Image showing Samsung Z Fold 8
Samsung is seeing strong demand for its latest foldable smartphones, with combined sales of the Galaxy Z Fold8 and Galaxy Z Fold8 Ultra increasing by 45% across Europe compared with the Galaxy Z Fold7. The company announced the latest figures on October 22, 2026, highlighting growing consumer interest in foldable phones.
The increase covers the first nine weeks following the devices' launch on August 7, 2026, compared with the equivalent period for the Galaxy Z Fold7 in 2025. Samsung's earlier September announcement reported a 50% increase, but its latest figures provide a more precise measurement of the sales growth.
The results suggest that Samsung's wider foldable lineup and redesigned hardware are attracting more customers. The company also reported a substantial increase in online searches for its foldable smartphones, indicating that interest in the category is growing across European markets.
Samsung Galaxy Z Fold8 Series Records Strong European Sales
The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra have delivered a strong sales performance in Europe, according to Samsung's latest announcement. Their combined sales were 45% higher than those of the Galaxy Z Fold7 during the comparable period a year earlier.
Samsung attributes the growth to strong demand for its latest book-style foldable smartphones. These devices combine a conventional outer screen with a larger folding display, allowing users to switch between everyday smartphone tasks and a more expansive screen for reading, gaming, entertainment and productivity.
However, Samsung has not disclosed individual sales figures for the Fold8 and Fold8 Ultra. The reported increase applies to the two models combined, so it does not establish how much either device contributed independently.
The results nevertheless represent a positive development for Samsung as competition in the foldable smartphone market intensifies.
Google Searches for Samsung Foldable Phones Surge
Samsung also reported a significant increase in online interest in its foldable devices. Google searches for Samsung foldables across 32 European markets increased by more than 260% in September compared with August.
The strongest weekly increase occurred between September 6 and September 12, when searches rose by 460% compared with the preceding week.
These figures suggest that consumers are paying more attention to foldable smartphones, although search activity does not necessarily translate directly into purchases.
The increase also coincided with Apple's announcement of its first foldable iPhone, the iPhone Duo. The launch may have brought additional attention to the broader foldable category, but Samsung has not established that Apple's announcement caused the rise in searches.
For Samsung, growing consumer awareness could help introduce foldable devices to customers who previously preferred conventional smartphones.
Galaxy Z Fold8 Brings a Wider Design for Everyday Use
The Galaxy Z Fold8's wider design is one of the key elements of Samsung's latest foldable strategy. The device is designed to make the transition between its outer cover screen and larger internal display more practical.
The outer display supports quick tasks such as replying to messages, checking notifications and browsing, while the unfolded screen provides additional room for applications, documents, games and videos.
This flexibility can appeal to users who want the portability of a smartphone with some of the benefits of a small tablet.
Samsung has also emphasized software features designed for the larger display, including multitasking and Galaxy AI tools. These features aim to make foldable devices more useful for everyday productivity rather than treating the folding screen as a design novelty.
The Fold8 Ultra provides another option for customers seeking a premium foldable experience, expanding Samsung's book-style lineup beyond a single model.
Samsung Attracts More First-Time Foldable Buyers
Samsung's earlier sales announcement also highlighted changes in customer behavior. According to the company, 20% of Galaxy Z Flip8 buyers switched from competing brands, with many purchasing a foldable smartphone for the first time.
Samsung also reported that the number of customers upgrading from a Galaxy Z Flip device to the Galaxy Z Fold8 had tripled compared with the transition to the previous Fold7 generation.
These trends suggest that Samsung's foldable lineup is attracting both new customers and existing Galaxy users looking for a different form factor.
The distinction matters because expanding the foldable market requires more than encouraging current owners to replace their devices. Manufacturers also need to convince people who have never owned a folding smartphone that the technology offers practical advantages.
A wider display, improved software and multiple device options could help Samsung reach that audience.
Samsung Faces Growing Competition in the Foldable Phone Market
The foldable smartphone market is becoming more competitive as manufacturers look for new ways to differentiate premium devices. Samsung has spent years developing its Galaxy Z Fold and Z Flip series, while rivals are introducing their own designs and software experiences.
Apple's entry into the category with the iPhone Duo adds another major competitor. Its launch could encourage more consumers to consider foldable phones, while also putting pressure on Samsung to demonstrate the advantages of its existing lineup.
Samsung's latest European sales figures indicate that the Galaxy Z Fold8 family is performing strongly against its predecessor. However, the company has not released enough information to establish how its devices compare with Apple's foldable in total sales or market share.
Long-term success will depend on pricing, durability, software support and whether foldable designs offer enough everyday value to justify their premium cost.
What the Sales Growth Means for Samsung
The 45% increase in combined Galaxy Z Fold8 and Fold8 Ultra sales represents a positive sign for Samsung's foldable business. It suggests that demand remains strong for book-style foldables and that the company's updated product lineup is attracting consumer interest.
The increase in Google searches also indicates that awareness of Samsung's foldable devices has expanded across European markets.
However, the sales comparison has an important limitation: Samsung is comparing two current models against one previous-generation model. The figures do not reveal individual model performance or provide a complete picture of the company's overall foldable market share.
Even so, the latest results give Samsung a reason to remain optimistic as competition grows and more consumers become familiar with folding smartphones.
Final Thoughts
Samsung's Galaxy Z Fold8 and Fold8 Ultra have recorded a 45% increase in combined European sales compared with the Galaxy Z Fold7 during their first nine weeks of availability. The company also reported a substantial rise in online searches for Samsung foldables throughout September.
The results point to growing interest in premium foldable smartphones, supported by updated designs, larger displays and AI-powered features. Samsung is also attracting customers from competing brands and encouraging some existing Flip owners to upgrade to the Fold series.
With Apple now competing in the foldable market, the coming months will show whether Samsung can maintain its momentum. For now, the latest figures suggest that its Galaxy Z Fold8 lineup is off to a strong start in Europe.