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

Analysts say foldable phones and affordable smartphones are driving Samsung's growth.

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

The surge in demand for foldable phones is giving Samsung a big advantage and making things difficult for Apple. According to some recent reports, Samsung is gradually narrowing the gap in market share with Apple in the US market. This development comes after the Apple unexpectedly witnessed 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 dropped 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 last quarter.

Samsung's growth in the second quarter was largely driven by its affordable Galaxy A series, such as the Galaxy A36. This shows that the race for market share in the low-cost phone segment is heating up.

In addition, Samsung's high-end product lines such as the Galaxy Z Fold7 and Z Flip7 launched last month also created a big buzz on social networks thanks to the durability and value they bring.

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

Canalys attributes the record growth in the second quarter to its “smart volume” strategy. Specifically, the company focuses on diversifying its products across more price segments than Apple. Samsung’s Galaxy and Z phones range in price from the Galaxy S24 FE ( $650 ) to the 1TB Galaxy Z Fold7 ( $2,400 ).

“It’s a very broad product range. Samsung has the idea of targeting users across all price segments,” said Canalys analyst Runar Bjorhovde.

While Apple remains the top smartphone seller in the US, this is the first time in more than a decade that its dominance has been challenged on its home turf. The last time Samsung really threatened Apple’s lead was in 2014, when the Korean manufacturer was ahead of the curve on large-screen phones while Apple was still lagging behind.

But consumer preferences aren’t the only factor driving this market share shift. According to Canalys , Samsung’s performance in the second quarter was also driven by a strategy of “pushing inventory earlier than expected in the US due to tariff concerns,” one of the ways smartphone makers are mitigating the impact of Trump’s tariffs.

To regain its position in the US market, Apple will have to launch a "decisive blow" at the iPhone 17 launch event in September. This year, the iPhone line is expected to have a major overhaul, when the Plus version can be replaced by the super-thin iPhone 17 Air model.

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

According to research firm Counterpoint Research , Samsung only saw a "slight increase year-over-year" 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 big trouble.

Source: https://znews.vn/secret-to-help-samsung-win-apple-thi-phan-tu-tai-my-post1577941.html