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In the second quarter, shipments from Samsung surged in the U.S

Samsung taking market share from Apple in U.S. as foldable phones gain momentum

Sat, Aug. 16, 2025
Samsung
Samsung

In 2014, Apple and Samsung were duking it out to rule the U.S. smartphone market. Samsung was selling devices with large screens, and iPhone fans were demanding a response.

It took Apple some time, but the company finally released the iPhone 6, breaking with previous iterations and giving consumers a large-screen option. The iPhone won.

But more than a decade later, recent smartphone sales and shipment figures signal that the Apple-Samsung fight has returned. And once again, it’s all about the screen.

In the second quarter, shipments from Samsung surged in the U.S., with its market share rising from 23% to 31% from the prior period, according to data from Canalys. Apple’s market share during the quarter declined to 49% from 56%.

Apple remains on top of the U.S. smartphone market, taking the majority of new smartphone sales in the U.S. It’s often in second place around the world, but the recent slips points to turbulence for Apple for the first time in well over a decade.

That’s one reason investors have sent Apple shares down 7.5% this year, underperforming all of the U.S. megacap tech companies other than Tesla. Samsung’s stock, meanwhile, is up about 35% in 2025.

In July, Samsung introduced a pair of innovative new phones that feature foldable screens. One model, the Z Fold 7, can effectively turn into a tablet, while the Z Flip resembles an old-school flip phone with modern smartphone features. They were added to Samsung’s catalog of phones released this spring under its Galaxy brand, including a thin-and-light phone called the Galaxy S25 Edge. 

The devices are also getting a lot of traction on social media, particularly around durability tests.

One user posted a livestream that showed him bending the Z Fold 7 over 200,000 times in a row. The video has been clipped and shared widely on social media, with one version of the clip accumulating more than 15 million views on YouTube.

In the past month, Samsung’s premium devices, including the Z Fold 7, were mentioned over 50,000 times on social media, and 83% of those mentions were positive or neutral, according to data from Sprout Social, a social media analytics company.