Samsung Gains Ground on Apple in the U.S. Market: The Rise of Foldable Phones

In 2014, Apple and Samsung were in a fierce battle for the U.S. smartphone market. Back then, Samsung’s large-screen devices were winning fans, while Apple was pressured to step up. Eventually, they answered with the iPhone 6, introducing a bigger screen and winning over many users. Fast forward to today, and it seems this rivalry has reignited, focusing once again on screens.

Recent data from Canalys shows Samsung’s U.S. market share jumped from 23% to 31% in the second quarter, while Apple’s dropped from 56% to 49%. Despite still holding the top spot in the U.S., Apple faces challenges it hasn’t seen in years. As a result, investors have seen Apple’s stock fall by 7.5% this year, making it the second-worst performer among major tech companies, only better than Tesla.

On the flip side, Samsung has seen its stock rise by about 35% in 2025. The company reported a 13% increase in iPhone sales last July, but Samsung’s recent innovations, like their foldable phones, have captured significant attention. The Galaxy Z Fold 7 transforms into a tablet, while the Z Flip resembles classic flip phones, attracting buzz on social media, particularly around durability tests. A user famously livestreamed bending the Z Fold over 200,000 times, and it went viral, racking up millions of views.

Furthermore, Samsung’s premium devices were mentioned over 50,000 times on social media last month, with 83% of those comments being positive or neutral, according to Sprout Social.

Much of the recent market shift can be attributed to tariffs affecting the smartphone industry. Analysts suggest that the rise in Samsung’s U.S. market share also highlights its ability to offer a broader range of devices at various price points, from budget to high-end, which appeals to a wider audience.

In contrast, Apple’s iPhone lineup has remained largely unchanged since 2017, with a more limited price range. They currently offer four models ranging from $829 to $1,599. Get this: Samsung’s offerings span from $650 to $2,400, allowing them to target customers at almost every price point.

Apple is reportedly planning to catch up this year, hinting at a slimmer model that could challenge Samsung’s Galaxy Edge. Experts suggest Apple might even launch its first foldable phone next year, following in Samsung’s footsteps. Industry analysts predict that the foldable model could start at $1,999, giving Apple a chance to tap into a lucrative new segment.

When it comes to folding phones, Samsung has worked hard to improve durability since the rocky launch of its first model in 2019. They now claim that folding devices are ready for mainstream use, with no significant flaws. Samsung’s latest Z Fold 7 is reportedly seeing 25% more pre-orders than previous models.

Meanwhile, artificial intelligence (AI) innovations are influencing how smartphones will evolve. Companies like OpenAI are developing next-gen hardware, potentially reshaping consumer electronics. Samsung’s new devices support Google’s Gemini AI, often surpassing Apple’s offerings in capabilities.

Samsung’s Drew Blackard mentioned that folding phones can enhance productivity, allowing users to multitask effectively—something traditional models struggle with. As Apple navigates these changes, many believe their strong brand loyalty will keep customers from switching to competitors anytime soon.

In summary, the smartphone landscape is shifting, with Samsung actively innovating while Apple prepares for its next moves. The competition remains fierce, and it will be interesting to see how both companies adapt in this fast-paced market.



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