Canalys analysts — Jusy Hong, Runar Bjorhovde, Jack Leathem and Sheng Win Chow — have shared their insights ahead of Samsung Galaxy Unpacked event on July 9, 2025.
Global foldable smartphone shipments have grown steadily over the past few years, rising from 9.3 million units in 2021 to 17.2 million in 2024. Flip models consistently led the market, starting at 5.8 million units in 2021 and climbing to 8.8 million in 2024. Fold-type models also showed strong growth, increasing from 3.6 million in 2021 to 8.5 million in 2024. However, early data from 2025 (up to Q1) shows a significant slowdown, with just 2.1 million total foldables shipped — 1.1 million flip and 2.0 million fold units —indicating a possible plateau or seasonal dip in demand.
The pricing trends indicate price of $435 for bar smartphones, $968 for flip smartphones and $1,693 for fold smartphones.
Foldable Smartphone Market Outlook
Jusy Hong, Senior Research Manager, noted that global foldable smartphone shipments grew by 12 percent in 2024 to reach 17.2 million units. However, Samsung’s market share declined from 54 percent to 45 percent. Despite improvements in design, such as reduced weight and thickness, Canalys expects the market to plateau in 2025 due to high prices, limited content tailored for foldable displays, and restrained consumer demand.
Design Isn’t Enough
Sheng Win Chow, Senior Analyst, emphasized that Samsung’s efforts to make the Fold7 and Flip7 thinner and lighter address a key consumer complaint. However, he argued that maintaining market leadership will require more than design improvements. The future lies in software innovation — especially in leveraging multimodal AI and foldable user experiences to create real value in areas like productivity, multitasking, and language support.
AI Adoption Still Evolving
Runar Bjorhovde, Senior Analyst, pointed out that while the tech industry often overestimates the speed of consumer adoption, actual interest and usage of AI features grow slowly. Foldables remain a niche choice, mostly among tech-savvy premium users, due to high prices. However, in markets like India and China, AI features are gradually becoming more influential in purchase decisions.
Ecosystem Expansion Strategy
Jack Leathem, Analyst, highlighted the growing strategic importance of Galaxy Watch within Samsung’s ecosystem. While it has historically supported bundling and upselling, Samsung now aims to strengthen its standalone appeal. The focus is on enhancements to battery life, tracking accuracy, and service integration — supported by increased marketing at global sporting events like the Manila and Copenhagen marathons.
Baburajan Kizhakedath
