Samsung Electronics is chasing Apple in the U.S. market with its new foldable smartphone. CNBC reported on 17th (local time) that Apple is also preparing to launch its first foldable phone next year in response.
According to market research firm Canalys, in the second quarter, Samsung Electronics' share of the U.S. smartphone market rose to 31%, an 8 percentage point increase from the same period last year (23%).
During the same period, Apple's share fell from 56% to 49%, a decrease of 7 percentage points. CNBC analyzed that Samsung's rise is the result of being influenced by the tariff policy of the Trump administration, as well as reflecting its competitiveness in offering various price ranges and form factors.
Last month, Samsung launched the Galaxy Z Fold 7 and Flip 7. CNBC suggested that this could recreate the competitive landscape between Samsung and Apple that was seen in 2014. At that time, consumers began to prefer large-screen smartphones, but Apple was passive until the iPhone 5S. In contrast, Samsung quickly released large-screen products, seizing the market, and ultimately, Apple had to respond with the iPhone 6 in the fall of 2014. Although late, Apple managed to maintain its market position.
Now, 10 years later, as the high-end foldable phone market is gradually establishing itself in the U.S., there are suggestions that Apple may employ a similar strategy again. Initially, foldable phones were criticized for durability issues, but trust has grown as the technology has matured. The latest Galaxy Z Fold 7 has received positive reviews for significantly reducing thickness and weight.
Experts predict that Apple will unveil a thinner iPhone next month and launch its first foldable phone next year to counter Samsung's advance. JPMorgan analyst Samik Chatterjee recently noted in a report that "the iPhone 17 upgrade this fall is expected to be limited, and investor interest is already focused on new products after 2026." He estimated that "Apple is likely to initially unveil foldable products with some models of the iPhone 18 series in September next year."
In an interview with CNBC, Chatterjee said, "Apple adopts a strategy of full-scale introduction when it deems that technology has matured and obstacles have been removed," adding that "the foldable iPhone will also appear in the same trend."