3 Minutes
Step inside a store in Seoul or Tokyo and the latest Galaxy Z models are hard to miss. Sleek. Loud. Front-and-center displays. That visibility is no accident.
The global foldable smartphone market stumbled in the first quarter of 2026, with both shipments and revenue sliding by double digits. Yet amid that broader slowdown, Samsung staged a notable comeback: its share of foldable shipments rose from 14% in Q1 2025 to 25% in Q1 2026, and its value share climbed from 16% to 31% over the same period.
Promotions, presence, and a route to buyers
How did Samsung pull it off? Targeted channel promotions for the Galaxy Z Fold 7 and Galaxy Z Flip 7 played a big role, especially in South Korea and Japan. Short, punchy campaigns. Carrier deals. Pop-up experiences. They helped turn browsers into buyers.
North America and select European markets finally warmed back up to foldables too, and Samsung benefited because it can sell almost anywhere. That global footprint is a practical advantage. Chinese rivals, who rely heavily on the domestic market, simply cannot access North American carriers in the same way.
Still, this is not a full market reversal. Huawei remains the category leader thanks to strong demand inside China, where its foldables resonate with premium buyers. But even Huawei saw its grip loosen: its share slipped from 54% in Q1 2025 to 40% in Q1 2026. Increased competition at home and softer premium demand are likely culprits.
The numbers tell a layered story. Samsung’s growth reads like a tactical victory: better visibility, wider distribution, smarter promotions. Huawei’s decline reads like a strategic warning: dominance in one region leaves the brand exposed when rivals press hard and consumer appetite shifts.
Takeaway: the foldable market is far from settled; reach and retail muscle now matter as much as product innovation.
What happens next will depend on a few variables: whether demand in North America and Europe continues to recover, how aggressively Chinese brands expand beyond China, and whether manufacturers can tempt customers to upgrade during an uneven economic cycle. Keep an eye on carrier partnerships and regional promotions—those moves are shaping who wins the next chapter in foldables.
Source: sammobile
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