Samsung takes the Apple market share in the United States, folding phone momentum

In 2014, apple Samsung was closing it to the rule of the American smart phone market. Samsung was selling devices with large screens, and IPhone fans were calling for a response.

It took Apple some time, but the company recently released the iPhone 6, which broke with previous repetitions and giving consumers an option on a large screen. IPhone won.

But after more than a decade, smart phone sales and recent shipping numbers indicate that the Apple-SAMSUNG battle has returned. And again, everything is about the screen.

In the second quarter, shipments from Samsung increased in the United States, as their market share increased from 23 % to 31 % of the previous period, according to data from Scale. The market share of Apple decreased during the quarter to 49 % of 56 %.

Apple remains at the top of the American smartphone market, as the majority of new smartphone sales in the United States are often taking second place around the world, but the last slips indicate the turmoil in Apple for the first time in more than a decade.

This is one of the reasons why investors have sent Apple shares by 7.5 % this year, which shows performance in all American technology companies, otherwise Timing. Meanwhile, Samsung’s shares rose about 35 % in 2025.

In July, Samsung introduced a pair of innovative new phones with folding screens. One model, the Z7, can effectively turn into a tablet, while Flip Z is like a phone in the old school with modern smartphone features. It was added to the Samsung Catalog that was released this spring under its Galaxy brand, including a high -light phone called Galaxy S25 Edge.

Devices also get a lot of traction on social media, especially about durability tests.

One of the users has published the live broadcast that Zan Z Lold 7 has shown more than 200,000 times, respectively. The video was widely cut and shared on social media, with one version of the clip that accumulates more than 15 million views on YouTube.

Last month, the distinguished Samsung devices, including Z Fold 7, were mentioned more than 50,000 times on social media, and 83 % of these signals were positive or neutral, according to data from Sprout Social, a social media analysis company.

https://www.youtube.com/watch?

Market class numbers are not just a result of the user’s preferences. Analysts said that a lot of shift in the shipping numbers in the quarter of June could be attributed to the customs tariff, which causes “disturbance” in the industry as smart phone makers use different strategies to reduce the impact on their business.

But Samsung’s gains also reflect the company’s ability to offer a wide range of products at different prices compared to Apple. This includes low phones, which represent a lot of improving the United States in the second quarter of Samsung, as well as high -end devices that cost more than any individual iPhone.

The Canalz Ronar Piuruvdey analyst said that the Samsung’s Galaxy and Z Phone “extends from $ 650 to $ 2,400. This is a huge set of devices.” “There is an idea that you can target people at every point point, and you can meet them at every spot.”

The iPhone looked significantly as since 2017 – a piece of rectangular glass with a touch screen on the front, and some cameras on their back. These days, the company offers a series of four lists ranging from $ 829 to $ 1,599. Samsung and others began to overcome the so -called candy bar and try new shape factors.

Apple is expected to start doing the same thing – starting from the possible launch next month of the slim iPhone that will compete with the Galaxy Edge from Samsung.

John Dunovan wrote in May: “Apple is clearly betting that its 5.5 mm airspace will raise its fortunes as the test indicates a strong desire for the new shape factor,” John Donovan wrote in May.

JPMorgan Chase Samik Chatterje In the report last month Apple may release a foldable phone next year to compete with Samsung’s Z Fold.

“Focus Investor Focus has already turned into a fall 2026 launch, as Apple is expected to launch the first IPHOne folding device as part of the iPhone 18 in September 2026,” Chatgegi wrote.

The experience of new Apple models factors provides the opportunity to sell devices at higher prices, according to Bjorhove.

The most expensive Apple phone, iPhone 16 Pro MaxIt currently starts from $ 1,199 to storage 256 GB and can reach $ 1,599 for a 1 TB storage version. Samsung Galaxy Z Fold 7, which was announced last week, starts from $ 1,999 for the 256GB version and tops at $ 2,419 for 1 TB version.

Chatterje said he believed the Apple version of a foldable phone could start from $ 1999. Apple refused to comment.

The first foldable phone from Samsung was released in 2019, but it started a rock start. The initial launch was delayed after the auditors – Including CNBC – Discover that the early devices will be broken along their foldable wrinkles.

But Samsung says this time is different, and that foldable phones are finally ready to go to the main current, especially with regard to durability.

“There are no longer differentials of having a foldable device,” said Drew Blackdard, Vice President of Mobile Products Management at Samsung Electronics Americana.

South Korea does not offer sales numbers, but Blackard said that Galaxy Z Fold 7, the latest version, had 25 % more precedents than any previous Samsung folding phone and that sales exceed the predecessor of the device by Almost 50 %.

“Samsung, with a folding midwife, is able to actually improve innovation,” said Biorhofdei.. “Try to be at the forefront, show that there is something different, and there is a specific aura effect of it. “

According to Counterpoint Research, a smart phone sales company for customers, Samsung has increased by 16 % during the June quarterly, thanks to the demand for high -end devices, including a “slight boost” of Slim S25 Edge.

The rise of artificial intelligence is also a new form of consumer electronics that can one day replace iPhone.

Openai in May acquired The start of the former Apple Design teacher Jony Ive for $ 6.5 billion. The startup plans for artificial intelligence to develop the next generation of devices, and other emerging companies of artificial intelligence PinsPendants and glasses This depends on the voice of users to control the devices.

Samsung devices, as well as other Android phones, can access them Google Gemini, which is widely considered one of the best artificial intelligence models besides Chatgpt from Openai. Gemini has many features that users cannot get with Siri and Apple Intelligence.

Blackdide said that the foldable phones, with their larger shows, are perfectly suitable for Amnesty International. Blackdide said that the Google feature to the search, which simply allows the user a circle around the screen on the screen they want to learn more, is an example.

He said that on the Samsung folding phone, users can still see the original screen with the content they have done, as well as another screen with supplementary information.

“It is the most productive to return back and forth.”

Investors are concerned that delaying artificial intelligence from Apple, including the next generation of Siri, which is scheduled to come out next year, can start hurt sales. But many analysts say Apple’s brand loyalty will give her and lock her for a period of years before iPhone customers start defects for competitors.

Chatterje CNBC told the Apple strategy with devices to wait until the technology is ready for sovereignty before embracing it. This may now be the time for folding devices.

Apple “was not about to try to be the first to score in the market.” “It comes to monitoring, and a mature technical vision, knowing that there are no significant road barriers to adopt technology, then move forward.”