Motorola Gains Ground as Apple and Samsung Slip
Motorola's Australian sales rose 7% this year while Apple and Samsung recorded declines, according to IDC data.
Updated on Nov. 9, 2026 in Consumer Electronics
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Motorola has moved ahead of Oppo into third place in the Australian smartphone market, with sales up 7% this year. Apple sales in Australia fell 10% and Samsung sales fell 14% over the same period.
Why it matters
The shifts come as global smartphone shipments fell 22% in the third quarter of 2026 and memory-chip shortages push prices up across the market. Australian buyers face a changing competitive field as manufacturers adjust pricing and carrier arrangements.
Australian foldable smartphone demand grew 25%, and Motorola took 44% of US foldable shipments this year. The IDC figures underpinning the Australian sales changes have not yet been published, so the underlying breakdown is not yet verifiable.
The players
Motorola
Motorola is a smartphone maker headquartered in Chicago that is developing new foldable devices.
Samsung
Samsung is a South Korean electronics manufacturer whose Galaxy Z Fold8 drove most of the company's foldable pre-orders in Korea.
Apple
Apple is the US technology company whose iPhone sales in Australia declined 10% this year, and which is forecast to release foldable iPhones.
The details
Motorola gained ground through stronger carrier support and wider ranging at JB Hi-Fi, and lifted prices to cover rising memory costs. Samsung recorded 1.44 million foldable pre-orders in Korea between 28 July and 3 August, about 70% of which were for the Galaxy Z Fold8.
Timeline
28 July to 3 August 2026: Samsung foldable pre-order window in Korea
7 August 2026: Samsung Fold8 and Fold8 Ultra launch
January 2027: Motorola expected to announce new foldables at CES
Market Landscape
The Australian shifts follow IDC's Q3 2026 tracking, which recorded a 22% global smartphone shipment decline. Counterpoint forecasts 6 million foldable iPhones in 2026 and IDC forecasts foldable shipments up 30%, suggesting the segment is becoming the main battleground.
Australian buyers may see more choice in mid-range and foldable phones as Motorola gains carrier and retail support. Rising memory costs have already prompted Motorola price increases, which could affect what consumers pay for new devices.
The takeaway
Brand share in Australian smartphones is shifting toward challengers as carrier deals and pricing change. Buyers comparing phones this year should check current pricing, as memory-cost increases are feeding through to retail prices.
What happens next
Motorola is expected to announce new foldable devices at CES in January 2027.
Further reading
For more on how brands are competing in this market, see Consumer Electronics coverage.
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