The secret to Samsung gaining market share from Apple in the US.

Samsung is gradually regaining market share from Apple. Photo: Tom'sGuide .

The surge in demand for foldable phones is giving Samsung a significant advantage and posing a challenge to Apple. According to recent reports, Samsung is gradually closing the market share gap with Apple in the US market. This development comes after Apple unexpectedly saw a rare double-digit decline in the last quarter.

Specifically, data from Canalys shows that in the second quarter of 2025, Apple's market share in the US decreased from 56% to 49%, while Samsung's market share increased sharply from 23% to 31%. Thanks to this change, the market share gap between Samsung and Apple has narrowed significantly, from 33% a year ago to just 18% in the past quarter.

Samsung's growth in the second quarter was primarily driven by its affordable Galaxy A series, exemplified by the Galaxy A36. This indicates that the race for market share in the budget phone segment is heating up.

In addition, Samsung's high-end products such as the Galaxy Z Fold7 and Z Flip7, launched last month, have also generated significant buzz on social media thanks to their durability and value.

Samsung's time is coming thanks to foldable phones. Photo: AndroidPolice .

Canalys attributes the record growth in the second quarter to Samsung's "smart volume" strategy. Specifically, the company focused on diversifying its product range across more price segments than Apple. Samsung's Galaxy and Z phone lines offer a wide price range, from the Galaxy S24 FE ( $650 ) to the 1TB version of the Galaxy Z Fold7 ( $2,400 ).

"It's a very wide product range. Samsung has the idea of targeting users in every price segment," said Canalys analyst Runar Bjorhovde.

Although Apple still holds the top spot in smartphone sales in the US, this is the first time in over a decade that its position in its home market has been challenged. The last time Samsung truly threatened Apple's lead was in 2014, when the South Korean manufacturer embraced the large-screen phone trend while Apple lagged behind.

However, consumer preferences weren't the only factor driving this market share shift. According to Canalys , Samsung's performance in the second quarter was also boosted by a strategy of "moving inventory into US warehouses earlier than expected due to concerns about tariffs." This is one of the ways smartphone manufacturers are mitigating the impact of tariffs under President Trump.

To regain its position in the US market, Apple will have to launch a "decisive blow" at the iPhone 17 launch event this September. This year, the iPhone line is predicted to undergo a major overhaul, with the Plus version potentially being replaced by the ultra-thin iPhone 17 Air model.

The iPhone 17 Air is seen as a direct competitor to the Galaxy S25 Edge, Samsung's thinnest phone to date, but it may still not be enough to turn the tide against Apple.

According to research firm Counterpoint Research , Samsung only saw a "slight year-on-year increase" after launching the S25 Edge in May. If users are as indifferent to the iPhone 17 Air as they were to the S25 Edge, Apple could be in serious trouble.

Source: https://znews.vn/bi-quyet-giup-samsung-gianh-thi-phan-tu-apple-tai-my-post1577941.html