Samsung Foldables Outperform Last Year in Europe

Samsung has confirmed that sales of its Galaxy Z Fold8 and Z Fold8 Ultra are running 50 percent higher in Europe compared to the previous year's Z Fold7. This figure, reported by GSMArena, represents a substantial increase in consumer demand for the wider, tablet-style foldables. The data indicates that the company's new lineup is resonating more strongly with buyers than the single large-screen model offered last year.

However, the comparison involves two distinct phone models against one previous generation, which complicates a direct one-to-one analysis. Despite this structural difference, the numbers suggest that there was an unmet demand for a broader range of options in Samsung's foldable portfolio. The market appears to be favoring the premium, larger-form-factor devices over the simpler, single-generation offering from 2024.

Flip Users Are Switching to Larger Folds

A significant driver of this growth is the migration of users from smaller devices. Samsung notes that the number of former Galaxy Z Flip owners upgrading to the Z Fold8 is three times higher than the number who switched to the Z Fold7 last year. This trend highlights a clear preference among existing foldable users for the larger screen real estate and productivity features offered by the wide-format phones.

In the United States, the combined sales of the Z Fold8 and Z Fold8 Ultra are up 30 percent year-over-year. These two models now account for 80 percent of all current Galaxy Z series purchases in that market. This leaves only 20 percent of the market share for the compact Z Flip8, indicating that the smaller form factor is becoming a niche segment rather than a mainstream driver of sales.

Attracting New Customers From Competitors

The 2026 foldable lineup has also been more effective at poaching customers from rival brands. In Europe, 20 percent of Z Flip8 buyers switched from competing manufacturers, while in the US, that figure stands at 30 percent. For many of these consumers, the Z Flip8 serves as their first entry into the foldable category, acting as a gateway into Samsung's ecosystem.

Notably, the new models have shown particular success in attracting iPhone users. There was a 60 percent increase in iPhone owners purchasing a Galaxy Z8 phone compared to the previous year's Z7 series. This suggests that the current design and feature set are more compelling to Apple's user base than the previous generation, potentially signaling a shift in loyalty among premium smartphone users.

Apple Enters the Foldable Market

These sales figures arrive just hours before Apple is scheduled to unveil its first foldable device. The introduction of a competitor from a major rival adds a new dynamic to the market. Samsung's recent performance suggests it has established a strong foothold, but the arrival of Apple's hardware could challenge its dominance in the coming months.

The trade-off for consumers remains the high price point of these devices, with European prices starting near 1,900 euros for the larger models. While the sales momentum is strong, the market is about to face its first significant test from a direct competitor with a massive installed base. The long-term success of Samsung's foldables will depend on how well they retain users in the face of this new option.