• By Alex David
  • Mon, 18 Aug 2025 02:52 PM (IST)
  • Source:JND

The rise of foldable devices is transforming the U.S. smartphone landscape, confirming Samsung's pronounced momentum while intensifying competitive pressure on Apple.

The latest Canalys report signals a startling contraction for Apple, whose domestic market share shrank from 56% to 49% in the second quarter of 2025, constituting its steepest double-digit contraction. Samsung, in contrast, expanded from 23% to 31%, narrowing the market-beating distance between the two manufacturers from 33 percentage points twelve months earlier to just 18%.

Samsung’s Winning Strategy

Samsung’s growth was fuelled by two major drivers:

  • First, the value-orientated Galaxy A series, exemplified by the Galaxy A36, seized share in the saturated sub-$500 category. 
  • Second, the flagship foldable tiers, particularly the Galaxy Z Fold 7 and Z Flip 7, drew consumer fascination, lauded for credible durability and amplified by viral moments across platforms.

According to Canalys, Samsung’s operational focal point is a “smart volume” methodology: maintaining a catalogue that ranges from entry models to cutting-edge foldables. From the Galaxy S24 FE at $650 to the Galaxy Z Fold 7 at $2,400, Samsung curates an implicit after market ladder, optimising both penetration and profitability.

“There is an idea that you can target people at every single price point, and you can meet them at every spot,” said Canalys analyst Runar Bjorhovde.

Apple Faces Pressure Ahead of iPhone 17 Launch

Despite Samsung’s gains, Apple still leads the U.S. market with 13.3 million units shipped in Q2 2025. But shipments fell 11% year over year, while Samsung recorded a 38% increase, shipping 8.3 million units.

ALSO READ: Google Pixel 10 Launch Event 2025: Date, Time, Livestream, And What To Expect

The last time Samsung seriously challenged Apple in the U.S. was in 2014, during the rise of big-screen phones. Now, with foldables on the rise and tariffs impacting shipments, Apple’s dominance looks less certain.

All eyes are now on Apple’s iPhone 17 event this September, where the company is expected to unveil the iPhone 17 Air, a slimmer device designed to rival Samsung’s Galaxy S25 Edge. But analysts warn that if consumers greet the Air with the same lukewarm response as Samsung’s Edge, Apple could struggle to regain momentum.