Motorola’s Surprising Comeback Exposes the Cracks in Samsung’s Foldable Strategy

For years, Samsung has reigned as the undisputed king of the foldable smartphone market, especially in the United States. But as 2025 draws to a close, a new challenger has emerged with more momentum than anyone expected: Motorola. Once considered a nostalgic brand from the past, Motorola’s resurgence in the foldable arena is not only surprising – it’s also a warning shot to Samsung. The company’s recent performance in the US market has been so strong that analysts are now whispering what once seemed unthinkable: Samsung’s foldable dominance might be slipping.

Market forecasts paint a mixed picture for Samsung’s future. Despite the global recognition of its Galaxy Z Fold 7 and Z Flip 7 models, the brand’s US market share is predicted to decline at the end of 2025 compared to 2024, and again in 2026 compared to this year. Meanwhile, Motorola’s foldable sales in the same period have exploded, catching Samsung off-guard. Although a slight dip is expected next year, it’s clear that Motorola’s strategy – affordable, fun, and user-centered – is resonating with consumers in a way Samsung’s approach is not.

Where Samsung Lost the Plot

So what went wrong for the Korean giant? The answer can be summed up in five words (and a number): Galaxy Z Flip 7 FE. The so-called “Fan Edition” should have been Samsung’s gateway product for mainstream users – the foldable that made the format accessible to the average buyer. Instead, it became an example of how to misunderstand your own audience. At a starting price of $900, it was neither cheap enough to lure budget-conscious users nor compelling enough to justify its existence alongside the premium Z Flip 7. Worse still, it quietly vanished from Samsung’s own US store, signaling a lack of confidence or commitment to making foldables truly affordable.

Samsung, it seems, is more interested in chasing futuristic concepts like tri-fold phones – devices that will cost a small fortune – than consolidating its lead in a market it helped create. In doing so, it risks alienating the very customers who once viewed Galaxy foldables as the future of smartphones. The company’s obsession with experimental designs and its habit of shadowing Apple’s every rumored move have left it distracted and disconnected from real-world buyers.

Motorola’s Razor-Sharp Focus

Contrast that with Motorola. The Razr 2025 and Razr Plus 2025 models have been everything Samsung’s mid-tier foldables aren’t – playful, competitively priced, and beautifully designed for everyday users. Motorola has leaned heavily into nostalgia, pairing it with meaningful innovation. Its foldables feel personal and fun, while Samsung’s increasingly come across as corporate experiments. The result? Motorola has transformed from an underdog into a genuine contender for the top spot in foldables, at least in the US.

Samsung could easily course-correct, but doing so requires humility – something the tech giant rarely displays. Releasing a Galaxy Z Fold Fan Edition and bringing back the Z Flip 7 FE at a realistic $700 price point could be the spark Samsung needs. There’s a massive audience waiting for an affordable entry point into foldables. Instead of focusing on beating Apple to an imaginary iPhone Fold, Samsung should look over its shoulder at Motorola, which is already executing a far smarter strategy.

The Price Problem and Missed Opportunities

Foldables were supposed to represent the next era of smartphone innovation, but pricing has held back their potential. Samsung’s insistence on keeping prices high – $1,200 and above for book-style foldables and $900 for clamshells – turns what could be a mainstream product into a luxury toy. Imagine a world where the Galaxy Z Flip 7 FE cost $650: it would have been an instant bestseller, not a quiet failure. Instead, Samsung’s refusal to compromise on price has allowed Motorola to swoop in with products that feel just as premium for far less.

To be fair, Samsung’s hardware engineering is still unmatched. The Galaxy Z Fold 7 remains a masterpiece of miniaturization and durability. But innovation without accessibility isn’t leadership – it’s vanity. By pricing its foldables out of reach, Samsung risks repeating the mistakes of its rivals from a decade ago – focusing on prestige while competitors quietly win over the public.

Can Samsung Turn Things Around?

Will 2026 be the year Motorola dethrones Samsung in the US foldable market? It’s possible. Market research firms like Counterpoint predict Samsung’s share will continue to slip, though forecasts are just educated guesses. Still, the trends are hard to ignore: Motorola’s US foldable sales are growing faster than expected, while Samsung’s growth has plateaued. Even if Samsung retains its number-one position by volume, the narrative has shifted – Motorola is now seen as the innovator, and Samsung as the one playing defense.

The irony is that Samsung still has the power to reverse its fortunes. The company could introduce a true Fan Edition lineup for both its Flip and Fold models, focusing on affordability and practicality instead of prestige. A $1,200 Z Fold FE and a $650 Z Flip FE would completely reshape the foldable market. But will Samsung listen? Probably not. Its leadership remains fixated on what Apple might be doing with a theoretical iPhone Fold, despite already being years ahead of Cupertino in this space.

Meanwhile, Motorola’s roadmap looks promising. If the rumored Edge 70 launches globally this year, it’ll strengthen Motorola’s ecosystem and increase brand loyalty. The next Razr generation could arrive even sooner than expected, applying more pressure on Samsung’s premium models and further proving that innovation isn’t just about futuristic tech – it’s about timing, pricing, and understanding consumers.

Samsung’s foldable crown isn’t gone yet, but it’s wobbling. Unless the company learns from Motorola’s playbook – accessible pricing, fun design, and genuine consumer engagement – it may find itself looking up at a revived rival it once dismissed as ancient history. The battle for foldable supremacy has never been closer, and for the first time, it’s not clear that Samsung will win.