Samsung increased its share of the US smartphone market from 23% to 31% in the second quarter of 2025. One of the main reasons for the growth was strong sales of the new foldable models Galaxy Fold 7 and Flip 7, which received improved durability and reliability. This is reported by CNBC.
Both devices are being actively discussed on social media. In particular, a video has gone viral on the Internet, where a user tests the Fold 7's internal screen by folding it 200,000 times. This helps change the perception of foldable phones as unreliable.
Although foldables account for a smaller share of total sales, they generate a significant portion of Samsung's premium revenue. Their large screens are great for multitasking and tools like Google's Circle-to-Search.
Amid Samsung's success, Apple has lost market share, dropping from 56% to 49%. However, the American company plans to release its own foldable device in the near future, which should improve its market position.
According to insiders, Apple is preparing to launch a foldable iPhone in 2026. The device, likely called the iPhone Fold, is expected to become Apple's most expensive smartphone and directly compete with Samsung's foldable flagships.
Analysts believe that Apple has traditionally waited for the "maturity" of foldable screen technology before entering the market. This will allow the company to refine the concept and offer a stable product. The competition between the two most popular brands is expected to determine the future of the smartphone form factor.