Today, September 9, Apple will launch the biggest product of the year, introducing iPhone 17, iPhone 17 Air, iPhone 17 Pro, as well as iPhone 17 Pro Max, a new mobile device that positions its camera at the upper part instead of the up left corner. Furthermore, the device also uses the Apple A19 Pro chip to improve the operation of its CPU, GPU, and Neural Engine, increasing the efficiency of its AI’s system, Apple Intelligence.
However, a day before that, Canalys, a world leading technology market analytic company, stated that in the second quarter of the year, Samsung’s shipping had increased after its market share expanded from 23% to 31%, likely due to the launching of its Galaxy Z Fold 7, a high quality folding tablet that comes with modern smartphone features, and Galaxy Z Fold 7 FE.
As for Apple, its market share reduced from 56% to 49%, leading to the shrink of its stocks by 7.5% in the second quarter of 2025, the highest drop compared to other U.S. tech companies except Tesla. Meanwhile, Samsung’s stocks increased by about 35%. Nonetheless, Apple reported a good performance in July as its iPhone sales volume in its fiscal third quarter increased by 13% YoY.
Samsung’s two new products gained large attention in the social media, especially about their durabilities after one user tested the Galaxy Z Fold 7 device on livestream, folding it more than 200,000 times. The user’s video on YouTube has about 15 million views. Additionally, Sprout Social, a data analytic company, stated that in July, Galaxy Z Fold 7 device was being discussed on social media about 50,000 times, and 83% of them are in positive or neutral stand.
This market share is not based on the demand of the user alone but also the volume of 2Q25 shipment. The U.S. tariff had caused volatility in the industry as smartphone manufacturers utilized different strategies to avoid tariff’s effects.
Runar Bjorhovde, an analyst from Canalys, stated that Samsung offers a wide range of prices of its Galaxy Z series from USD 650 to 2,400, attributing to its high variety of product portfolio. As for Apple, its 17 series’ four versions have prices ranging from USD 829 to 1,599. Their appearances, however, remained rectangular touch screen mirrors with multiple cameras on the back. The company has not changed the design since 2017 while Samsung and other smartphone brands have moved on from the aspects of a chocolate bar.
Still, there is a possibility that Apple will attract a mass audience from this launch, regaining the market share that it lost to Samsung. The result should be evident after the launch on 9 September.
