Samsung has shared a fresh sales update for its latest book-style foldables in Europe, and the numbers look impressive at first glance. The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra together have achieved a 45% increase in sales across the region during the first nine weeks of availability, compared to the Galaxy Z Fold7’s performance in the equivalent period last year. The company’s announcement follows an earlier claim in September that combined sales of the two new models were 50% higher than those of the Z Fold7. This updated figure covers the nine weeks since the devices went on sale on August 7.
What the Latest Figures Show
According to Samsung, the combined sales of the Galaxy Z Fold8 and Galaxy Z Fold8 Ultra have risen by 45% across Europe in the nine weeks following their launch. The comparison is made against the Galaxy Z Fold7’s sales in the same number of weeks in 2025. The company’s headline rounds that up to a 45% increase, which is a notable achievement for a product category that has seen slower growth in recent years.
The update comes just weeks after Samsung first announced a 50% increase in September. That earlier figure was based on a shorter period, likely the first few weeks after launch. The slight dip from 50% to 45% suggests that the initial surge may have been stronger than the sustained sales pace, but the overall trend remains positive. Samsung is clearly keen to highlight the success of its latest foldables, especially as competition in the foldable market intensifies.
The Catch Behind the Numbers
While a 45% increase sounds like a clear win, there is a catch that deserves closer scrutiny. The comparison is not apples-to-apples in several ways. First, Samsung is comparing the combined sales of two models—the Galaxy Z Fold8 and the Galaxy Z Fold8 Ultra—against the sales of a single model, the Galaxy Z Fold7. This means the 45% growth is for a two-model lineup versus a one-model lineup, which naturally inflates the overall volume.
Second, the Z Fold7 was launched in a different market context. In 2025, the foldable market was less crowded, and Samsung faced fewer competitors. By 2026, the landscape has changed, with more brands offering book-style foldables at various price points. The fact that Samsung managed to grow sales despite increased competition is commendable, but the two-model strategy makes it difficult to assess how each individual device is performing.
Third, the comparison period is limited to nine weeks. While this is a reasonable timeframe for a launch window, it does not account for longer-term sales trends. The Z Fold7 may have had a different sales curve, with stronger initial sales followed by a slowdown, or vice versa. Without full-year data, it is hard to draw definitive conclusions about the relative success of the two generations.
Why Samsung Is Pushing the Two-Model Strategy
Samsung’s decision to release both a standard Galaxy Z Fold8 and a Galaxy Z Fold8 Ultra is a strategic move to capture a wider range of customers. The Ultra model likely caters to power users who want the best cameras, the largest display, and the most premium build, while the standard model offers a more accessible entry point into the foldable form factor. By offering two distinct options, Samsung can address different price sensitivities and use cases.
This approach also helps Samsung compete more effectively against rivals like Huawei, Honor, and Xiaomi, which have been aggressive in the foldable space. By broadening its lineup, Samsung can cover more ground and maintain its leadership position in the foldable market. The 45% increase suggests that this strategy is paying off, at least in Europe.
Europe as a Key Battleground for Foldables
Europe has become a crucial market for foldable smartphones. Consumers in the region have shown a growing appetite for premium devices, and Samsung has invested heavily in marketing and carrier partnerships to drive adoption. The Galaxy Z Fold8 series has been well-received by critics, with praise for its improved hinge, reduced crease, and better camera system.
The 45% sales increase in Europe is a strong signal that Samsung’s efforts are resonating with consumers. However, it is worth noting that the foldable market in Europe is still relatively small compared to the overall smartphone market. Even with strong growth, foldables remain a niche category. Samsung’s ability to sustain this momentum will depend on continued innovation and perhaps more competitive pricing.
What This Means for the Future of Foldables
The success of the Galaxy Z Fold8 duo in Europe is encouraging for the entire foldable category. It shows that there is still room for growth, even as the market matures. Samsung’s two-model strategy appears to be working, and the company is likely to continue this approach with future generations.
However, the catch remains: the comparison is not perfect, and the 45% figure should be interpreted with caution. It is a combined sales increase for two models versus one, and it covers only the first nine weeks. As more data becomes available, we will get a clearer picture of how the Z Fold8 series is performing relative to its predecessor.
For now, Samsung can celebrate a solid win in Europe. The company has managed to grow its foldable sales significantly, even in a challenging economic environment. Whether this translates into long-term success will depend on how the market evolves and how competitors respond.
Key Takeaways
- Samsung reports a 45% increase in combined sales of the Galaxy Z Fold8 and Z Fold8 Ultra in Europe over the first nine weeks.
- The comparison is against the Galaxy Z Fold7’s sales in the equivalent period of 2025.
- The catch: two models are being compared to one, which inflates the growth figure.
- The earlier September update claimed a 50% increase, suggesting a slight moderation in sales pace.
- Europe remains a key market for foldables, and Samsung’s two-model strategy is showing results.
As the foldable market continues to evolve, Samsung’s ability to adapt and innovate will be crucial. The Galaxy Z Fold8 series has set a high bar, and it will be interesting to see how the competition responds in the coming months.
