Motorola’s Foldable Comeback Shows Samsung Needs a New Strategy

In a surprising twist, Motorola has climbed to the second spot in the global foldable smartphone market, overtaking Samsung—a brand once considered the undisputed leader in this space. This shift didn’t happen overnight, and it’s sending a clear message: Samsung’s current foldable strategy isn’t working, but there’s still time to fix it.

Motorola’s Rise: What Happened?

Motorola’s success is largely thanks to its Razr 60 series, which launched in April 2025. These clamshell-style foldables—Razr 60, Razr 60 Plus, and Razr 60 Ultra—struck a chord with users who wanted sleek design, solid performance, and a more affordable price tag. According to Counterpoint Research, Motorola captured 28% of the global foldable market between April and June 2025, doubling its share from the previous year.

Meanwhile, Samsung’s share dropped from 21% to just 9%, pushing it down to third place. That’s a dramatic fall for a company that pioneered the foldable category with its Galaxy Z series.

Why Samsung’s Strategy Isn’t Working

Samsung’s foldables have always leaned toward premium pricing and futuristic features. But that formula seems to be losing steam. Here’s why:

• High prices: Many consumers are looking for foldables under $1,000. Motorola delivered. Samsung didn’t.
• Limited design evolution: While Motorola refreshed its Razr lineup with noticeable improvements, Samsung’s Galaxy Z Flip and Fold series have seen only incremental changes.
• User experience: Motorola focused on making foldables more practical—better battery life, smoother hinge mechanics, and improved durability.

Samsung’s strategy feels stuck in the past, relying too heavily on brand loyalty and flashy tech rather than listening to what users actually want.

How Samsung Can Bounce Back

Samsung isn’t out of the game yet. Here’s how it can turn things around:

• Rethink pricing: Introduce a mid-range foldable that competes directly with Motorola’s Razr series.
• Innovate with purpose: Focus on meaningful upgrades—better cameras, longer battery life, and more durable screens.
• Expand design options: Offer more styles and colors to appeal to younger users and fashion-conscious buyers.
• Improve software: Make multitasking and app continuity smoother across foldable screens.

Samsung has the resources and brand power to reclaim its spot. But it needs to pivot quickly and smartly.

What This Means for the Foldable Market

The foldable smartphone market grew 45% year-over-year in Q2 2025, showing that consumers are warming up to the idea of bendable screens. With Huawei still holding the top spot, and Motorola now in second, the competition is heating up—and that’s great news for innovation.

Samsung’s stumble is a wake-up call. The foldable future isn’t just about who got there first—it’s about who adapts best.

Sources:

• Motorola overtakes Samsung in foldable smartphone market
• Samsung Isn’t the World’s number two Foldable Brand, Motorola Is