Samsung takes market share from Apple in the US, a complex impulse by phone

In 2014, Apple And Samsung made this to manage the American smartphone market. Samsung selling devices with big screens, and the iPhone fans demanded a response.

Apple has passed for a while, but the company finally released the iPhone 6, breaking up with previous iterations and giving the consumers a big screen. The iPhone won.

But more than a decade later, recent smartphone sales and shipments signal that Apple-Samsung’s fight has returned. And once again it’s all about the screen.

In the second quarter deliveries from Samsung have grown in the US, and its share on the market grew from 23% to 31% from the previous period, according to the data Channels. Apple market share decreased to 49% of 56% over the quarter.

Apple remains on top of the US smartphone market, taking most new smartphone sales in the United States, it’s often the second place worldwide, but recently indicates turbulence for Apple for the first time in ten years.

This is one of the reasons where investors sent Apple’s stock at 7.5% this year, not all US technology companies are not working enough Tesla. Meanwhile, Samsung shares increased about 35% in 2025.

In July, Samsung introduced a couple of innovative new phones that presents sophisticated screens. One model, Z Fold 7, can effectively turn into a tablet, while the Z FLIP resembles a School with modern smartphone features. They were added to the Samsung phones released this spring under its Galaxy brand, including a thin and illuminated Galaxy S25 Edge phone.

Devices also get a lot of thrust on social media, especially around strength testing.

One user has placed a live line that showed that it was bent in the bend of 7 for 200,000 times in a row. The video was cut and widespread in the social media, one of the video, which accumulates more than 15 million views on YouTube.

Last month, Samsung Premium, including Z Fold 7, mentioned more than 50,000 times in social media, and 83% of these references were positive or neutral, according to Sprout Social, Social Media Analytics.

Market shareholders are not just the result of the user’s benefits. Analysts can be attributed to tariffs that cause “violations” in this area, most of the shift in June may be attributed to tariffs that cause “violations” as smartphone manufacturers use different strategies to minimize their business.

But Samsung’s profits also reflect the company’s ability to offer a much wider range of products at different prices compared to Apple. These include low -level phones, which made up most of the US second quarter improvement, as well as high -end devices that are more expensive than any individual iPhone.

Samsung’s galaxy and phone are stretched from $ 650 to $ 2,400. This is a massive device, “said CANALYS Runar Bjorhovde. “There is an idea that you can target people at each price and you can meet them in every place.”

The iPhone has practically looked equally since 2017 – a rectangular glass with a touch screen on the front and several cameras on the back. These days, the company offers a series of four slates from $ 829 to 1599. Samsung and others begin to go beyond the so -called chocolate form and experiment with new forms.

Apple is expected to start doing the same – starting with a potential launch next month’s slim iPhone, which will compete with the Galaxy Edge Samsung.

“Apple clearly relies on the fact that its 5.5 -million -meter air model collects its condition because the testing suggests a strong desire for a new form,” wrote Loop Capital Director John Dononan in May.

JPMorgan Chase Samik Chatterjee Analyst In the last month’s report This Apple can release a complex phone next year to compete with Samsung’s Z Fold.

“Focus Investor Focus has already turned to the launch of the fall 2026 with Apple, which is expected to launch its first complex iPhone as part of the iPhone 18 in September 2026,” Chatterjee wrote.

Attempted new forms -factors offers Apple the ability to sell devices at higher prices, according to Bjorhovde.

Apple’s most expensive phone iPhone 16 Pro MaxCurrently, it starts with $ 1199 for $ 256 GB and can move to $ 1599 per version of 1 TV repositories. Samsung Galaxy Z Fold 7, which was announced last week, starts with $ 1.999 for version 256 GB and is $ 2419 per 1TB version.

Chatterjee said he believes that Apple’s difficult phone version could start from 1999. Apple refused to comment.

The person conducts the phone Samsung Galaxy Z Fold 7 during the New York event, the US, July 8, 2025.

Jeenah Moon | Reuters

Difficult phones are finally ripen

The first samsung’s first complex phone was released in 2019, but began rocky. Initial launch was detained after reviewers – including CNBC – It is found that the early devices will break along their complex fold.

But Samsung says that this time is different, and these sophisticated phones are finally ready to go to the main one, especially in relation to durability.

“In fact, there is no more compromise before the possession of a complex device,” said Drew blank, Vice President of Mobile Products Management in Samsung Electronics America.

South Korean company does not provide sales numbers but blank said Nearly 50%.

“Samsung with sophisticated is able to actually optimize for innovation,” said Bjordude. “Try to be forward, show that something else, and this has a certain halo effect. “

According to the Controppoint Research, a firm that evaluates smartphones for customers, Samsung sales increased by 16% for the June quarter, thanks to the high -end devices, including a “small stimulus” from Slim S25 Edge.

The growth of artificial intelligence also heralds new formal factors for consumer electronics that can replace the iPhone.

Openai in May purchased The former Apple Design Jony Ive’s startup gurus for $ 6.5 billion. Launch AI plans to develop the next -generation equipment and other AI startups have released pinpendants and glasses This rests on the voice of users to control devices.

Samsung devices as well as other Android phones, gain access to Google’s Gemini, which is widely considered one of the best AI models along with the Openai chat. Gemini has several features that users can’t get with Siri and Apple Intelligence.

The blank said that complex phones with their big display are well suited for AI. An example is an example that allows the user to just circle anything on the screen, which they would like to know more, ”Black said.

According to him, Samsung, he said, can still see the original screen with the content they circled, as well as another screen with additional information.

“It is much more productive to be able to go there,” said blake.

Investors are worried that AI’s delays from Apple, including the next -generation Siri, which is now scheduled to come out next year, can start to harm the sale. But many analysts say What loyalty to the Apple brand will give it a period before iPhone customers will start a defect for competitors.

Chatterjee said CNBC that Apple’s strategy with devices is to wait for the technology ready for the main substance before taking it. This time can be now for sophisticated devices.

Apple “never tried to become the first to the market,” Chattengzh said. “It is about being vigilant, seeing the technology of mature, knowing that there are no big blocks and then move forward for technology.”

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