Samsung vs Apple: Foldable Phones Shake Up the U.S. Smartphone Market

The U.S. smartphone battle between Apple vs Samsung

The U.S. smartphone battle between Apple vs Samsung is heating up again — and this time, it’s all about foldable phones.

Back in 2014, Apple and Samsung were fighting for dominance. Samsung was winning attention with big-screen devices, and Apple fans demanded something similar. Apple responded with the iPhone 6, which quickly took the crown.

Fast forward to 2025, and the fight is back. But now, Samsung is leading the charge with foldable screens and new form factors, while Apple is still sticking to its tried-and-tested iPhone design.

Numbers Tell the Story

• Samsung’s U.S. market share jumped from 23% to 31% in Q2 2025.
• Apple’s share dropped from 56% to 49% in the same period (Canalys data).
• Apple still holds the top spot, but growth has slowed for the first time in over a decade.
• Investors have noticed: Apple stock is down 7.5% this year, while Samsung shares are up 35%.

Foldables Are Going Mainstream (foldable phones 2025)

• Samsung’s latest launches — the Galaxy Z Fold 7 and Z Flip — are turning heads everywhere.
• The Z Fold 7 unfolds into a tablet-like screen.
• The Z Flip gives a modern twist to classic flip phones.
• On YouTube, a “200,000 folds” durability test went viral, collecting millions of views.
• Social media buzz is massive: over 50,000 mentions last month for Samsung’s premium devices, with 83% of them positive or neutral.
• Samsung’s bet is paying off: preorder sales for the Z Fold 7 are already outpacing its predecessor by nearly 50%.

Why Samsung Has the Edge

Unlike Apple, Samsung covers every price point: from $650 budget devices to $2,400 premium flagships. This lets them capture a broader audience. Apple, by contrast, focuses only on high-end models ranging from $829 to $1,599.

And let’s be honest — iPhones have looked almost the same since 2017. Meanwhile, Samsung is experimenting with slimmer phones, curved edges, and Foldables.

What’s Next for Apple? ( iPhone 18 rumors)

Rumors suggest Apple is about to unveil a slimmer iPhone, possibly to rival Samsung’s Galaxy Edge lineup. Analysts also expect a foldable iPhone as part of the iPhone 18 series in 2026.

If true, it may start at $1,999 — a clear signal Apple wants to go premium in the foldable race.

Apple’s strategy has always been to wait until technology matures before entering. And foldable may now be ready for the mainstream.

The AI Advantage (AI smartphones)

Another big factor in this smartphone war is AI integration.

Samsung phones already use Google Gemini AI, with features like circle-to-search.

Larger foldable displays make AI features more practical and fun to use.

Apple, meanwhile, is still rolling out its next-gen Siri, now delayed until 2026.

This delay has sparked worries that Apple may lose ground if AI-driven devices become the new standard.

The Big Picture

Samsung is proving that innovation, variety, and early bets on new tech can move the needle in the U.S. market. Apple still commands brand loyalty, but signs of vulnerability are emerging.

Smartphone market share 2025

The next two years — with AI, foldable, and new form factors — could completely reshape the smartphone landscape.

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