Google’s Foldable Market Share Skyrockets In Latest Sales Report
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Summary
- Google’s Pixel foldables gained 265% market share growth in Europe year over year.
- Tecno also saw 336% growth, although it offers more affordable foldable options than Google.
- High prices and durability concerns still limit foldable phone adoption worldwide.
Despite being around for more than half a decade, foldable phones are still quite niche. Much of this is due to the small number of players in the field and the fact that not all foldables are available in every country. Samsung and Google, however, remain two Android OEMs offering their foldables in most global markets.
Google made a big leap last year with the Pixel 9 Pro Fold, delivering a more refined design, improved displays, and better performance compared to the original Pixel Fold. Now, it seems Google’s hard work is finally paying off.
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According to a new report from Counterpoint Research, Google’s foldable sales are finally taking off — at least in one region: Europe. The report notes that foldable market share in the region is increasing slowly, up 4% YoY in Q1 2025. This figure covers both book-style foldables like the Galaxy Z Fold 6 and flip-style models like the Moto Razr 2025.
Amid this tiny market share growth, Google turned out to be a winner. The report says Google’s market share in the region grew 265%, rising from 2% last year to 8% this year, primarily thanks to the Pixel 9 Pro Fold and the original Pixel Fold.
Google’s foldables are gaining ground fast
Source: Counterpoint Research
Alongside Google, Chinese phone maker Tecno also saw an increase from 2% to 8% market share with an even higher 336% YoY growth. However, it’s worth noting that Tecno offers both flip-style and book-style foldables at more affordable prices, while Google only offers book-style foldables (for now).
Not all is bright, though. Brands like Samsung, Oppo, and Honor saw declines in growth, with Samsung seeing a big hit. Samsung’s share fell sharply from 56% to 41%, and Oppo’s dropped from 12% to 4%, likely because the company didn’t release its new foldable, the Oppo Find N5, in Europe.
Overall, it seems foldable phones still haven’t attracted as many customers as OEMs initially hoped. The report notes that high prices compared to standard slab phones, along with concerns about durability and longevity, remain major issues for potential buyers.
- SoC
- Google Tensor G4
- RAM
- 16GB
- Storage
- 256GB or 512GB
- Battery
- 4,650mAh
- Ports
- USB-C
- Operating System
- Android 14
The Google Pixel 9 Pro Fold doesn’t just have a new name. It features a much-improved Tensor G4 compared to the Tensor G2 in its predecessor, delivering better performance and battery life. Google also added hardware refinements, including a standard phone-like 6.3-inch cover display, a thinner body, a larger 8-inch inner display, and a less noticeable crease.
