Honor’s surprise attack to Samsung foldable empire in Europe

In a big blow, Honor defeated Samsung in the Western Europe foldable market in Q2 2024. The company has sold the most book-type foldable phones across the markets, excluding the Huawei-dominated China.

Counterpoint Research reports that Honor outpaces Samsung foldable in West Europe in Q2. Samsung will reclaim its dominance in the third quarter given the recent launches of its new model – Galaxy Z Fold 6.

Analysts at Counterpoint believe that Samsung will reclaim the leading global position with the launch of the new Z6 Series in Q3 2024. However, the intensified competition will likely result in a significant YoY decline in its market share.

It was the first time when Samsung ranked second in the Western European foldable market. However, the Korean tech giant has fierce competition in the foldable segment outside the Chinese market as well.

Notably, Western Europe is the second-largest market for foldables after China. Honor saw its foldable shipments soar a whopping 455% in the second quarter year-over-year. The company is all set to launch the new Magic V3 in the global market this week.

Magic V3 is said to be the world’s slimmest foldable smartphone at 9.8mm thick when folded. Samsung is also bringing a slimmer Galaxy Z Fold this year, which could be 10.6mm thick and launch in China and South Korea only.