Apple holds 69 % of the U.S. smartphone market, while Samsung has only fifteen percent.

Short on results

In the fourth quarter of 2025 Apple captured a record smartphone market share in the United States – 69 %, and total sales volume grew by 1 % compared with last year (according to Counterpoint).

How it happened
MetricTotal Q4 2025Total Q4 2024Apple Share69 %65 %Samsung Share13 %18 %
- Competitor decline: Samsung lost 5 percentage points, and other players (Google, Motorola) failed to hold positions.

- New models: iPhone 16e and iPhone 17 became key growth drivers. They covered both the mid‑price segment and the premium category.

- Operator network marketing: AT&T, T-Mobile and Verizon supported sales. Among them AT&T captured almost 90 % of the market (89 %), and the most popular model was the iPhone 17 Pro Max.

Details on price ranges
SegmentKey playersKey changes$300–$600Apple, Google (Pixel 9a)Sales growth 27 % YoY. Samsung and Motorola lost share due to intensified competition.< $300Motorola (Moto G Play 2026, Moto G 5G 2026)Market decline 7 %. Motorola became the leader, displacing Samsung.

What the market expects in 2026
1. Budget segment (< $300)

- Analysts warn of a possible rise in smartphone cost of goods sold up to 15 % due to global memory shortages.

- This could increase margin pressure and force manufacturers to raise prices, shifting costs onto consumers.

2. Mid‑segment ($300–$600)

- It is necessary to monitor whether growth persists. If it continues, it will signal that American buyers increasingly choose more affordable models amid economic uncertainty.

Conclusion
Apple strengthened its leadership by relying on new products and effective operator network support. Samsung’s share decline and competition from Google and Motorola showed that the U.S. smartphone market remains dynamic, and the budget segment may become the next focus due to rising component costs.