More than a decade after Apple and Samsung first battled for dominance in the U.S. smartphone market, the rivalry has reignited — and once again, it’s all about the screen.
In the June quarter, Samsung’s U.S. market share jumped from 23% to 31%, while Apple slipped from 56% to 49%, according to Canalys. Though Apple still leads the market, the drop marks one of its rare setbacks in years. Investors have taken notice: Apple shares are down 7.5% in 2025, while Samsung’s stock is up 35%.
Foldables Spark Momentum
Samsung’s latest foldable devices, unveiled in July, are driving much of this surge. The Galaxy Z Fold 7, which doubles as a tablet, and the Z Flip, a modern take on the classic flip phone, have generated huge social media buzz — durability livestreams of the Fold 7 have gone viral with millions of views. According to Sprout Social, Samsung’s premium devices drew over 50,000 mentions last month, with more than 80% of sentiment positive or neutral.
Samsung says its newest foldable lineup is its strongest yet. Preorders for the Z Fold 7 were 25% higher than any prior model, and early sales are nearly 50% above its predecessor. “There really are no longer trade-offs to owning a foldable device,” said Drew Blackard, vice president of mobile product management at Samsung Electronics America.
One key advantage for Samsung is its wide product portfolio. From $650 to $2,400, its Galaxy range covers nearly every price segment. Apple, by contrast, offers four iPhone models between $829 and $1,599, all retaining the same slab design introduced in 2017.
That breadth helped Samsung capture gains in both the budget and premium segments last quarter, analysts said. “You can target people at every single price point,” Canalys’ Runar Bjorhovde noted.
Apple’s Next Move
Apple is preparing its own counterattack. Analysts expect a slimmer iPhone launch next month, followed by its first foldable in 2026 as part of the iPhone 18 lineup. JPMorgan’s Samik Chatterjee predicts Apple’s folding phone could debut at $1,999, matching Samsung’s Z Fold 7.
Apple’s approach has long been to wait until technologies mature before adopting them. “Apple has never been about being first to market,” Chatterjee said. “It’s about waiting for roadblocks to clear, then moving ahead.”
The AI Factor
Artificial intelligence may accelerate the push toward new device shapes. Samsung’s foldables, paired with Google’s Gemini AI, already showcase features Apple doesn’t yet offer — such as circle-to-search multitasking across split screens. Apple’s next-generation Siri won’t arrive until next year, raising concerns that delays could weaken its competitive edge.
Still, analysts argue Apple’s ecosystem loyalty gives it time to respond. For now, Samsung is using innovation in form factors and AI integration to seize momentum in a battle that looks very familiar — and very far from settled.
