Business
Foldable Phones Set to Capture 10% of Europe’s Premium Market by 2028 as Apple Prepares Entry
Foldable smartphones are expected to gain significant traction in Europe over the next few years, with analysts projecting they will account for 10 percent of the region’s premium handset sales by 2028. The forecast comes as Apple prepares to launch its long-rumored foldable device in 2026, a move industry observers believe will mark a turning point for the market.
Foldable phones are not a new concept, with Samsung, Google, and Honor among the brands already selling devices. In 2024, foldables represented around 11 percent of the high-end Android market, according to research firm Counterpoint. Overall, they made up about 2 percent of total smartphone sales in Europe, though shipments rose 37 percent year-on-year.
The most popular design remains the “book-type” foldable, seen in models such as Samsung’s Galaxy Fold and Honor’s Magic V5. Sales of these devices surged 60 percent in 2024, but they still accounted for only 1 percent of the overall handset market in Europe.
Apple’s anticipated entry into the foldable segment in 2026 is expected to accelerate adoption. While details of its device remain under wraps, industry executives predict the launch will reshape consumer perceptions.
“We think that will boost the market for the adoption of foldable devices,” said Adam Cao, president for Western Europe at Honor. “We are not afraid of the competition from the big brands. If that big brand boosts the market and makes foldables explode, we think it’s perfect — we will benefit from this kind of competition.”
Daniel Hernandez Ortega, global vice president of devices and consumer IoT at Telefónica, agreed that Apple’s arrival will make foldables “the most aspirational form factor” in the market.
Currently, foldables remain firmly positioned in the premium category, with most models priced at €1,300 or higher. Premium smartphones are generally defined as those costing more than €800, placing foldables at the upper end of the spectrum.
Despite the promising growth outlook for foldables, Europe’s overall smartphone market is expected to remain stagnant. “The European market is going to be flat-ish in the next few years,” Hernandez Ortega said. “There is not a single country in Western Europe that projects double-digit growth in the next five years.”
GSMA data shows that by 2024, Europe had 795 million SIM connections, a penetration rate of 134 percent, underscoring market saturation. At the same time, growing consumer awareness around sustainability has extended device replacement cycles to three or four years in most countries, creating additional headwinds for manufacturers.
Still, with consumer interest shifting toward innovative designs and new form factors, analysts believe foldables can carve out space in an otherwise mature market. Apple’s expected entry may well be the catalyst that propels foldable smartphones from niche status to mainstream adoption in Europe’s premium segment.
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