Samsung’s Foldable Phone Offensive Shrinks Apple’s US Market Share Lead

The long-standing battle for U.S. smartphone supremacy between Apple and Samsung has intensified, with recent data revealing a significant shift in market dynamics. For the first time in over a decade, Apple’s dominant position is showing signs of turbulence as Samsung gains considerable ground, largely fueled by the surging popularity of its innovative foldable devices.

According to Canalys data for the second quarter (ending June 30, 2025), Samsung’s U.S. smartphone shipments jumped from 23% to 31% market share. Concurrently, Apple’s share dipped from 56% to 49%. While Apple still holds the majority of new sales, this decline signals a notable challenge to its long-held lead. This market shift coincides with a 7.5% decline in Apple’s stock this year, contrasting sharply with Samsung’s impressive 35% rise in 2025.

A key driver behind Samsung’s resurgence is its latest lineup of foldable phones, including the Galaxy Z Fold 7 and Z Flip. Launched in July, these devices are quickly gaining traction, with the Z Fold 7 alone boasting 25% more preorders than any previous Samsung foldable and nearly 50% higher sales than its predecessor. Social media engagement, particularly around durability tests showing the Z Fold 7 bending over 200,000 times, highlights strong consumer interest.

Analysts attribute Samsung’s gains not only to user preferences for new form factors but also to its broader product range, spanning from budget-friendly options to ultra-premium foldables costing up to $2,400. This contrasts with Apple’s more uniform iPhone lineup, which has remained largely unchanged in form since 2017.

Looking ahead, Apple is reportedly preparing its own responses. A slimmer iPhone model, potentially launching next month, is expected to compete with Samsung’s Galaxy Edge. Furthermore, industry analysts anticipate Apple’s entry into the foldable phone market as early as September 2026 with the iPhone 18 lineup, signaling that the Cupertino giant may finally embrace the innovative form factor that Samsung has championed. The evolving landscape, influenced by both innovative hardware and the integration of advanced AI capabilities, underscores a pivotal moment in the smartphone industry.

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