Samsung Prepares for the Foldable Phone War Ahead of Apple

Foldable Smartphones Market Dynamics and Global Growth

Foldable devices represent 1.6% of total smartphone volume, according to market data, but the segment continues to expand at a faster pace than traditional handsets. The International Data Corporation (IDC) estimates that global foldable sales reached 20,6 million units in 2025, representing a 10% increase over the previous year. For the current year, the consultancy projects an expansion of nearly 30%.

This growth occurs as standard smartphone volumes contract. According to Samsung Brazil senior vice president Gustavo Assunção, flagship phones act as the sector’s locomotive. The Z series accounts for roughly 20% of Samsung’s high-end revenue in Brazil. Assunção noted that initial sales figures for the Fold8 in early markets exceeded internal expectations.

Competitive Landscape: Samsung, Motorola, and Apple

Samsung pioneered the foldable category eight years ago but lost its top market position in Brazil and Latin America to Motorola, the manufacturer of the Razr line. Despite this shift, Samsung maintains that eight out of ten foldables currently used in Brazil are manufactured by the company. Globally, Counterpoint research projects Samsung will retain the market leadership position through 2026, though its global market share is expected to decline from 40% to 32%.

Competition is set to intensify further. Market analysts project that Apple may enter the foldable segment this year, capturing an estimated 25% market share, with Huawei closely following at 24%, according to Counterpoint projections.

Product Lineup and Pricing Strategy

To capture premium demand, Samsung introduced three new devices to its portfolio. The top-tier entry is the Galaxy Z Fold8 Ultra, alongside updated versions of the standard Fold8 featuring a passport-like form factor, and the Flip8, which folds in half and targets younger demographic groups. Retail prices for these new releases range from R$ 9,4 mil a R$ 19,3 mil.

According to Assunção, expanding the foldable lineup addresses immediate financial pressures caused by rising memory component costs that compress profit margins. By increasing the average selling price and stimulating consumer upgrades, the company aims to protect its share in the premium segment, which stands at 40% in Brazil, according to data from the NIQ consultancy.

Component Costs and Manufacturing Strategies

Global financial reports highlight margin pressures across the industry. In Samsung’s global mobile and IT division, second-quarter revenue reached US$ 22,8 bilhões, a 13,7% increase, but operating results shifted from a US$ 2,1 bilhões profit to a US$ 480 milhões loss. In Brazil, Assunção stated that the local operation absorbed component price hikes for entry-level phones during the first half of the year before implementing price adjustments starting in July. These adjustments impact lower-priced models more severely than high-end flagships and foldables.

To mitigate consumer price resistance, Samsung is expanding installment payment terms, carrier post-paid plans, and trade-in initiatives. Additionally, the company is evaluating the introduction of a used-smartphone marketplace in Brazil, following operational rollouts in the United States, Europe, and South Korea.

Manufacturing strategy plays a central role in the company’s regional execution. Brazil remains the only country where Samsung operates two dedicated factories—located in Campinas and Manaus—alongside local research facilities. Assunção confirmed that the release of the new foldables was delayed by several weeks to ensure all units sold in the country were produced locally.

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