Prime Highlights

• Apple’s first foldable phone is expected in 2026, a move that could transform the premium smartphone market in Europe.
• Foldable phones are gaining strong momentum and are predicted to reach 10% of the premium market by 2028.

Key Facts

• Sales of foldable phones in Europe grew by 37% in 2024, showing rising consumer interest.
• Book-style foldable devices could sell nearly 4 million units per year in Europe by 2028.

Key Background:

The foldable phone market in Europe is set for big changes, as Apple is expected to release its first foldable model in 2026. Experts believe this move will speed up demand and make foldable phones more common, with the devices possibly reaching 10% of the premium market by 2028.

Foldable phones are not entirely new to consumers. Brands like Samsung, Google, and Honor have been leading the way for several years, particularly in the premium segment where devices typically cost above €1,300. Despite being a niche product today, foldables are witnessing rapid growth. In 2024 alone, sales rose by 37% year-on-year, according to research by Counterpoint. Book-style foldables, such as the Samsung Galaxy Fold and Honor Magic V series, recorded a remarkable 60% increase.

Industry experts believe Apple’s entry will mark a turning point. Adam Cao, Honor’s President for Western Europe, said Apple’s entry would help the foldable phone market grow. Far from fearing the competition, brands like Honor welcome Apple’s move, expecting it to expand consumer awareness and drive adoption.

Daniel Hernandez Ortega, Global VP of Devices at Telefónica, said foldable phones are becoming one of the most attractive options for buyers and could soon be the top choice in the market. Since premium smartphones already make up nearly one-third of sales in Europe, foldables are expected to play an important role in boosting this segment. Countries like the UK and Germany are showing strong potential for higher adoption in the coming years.

Experts believe sales of book-style foldable phones in Europe could rise to nearly four million units a year by 2028. To make these high-end devices more affordable, trade-in schemes and the growing second-hand market are expected to become more popular, giving more people access to premium models.

The smartphone market in Europe is already crowded, but foldable phones are adding new excitement and ideas. With Apple set to launch its foldable in 2026, the premium phone market is expected to change in a big way, giving buyers more options to choose from.

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