Samsung’s Galaxy Flip phone was a game-changer in the world of foldable technology. Before the Flip, foldable devices like the Galaxy Fold were large and bulky, focusing on maximizing screen size rather than portability. The success of the Flip surprised Samsung, capturing 70% of the company’s foldable sales in 2021 due to its portability and lower price point.
Samsung’s dominance in the foldable market has led to increased competition, forcing the company to make changes to its devices. For example, Samsung widened the Fold’s front-facing screen in response to customer feedback about its awkward aspect ratio. Despite the novelty of foldables, consumer interest wanes over time, especially with new competitors like Google’s Pixel Fold and the OnePlus Open entering the market.
Motorola’s foldable Razr also emerged as a strong competitor, despite initial skepticism about the device. The 2020 Razr faced criticism for its high price and subpar specs, but Motorola has since improved its foldable technology, offering a more affordable option compared to Samsung’s devices.
While foldables have not significantly impacted smartphone sales, the market is growing rapidly. In the first quarter of 2024, the global foldables market grew by 49%, with Huawei surpassing Samsung for the first time. Huawei’s success in China, driven by the transition to 5G, contributed to its significant growth, while Motorola also saw a substantial increase in global shipments.
Samsung’s challenge now is to keep the foldable category exciting and appeal to a wider audience. With prices starting at $1,900 for the Fold and $1,100 for the Flip, Samsung needs to convince non-foldable owners to make the switch and entice existing customers to upgrade. While Samsung excels in imaging technology, Motorola’s Razr+ offers a great folding experience at a more affordable price point, making it a strong competitor in the market.
Looking ahead, affordability will be the key to driving innovation in foldable technology. Samsung is rumored to be working on a more affordable version of the Fold, but the company’s hesitance may hinder its ability to stay ahead of the competition. As the foldable market continues to evolve, consumers can expect to see more options at various price points, making this technology more accessible to a wider audience.