Samsung taking market share from Apple in the U.S. has reignited a fierce rivalry reminiscent of the smartphone wars a decade ago, with innovative designs and strategic pricing propelling the South Korean giant forward. In Q2 2025, Samsung’s U.S. market share surged from 23% to 31%, while Apple’s dominance slipped from 56% to 49%, according to industry data.
This shift, driven by Samsung’s foldable phones and affordable options, signals a pivotal moment in the battle for American consumers.
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%. pic.twitter.com/XzZCnbxfGd
— Jason C. (@_TheJasonC) August 17, 2025
The resurgence of Samsung taking market share from Apple in the U.S. centers on its innovative Galaxy Z Fold 7 and Z Flip 7, launched in July 2025. These foldable devices, which transform into tablet-like screens or evoke retro flip-phone aesthetics with modern features, have captured consumer attention. Social media buzz, including a viral video of the Z Fold 7 enduring 200,000 bends, has amplified Samsung’s appeal, with one YouTube clip garnering over 15 million views.
Samsung reported a 25% increase in preorders for the Z Fold 7 compared to previous models, with sales outpacing its predecessor by nearly 50%.
Samsung’s success isn’t solely about foldables. Its broader portfolio, including the affordable Galaxy A36 and the sleek Galaxy S25 Edge, caters to diverse price points ranging from $650 to $2,400, contrasting with Apple’s narrower $829–$1,599 range. This flexibility has allowed Samsung taking market share from Apple in the U.S. by appealing to both budget-conscious buyers and premium seekers.
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Meanwhile, Apple’s iPhone shipments dropped 11% to 13.3 million units in Q2 2025, down from 14.9 million the previous year, despite a 13% year-over-year sales increase reported in July. Samsung, in contrast, shipped 8.3 million units, a 38% jump.
From another perspective, Samsung’s gains reflect strategic inventory frontloading to mitigate potential tariff impacts, a move that bolstered its Q2 performance. India’s rise as a manufacturing hub for U.S.-bound smartphones, surpassing China, has also supported Samsung taking market share from Apple in the U.S., with both companies increasingly sourcing devices from India.
Apple, however, continues to rely on China for its high-end iPhone 16 Pro models, which may have constrained its supply chain flexibility.
The competitive landscape is further complicated by consumer trends favoring innovative form factors. Samsung’s foldables, enhanced with AI features, have outpaced Apple’s slower design evolution. Apple’s plans for a slimmer iPhone and a potential foldable by 2026 suggest a response, but delays in advanced AI features like the next-gen Siri have raised concerns about its competitiveness.
Investors reflect this sentiment, with Samsung’s stock soaring 35% in 2025, while Apple’s shares dipped 7.5%, underperforming most U.S. megacap tech firms.
Adding a critical lens, Samsung taking market share from Apple in the U.S. highlights broader market dynamics. The U.S. smartphone market grew only 1% to 27.1 million units in Q2 2025, indicating that Samsung’s gains came directly at Apple’s expense. However, Apple retains a commanding 49% market share, underscoring its resilience despite the setback.
The last time Samsung posed such a challenge was in 2014, when large-screen phones drove its momentum before Apple countered with the iPhone 6.
Analysts note that Samsung’s focus on foldable innovation and competitive pricing could redefine consumer expectations, potentially pressuring Apple to accelerate its innovation cycle. Yet, Apple’s loyal customer base and ecosystem strength suggest it remains a formidable player.
The ongoing shift in Samsung taking market share from Apple in the U.S. underscores a market at a crossroads, where design innovation and affordability are reshaping loyalties.
Disclaimer: This article synthesizes highlights from reports that may include unverified elements as of August 21, 2025, 05:08 PM IST. Readers should cross-check information with original sources for accuracy.
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