The North American foldables of the Google Pixel are debuting at Apple

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

Counterpoint Research informs thatBy 2025, the Google Pixel accounted for about 5% of foldable devices in North America. That’s a far cry from Motorola’s 44% and Samsung’s 51%, but it’s nothing.

Apple will strongly shake this market The opposite point It predicts that Apple will account for 46% of the total foldable market in North America in 2026. That’s for a market that’s growing just shy of 50% overall, but still displacing existing names.

Samsung is expected to drop from 51% to just 29% and Motorola to 23%. Although Samsung is working on new foldable models, including the addition of a “Wide” book-style folding model, as well as Motorola preparing to introduce the new Razr Fold.

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The Google Pixel will likely retain a small share, dropping from 5% to 3%.

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

The opposite point says:

Google may face significant downward pressure due to the structural redistribution of market shares following Apple’s entry. Additionally, given that its single-fold lineup closely aligns with Apple’s expected device in both form factor and price point, some of the existing demand base may shift towards the Apple ecosystem. As a result, its share is projected to decline from 5% in 2025 to 3% in 2026, despite product renewal…

Apple’s entry is expected to spur expansion of the foldable smartphone market by unlocking demand for upgrades in the existing iPhone user base, particularly in the ultra-premium segment. At the same time, part of this demand is also predicted to include replacement demand from existing foldable Android users, which means that Apple’s volume will not fully expand into the market in the early 2026 phase.

It is not surprising that Apple can capture such a large part of the market. In the US, the iPhone in particular dominates, and while foldables have prompted many iPhone users to give Android a chance, many have been waiting to see Apple’s first attempt at a foldable before giving the form factor any credit.

Apple is expected to unveil its first foldable iPhone in September, while its Android rivals are rolling out updates to their lineups sooner. Motorola is expected to update the Razr in the next few weeks, and Samsung is expected to do the same will host the end of July for the new Galaxy Z devices, and Google usually brings out new models in August.