The competition in the smartphone industry is intensifying as Motorola and Apple prepare to enter the foldable segment. Samsung Electronics is gearing up to introduce its inaugural "Tri-fold" smartphone later this month.
However, it is confronted with increasing competition from both a revitalized Motorola and an upcoming Apple foldable device.
Motorola, now a subsidiary of China's Lenovo, has made a striking comeback with competitively priced foldable devices, while Apple is anticipated to join the foldable market next year.
The well-known rivalry between low-cost Chinese competitors and Apple's high-end market presence is now emerging in the foldable sector.
Motorola is disrupting the foldable smartphone arena
Once a pioneer in the pre-smartphone era, Motorola stumbled during the shift to smartphones and was ultimately acquired by Google in 2011, followed by Lenovo in 2014.
Though its global smartphone market share remains in the low single digits, its foldable phone approach is redefining the landscape.
Motorola's share of the global foldable phone market soared by 14 percentage points year-on-year to 28 percent in the second quarter of 2025, surpassing Samsung, whose market share plummeted from 21 percent to 9 percent, relegating it to third place, according to market research firm Counterpoint Research.
Motorola's success has been particularly pronounced in the United States. With Huawei—the world leader in foldables at 45 percent—effectively barred from the U. S. market due to export limitations, Motorola and Samsung have emerged as the leading contenders. Motorola has aggressively captured market share by introducing significantly more affordable models.
The Motorola Razr 50, marketed in North America as the Razr 2024, launched last fall at $699, making it 36 percent less expensive than Samsung’s Galaxy Z Flip6, which was introduced at $1,099.
"The $699 Razr played a major role in expanding Motorola’s presence in the U. S. foldable market," remarked Maurice Klaehne, a senior analyst at Counterpoint Research.
Foldable devices, which represented 10 percent of the smartphone market last year, are projected to constitute 20 percent this year.
Motorola's competitive pricing is achievable through cost-reduction strategies. Rather than utilizing a high-performance Qualcomm chip as found in Samsung’s Z Flip6, Motorola employs a lower-tier MediaTek processor.
Additionally, its devices are equipped with 8 gigabytes of RAM—compared to the Flip6’s 12—and screens sourced from Chinese manufacturers such as CSOT, which are 20 to 30 percent less expensive than those from Samsung Display.
What Motorola sacrifices in performance, it compensates for with striking aesthetics. The company has introduced a comprehensive external display that encircles the camera module—a feature Samsung only incorporated into its Z Flip7 a year later.
Motorola has also expanded its product range with three categories: base at $699, Plus at $999, and Ultra at $1,299. Its Razr 60 Ultra recently tied with the Galaxy Z Fold7 for the top position in a product assessment conducted by prominent European consumer organizations in the United Kingdom, Italy, Portugal, and Belgium.
Samsung's response: Brand reliability and technological superiority
In response, Samsung has introduced the Galaxy Z Flip7 FE, a more budget-friendly model, to execute a dual strategy aimed at both high-end and economical consumers. Later this month, the corporation will unveil a prototype of its tri-fold device, demonstrating its dedication to pioneering foldable technology.
The device will be presented during the Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju, which convenes global leaders, and it may officially launch as soon as next month.
Apple's anticipated foldable smartphone, expected in the latter half of 2026, will further escalate competition. The firm is reportedly developing a book-style design akin to Samsung’s Galaxy Z Fold series.
“Samsung’s Galaxy A series may be marginally pricier than Chinese budget smartphones, yet it still captures a considerable global market share owing to the brand’s esteemed reputation,” stated one industry insider. “This brand loyalty could also assist Samsung in contending within the value foldable sector. ”
Leadership will be crucial in responding to Apple’s emergence
“Samsung must leverage its advantage in foldable technology, as evidenced by the ultra-slim design of the Z Fold7, which experienced considerable success in the U. S.,” remarked Lee Joo-hyung, an analyst at Eugene Investment and Securities. “Providing a more polished and sophisticated product before Apple enters the market will be vital. ”
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