Samsung Surges Past Apple in Global Smartphone Market Share, Fueled by Foldable Devices and Wider Pricing Options.

Apple's iPhone 13 remains the most widely used iPhone model, but Samsung is gaining ground with its new foldable devices and wider range of products at various price points. In Q2 2025, Samsung shipped 57.5 million phones, a 7% YoY increase, while Apple's shipments fell 2% to 44.8 million. Samsung's market share increased to 20%, surpassing Apple's 16%, and the company's US market share rose from 23% to 31%.

In the second quarter of 2025, Samsung's smartphone market share in the U.S. surged, reaching 31% from 23% in the prior period, according to Canalys [1]. This significant increase was driven by the introduction of two innovative folding phones: the Z Fold 7 and the Z Flip, which have garnered considerable attention for their unique form factors and durability [1].

Samsung's gains can be attributed to several factors. Firstly, the company offers a wide range of products at various price points, from budget-friendly models to high-end devices like the Galaxy S25 Edge, which starts at $650 and goes up to $2,400 [1]. This strategy allows Samsung to cater to a broader customer base compared to Apple, whose iPhone lineup is more limited and priced higher.

Apple, while still leading the U.S. smartphone market, saw its market share decline to 49% from 56% in the second quarter of 2025 [1]. The company's iPhone 13 remains the most widely used model, but Samsung's foldable devices and expanded product range have started to erode Apple's dominance.

Analysts suggest that Apple is planning to introduce a slimmer iPhone and a foldable iPhone in 2026 to compete with Samsung's offerings [1]. Apple has traditionally been cautious about adopting new technologies until they are mature and widely accepted, as seen in its delayed entry into the foldable phone market.

Samsung's foldable phones, particularly the Z Fold 7, have received positive feedback, with social media mentions being predominantly positive or neutral [1]. The device's durability has been a significant selling point, with one user's video showing the phone being bent over 200,000 times without breaking [1].

The rise in Samsung's market share also reflects the company's ability to navigate tariffs and other industry disruptions. Samsung's stock has performed well in 2025, with a 35% increase, compared to Apple's 7.5% decline [1].

In conclusion, the smartphone market is experiencing a shift in dynamics, with Samsung gaining ground on Apple. This shift is driven by Samsung's wider product range, innovative form factors, and effective market strategies. Apple, however, remains a formidable competitor, with plans to introduce new models to counter Samsung's advancements.

References:
[1] https://www.cnbc.com/2025/08/16/samsungs-us-market-share-apple-rivalry-foldable-phones.html