Samsung gains US share as Apple slips in Q2

Samsung’s US smartphone market share rose to 31% in Q2 2025, up from 23% in the previous quarter, according to Canalys.

Apple’s share dropped to 49% from 56% in the same period, but it remains the top smartphone seller in the US.

Samsung, based in South Korea, recently launched two new foldable phones, the Z Fold 7, which opens into a tablet, and the Z Flip, a flip phone with modern features.

Its lineup spans a wide price range, from budget models to high-end devices like the Z Fold 7, starting at US$2,000.

Analysts say recent shifts in market share are influenced by industry tariffs and Samsung’s broader product portfolio.

Samsung’s Q2 growth was supported by demand for its premium and foldable devices.

Apple is expected to introduce a slimmer iPhone soon, with analysts predicting a foldable iPhone launch in 2026.

🔗 Source: CNBC

🧠 Food for thought

1️⃣ History shows Samsung’s market share gains follow a familiar pattern of innovation cycles

This isn’t the first time Samsung has challenged Apple’s dominance with screen innovation. The current foldable phone surge mirrors their successful large-screen strategy from 2010-2014.

Samsung’s rivalry with Apple intensified after launching the Galaxy S in 2010, which Apple executives claimed was a direct copy of the iPhone, leading to protracted legal battles1. Despite Apple’s initial legal victories, Samsung’s market share in smartphones grew significantly, reaching 31% by 2014 while Apple held only 15.6%1.

The pattern repeated when Samsung pushed large screens before Apple, eventually prompting Apple to respond with the iPhone 6 in 2014 to match consumer demand for bigger displays.

Now Samsung is again betting on form factor innovation with foldables, while Apple’s iPhone design has remained largely unchanged since 2017. This creates a similar competitive dynamic where Samsung leads with new hardware concepts.

Apple’s expected 2026 foldable iPhone launch reflects the company’s typical strategy of waiting for technology to mature before entering a market, rather than being first to market.