The rivalry between Apple and Samsung has reignited, with the contest now shifting from apps and camera specs to the screen itself.

While the classic flat smartphone once dominated, Samsung’s foldable Galaxy devices are reshaping the market, boosting the company’s share of the U.S. smartphone industry.

Fresh data shows a significant shift in the U.S. smartphone market.

In Q2 2025, Samsung’s share jumped from 23 per cent to 31 per cent, while Apple’s slipped from 56 per cent to 49 per cent.

The surge is tied to Samsung’s latest foldable models—the Galaxy Z Fold 7, which doubles as a tablet, and the Z Flip 7, a modern take on the classic flip phone.

Their improved durability has sparked buzz, with viral content like a video of someone folding the Z Fold 7 more than 200,000 times helping reshape public perception of foldables.

Samsung’s foldable phones have grown into a lucrative business, generating a large share of its premium revenue even though they represent a smaller slice of total sales.

However, Apple is known for holding back until a technology matures, then entering the market with a polished, mass-appeal product.

Analysts suggest Apple is gearing up to enter the foldable market, with a rumored “iPhone Fold” possibly launching as early as 2026. The device is expected to rank among the most expensive smartphones ever released.