David Awoyode
Samsung’s smartphone shipments in the U.S. surged during the second quarter of 2025, boosting its market share from 23% to 31%, according to Canalys. Meanwhile, Apple’s share slipped from 56% to 49%, signaling a potential shift in the long-standing rivalry.
Apple Still Leads but Faces New Pressure
Although Apple maintains the largest share of the U.S. smartphone market, Samsung’s momentum highlights fresh competition for the first time in over a decade. Analysts point to the popularity of foldable phones and Apple’s slower adoption of new form factors as key factors.
Samsung Bets on Innovation with Foldables
In July, Samsung unveiled two foldable models:
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Galaxy Z Fold 7 – transforms into a tablet.
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Galaxy Z Flip – a modern spin on the classic flip phone.
The company also released the Galaxy S25 Edge, a thin and lightweight option. Early sales reports indicate record-breaking preorders, with demand outpacing the Z Fold 6 by 50%.
Social Media Buzz Boosts Popularity
Durability tests and viral videos have played a role in the rising popularity of foldables. One clip showing the Z Fold 7 bent over 200,000 times attracted millions of views, generating mostly positive sentiment online.
Pricing Flexibility Gives Samsung an Edge
Samsung offers a wider price range compared to Apple, from $650 budget phones to $2,400 premium devices, targeting multiple consumer groups. Apple, by contrast, focuses on a smaller selection of high-end iPhones priced between $829 and $1,599.
Apple Prepares to Respond with New Models
Apple is expected to release a slimmer iPhone next month, followed by a possible foldable iPhone in 2026. Analysts predict Apple will launch its first folding model, potentially priced around $1,999, as part of the iPhone 18 lineup.
Foldables Finally Reach Maturity
After early setbacks in 2019, Samsung now claims foldables are durable and ready for mainstream adoption. Industry experts suggest foldables not only showcase innovation but also create a halo effect that strengthens Samsung’s brand appeal.
AI Integration Boosts Foldable Use Cases
Samsung highlights how foldables enhance AI-powered features like Google’s Circle-to-Search, which works better on larger screens. The company argues foldables are ideal for multitasking and AI-driven productivity.
Investors React to Market Shifts
Apple shares are down 7.5% in 2025, while Samsung’s stock has soared 35%. Analysts say Apple’s slower entry into foldables and AI delays have raised concerns, though its brand loyalty may cushion short-term risks.
Apple’s Strategy: Wait and Perfect
Experts emphasize Apple’s long-standing approach: observe technology maturity before adoption. With foldables now more refined, analysts believe Apple is preparing to enter the market, potentially reshaping the smartphone landscape once again.
