The rising demand for the very best foldable telephones is nice for Samsung and never so nice for Apple. Now, a brand new report reveals Samsung is consuming into Apple’s market lead within the U.S. after the iPhone maker noticed a uncommon double-digit dip final quarter. Within the second quarter of 2025, Apple’s market share within the U.S. fell from 56% to 49%, whereas Samsung’s share surged from 23% to 31%, in keeping with knowledge from Canalys.
Meaning Samsung managed to shut the market share hole between it and Apple from 33% a 12 months in the past to 18% final quarter. A lot of Samsung’s second-quarter enchancment hinged on its extra inexpensive Galaxy A collection, just like the Galaxy A36. That simply goes to indicate that the race for the very best low cost telephones is heating up alongside rising costs. Samsung’s premium choices, significantly the Galaxy Z Fold 7 and Z Flip 7 that debuted final month, have additionally gained loads of traction on social media for his or her stunning sturdiness and worth.
Canalys credit Samsung’s report Q2 progress to its technique of “good quantity,” a deal with providing a wider vary of merchandise at completely different value ranges in comparison with Apple’s line-up. Samsung’s Galaxy and Z telephone lineups begin at $650 (for the Galaxy S24 FE) and go as much as $2,400 (for the 1TB storage choice Galaxy Z Fold 7).
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“That may be a huge span of units,” Canalys analyst Runar Bjorhovde advised NBC Information. “There may be an thought that you could goal individuals at each single value level, and you may meet them at each spot.”
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Although the general U.S. smartphone market barely grew throughout the identical interval, as much as 27.1 million models in comparison with final 12 months’s 26.7 million, Samsung loved the strongest efficiency of any phonemaker. The corporate shipped 8.3 million models in Q2 2025, a 38% enhance 12 months over 12 months. Apple, then again, noticed shipments fall by 11% to 13.3 million models, down from 14.9 million a 12 months in the past.
Apple nonetheless holds the crown for many smartphone gross sales within the U.S., however for the primary time in over a decade, its place is starting to look shaky on its house turf. The final time we noticed Samsung severely problem Apple’s high spot was again in 2014, when the Korean smartphone producer embraced big-screen telephones and phablets whereas Apple was nonetheless dragging its toes.
Client choice is not the one factor fueling the market share shift, although. As Canalys notes, “Samsung’s efficiency in Q2 was boosted by frontloading of stock into the U.S. amid tariff considerations,” certainly one of a number of methods smartphone makers used to attenuate the impression of Trump’s tariffs.
If Apple needs to regain its standing within the U.S. market, it will have to drag out all of the stops at its iPhone 17 occasion this September. This 12 months guarantees a giant shake-up for the iPhone lineup, with the Plus mannequin anticipated to get replaced by the super-thin iPhone 17 Air.
The iPhone 17 Air is a direct competitor to the Galaxy S25 Edge, Samsung’s thinnest telephone but, but it surely might not be sufficient to alter Apple’s fortunes. Counterpoint Analysis, a analysis agency that estimates smartphone gross sales, discovered Samsung solely noticed a “slight year-over-year enhance” in gross sales after the S25 Edge was launched in Could. If customers are as blasé in regards to the Air as they have been in regards to the Edge, Apple’s going to be in bother.
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