Samsung Electronics plans to launch a tri-fold phone (a phone that folds twice) within the year, following "large-screen," "foldable," "artificial intelligence (AI)," and "ultra-slim" smartphones. Samsung is acting as a "first mover (market pioneer)" in the smartphone market. In contrast, Apple, which leads the global smartphone market alongside Samsung, is being evaluated as staying in the role of a "follower (latecomer)" that trails Samsung rather than leading innovation. How about the results. According to market research firm Counterpoint Research, in the third quarter's global smartphone rankings by revenue this year, Apple ranked first (70 trillion won) and Samsung ranked second (27.7 trillion won). Samsung does the tricks first, but Apple is seeing more of the results.
◇ Samsung, pioneering markets from foldables to AI phones and ultra-slim phones
Over the past 10-plus years, Samsung Electronics has led various technology trends and pioneered the smartphone market, while Apple has followed.
Samsung's first trend pioneering was "large-screen" smartphones. While Apple stuck to small screens that fit in one hand, Samsung pioneered the large-screen market by launching the Galaxy Note in 2011. At the time, many reacted that "the screen is too big," but Samsung predicted that smartphones would evolve into devices for multimedia consumption and pushed large-screen products. That prediction hit the mark, and as video and game use surged, demand for large-screen smartphones exploded. Apple also introduced large-screen smartphones by launching the "iPhone 6 Plus" in 2014 and has released large-screen models every year since.
Samsung introduced foldables in 2019 and the world's first AI smartphone in 2024. This year, it continued its first-mover stride by unveiling an ultra-slim phone under 6 mm thick ahead of Apple. Apple, on the other hand, pursued a follower strategy. Apple this year released the iPhone 17 equipped for the first time with its in-house AI system "Intelligence." Apple followed Samsung last year and advertised the "iPhone 16" as the "first AI smartphone," but it drew criticism because the product did not actually include the Intelligence features. According to foreign media and the industry, Apple is expected to launch a foldable phone next year.
◇ For Samsung, being a "first mover" is a survival strategy… Apple is a "follower" built on high loyalty
Why does Apple insist on the latecomer role of following Samsung. First, the advantage of a follower strategy is that by introducing products after the market matures, it can minimize initial risk and research and development expense. Another advantage is the ability to release products with fully refined technology without rushing. Apple's ultra-slim "iPhone 17 Air," released in Sep., is a representative example. Apple launched its ultra-slim phone about five months later than Samsung, but made it 0.2 mm thinner than Samsung's ultra-slim "Galaxy S25 Edge," raising the level of technical refinement. Apple's follower strategy also reflects confidence that releasing products later does not hinder securing market share, because Apple users exhibit relatively strong brand loyalty.
An official in the electronics industry said, "Because Samsung, with relatively lower brand loyalty, could struggle if it enters the market later than Apple, a strategy of preempting the market is an effective choice," adding, "Samsung has no choice but to focus on innovation."
In fact, Apple's strategy is working in the market. According to the electronics industry, last year Samsung Electronics' Mobile eXperience (MX) division posted revenue of 114 trillion won, up about 2.7% from 2014 (111 trillion won). The industry estimates this year's revenue will come in around 120 trillion won. In contrast, Apple's annual revenue, which hit a record high this year (from Oct. last year to Sep. this year), was $416 billion (about 605 trillion won), up 127% from 2014 ($183 billion, about 266 trillion won). The revenue gap between Samsung and Apple widened from 155 trillion won in 2014 to 485 trillion won this year.
Kim Kyung-won, a distinguished professor in business administration at Sejong University, said, "The first-mover strategy is a necessary alternative for Samsung to survive because it is the No. 2 player by revenue," adding, "However, as Apple is narrowing the technology gap with Samsung, Samsung needs to seek other differentiation strategies." He added, "Apple has the power to captivate consumers on an emotional level, and it seems Samsung also needs changes such as design modifications or software shifts to dig into that aspect."