Samsung Is Under Serious Pressure. Here’s Why It Needs to Nail Its Next Z Fold Phone - CNET

What the report says

CNET reports that Samsung faces an unusually high-stakes Galaxy Unpacked event in London on Wednesday, where it is widely expected to introduce its next Galaxy Z Fold and Galaxy Z Flip models. The outlet frames the launch as a test of whether Samsung can keep its early lead in foldable phones, a category it helped establish with the first Galaxy Fold in 2019.

According to CNET, competition has intensified as foldable shipments in North America rose 28% year over year in 2025, citing Counterpoint Research. The report says Samsung’s position weakened while Motorola gained ground with its Razr lineup, including a flip-style device priced about $300 below Samsung’s comparable model. Motorola’s share reportedly reached 44% in 2025, up about 14 percentage points from 2024, roughly matching Samsung’s decline. Google’s Pixel Fold and brands such as Honor and Huawei outside the U.S. add further pressure.

The biggest potential disruption, CNET says, may come from Apple, which is widely expected by analysts and rumor watchers to enter the foldable market soon with a book-style iPhone. Counterpoint forecasts Apple could take 28% of the foldables market by year-end if it launches, and analyst Paolo Pescatore told CNET that Apple’s entry could reset buyer expectations.

CNET also notes that a memory shortage, described as “RAMageddon,” has already pushed Samsung phone prices higher and could affect new foldables. The broader importance is that foldables remain a relatively young, premium segment; Samsung’s next devices may need more than incremental upgrades to defend its lead if Apple and lower-cost Android rivals broaden consumer interest.