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As Apple gears up for the release of its first-ever foldable iPhone next year, some analysts suggest that the competition between Samsung and Apple over US market dominance could be reminiscent of 2014.
However, Samsung quickly responded to consumer demands by releasing large-screen smartphones, prompting Apple to hurriedly increase screen sizes starting with the iPhone 6.
Now, it seems Apple is playing catch-up in terms of foldables.
Samsung's "Smart Volume" Strategy
Data from market analyst Canalys shows a rare shift in the US smartphone market during the second quarter of 2025. Apple’s market share fell from 56% to 49%, while Samsung’s climbed from 23% to 31%.
This impressive growth is thanks to what analysts call Samsung's "smart volume" strategy. Unlike Apple's more limited product line-up, Samsung offers a huge range of devices at every price point, from low-end phones, which accounted for much of the company's second-quarter US improvement.
"That is a massive span of devices,” said Canalys analyst Runar Bjorhovde. “There is an idea that you can target people at every single price point, and you can meet them at every spot.”
A major part of Samsung's recent success has been its foldable phones. Early versions of the Galaxy Z series faced durability concerns, but with each new model, confidence has grown. The recently launched Galaxy Z Fold7 has been praised for its reduced weight and thinner design while still being durable.
Pre-orders for the Galaxy Z Fold7 reached record numbers in the US, and combined pre-orders for both the Galaxy Z Fold7 and Galaxy Z Flip7 saw an increase of over 25% compared to the previous year. The devices are also getting a lot of attention on social media, with people impressed by their robust design and practical features.
The Pressure's Now on Apple
NBC News reported that Apple remains number one in the US smartphone market, however the recent slips point to turbulence for Apple for the first time in more than 10 years.
To regain its footing in the US market, Apple will need to pull out all the stops at its upcoming iPhone 17 event in September.
Apple is also expected to replace its current "Plus" model with a super-thin iPhone 17 Air. This device would be a direct competitor to Samsung's thinnest phone yet, the Galaxy S25 Edge. However, this alone may not be enough to turn the tide in Apple's favour.
According to Counterpoint Research, the S25 Edge only saw a "slight" sales boost after its release, which suggests a new, thin design might not be the game-changer Apple is looking for.
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