By Kif Leswing
In 2014, Apple and Samsung were duking it out to rule the U.S. smartphone market. Samsung was selling devices with large screens, and iPhone fans were demanding a response.
It took Apple some time, but the company finally released the iPhone 6, breaking with previous iterations and giving consumers a large-screen option. The iPhone won.
But more than a decade later, recent smartphone sales and shipment figures signal that the Apple-Samsung fight has returned. And once again, it’s all about the screen.
In the second quarter, shipments from Samsung surged in the U.S., with its market share rising from 23% to 31% from the prior period, according to data from Canalys. Apple’s market share during the quarter declined to 49% from 56%.
Apple remains on top of the U.S. smartphone market, taking the majority of new smartphone sales in the U.S. It’s often in second place around the world, but the recent slips points to turbulence for Apple for the first time in well over a decade.
That’s one reason investors have sent Apple shares down 7.5% this year, underperforming all of the U.S. megacap tech companies other than Tesla. Samsung’s stock, meanwhile, is up about 35% in 2025.
Apple reported a 13% increase in year-over-year iPhone sales in its July earnings.
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