Samsung Regains Ground in US Market as Foldables Gain Momentum

Samsung has managed to claw back market share in the United States, capitalizing on Apple’s slowdown and the rising adoption of foldable smartphones.

Apple’s US Market Share Dips

According to data from Canalys, Apple’s dominance in the US market remains strong but has softened:

• Apple’s share dropped to 49% in Q2 2025, down from 56% a year earlier.
• Samsung recorded 38% year-over-year growth in the same quarter — even before the launch of its latest foldable models.
• Google’s Pixel line also saw gains, marking a broader reshaping of the US smartphone landscape.

Foldables Begin to Scale

While foldables remain a niche category in the US, momentum is building:

• Sales of foldable phones have grown by roughly 30% CAGR.
• Foldables now account for 1.6% of total US smartphone sales.
• Carrier subsidies have been crucial, driving around 60% of foldable sales.

This signals that while foldables are far from mainstream, they are becoming an important battleground for market share.

Apple’s Imminent Entry

The timing is particularly significant with Apple expected to launch its first foldable iPhone in 2026. Analysts project that Apple could capture 20–30% of the US foldable segment within three years of launch.

If accurate, this would reshape competition not only between Samsung and Apple, but across the entire premium smartphone category.

Strategic Implications

For Samsung, the resurgence in US market share is welcome relief after Apple pulled ahead globally in 2024. The company’s early bet on foldables is beginning to pay off, giving it a first-mover advantage before Apple enters the space.

The bigger story, however, is the shifting dynamics of the premium smartphone market: foldables are carving out a small but rapidly expanding niche, where design innovation, ecosystem integration, and pricing strategies will determine who leads in the next growth cycle.

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