27% market share leads the way! Motorola becomes the biggest dark horse in the Western European foldable screen market.

According to the latest data from Counterpoint, in the first half of 2025, Motorola performed outstandingly in the Western European foldable smartphone market, with the Motorola Razr 60 leading with a 15% market share. If the predecessor model Razr 50 is included, the two models together account for approximately 27% of the market share, which is comparable to last year's champion model. Following closely is the Google Pixel 9 Pro Fold, maintaining a market share of over 10%, further highlighting a more balanced competitive landscape. For a long time, the Western European foldable smartphone market has been defined by Samsung's Galaxy Z series and Honor's Magic V series. However, in the first half of 2025, there was a turning point as Motorola's Razr and Google's Pixel Fold series, with superior shelf performance in major carrier channels, competitive pricing strategies, and a design concept that combines fashion and practicality, successfully opened up the market and brought substantial growth momentum. This marks a change in the market dominance of Samsung and Honor in the European foldable screen market, showing how Motorola and Google are steadily eroding the previous leading advantages of Samsung and Honor. Google's Pixel 10 Pro Fold has already been launched in major European channels in early October, with launch promotions and trade-in activities driving a strong start in markets like the UK. Motorola's Razr 50 and 60 series are also expanding their distribution and are expected to surpass Honor this year to become the second largest brand in the European foldable screen market. Both brands are expected to continue their strong momentum through a wider channel layout and larger promotional efforts during the holiday season, competing with Samsung's newly launched Galaxy Z7 series. "The Western European market is transitioning from a duopoly to a competition among four brands," said Liz Lee, Associate Director of Counterpoint. "With the Pixel 10 Pro Fold now on sale and Razr expanding further in the market, the foldable screen category will see a more active competitive landscape during this year's holiday season. Brands that are more confident in product design and can maintain stable execution on the carrier side will win the next stage of growth." Looking ahead to next year, Apple is expected to enter the foldable screen market in the second half of the year, which will shuffle operator resource allocation priorities and high-end price range performance. Brands that can win in the foldable screen market in the near future are those that can secure core carrier partnerships early, maintain a steady pace of software updates, and successfully demonstrate the true practicality of large screens in daily use. On the other hand, brands with slower actions or limited product lines may face further squeeze in development space between high-end Apple and cost-effective models.