Samsung’s Reign Ends: A New Leader in the Foldable Market

Samsung Fold

Foldable phones, once a concept relegated to science fiction movies, have evolved into a rapidly growing segment of the smartphone market. However, the initial leader in this space, Samsung, is facing a critical challenge ‚Äď its dominance is eroding due to a lack of innovation in its flagship Galaxy foldables.

From Pioneer to Laggard: Samsung Fold Shrinking Market ShareSamsung Fold

For years, Samsung enjoyed a near-monopoly in the foldable market. Their Galaxy Z Fold and Flip models were the only significant players, offering consumers a glimpse into the future of mobile devices. This early mover advantage translated into a massive market share. As of Q1 2023, Samsung boasted a staggering 60% market share, dwarfing the competition. Huawei, their closest competitor at the time, trailed far behind at just 14%.

However, the landscape has undergone a dramatic shift. A recent report by Counterpoint Research reveals a significant decline in Samsung’s market share, dropping to a mere 23%. Conversely, Huawei has capitalized on this opportunity, surging past Samsung to become the new market leader with a commanding 35% share.

Innovation Stagnation: Why Samsung Fold Lost its EdgeSamsung Fold

This dramatic shift can be attributed to two key factors: a booming foldable market and Samsung’s stagnation in innovation. While the overall market grew by nearly 50% in 2023, Samsung’s offerings remained relatively unchanged. The Galaxy Z Fold 5 and Flip 5 offered minor upgrades compared to their predecessors, failing to excite consumers seeking groundbreaking features and a more refined foldable experience.

Critics pointed out that the iterative updates felt uninspired. While improvements like a slightly larger cover display on the Flip 5 were welcome, they weren’t enough to compete with the bolder innovations from other brands. Competitors like Motorola, Honor, Google, and Oppo/OnePlus have been relentlessly innovating. Their efforts have yielded exciting new foldables with unique hardware features, such as the improved hinge design on the Motorola Razr+ that minimizes the crease, or the under-display camera technology showcased in the Oppo Find N2. On the software front, these competitors have been developing user interfaces specifically optimized for the foldable form factor, offering a more intuitive and seamless experience compared to Samsung’s one-size-fits-all approach. Camera capabilities, a crucial factor for many smartphone users, have also seen significant advancements from competitors, leaving Samsung’s Galaxy foldables lagging behind.

The Rise of Book-Style Foldables and Consumer PreferencesSamsung Fold

Another interesting aspect of the foldable market evolution is the shift in preferred form factor. Book-style foldables, like the Galaxy Z Fold 5, Pixel Fold, and OnePlus Open, have become the dominant design, capturing 55% of shipments in Q1 2024. Clamshell designs, exemplified by the Galaxy Z Flip 5 and Motorola Razr+, still hold a market share, but the trend clearly leans towards larger foldables offering a more tablet-like experience. This shift can be attributed to several factors. Book-style foldables, when unfolded, provide a larger screen real estate that caters to users who value multitasking and productivity on their mobile devices. Additionally, the unfolded screen usually offers a less noticeable crease compared to clamshell designs, enhancing the viewing experience.

Beyond Hardware: The Ecosystem Challenge for Foldables

While hardware innovation is crucial for the future of foldables, another critical aspect is the development of a robust software ecosystem. Currently, the foldable landscape is fragmented, with different manufacturers employing their own custom user interfaces and app optimization strategies. This lack of uniformity can lead to a clunky user experience, especially for apps not specifically designed for the foldable form factor. To address this, industry-wide collaboration is needed to develop standardized software development kits (SDKs) and user interface guidelines that ensure a seamless and consistent experience across all foldable devices.

The Road Ahead: A Future Filled with Foldable Diversity 

Samsung’s recent slump serves as a cautionary tale. While they were the early pioneer, failing to innovate can lead to a swift downfall. If they want to reclaim their foldable throne, they need to prioritize significant upgrades in design, software, and camera technology. Consumers are no longer willing to settle for incremental changes. They crave groundbreaking features, a refined user experience, and a commitment to the foldable ecosystem.

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This competitive landscape promises exciting advancements for consumers. The foldable market is no longer a one-horse race. With established players like Samsung facing pressure from innovative newcomers like Huawei, Motorola, Honor, and potentially even Apple rumored to be entering the fray, consumers can expect a wider range of foldable options, each with its own unique strengths and features. This healthy competition will undoubtedly push the boundaries of foldable phone technology, delivering exceptional user experiences and paving the way for a truly foldable future.

Beyond the Fold: Potential Challenges and the Future of FlexiblesSamsung Fold

The foldable revolution is still in its early stages, and there are several challenges that need addressing before it can truly become mainstream.

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Samsung Fold Durability Concerns: Overcoming the Fold

One of the biggest concerns surrounding foldables is their durability. The folding mechanism introduces a weak point in the device, making it more susceptible to damage from drops, scratches, and dust ingress. While manufacturers are constantly improving hinge designs and display materials, achieving the same level of toughness as a traditional smartphone remains a challenge. Additionally, the crease formed where the display folds can be visually distracting and may even impact the user experience, especially when viewing content.

Price Point: A Barrier to Entry

Foldable phones are currently significantly more expensive than their non-folding counterparts. The complex technology and limited production volumes contribute to this high price tag. This acts as a barrier to entry for many potential buyers, hindering widespread adoption of the technology. As production scales up and manufacturing processes become more efficient, we expect a decrease in price. However, it may still take some time before foldables become truly affordable for the average consumer.

App Optimization: Software Needs to Catch Up Foldables

As mentioned earlier, the lack of a robust software ecosystem presents a significant hurdle. Many existing apps are not optimized for the foldable form factor, leading to an awkward user experience. This can involve black bars on either side of the unfolded screen, text and buttons that are too small to interact with comfortably, or apps that simply don’t function too well when the phone is folded. Developers need to invest more resources into creating user interfaces that seamlessly adapt to both unfolded and folded states of the device. Additionally, collaboration between manufacturers, app developers, and operating system providers is crucial to establish standardized software development tools and guidelines.

A Glimpse into the Future: Beyond the Fold

While foldables are currently dominating the “flexible display” conversation, there are other exciting form factors emerging that could potentially disrupt the smartphone market even further. Rollable phones, where the display expands by rolling out from a compact case, offer the potential for an even larger display in a pocketable device. This technology is still in its early stages of development, but companies like Oppo and TCL have showcased impressive prototypes. Another interesting concept is the “scrollable” phone, where the display expands vertically, similar to a roll-up newspaper. This could be ideal for users who prioritize one-handed operation and a more compact form factor.

The future of flexible displays is bright and holds the potential to revolutionize how we interact with mobile devices. While foldables are currently leading the charge, with continuous advancements in technology, materials science, and software optimization, we can expect even more innovative form factors to emerge in the coming years. This will undoubtedly lead to a wider range of choices for consumers, catering to different needs and preferences. As the technology matures and these challenges are addressed, foldable and other flexible devices have the potential to become the norm, shaping the future of mobile computing.


The foldable market is undergoing a period of rapid change and evolution. While Samsung’s initial dominance has waned due to a lack of innovation, the rise of strong competitors like Huawei, Motorola, and Honor has injected fresh ideas and competition. This bodes well for consumers, who can expect a wider range of foldable devices with unique features and functionalities. However, there are still challenges to overcome related to durability, affordability, and software optimization. Beyond foldables, the emergence of rollable and scrollable displays hints at an even more diverse future for mobile devices. As these technologies continue to develop and mature, we can expect flexible displays to play a transformative role in shaping the way we interact with the digital world.

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