Samsung foldable phone models are gaining buzz on social media|Jan Helebrant|CC BY-SA 2.0

Samsung is challenging Apple again in the US smartphone market, reviving a rivalry that first heated up in 2014.

In the second quarter, Samsung’s US shipments surged, lifting its market share from 23% to 31%, while Apple slipped from 56% to 49%, according to Canalys.

The South Korean tech giant’s momentum comes from its wider product lineup, ranging from budget phones to high-end devices like the new Galaxy Z Fold 7 and Z Flip, which feature foldable screens.

These models are gaining buzz on social media, with durability tests alone drawing millions of views.

Apple remains the top US smartphone seller, but its stock has fallen 7.5% this year as investors eye Samsung’s 35% rally.

Analysts expect Apple to answer with slimmer and foldable iPhones as early as 2026.