South Korean media reports indicate that Samsung's surging sales of foldable phones in the US market have significantly boosted the brand's share of the US smartphone market—a jump of 8 percentage points from 23% in the second quarter of 2024 to 31% in the second quarter of 2025.
The report states that Apple, which has long held a dominant market share, saw its share decline from 56% to 49%, narrowing the gap between the two tech giants. Industry experts point out that, in addition to policy factors, Samsung's strong performance is due to its diversified product strategy, particularly the continued strong sales of its foldable phone lineup, while Apple faces the challenge of a slow market response.
Samsung's foldable phones, including the recently released Z Fold7 and Flip7, have been a key factor driving its market share growth. Last month, Samsung unveiled its new foldable phones at an event in New York, further solidifying its leadership in innovative design. Market research firm Canalys notes that Samsung has successfully attracted a wider consumer base by offering products in a variety of price and form factors. In contrast, Apple has yet to launch a foldable iPhone, leading some high-end users to switch to Samsung.
Other foreign media analysts believe the current market dynamics resemble the competition for large-screen phones in 2014, when Samsung quickly responded to market demand with its large-screen Note series, while Apple waited until the release of the iPhone 6. Now, foldable phones are becoming a new focal point, with Samsung once again taking the lead thanks to its first-mover advantage.
Faced with Samsung's strong growth, Apple is planning to launch its first foldable iPhone in 2026 to regain market control. JPMorgan analysts predict that Apple may release a foldable model in the iPhone 18 series next September, likely similar in design to Samsung's Z Fold series.
