Apple’s market share has plummeted as Samsung surges ahead with the help of foldable phones and affordable options. In the second quarter of 2025, Samsung’s market share rose from 23% to 31%, while Apple’s fell from 56% to 49%. The shift can be attributed to Samsung’s strategy of offering a wide range of products at different price points, including its premium offerings like the Galaxy Z Fold 7 and Z Flip 7.
The rise of foldable phones has benefited Samsung, making them more competitive with Apple. Meanwhile, Samsung’s affordable Galaxy A series, such as the Galaxy A36, has also gained traction due to their lower prices. This strategy has allowed Samsung to close the market share gap between it and Apple from 33% a year ago to 18%.
In contrast, Apple’s premium offerings, although durable, may not be enough to change its fortunes. The company needs to pull out all the stops at its upcoming iPhone 17 event this September to regain its standing in the US market. With Samsung’s strong performance, especially after releasing new products like the Galaxy S25 Edge and Z Flip 7, Apple faces stiff competition.
Source: https://www.tomsguide.com/phones/apples-smartphone-market-share-plummets-as-samsung-surges-heres-why