Samsung Surges Past Apple in U.S. Market Share as Foldable Phones Dominate 2025
- How Did Samsung Outmaneuver Apple in Q2 2025?
- Why Are Foldables Tipping the Scales?
- Is Pricing Strategy Giving Samsung an Edge?
- How Are Tariffs and AI Shaking Things Up?
- Is Apple’s "Wait-and-See" Approach Backfiring?
- FAQ: Your Burning Questions Answered
In a dramatic shift, Samsung has clawed back significant ground against Apple in the U.S. smartphone market during Q2 2025, fueled by its foldable Galaxy lineup. Apple’s share dropped from 56% to 49%, while Samsung jumped from 23% to 31%, according to Canalys. The foldable revolution, combined with aggressive pricing and AI integration, has left Apple playing catch-up—just like it did during the "phablet" wars of 2014. But this time, the stakes are higher, and the screens literally bend. Here’s why Samsung’s flex is Apple’s headache.
How Did Samsung Outmaneuver Apple in Q2 2025?
The numbers don’t lie: Samsung’s 8-point market share leap is its biggest in a decade, while Apple’s 7% drop marks its shakiest U.S. performance since the iPhone 6 era. The catalyst? Three new foldables—the Z Fold 7, Z Flip, and S25 Edge—launched in July 2025. These aren’t just gadgets; they’re viral sensations. One livestream of a Z Fold 7 surviving 200,000 folds racked up 15M YouTube views, while Sprout Social tracked 50K mentions (83% positive). Samsung’s Drew Blackard nailed it: "Foldables no longer mean compromise." Preorders for the $1,999+ Z Fold 7 smashed records, selling 50% faster than its predecessor.
Why Are Foldables Tipping the Scales?
Remember 2014, when Apple finally caved to big screens with the iPhone 6? History’s repeating, but with a twist. Samsung isn’t just making bigger displays—it’s reinventing them. The Fold 7 transforms into a tablet; the Flip resurrects 2000s nostalgia. Meanwhile, Apple’s iPhones still look like "glass rectangles" (as critics love to say). JPMorgan’s Samik Chatterjee predicts Apple won’t debut a foldable until the iPhone 18 in 2026—a $1,999 gamble. By then, Samsung will have iterated through 8 generations. Ouch.
Is Pricing Strategy Giving Samsung an Edge?
Let’s talk dollars. Apple’s lineup spans $829 (base iPhone 16) to $1,599 (1TB Pro Max). Samsung covers more ground—from $650 budget models to the $2,419 Z Fold 7. As Canalys’ Runar Bjorhovde notes, "You need to meet buyers at every price point." That flexibility matters when inflation pinches wallets. Oddly, Samsung’s priciest foldables are outselling mid-range models—proof that novelty trumps sticker shock.
How Are Tariffs and AI Shaking Things Up?
Trade wars added fuel to Samsung’s fire. Analysts credit part of its Q2 win to nimble tariff adjustments—something Apple reportedly fumbled. Meanwhile, AI is foldables’ secret sauce. Samsung phones run Google’s Gemini (which humiliates Siri), and features like circle-to-search shine on dual screens. Apple? Its "next-gen Siri" got delayed to 2026—the same year OpenAI (now led by ex-Apple designer Jony Ive) plans screen-less wearables. Talk about timing.
Is Apple’s "Wait-and-See" Approach Backfiring?
Chatterjee defends Apple’s strategy: "They let tech mature first." But patience has costs. Apple’s stock is down 7.5% YTD (only Tesla’s worse in Big Tech), while Samsung soared 35%. The rumored 5.5mm iPhone Air might help, but it’s no foldable. As the BTCC team observes, "In tech, being late isn’t fatal—unless competitors sprint ahead."
FAQ: Your Burning Questions Answered
What’s driving Samsung’s U.S. market share growth?
Foldables. Full stop. The Z Fold 7 and Z Flip accounted for 60% of Samsung’s Q2 premium sales, per Counterpoint Research.
When will Apple release a foldable iPhone?
JPMorgan projects September 2026 for the iPhone 18 Fold, likely priced at $1,999—same as Samsung’s current flagship.
Why is Apple’s stock underperforming?
Investors fear stagnation. No major design refresh since 2017, AI delays, and Samsung’s foldable lead have spooked markets.
