Breaking News! In a surprising turn of events, Samsung is making waves in the U.S. smartphone market, snatching up market share from Apple as foldable phones gain serious traction. Let’s dive into this fascinating story that highlights how competition is heating up between these tech giants in 2025.
It feels like just yesterday—2014, to be precise—when Apple and Samsung were locked in a fierce battle for supremacy in the U.S. smartphone arena. Back then, Samsung was all about those big screens, while Apple fans were left clamoring for a response. After a bit of a wait, Apple finally unleashed the iPhone 6, breaking free from its previous designs and offering consumers a much-desired large-screen option. Spoiler alert: it was an instant hit! Fast forward more than a decade, and we find ourselves right back at the beginning of another showdown. This time, however, it’s all about the screen once again.
According to data from Canalys, Samsung’s smartphone shipments in the U.S. skyrocketed in the second quarter of 2025, with market share jumping from 23% to an impressive 31%. Meanwhile, Apple’s share took a hit, dropping from 56% to 49%. While Apple still dominates the U.S. market, bringing in the bulk of new smartphone sales, these recent shifts signal some turbulence for the company—something it hasn’t experienced in over ten years!
Investors are taking note, as Apple’s stock has dipped by 7.5% this year, making it one of the underperformers among major U.S. tech companies, aside from Tesla. On the flip side, Samsung’s stock has shot up by around 35% in 2025, proving that the tides are changing.
In July, Apple reported a 13% increase in year-over-year iPhone sales, which is certainly a silver lining for the company. But the real game-changer came when Samsung unveiled its innovative folding phones. The latest models, the Z Fold 7 and the Z Flip, have captured the public’s imagination. The Z Fold 7 can morph into a tablet, while the Z Flip brings back the nostalgia of the classic flip phone, complete with modern smartphone features. These new devices joined Samsung’s already impressive lineup, which includes the sleek Galaxy S25 Edge.
Social media is buzzing with excitement over these foldable phones, particularly after one user livestreamed a durability test, bending the Z Fold 7 over 200,000 times! This jaw-dropping video has been shared widely, racking up over 15 million views on YouTube. In just the past month, mentions of Samsung’s premium devices, especially the Z Fold 7, surged over 50,000 on social media, with a whopping 83% of those mentions being positive or neutral, according to Sprout Social.
But it’s not just about consumer preferences. Analysts suggest that part of the shift in shipment figures during the June quarter can be traced back to tariffs causing upheaval in the industry. As smartphone manufacturers adjust their strategies to mitigate these impacts, Samsung is benefiting from its ability to offer a wide range of products at various price points. This includes budget-friendly options that contributed significantly to its recent U.S. gains, along with high-end devices that can outprice any individual iPhone.
As Canalys analyst Runar Bjorhovde pointed out, “Samsung’s Galaxy and Z phone lineup stretches from $650 up to $2,400. That is a massive span of devices.” This allows Samsung to target consumers across all price ranges, ensuring they capture a larger market share.
In contrast, Apple’s iPhones have largely maintained a consistent look since 2017. With a few camera variations here and there, Apple currently offers a range of four models priced between $829 and $1,599. While Samsung is boldly experimenting with new form factors, Apple seems poised to follow suit, with rumors of a potential launch for a sleek new iPhone that could rival Samsung’s Galaxy Edge.
As John Donovan, managing director at Loop Capital, noted, “Apple is clearly betting that its 5.5mm Air model is going to lift its fortunes as testing suggests a strong desire for the new form factor.” Additionally, Samik Chatterjee from JPMorgan Chase hinted at the possibility of Apple releasing a folding phone next year to compete directly with Samsung’s Z Fold. “Investor focus has already turned to the 2026 fall launches with Apple expected to launch its first foldable iPhone as part of the iPhone 18 lineup in September 2026,” Chatterjee elaborated.
Exploring new form factors could allow Apple to introduce devices at higher price points. Currently, the iPhone 16 Pro Max starts at $1,199 for 256GB and can reach up to $1,599 for 1TB. In comparison, the Galaxy Z Fold 7 begins at $1,999 for the 256GB version and peaks at $2,419 for the 1TB variant. Chatterjee believes Apple’s foldable phone could also start at $1,999, indicating a competitive landscape ahead.
Samsung has come a long way since its first folding phone launch in 2019, which faced significant challenges due to durability issues. Fast forward to 2025, and Samsung executives are confident that foldable phones are ready for the mainstream market. “There really are no longer trade-offs towards owning a foldable device,” said Drew Blackard, vice president of mobile product management at Samsung Electronics America.
Without revealing exact sales numbers, Blackard shared that pre-orders for the Galaxy Z Fold 7 were 25% higher than any previous folding phone, with sales outpacing its predecessor by nearly 50%. As Bjorhovde noted, “Samsung with the foldable is able to actually optimize for innovation,” pushing ahead with something different and captivating.
Interestingly, the rise of artificial intelligence is also paving the way for new consumer electronics that could one day rival the iPhone. In May, OpenAI acquired a startup led by former Apple design guru Jony Ive for a staggering $6.5 billion, with plans to develop the next generation of hardware. Meanwhile, various AI startups are releasing devices that utilize voice control, showcasing the potential for a tech revolution.
Samsung and other Android phones have the advantage of accessing Google’s Gemini, widely regarded as one of the best AI models, alongside OpenAI’s ChatGPT. Blackard emphasized that folding phones, with their larger displays, are ideal for AI applications. For instance, Google’s circle-to-search feature allows users to circle something on their screen and seamlessly access additional information—a feature that shines on a Samsung folding phone.
While investors are concerned about Apple’s potential delays in AI development, including the much-anticipated next-gen Siri set to launch next year, analysts believe Apple’s loyal customer base will provide a buffer against potential defections to competitors. Chatterjee highlighted that Apple’s strategy has always been to wait until technology is ready for mainstream adoption before diving in. It seems that the moment may finally be upon us for foldable devices.
As the landscape of smartphones continues to evolve, the competition between Apple and Samsung is set to become even more thrilling. With innovative designs and strategic pricing, both companies are gearing up for a showdown that could redefine the smartphone market in the years to come. Keep your eyes peeled—this is one tech battle you won’t want to miss!
