New York — Samsung is closing the market share gap with Apple in the U.S., driven by its new lineup of foldable smartphones. According to CNBC, this dynamic is reminiscent of the 2014 showdown when large-screen smartphones first became popular. Apple is expected to counter this move by launching its first foldable phone as early as next year.

CNBC, citing data from market research firm Canalys, reported that Samsung's U.S. market share jumped from 23% to 31% in the second quarter, largely due to increased shipments. This stands in stark contrast to Apple, whose market share fell from 56% to 49% over the same period.

While some of Samsung’s gains are attributed to U.S. tariff policies, CNBC notes that the company’s success also reflects its ability to offer a wider variety of products at different price points and form factors than Apple.

A Repeat of the 2014 "Phablet" Battle? 

The recent launch of the Galaxy Z Fold 7 and Flip 7 has ignited a familiar rivalry. A decade ago, consumers began demanding larger screens for watching videos, but Apple was slow to respond. Samsung, however, quickly met this demand with its large-screen phones, often referred to as "phablets." Apple eventually conceded, releasing the larger-screen iPhone 6 in the fall of 2014, a move that helped it maintain market dominance despite being late to the trend.

Experts believe Apple is adopting a similar strategy with foldable phones. While the technology faced early challenges with durability, recent innovations, like those in the Galaxy Z Fold 7, have improved reliability and reduced bulk.

J.P. Morgan analyst Samik Chatterjee told CNBC that Apple's strategy is to "watch and see, confirm that the technology has matured and that there are no major impediments to the adoption of that technology, and then move forward." He anticipates that Apple's first foldable phone, resembling Samsung’s Galaxy Z Fold series, will be released as part of the iPhone 18 lineup in September 2026. This is expected to follow a more modest upgrade for the iPhone 17 this fall, with investor interest already shifting to 2026.