Samsung Surges as Foldable Phones Steal Market Share from Apple in the U.S.
A decade after Apple and Samsung first battled for dominance in the U.S. smartphone market, the rivalry is heating up again — and this time, foldable screens are at the center of the fight.
According to Canalys data, Samsung’s U.S. shipments jumped in the second quarter, boosting its market share from 23% to 31%, while Apple slipped from 56% to 49%. Despite Apple maintaining the top spot, the decline signals new turbulence for a company that has held firm control for years. Investors have noticed the shift — Apple’s stock has fallen 7.5% in 2025, while Samsung’s shares have climbed roughly 35%.
The momentum is being fueled by Samsung’s latest lineup of foldable devices. The Galaxy Z Fold 7, which doubles as a tablet, and the retro-inspired Z Flip are drawing strong consumer attention. A livestream durability test showing the Z Fold 7 bending over 200,000 times has gone viral, with clips amassing millions of views. Social media buzz has been overwhelmingly positive, with over 80% of mentions showing neutral-to-favorable sentiment.
Samsung’s ability to offer phones across a wide price spectrum — from budget-friendly models to premium devices priced up to $2,400 — is also driving its gains. Apple, by contrast, has stuck to a more limited lineup of four “slate” iPhones priced between $829 and $1,599. Analysts expect Apple to respond with a slimmer iPhone model this year and its first foldable iPhone in 2026.
Samsung claims its foldables have finally matured, boasting improved durability and a surge in preorders. Early data shows the Z Fold 7 outselling its predecessor by nearly 50%. Analysts note that folding screens not only differentiate Samsung but also pair well with advanced AI tools like Google’s Gemini, which enhances multitasking on larger displays.
Meanwhile, Apple’s delay in rolling out AI-powered features, including its next-gen Siri, has raised concerns among investors. Still, analysts believe Apple’s brand loyalty gives it breathing room — though Samsung’s rapid innovation signals that the race for the future of smartphones is entering a new chapter.
