Apple has surpassed Samsung in smartphone market share for the first time in a decade.

Apple launched the iPhone 17 Pro and the iPhone 17 Pro Max, along with a brand-new iPhone Air model. The standard iPhone 17 provides excellent value for the cost. Therefore, it is no wonder the iPhone 17 series is selling rapidly across the globe.

Samsung also experienced recent success with the Galaxy Z Fold 7, a powerful and modern foldable smartphone. The Fold 7's popularity has led Samsung to increase its expectations for the foldable market.

The Fold 7 stood out from its competitors, while the Galaxy S25 offered fewer advancements. Apple recognizes this dynamic, and the results will be evident next year.

Apple's iPhone Will Continue to Dominate

Apple's three-year strategy for the iPhone aims to revolutionize its product line and encourage upgrades, boosting sales. Apple fans can anticipate a foldable iPhone next year, the iPhone 18 with under-display Face ID after that, and the all-glass iPhone Pro in 2027.

Apple is also focusing on the budget market. Instead of waiting several years for a new iPhone SE, consumers can now choose from the e-series, starting with this year's iPhone 16e, which is a yearly product line. Apple expects increased sales in developing markets as a result.

Samsung Must Take Note

Samsung needs to innovate to surpass Apple. Currently, Samsung seems to be taking cues from Apple, but Samsung has the potential to initiate change.

The anticipated 2 nm Exynos 2600 for the Galaxy S26 series indicates progress. However, consumers want to see innovations like the Galaxy S25 Edge, but reports say its successor has been canceled.

Samsung, focus on creating more devices like the Galaxy Z Fold 7. Implement enhancements that are noticeable and impactful, not just statistical improvements. By delivering what consumers desire, Samsung can regain its leading position.