Samsung Faces 28% Apple Threat Ahead of Galaxy Foldables Launch
Updated
Updated · CNET · Jul 20
Samsung Faces 28% Apple Threat Ahead of Galaxy Foldables Launch
3 articles · Updated · CNET · Jul 20
Summary
Wednesday’s London Unpacked event has become a high-stakes test for Samsung, which is expected to unveil new Galaxy Z Fold and Z Flip models under pressure to deliver more than incremental upgrades.
Counterpoint data shows why: North American foldable shipments rose 28% in 2025, but Samsung lost share as Motorola’s cheaper Razr lineup helped it climb to 44% of the market.
Apple’s expected foldable iPhone could raise the stakes further, with Counterpoint forecasting a 28% foldables share by year-end and analysts warning it may reset consumer expectations.
Samsung also faces a memory shortage that has already pushed up phone prices, increasing pressure on the new devices to justify higher costs while defending its early lead.