Foldable smartphone sales are expected to decline in 2025 – and only Apple might change the game

2025 is unlikely to be the year of foldable phones, but if Apple enters this market in 2026, things could take a dramatic turn.

According to analysts at Counterpoint Research, 2024 showed minimal growth in foldable sales, and 2025 is expected to see a slight decline. Recent data supports these projections, and there are no signs that the market will even match 2024’s flat performance. This is disappointing news for companies like Samsung, Google, Oppo, Huawei, and Motorola, all of which have heavily invested in the foldable segment.

Currently, foldable smartphones make up less than 2% of the global market. The biggest barrier remains the high price-top models cost twice as much as standard flagships. Additionally, manufacturers have yet to present a truly compelling reason to choose a foldable device beyond the concept of a "pocket-sized tablet.

Despite these challenges, tech companies continue to push forward. New models from Honor and Oppo are helping to grow the foldable market, although mainly outside the US. At the same time, foldables are unlikely to disappear-the industry is preparing for its next phase.

"This is not the market peaking; rather, it’s a regrouping before a major shift in 2026, driven by Apple’s entry and a new wave of clamshell devices," says Counterpoint Senior Analyst Jene Park.

Increasing rumors suggest that Apple will introduce a foldable iPhone in 2026, potentially transforming the industry. This pattern has played out before: Apple often watches as competitors experiment before stepping in with a refined product that sets the standard. This was the case with the iPod, iPhone, and iPad.

However, foldable smartphones are not a weak niche-they are a market held back by specific challenges. Devices from Samsung, Google, and others have been well-received, though they don’t always feature the best cameras and cutting-edge technology. Still, they are sleek, lightweight, powerful, AI-enhanced, and enjoyable to use.

While foldable devices remain expensive, prices will eventually drop. However, Apple’s entry could be the real turning point. Counterpoint Research predicts that a foldable iPhone would quickly take a significant market share while also expanding the category.

Rumors suggest that Apple’s foldable will feature a liquid metal hinge and an ultra-thin design, but the price could reach $2,000. That’s a considerable sum, but given Apple’s loyal customer base, demand is likely to be high.

Apple might also take a different approach, introducing a compact clamshell-style foldable similar to the Galaxy Z Flip but thinner. In its folded state, it would match the size of the Z Flip 6, and when unfolded, it could resemble an ultra-thin iPhone 17 Air. This form factor would offer portability and potentially a more attractive price point.

For now, it’s a waiting game. Apple has not revealed its plans, and an unexpected announcement in September seems unlikely. However, WWDC 2025 could serve as a platform for Apple to hint at its future foldable plans. If that happens, the foldable market could either see an immediate boost or stagnate further as consumers hold off for Apple’s debut.