident in the survey. Motorola and other Android OEMs are also warming up to the foldable form factor to get a slice of the premium smartphone market in the US. Our US smartphone switcher data shows a large portion of Galaxy foldable users were originally Galaxy Note users, but foldables have not completely replaced the demand for Note series as some Note users shifted toward the Galaxy S series.”

BONUS VIDEO: Samsung Galaxy Z Fold 3 Review: 10 Months Later

The foldable market is experiencing rapid growth in sales and is expected to continue growing in the coming years with the entry of more OEMs and developments around foldable technology. In 2022, the foldables category occupied 1.1% of global smartphone shipments, but it scored a vital presence in the ultra-premium segment, taking about 7% of shipments of smartphones priced above $800. According to Counterpoint Research’s Global Foldable Smartphone Market Forecast, Q3 2022, the global foldable smartphone market is expected to reach 22.7 million units in 2023.

In the US, the high prices of foldable smartphones have essentially kept out young users from the market. High-income middle-aged American users have been the primary users of foldable smartphones. A more affordable price tag would expand the target user base. Experimentation with quirky colors has also drawn interest from female users, especially in the flip form factor. Although flip and fold remain the most popular foldable form factors, OEMs have showcased foldable prototypes with rollable, expandable and three-fold displays. Apart from the convenience of portability, foldables enhance user experience through immersive display, better selfies through the rear camera, and multitasking. But durability concerns and utility have also resulted in limited adoption of the devices.

Given the US smartphone market’s ASP and foldable phones’ price range, foldables could capture a significant share of the overall US smartphone market. Carrier subsidies remain key to premium device sales in the US, but durability, new features and the entry of other prominent players are important factors to boost the adoption of foldable phones.

ALSO WATCH: OPPO Find N Review: Small Wonder


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Hanish Bhatia

Jeff Fieldhack

Arushi Chawla

Nitin Zod

Counterpoint Research

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OPPO Find N2 Flip looks to flip the foldable category on its head

OPPO recently hosted the global launch of its latest foldable smartphone, the OPPO Find N2 Flip in London. It is no surprise that OPPO is pushing ahead with its foldable strategy, since the foldable segment is one of the few growth areas in an industry that is struggling due to the challenging macro environment. Global foldable smartphone shipments grew by just under 40% in 2022 compared to 2021, and we expect them to grow by almost 60% in 2023. Yes, this growth and the overall foldables segment is led by Samsung at the moment, but OPPO is throwing its hat in the ring as a real contender.

The N2 Flip is OPPO’s first clamshell foldable, following the book-type Find N and N2. And it is also OPPO’s first globally available foldable, since both the Find N and N2 were only launched in China. The clamshell has so far been the most popular of the foldables, as the form factor is more practical (the fold makes the phone smaller, rather than larger) and also cheaper. This is why Samsung’s Flip smartphones have outsold the Fold devices by almost two to one. OPPO has brought some interesting features to its first flip device in the hopes of being just as successful.

WATCH: OPPO Find N2 Flip: First Look

Big cover screen

The OPPO Find N2 Flip has a 3.26-inch cover screen; almost double the 1.9-inch one on the Samsung Galaxy Z Flip4. This means it can display six notifications, not one or two, allows the toggling of nine settings, not two or three, can show a full preview of a selfie, and offer improved functionality for many apps like the weather, WhatsApp, or Spotify. The screen is impressive and is actually useful compared to the slightly gimmicky interface on the Flip4.

counterpoint oppo find n2 flip weather widget

Impressive folding technology

OPPO’s Flexion Hinge is a step up in folding technology, offering no gap and almost zero crease. When folded the phone shuts tight, protecting it from dirt (no IP rating though, which is a shame), and the curved edges feel great. And when open, the crease on the multi-layered, anti-reflection coated screen is almost imperceptible. The overall folding experience is lovely.

counterpoint oppo find n2 flip teardown

Intuitive cameras

The Find N2 Flip has a 50MP main shooter with a 1/1.56-inch Sony IMX980 sensor; the same one as on the flagship Find X5 Pro. There is also an 8MP ultrawide lens on the back, plus a 32MP selfie lens on the main screen. A proper test of the camera’s capabilities will follow soon, but initial thoughts are positive. The combination of the Hasselblad colour palette and OPPO’s own MariSilicon X NPU was impressive on the Find X5 Pro so should be a winner here.

counterpoint oppo find n2 flip back

Some mid-range hardware

Possibly in order to keep costs down, OPPO has made some compromises. The Find N2 Flip uses the MediaTek Dimensity 9000+, compared to the Snapdragon 8+ Gen 1 in the Galaxy Z Flip4. Though, this is an impressive design win for MediaTek, making the Find N2 Flip the first folding smartphone powered by the company’s chipset.

counterpoint oppo find n2 flip coloros

The Find N2 Flip has a 4300mAh battery, which is an improvement over the Flip4’s 3700mAh battery, but it is only capable of 44W charging (the Find X5 Pro offers 80W), and there are no wireless charging capabilities. It does come with Android 13 and offers four years of OS updates.

