The latest data from Canalys, a leading global technology market analysis company, shows significant changes in the market share of smartphones in the United States during the second quarter (Q2) of 2025. Apple’s market share dropped from 56% to 49%, while Samsung’s market share increased from 23% to 31%, narrowing the gap between the two from 33 percentage points to just 18 points.
According to Tom’s Guide, a technology product consumer review platform, the total shipment volume of smartphones in the United States slightly increased during the same period, from 26.7 million units to 27.1 million units.
The analysis from the technology product consumer review platform points out several key factors contributing to Samsung’s increased market share.
Firstly, the innovation of foldable phones has greatly attracted consumers. Samsung’s latest releases, the Galaxy Z Fold 7 and Z Flip 7, were well-received in the market. Pre-order data for the Z Fold 7 was over 25% higher than the previous generation, and sales grew by 50%. The design of the devices is thinner, more durable, and an improvement in the user experience compared to previous versions.
Additionally, the high popularity on social media platforms has been crucial to Samsung’s success. Related videos such as “Z Fold 7 bent 200,000 times” quickly became trending topics.
Secondly, strategic product line planning plays a vital role. Samsung offers products spanning from budget to high-end price ranges, ranging from $650 to $2,400, covering a wide spectrum. In comparison, Apple’s iPhone prices typically range from $829 to $1,599, more concentrated within a specific range.
Canalys analyst Runar Bjorhovde referred to it as a “concept” where “you can target consumers at every price point and meet them anywhere.”
Bjorhovde believes that with the introduction of foldable phones, Samsung has truly optimized innovation, striving to maintain a competitive edge and showcasing their uniqueness, which generates a certain halo effect.
Thirdly, AI and feature advantages. Samsung’s foldable phones are equipped with advanced features like Google Gemini AI. The Gemini model, alongside OpenAI’s ChatGPT, is considered one of the best artificial intelligence models, offering multiple functions that surpass what Siri and Apple Intelligence can provide.
Samsung US Product Management Vice President Drew Blackard mentioned that foldable phones have larger display screens, making them ideal for artificial intelligence. For instance, Google’s “circle-to-search” feature allows users to select content on the screen for more information. On Samsung foldable phones, users can see both the originally selected content and additional information on separate screens.
Reports indicate that Apple’s next-generation Siri AI may not be implemented until after 2025.
While Apple still holds a dominant position in the US market, it faces another significant challenge from Samsung since 2014.
In 2014, Apple and Samsung engaged in intense competition in the US smartphone market. Samsung’s large-screen phones garnered attention, prompting Apple fans to demand a similar offering.
Apple took some time but eventually launched the iPhone 6, breaking the norm and providing consumers with a larger screen option, ultimately triumphing.
A decade later, sales and shipment data for smartphones indicate another round of competition between Apple and Samsung centered on screens.
Apple has not officially introduced a foldable phone yet. Reports suggest that Apple may release its first foldable iPhone, known as the iPhone Fold, in 2026.
Analysts point out that Samsung’s rapid increase in market share in the US market is attributed to innovation in foldable phones and a multi-price strategy. While Apple still maintains a significant advantage, without new highlights, it may face greater pressure.
Looking ahead to the future of the smartphone industry, the second half of 2025 will be a crucial period, especially if the iPhone 17 series from Apple brings breakthroughs that could revitalize its market position. The market will closely monitor shipment volumes and consumer feedback in the third quarter of 2025 (Q3).
According to Canalys’ report, as of the second quarter of 2025 (Q2), Samsung led the global smartphone market with a 19% market share, followed by Apple with 16%.
In the Chinese market, Huawei surpassed Apple in Q2 with a shipment volume of 12.2 million units and a market share of 18%.