Market Shifts Signal Renewed Competition
Recent shipment data shows Samsung making notable gains in the U.S. smartphone market. According to Canalys, Samsung’s market share climbed to 31% in the second quarter of 2025, up from 23% the previous quarter. Apple, while still the leader, slipped from 56% to 49%.
The numbers underscore Apple’s continued dominance but also highlight cracks in its once unshakable position. The iPhone still commands the majority of sales in the U.S., but the momentum appears to be shifting. Investors have taken note: Apple’s stock is down 7.5% this year, while Samsung shares have surged by about 35%.
Foldables Drive Samsung’s Momentum
Samsung’s latest devices, particularly its foldable lineup, are a key driver of this resurgence. In July, the company unveiled the Galaxy Z Fold 7 and the Z Flip, alongside the Galaxy S25 Edge. The Z Fold can transform into a tablet, while the Z Flip offers a nostalgic clamshell design with modern performance.
These devices have gone viral on social media, thanks to durability tests and innovative design. A livestream of a Z Fold 7 being bent over 200,000 times drew millions of views, reinforcing Samsung’s message that foldables are now durable enough for mainstream use.
Sprout Social data shows Samsung’s premium devices were mentioned over 50,000 times in the past month, with 83% of those mentions being positive or neutral.
Price Strategy and Product Range
Part of Samsung’s edge lies in its broad pricing strategy. The Galaxy and Z series cover a wide range, from around $650 to $2,400, offering an option for nearly every type of consumer. Apple, by contrast, offers four main iPhone models priced between $829 and $1,599.
“Samsung’s lineup stretches across all price points, which makes it easier to capture different segments of the market,” noted Runar Bjorhovde, an analyst at Canalys.
Apple Eyes a Response
Apple, long known for its deliberate pace in adopting new hardware designs, appears ready to adjust. Analysts expect the company to launch a slimmer iPhone next month to compete with Samsung’s Galaxy Edge. Reports also suggest Apple may release its first foldable iPhone in 2026 as part of the iPhone 18 lineup.
While Apple’s strategy has rarely been about being first to market, its ability to mainstream emerging technologies has historically reshaped industries. JPMorgan Chase analyst Samik Chatterjee believes a folding iPhone could start at $1,999, positioning it directly against Samsung’s premium Z Fold line.
Foldables Come of Age
Samsung’s first foldable in 2019 stumbled over durability issues, but the company says the technology has matured. The Z Fold 7 recorded 25% more preorders than its predecessor and is outselling it by nearly 50%, according to Samsung executives.
“There really are no longer trade-offs towards owning a foldable device,” said Drew Blackard, vice president of mobile product management at Samsung Electronics America.
The AI Factor
Artificial intelligence is emerging as another frontier in the smartphone battle. Samsung devices integrate Google’s Gemini, widely seen as one of the most advanced AI assistants, while Apple is still working on its next-generation Siri, delayed until 2026.
Samsung argues that foldables are uniquely suited for AI-enhanced productivity, with larger screens enabling multitasking features like Google’s circle-to-search.
Outlook
For now, Apple continues to hold the crown in the U.S. market, thanks to brand loyalty and ecosystem lock-in. Yet Samsung’s momentum, driven by innovation in foldables and a wide price spectrum, is making the rivalry more dynamic than it has been in years.
As the industry leans into new form factors and AI integration, the next phase of the Apple-Samsung competition could be as defining as the shift to large-screen smartphones a decade ago.