Punchy price

We were only given the Find N2 Flip’s UK price, which is £849 (just over $1,000) for the 8GB/256GB version. While this undercuts the Flip4 by around £50, it is still on the expensive side.

counterpoint oppo find n2 flip flex mode


The OPPO Find N2 Flip is a solid device, and probably the nicest feeling clamshell smartphone available today. The large cover screen is an excellent addition and improves the user experience hugely, which is absolutely key at a time when consumers are still trying to figure out what foldables are for.

With such a strong all-rounder of a device, OPPO has a big chance of eating into Samsung’s foldables dominance. My only issue is the price. In the current challenging financial climate, it may be a little too far for consumers struggling with the cost of living in many countries around the world.

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TCL Demonstrates New Foldable Concepts, Latest Devices

Even as TCL unveiled two new foldable concepts and a full range of smartphones and tablets at MWC Barcelona on Sunday, select media persons and analysts were able to preview these devices in New York the week before. Here are the highlights:

Foldable future after Chicago smartphone failure

This is not the first time TCL has released foldable concept devices. Back in 2019, when Samsung was releasing its first foldables, TCL also showcased a clamshell foldable using its “DragonHinge” technology, which allows for bending displays in multiple directions. Following up on this in 2020, TCL showcased a tri-fold prototype that allows a smartphone to become a 10-inch tablet. A rollable mock-up was also previewed, but it wasn’t until now that TCL was ready to show a working version of the device.

TCL is learning from its “Chicago” foldable, which is a canceled clamshell foldable that was supposed to come to the market for $600-$700, compared to the $999 or above price of Samsung and Huawei foldables. The phone project was suspended indefinitely as component prices made the targeted price point unattainable, combined with the still small demand for foldables around the world. TCL still hopes to enter the market with a foldable, but the timing remains unclear for the moment. Counterpoint estimates that the penetration rate of foldables was less than 1% in 2021, but the category is growing, albeit slowly due to the premium nature of the devices.

The latest prototypes from TCL are the Fold n Roll, a working prototype of the aforementioned rollable display, and the Ultra Flex, a 360-degree folding smartphone that can be used as an outward-facing smaller screen as well as an 8-inch tablet-like device. The limited specs given out by TCL are as follows:

  • Fold n Roll: 2880×2160 resolution with 360ppi, 8.8 inches when rolled out; roughly 7 inches when rolled in; 8mm thick when unfolded; 18mm thick when folded.

Fold n Roll


  • Ultra Flex: 01-inch PLP AMOLED screen; 2480×1860 resolution; supports active pen stylus.


TCL stressed that these devices were nowhere near production. What it wanted to do was demonstrate the sort of devices and concepts we could potentially be seeing two or three years from now. TCL’s R&D department is trying out different designs and form factors to see what is possible and what provides the best overall user experience. TCL is, of course, also showcasing these display and foldable technologies to potentially partner other OEMs looking to enter the foldable market. The foldable market remains heavily dominated by Samsung at this time. TCL is looking to position itself as a low-cost competitor in the future and these devices clearly demonstrate its continued commitment to the foldable segment. While these two devices do demonstrate TCL’s ambitions to cement itself as a foldable device and component maker, the two prototypes are still very much early-stage concepts with bugs and glitches. The Ultra Flex display stopped working on the day of the product demo and even had pieces come off the device when being tested for the flexibility of the display. The Fold n Roll also had some issues with getting the rolling mechanism to consistently roll in and roll out when pressing the roll button.

New 30 series comes out before one year of 20 series

TCL also introduced its all-new 30 series line-up — TCL 30 5G, TCL 30+, TCL 30, TCL 30 SE and TCL 30 E. Each of these devices is powered by a MediaTek processor and priced at €249 for the 30 5G. The remaining devices are priced between €139 and €200. US availability has yet to be announced. Recently, TCL launched the 30 XE 5G and Verizon-exclusive 30 V 5G, both positioned as affordable 5G devices for US prepaid markets primarily. TCL already has the 20 XE and 20 A 5G in the US market since October 2021, making some of the price SKUs a bit crowded for the OEM with multiple offerings available. The launch timing for these 20 series devices was a bit delayed due to production issues caused by shortages. However, according to Counterpoint’s US Channel Share Tracker, the 20 XE has had a strong start in Metro by T-Mobile and is also gaining momentum in Boost. The new 30 series devices will offer customers more choice for affordable 5G devices and is a welcome refresh ahead of the US tax season. TCL is looking to expand its market share in the sub $200 segment and is finding some early success at some carriers.

 Counterpoint Research

NXTPAPER tablets, affordable connected tablets showcased

Previously just a concept, TCL showcased the NXTPAPER MAX 10 tablet, which delivers a paper-like reading and writing experience on a 10.36-inch NXTVISION display. The device will first launch in Asia. TCL also showed off new connected 4G and 5G tablets — TAB 10 HD 4G and TAB 10s 5G. The former is available in both Europe (€179) and Asia (€199), while the latter will just be available in Europe (€349). These devices were somewhat overshadowed by the new foldable concepts and smartphones, but they demonstrated TCL’s ambitions to capture more of the tablet market, especially in the low-to-mid tier.

Counterpoint Research

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