Apple loses ground as Samsung gains in US market

Canalys data shows Samsung widening its lead in the US smartphone market while Apple slips, helped by foldables and cheaper models.

Apple loses ground as Samsung gains in US market

Canalys data for Q2 2025 show Apple’s US market share slipping from 56% to 49% while Samsung rises from 23% to 31%. The overall US smartphone market grew only modestly to 27.1 million units. Samsung shipped 8.3 million units in the quarter, up 38% year over year, while Apple shipments dropped 11% to 13.3 million.

Samsung’s gains come from the Galaxy A36 and other affordable models, along with strong interest in the Galaxy Z Fold 7 and Z Flip 7. Canalys notes Samsung’s strategy of smart volume across price bands, reaching customers at many price points. Analysts point to frontloading of inventory in the US amid tariff concerns as a contributor to Samsung’s performance. Apple’s fall launch cycle, including expectations around the iPhone 17 lineup and a thinner iPhone 17 Air, will be watched closely to see if momentum can swing back in its favor.

Samsung’s market share rise reflects a broader shift toward value and device diversity. In a price sensitive market, offering devices at multiple price points can reach more buyers and loosen a single-brand hold. Apple faces pressure not just on price but on its growth narrative as competition broadens.

The iPhone 17 launch will be pivotal. If Apple can deliver a compelling value story with new features, it could slow Samsung’s momentum. If not, the US market may stay more competitive than in years past, with the balance tipping toward volume and breadth over pure premium appeal.

Highlights

The coming months will show whether Apple can redraw the map or if Samsung secures a longer edge.