Major Smartphone Brand Suspends Foldable Phone Launch Plans for 2025: Report

A major smartphone brand appears to be suspending its foldable phone launch plans for 2025, according to reports from China. Although the brand’s identity has not been revealed, it is reported that the company has decided to halt its foldable lineup for next year as foldables remain a niche and costly category within the broader smartphone market.

A Major Brand Reportedly Exits the Foldable Market

The company is said to be reevaluating its foldable strategy, according to Chinese publication 163.com. Unlike Samsung and Huawei, which have managed to profit in the foldable space, many other brands are still in early phases and testing the market. While foldables from brands like Xiaomi, OPPO, and Vivo have attracted attention, sales figures have not fully met targets.

For instance, the Xiaomi MIX Flip, launched alongside the Xiaomi Mix Fold 4 in July, sold approximately 460,000 units—short of its 500,000-unit target. Meanwhile, the Mix Fold 4 has reportedly seen even lower numbers, with fewer than 100,000 units sold.

Mixed Performance from OPPO and Vivo

OPPO and Vivo are reportedly reassessing their plans, with rumors that smaller foldable models may be postponed. However, both brands seem to remain committed to larger foldable devices to keep their high-end product lines intact. OPPO’s Find N5 and Vivo’s X Fold 4 are expected to continue development, though there is uncertainty about smaller foldable models under the “Flip” branding.

Tecno and Infinix Enter the Foldable Market

Tecno and Infinix recently joined the foldable space with models like Tecno Phantom V Fold 2, Phantom V Flip 2, and Infinix Zero Flip. Tecno has also teased the Indian launch of the Phantom V Fold 2. Given these launches, it is unclear if these brands plan to pull out of the category after entering the market.

Foldable Market Slows Down

Despite initial excitement around foldables, China’s foldable phone segment has encountered challenges in achieving strong growth. IDC’s latest quarterly report shows that China’s foldable shipments reached 2.23 million in Q3 2024—a modest 13.6% YoY growth, marking a slowdown compared to previous quarters.

The report highlights that the foldable category may face headwinds as brands reassess profitability, indicating that the foldable market may need further innovation and price adjustments to reach a wider consumer base.