The Honor Magic Vs is on display at Honor’s stand at Mobile World Congres in Barcelona. The near $1,700 device is Honor’s attempt to challenge Samsung in the foldable smartphone market.
Arjun Kharpal | CNBC
It looks like the year of the foldable — a term used to describe a smartphone with a bendable screen.
A slew of foldable devices have hit the international market this year, as electronics giants, mainly Chinese, look to catch up to Samsung in a smartphone category it pioneered.
Analysts have questioned how big the foldable category can actually get, given the high price of the devices and their lack of clear uses right now.
“They’re all lovely, everyone is excited by them, but do we really know how big the market is?” Ben Wood, chief of research at CCS Insight, told CNBC via email.
“We are only at the beginning of the journey for the foldable story, that is a far from mature category.”
Foldables hit global market
Samsung launched its first foldable phone in 2019 and really created this category of smartphones. These devices have a single screen that can bend, giving users a much bigger display surface in a device that they can carry around in their pockets.
Since the Samsung Galaxy Fold was unveiled around four years ago, the South Korean giant has launched a number of other devices. The Galaxy Fold series opens outwards like a book, while the Galaxy Z Flip opens up like a traditional flip phone.
Samsung accounted for 80% of global foldable shipments in 2022, according to Canalys. The market expects foldable phone shipments to jump 111% year-on-year to 30 million in 2023.
Still, these devices account for just over 1% of the total smartphone market, according to IDC data.
That potential growth is what other firms are chasing, as they try to catch up to Samsung.
Lenovo CEO Yuanqing Yang told CNBC Wednesday that Motorola would be bringing a new version of its foldable Razr device out later this year. Lenovo owns Motorola.
Honor CEO George Zhao told CNBC in an interview last week that there are still a lot of challenges with foldable devices, particularly surrounding battery life, the weight of the devices and their high cost. Honor’s Magic Vs is priced at over $1,600.
But the push from electronics players to launch foldables comes from a desire for these brands to make inroads into the premium end of the smartphone market, which Samsung and Apple heavily dominate.
High-end smartphones — those that cost over $800 — accounted for 18% of the total handset market in 2022, up from 11% in 2020, Canalys data shows.
“As I see foldable devices, they are more connected to [an] attempt improving brand image through showcasing innovation than selling large volumes,” Runar Bjørhovde, analyst at Canalys, told CNBC via email.
The “wow factor” may have worn off for consumers now that Samsung has had folding smartphones on the market for a few years, according to Bjørhovde, who said that, ultimately, a lower price will be needed for rivals to compete with the South Korean electronics giant.
The foldable phone is “no longer surprising and unexpected, and a big part of the reason is Samsung’s big marketing investments that has normalised the form factor,” the analyst said.
He added that revolutionizing foldables will be close to impossible, moving forward.
“Developments will be more about gradual evolution and lowering price points. Lower price points will particularly be key for vendors out to challenge Samsung’s dominance,” Bjørhovde said.
President Donald Trump‘s dealings with Intel and Nvidia amount to a “scattershot method of crony capitalism,” Walter Isaacson said Thursday.
“That state capitalism often evolves into crony capitalism, where you have favored companies and industries that pay tribute to the leader, and that is a recipe for not only disaster, but just sort of a corrupt sense of messiness,” he told CNBC’s “Squawk Box.”
The Tulane University professor, widely known for his recent Elon Musk biography, argued that this method won’t succeed in reviving American manufacturing.
Isaacson’s comments come as the Trump administration wades further into influencing the way companies operate in the U.S.
The White House is pushing for a stake in embattled chipmaker Intel after Trump called CEO Lip-Bu Tan “highly CONFLICTED” and said he should resign.
Earlier this month, both Nvidia and Advanced Micro Devices agreed to pay 15% of their China revenues to the U.S. government for export licenses to sell certain chips there.
Isaacson said he’s always been “dubious” of public-private partnerships. He highlighted Trump’s push for Coca-Cola to use cane sugar in its namesake soda as another example of “crony capitalism.”
A person holds Google Pixel 10 Pro mobile phones during the ‘Made by Google’ event, organized to introduce the latest additions to Google’s Pixel portfolio of devices, in Brooklyn, New York, U.S., August 20, 2025.
Brendan McDermid | Reuters
While Google made a big splash with its Pixel 10 series of smartphones, it was the software features that were strategically important for the tech giant’s bid to compete with players like OpenAI and Perplexity in consumer AI.
