Samsung gains US market share as foldables gain momentum

A shift in shipments shows Samsung gaining traction in the United States as foldable devices and pricing strategies reshape the competition with Apple.

Samsung widens US market share as foldables gain momentum

In the second quarter, Canalys data show Samsung's US market share rising from 23% to 31% while Apple's fell to 49% from 56%. Samsung rolled out folding devices the Z Fold 7 and Z Flip 7, along with the Galaxy S25 Edge, and social media chatter around durability tests boosted visibility. Analysts say tariffs disrupted shipments as companies adjusted pricing and sourcing to blunt the impact.

Samsung's price breadth now spans a wide range, giving it more price points than Apple and helping it reach buyers at different levels of spending. Analysts see potential for Apple to join the foldable race, with JPMorgan Chase analyst Samik Chatterjee noting a folding iPhone could arrive to compete with Samsung's Z Fold, and Loop Capital's John Donovan suggesting a new form factor could refresh demand in the near term. The trend is reinforced by AI driven interfaces and broader social media visibility that can convert a durable device into a must have.

The data marks a turning point in a market long led by the iPhone. Samsung’s foldables are moving from novelty to mainstream option and are expanding the price ladder for the category. This shift puts pressure on Apple to move beyond its traditional rigid form factor without eroding its premium image. The other layer is policy and economics; tariffs are bending how devices are priced and shipped, a factor that investors are watching closely.

Looking ahead, Apple faces a choice between sticking to a proven premium formula and embracing new form factors. If it hesitates, rivals may capture attention with broader price points and more versatile designs. The real test will be whether Apple can translate loyalty into willingness to switch when foldables become ubiquitous.

Highlights

The screen remains the focal point of the mobile battleground and likely to steer the next round of decisions.