Samsung’s smartphone sales had been running below the 2025 level for much of Q2 and early Q3 2026. Then the Galaxy Z Fold 8 series turned the trend around.
The decline before the Fold 8
Per Counterpoint Research, reported by SammyFans on 8 September 2026, Samsung’s global smartphone sales stayed below the previous-year level for much of the second quarter and early third quarter. Rising memory costs pushed prices higher, and many buyers decided to delay their upgrades.
The reversal
The Galaxy Z Fold 8, Galaxy Z Fold 8 Ultra and Galaxy Z Flip 8 went on sale globally from 7 August 2026. After their arrival, Samsung’s sales moved above the previous-year baseline in weeks 32 and 33. In their first two weeks, the lineup recorded 8% higher sales than the comparable launch period of the Galaxy Z7 series.
Counterpoint estimates that the regular Galaxy Z Fold 8 was the biggest driver, accounting for roughly 57% of Z8-series sales in the first two weeks. The research firm notes that its wider, shorter design was preferred in South Korea, the US, Europe, Japan and parts of Southeast Asia.
Europe update — strong, with a catch
Per Samsung’s own update, reported by GSMArena on 22 October 2026, combined Galaxy Z Fold8 and Z Fold8 Ultra sales in Europe were 45% higher than Galaxy Z Fold7 sales over the first nine weeks on sale. An honest reading matters here: in September Samsung had claimed 50%, so the lead has narrowed to 45%. And this compares two new models against one old model — Samsung disclosed no per-model split and no unit totals, so neither Fold8 model is shown to outsell the Fold7 on its own.
Samsung also pointed to Google searches for its foldables rising over 260% in September versus August across 32 European markets, peaking with a 460% jump in the week of 6–12 September — the week Apple unveiled its first foldable, the iPhone Duo.
Preorder momentum
Samsung also reported record domestic preorders of 1.44 million units in South Korea over seven days (28 July to 3 August), with the Galaxy Z Fold 8 accounting for roughly 70% of them — beating the previous domestic record.
What it means
The Fold 8 gave Samsung’s foldable line real momentum, but the headline figures are lineup totals, not single-model wins. Counterpoint expects global foldable shipments to cross 100 million units by end of 2026, with Samsung holding about 38% of the foldable market — while Apple’s first foldable adds new competition.
FAQs
What declined before the Fold 8?
Samsung’s global smartphone sales, which ran below the previous-year level for much of Q2 and early Q3 2026.
By how much did the Z8 lineup beat the Z7 series at launch?
By 8% in sales over the first two weeks, compared with the Z7 series’ comparable launch period.
What is the catch in the Europe 45% figure?
It compares two new models (Fold8 and Fold8 Ultra) against one old model (Fold7), and Samsung gave no per-model split or unit totals. The lead also slipped from 50% claimed in September.
Did the Fold 8 outsell the Fold7 on its own?
Not as far as the public figures show — the available numbers are lineup totals, not single-model wins.
Conclusion
Samsung’s sales were sliding, and the Galaxy Z Fold 8 lineup turned the slide around. The reversal is real — even if the headline numbers deserve a careful reading.