As it introduced its latest devices on Wednesday, Alphabet-owned Google showed off a slew of artificial intelligence features that are powered by the firm’s Gemini AI models. “Magic Cue,” for example, can scour various apps for information and deliver it to users when required. “Camera Coach” can give users tips on how to adjust framing and other aspects of a picture for the perfect shot. Live translation for phone calls is also available.
All of this gives a glimpse into the so-called “agentic AI” future that tech giants are hoping to reach, where super-smart AI assistants can carry out complex tasks.
It is a pivotal time for Google to come up with answers, as fears mount that users and revenue from its core search product could be eroded as more people turn to rivals like Perplexity and OpenAI’s ChatGPT.
Before Google lies a unique opportunity — the company develops Android, the operating system that is installed across more than three billion devices globally, many of which are smartphones.
“The company is leapfrogging rivals like OpenAI and DeepSeek by leveraging its access to billions of Android users, enabling a more effective distribution, integration, and a wider range of use cases for Gemini at scale,” Neil Shah, partner at Counterpoint Research, told CNBC.
Ben Wood, chief analyst at CCS Insight, said the smartphone is the “most pervasive consumer device on the planet” and that Google now has an “opportunity to get people hooked on Gemini.”
Google doesn’t need to sell a high volume of Pixel phones to find AI success with consumers. In fact, Pixel had just a 0.3% share of the global smartphone market in the first half of the year, compared to 23% for Samsung and 11.8% for Apple, according to the International Data Corporation.
But Google’s aim with its smartphones is to show off the best that Android has to offer in terms of software and AI. At that point, Android licensers, which include the likes of Samsung and Xiaomi, may adopt some of those features on their new handsets.
This cycle would in turn spread Google’s Gemini and AI tools to more users.
“This massive user base creates a “flywheel effect” of adoption, usage, and feedback, further solidifying Gemini’s position as a master agent on the most widely used device on the planet—the smartphone,” Shah said.
The timing is also advantageous because of struggles at rival Apple. The Cupertino giant’s lack of AI strategy has concerned investors, with the iPhone showing very few features compared to Google’s offerings.
“Google has their tails up because Apple has dropped the ball. When Apple gets AI right it will be a fantastic experience. But right now, Google and all Android licensees have a window of opportunity,” Wood said.
Yet while there is now a land grab for users between major AI players, questions still linger over how Google will eventually monetize its AI services.
The U.K. government is facing a legal challenge from campaigners over its decision to override a local authority and wave through development of a new “hyperscale” data center.
Last year, the local authority of Buckinghamshire, England, denied planning permission for proposals to build a new 90-megawatt data center on green belt land. The green belt is a term in British town planning that refers to an area of open land on which building is restricted.
Data centers, large facilities that house floods of computing systems to enable remote delivery of various IT services, have seen huge demand in recent years amid a global rush to develop powerful new AI systems, such as OpenAI’s popular ChatGPT chatbot.
At the same time, they have been met with concerns from environmental campaigners and activists due to the vast amounts of power they require to keep them running on an ongoing basis. AI, in particular, has been criticized for consuming massive amounts of energy.
Plans to develop the Buckinghamshire facility were twice rejected by the council previously. However, they were again resurrected under the Labour government, which is pushing to make the U.K. a global artificial intelligence hub by ramping up national computing capacity.
Buckinghamshire council again rejected the planned data center in June 2024, saying it would be “inappropriate” to develop it on the green belt. Then, last month, British Deputy Prime Minister Angela Rayner granted planning permission for the project, overturning the local authority’s decision.
Campaign groups Foxglove and Global Action Plan announced on Thursday that they filed a formal planning statutory review asking a court to quash Rayner’s approval of the data center, raising concerns over the vast amounts of power and water such facilities require.
“Angela Rayner appears to either not know the difference between a power station that actually produces energy and a substation that just links you to the grid — or simply not care,” Foxglove Co-executive Director Rosa Curling, said in a statement Thursday.
“Either way, thanks to her decision, local people and businesses in Buckinghamshire will soon be competing with a power guzzling-behemoth to keep the lights on, which as we’ve seen in the States, usually means sky-high prices.”
The U.K. Ministry of Housing, Communities and Local Government — which Rayner also leads — declined to comment on the legal action when asked about it by CNBC. The government has previously stressed the importance of building data center infrastructure to compete on a global level in AI development.
Thursday’s move comes after British Prime Minister Keir Starmer in January announced plans to block campaigners from making repeated legal challenges from so-called “Nimbys” to planning decisions for major infrastructure projects in England and Wales.
Nimby is a derogatory term that refers to people who protest developments they view as unpleasant or hazardous to their local area.