Samsung's market share is surging, creating more competition between the tech giant and its biggest rival, Apple.
In the second quarter of the fiscal year, Samsung’s market share rose from 23% in the prior period to 31%, according to Canalys, while Apple’s market share declined from 56% to 49%.
During the second quarter of 2025, iPhone shipments declined by 2% to 44.8 million, while Samsung phone shipments rose 7% to 57.5 million.
This came as Samsung launched its new foldable Galaxy Z Fold 7 and Galaxy Z Flip 7, with the devices receiving 60% higher pre-orders than their predecessors, becoming the most successful foldable launch in the United States.
Apple still reported a 13% increase year-over-year in iPhone sales in its July earnings; however, consumers aren’t always rushing to purchase the newest model.
According to Telemetry, 16.3% of all iPhone users are currently using iPhone 13s, despite the tech giant releasing a new model every year due to similarities between models.
Another reason why Samsung is making headway is due to the wide range of products at various price points.
“Samsung has refocused its strategy on ‘smart volume,’ aiming to profitably scale its mass market Galaxy A series while continuing to grow its premium models," Omdia senior analyst Aaron West said.
For example, the Galaxy A36 begins at US$399.99, whereas the high-end Galaxy S35 starts at US$799.99.
