Google Pixel

Google Pixel makes up 5% of foldables in North America – Apple will hit nearly 50%

Ben Schoon | Apr 14 2026 - 10:05 am PT

There aren’t many major players in the foldable market, especially in North America, but Google Pixel has carved out a surprisingly big slice of its own. A new report shows the impact Apple will have on its initial debut.

Counterpoint Research reports that, as of 2025, Google Pixel made up roughly 5% of foldables in North America. That’s a far cry from Motorola’s 44% and Samsung’s 51%, but it’s not exactly nothing either.

Apple, meanwhile is going to shake up this market heavily, with Counterpoint forecasting that Apple will make up 46% of the overall foldable market in North America for 2026. That’s for a market that, as a whole, is growing by just shy of 50%, but it still displaces existing names.

Samsung is expected to drop from 51% to just 29%, while Motorola is expected to drop to 23%. That’s despite Samsung working on new foldable models including the addition of a “Wide” book-style foldable, as well as Motorola preparing to launch its new Razr Fold.

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Google Pixel will apparently keep its tiny little slice, dropping from 5% down to 3%.

Proportionally, that’s actually the smallest drop of Android’s three big foldable names – 48% for Motorola, 43% for Samsung, and just 40% for Google.

Counterpoint says:

Google may face notable downward pressure, driven by the structural reallocation of market shares following Apple’s entry. In addition, given that its single-foldable lineup is closely aligned with Apple’s expected device in both form factor and price positioning, part of its existing demand base may shift toward Apple’s ecosystem. As a result, its share is projected to decline from 5% in 2025 to 3% in 2026 despite a product refresh…

Apple’s entry is expected to drive foldable smartphone market expansion by unlocking upgrade demand within its existing iPhone user base, particularly in the ultra-premium segment. At the same time, part of this demand is projected to include replacement demand from existing Android foldable users, suggesting that Apple’s volumes may not be fully incremental to the market in the early stage of 2026.

It comes as no big surprise that Apple could take such a large slice of the market. The US especially is dominated by the iPhone, and while foldables have tempted many iPhone users to give Android a chance, many others have been waiting to see Apple’s first attempt at a foldable before really giving the form factor any credit.

Apple is expected to launch its first foldable iPhone in September, while its Android competitors are all bringing updates to their lineups sooner. Motorola’s Razr refresh is expected in the next few weeks, Samsung is expected to host a late July launch for new Galaxy Z devices, and Google generally brings new models in August.