Samsung is catching up to Apple (AAPL, Financials) in the U.S. smartphone market. Its share went from 23% to 31% in the second quarter of 2025, while Apple’s share went from 56% to 49%. A key cause is foldables. The new Samsung Z Fold 7 and Z Flip are getting a lot of attention because they combine new ideas with old ones. They are selling well and going viral on social media, where people are posting videos of them passing durability tests.
Samsung has a wide selection of products that cost between $650 and more than $2,400, so they can reach customers at every price point. Apple’s current iPhone assortment is still constrained in both design and flexibility. People say that Apple will soon release a thinner iPhone and a foldable one in 2026. However, Apple’s glacial changes to its design and AI features have given Samsung the chance to take the lead.
Foldables are ready for the mainstream now since there aren’t any big trade-offs, there is a lot of demand, and AI is becoming more and more integrated. Samsung has an edge not just in hardware but also in timing. Apple may triumph in the long run, but for now, Samsung is in the lead.
This article first appeared on GuruFocus.