Foldable phone shipments are up, but the biggest brands in North America lag behind


What you need to know

  • Huawei was the leader in global folding phone shipments for the first time in the first quarter of 2024.
  • The company overtook Samsung, which was the previous shipment leader, amid concerns that Samsung is becoming complacent with its Galaxy Z Fold and Z Flip brands.
  • Honor and Motorola found success outside of China, signaling that North American brands are struggling to attract buyers. 

According to the latest reports from analyst firms Counterpoint Research and IDC, the smartphone industry appears to have fully recovered following a down period. The overall market is expected to grow by four percent year-over-year, and foldable phones are particularly seeing widespread shipment growth. The interesting part of the data, which is based on the shipment results of Q1 2024, is that the biggest foldable players in North America aren’t the ones growing. 

If you’ve been following the folding phone market in the U.S., that probably isn’t all that surprising. Samsung was the only major manufacturer making folding phones widely available in North America for years, and that only recently changed with the emergence of Google and OnePlus last year. To call the sector competitive might not be entirely true. OnePlus reportedly has no plans to release a OnePlus Open successor any time soon, and the Google Pixel Fold is still a flawed device. Then you have Samsung, a company that seems to be resting on its laurels with the Z Fold and Z Flip brands.




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