Samsung’s Galaxy Z Fold7 has emerged as the company’s fastest-selling foldable smartphone in Western Europe, achieving over 250,000 unit sales within its first four weeks. This remarkable performance more than doubles the launch sales of its predecessor, the Galaxy Z Fold6, according to Counterpoint Research.
Launched in July 2025, the Galaxy Z Fold7 has set a new benchmark by selling nearly 70% more units than Samsung’s previous top-performing foldable, the Z Fold4. It also surpassed the initial sales figures of any book-type or clamshell foldable from any manufacturer in the region. This success underscores a significant shift in consumer acceptance of foldable technology.
Breaking New Ground in Foldable Technology
“After years of iterative upgrades, the Galaxy Z Fold7 is a major step forward, and Samsung has finally closed the gap on the competition,” stated Jan Stryjak, Associate Director at Counterpoint Research. The Z Fold7 is noted for being Samsung’s thinnest and lightest book-type foldable to date. It features an improved camera module and advanced Galaxy AI capabilities, positioning it as a breakthrough device that brings foldable smartphones to the mass market.
The success of the Z Fold7 marks a pivotal moment for foldable adoption in Western Europe, where the form factor has struggled to move beyond early adopters despite years of refinement. Samsung’s combination of hardware improvements, AI integration, and extensive market reach appears to have overcome previous barriers to mainstream acceptance.
Rising Competition in the Foldable Market
Despite Samsung’s impressive sales figures, competition in the foldable segment is intensifying. HONOR’s Magic V5 has reclaimed the title of the world’s thinnest book-type foldable while offering a larger battery and a more competitive price point. Meanwhile, Google launched its Pixel 10 Pro Fold in August, integrating its renowned AI capabilities into the foldable format.
“Samsung is not the only foldable player in town,” Stryjak noted. “With HONOR’s Magic V5 re-taking the crown as the world’s thinnest book-type foldable, and with a much larger battery and a slightly lower price too, it could also prove very popular.”
Anticipating Apple’s Entry into the Market
The most significant development on the horizon is Apple’s expected entry into the foldable market in 2026. Industry analysts anticipate that Apple’s arrival could dramatically expand the premium foldable segment, similar to how the company transformed the smartwatch and wireless earbud markets.
“Add to the mix Google’s Pixel 10 Pro Fold and Apple’s expected entry into the segment next year, it is a very exciting time for the smartphone market in Europe,” Stryjak added.
While specific European pricing for the Galaxy Z Fold7 wasn’t disclosed, it is likely to retail around €1,899-1,999 based on previous models. In Australia, comparable flagship foldables typically range from $2,499 to $2,999, positioning them as ultra-premium devices.
Foldables Transitioning to Mainstream
The 250,000 units sold in Western Europe in just four weeks suggest that foldables are transitioning from a niche curiosity to a viable smartphone category. For context, this represents approximately 2-3% of total smartphone sales in the region during that period, a small but rapidly growing share.
Samsung’s success with the Z Fold7 stems from addressing long-standing criticisms of foldables:
- Reduced thickness and weight approaching conventional smartphones
- Improved camera systems matching flagship specifications
- Galaxy AI features optimized for the dual-screen format
- Enhanced durability addressing early reliability concerns
These improvements, combined with Samsung’s extensive retail presence and marketing reach, have helped normalize foldables among mainstream consumers who were previously hesitant about the form factor.
The Western European foldable market appears poised for significant expansion. With Samsung demonstrating mainstream viability, HONOR and Google providing competition, and Apple’s anticipated entry, the segment could see explosive growth through 2026-2027. For Samsung, maintaining leadership will require continued innovation as competitors close the technology gap.
The company’s first-mover advantage and ecosystem integration provide defensive moats, but Apple’s entry could reshape market dynamics entirely, particularly in premium segments where both companies compete most directly.
The Z Fold7’s sales performance suggests foldables have finally found their product-market fit in Western Europe, moving from experimental technology to a genuine smartphone alternative.
