Samsung now ships nearly seven out of every ten foldables sold worldwide. According to Smart Analytics Global (SAG), the company hit a 69% market share in Q3 2026, powered largely by the Galaxy Z Fold 8.
Galaxy Z Fold 8 Drives Samsung’s Foldable Growth
While the overall market shrank to just over 7.5 million units, Samsung’s foldable shipments grew 13% year-on-year, adding 9 percentage points to its market share. The Samsung Galaxy Z Fold 8 was the main reason, accounting for nearly 55% of all Samsung foldables shipped during the quarter.
SAG sees this as an early sign of success for the Galaxy Z Fold 8, Samsung’s first wide-format foldable. Its wider aspect ratio makes the phone feel more like a regular smartphone when folded and closer to a tablet when unfolded.
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Huawei Drops to 14% as Motorola Razr 70 Lifts Lenovo
Huawei remained in second place, but its share fell from 18% to 14%. SAG attributes the drop to weak demand in China and to the Huawei Pura X View, a newly launched wide foldable that ate into sales of its other models.
Lenovo, which owns Motorola, held on to third place and grew its share by 2 percentage points to 8%. SAG credits the wider rollout of the Motorola Razr 70 series across more countries and sales channels. This series includes the Motorola Razr 70, Motorola Razr 70 Plus and Motorola Razr 70 Ultra.
Excluding Samsung, combined foldable shipments from every other brand fell 24% year-on-year. SAG says high prices and a lack of compelling use cases are still holding back mainstream adoption.
| Brand | Q3 2026 Foldable Market Share | Change (YoY) |
|---|---|---|
| Samsung | 69% | +9 percentage points |
| Huawei | 14% | -4 percentage points |
| Lenovo (Motorola) | 8% | +2 percentage points |
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Wide Foldables Are Taking over and Apple Could Overtake Samsung in Q4
The bigger trend in SAG’s report is the rise of wide-format foldables. Book-style foldables with wider screens made up about 45% of global foldable shipments in Q3, making them the most popular form factor. SAG expects that share to go beyond 65% in Q4.
That growth is expected to come largely from Apple’s first foldable, the Apple iPhone Duo, which went on sale in late October 2026. SAG predicts that Apple will overtake Samsung to become the world’s largest foldable brand in Q4 2026.
Further, the report adds that overall foldable shipments will return to double-digit growth during the quarter. That’s a far more aggressive forecast than TrendForce’s earlier estimate, which said the iPhone Duo could make Apple the world’s second-largest foldable brand in 2026.
However, Apple’s path to the top isn’t entirely clear. Apple CEO John Ternus has admitted that iPhone Duo supply remains constrained, with shipping estimates on Apple’s online store stretching to late January 2027.
Apple has also confirmed inner display issues on a small number of units. How quickly Apple can ramp up supply will likely decide whether SAG’s Q4 prediction holds.
Looking further ahead, SAG expects the global foldable market to keep growing at double digits through 2027.
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