Core Insights - The folding smartphone market in Western Europe is shifting from a dual-brand dominance of Samsung and Honor to a more competitive landscape with the entry of Motorola and Google [4][5][7] - Motorola's Razr and Google's Pixel Fold have gained significant market share, indicating a diversification in the competitive dynamics of the folding smartphone segment [5][7][8] Market Dynamics - In the first half of 2025, Motorola's Razr 60 led the market with a 15% share, while combined with Razr 50, the total share reached approximately 27%, comparable to the previous year's leading models [7] - Google's Pixel 9 Pro Fold and Samsung's Galaxy Z Flip6 each maintained just over 10% market share, contributing to a more balanced competitive environment [7][8] - The overall folding smartphone market is experiencing steady growth, with a decrease in concentration and an increase in competition among brands [5][7] Future Outlook - Google’s Pixel 10 Pro Fold launched in early October 2025, supported by promotional activities, is expected to perform well in markets like the UK [8] - Motorola aims to surpass Honor and become the second-largest brand in the European folding smartphone market by expanding distribution and promotional efforts [8] - The market is anticipated to become more active during the holiday season, with brands that demonstrate confident product design and stable execution likely to capture growth [8][9] - Apple is expected to enter the folding smartphone market in the second half of 2026, which may reshape resource allocation and pricing strategies among operators [8]