Counterpoint analysts expect the foldable phone market to enter a new phase starting in 2026, stressing that next year will mark the beginning of a more sustainable expansion after the cyclical recovery the market witnessed last year.
During the previous year, most companies followed a strategy based on controlling inventory and dealing cautiously with new releases, but this year expectations indicate a bolder trend towards enhancing presence in the foldable phone category.
Technical developments and improved implementation quality have contributed to increasing the popularity of book-style foldable phones, to the point that they now account for 52% of total sales in this category. Analysts expect its share to rise to 65% during the current year.
Improvements in hardware have also changed consumers’ perception of these devices, as they are no longer just a technical demonstration or a different design, but rather are seen as productivity tools that provide real practical value.
The report also highlighted the importance of Apple entering this market by launching its expected foldable phone in the fall, which may give sales a strong additional boost. On the other hand, other companies are preparing to compete by offering wider phones with a book design to confront the expected Apple phone.
Samsung is already working to enhance its lineup with a wider foldable phone, while there are reports that Honor and Oppo are developing similar devices.
In the next stage, companies will continue to offer foldable phones with a clamshell design as a complementary option, targeting groups interested in elegance and price closest to the semi-leading category.
