Samsung Overtakes Apple... Tackling Foldable Creases with Titanium Technology

Galaxy Regains Top Spot Globally in Q2
Galaxy Z Fold8 and More Unveiling This Month
Foldable Phones to Feature Titanium Technology

Samsung Electronics regained the top spot in the global smartphone market in the second quarter of this year, overtaking Apple. Despite a surge in component costs, Samsung benefitted from relatively smaller price increases and strong sales of the 'Galaxy S26' series. Industry watchers are now paying attention to whether the soon-to-be-released foldable smartphone series will sustain this positive momentum.

Flex Titanium Display. Provided by Samsung Electronics

According to market research firm Counterpoint Research on July 15, Samsung Electronics ranked first in the global smartphone market in the second quarter based on shipments, achieving a 24% market share. In the first quarter, Apple had 21% and was ahead of Samsung Electronics (20%), but the ranking was reversed this time. Apple took second place with a 20% market share, followed by Xiaomi (12%), Oppo (11%), and Vivo (8%).

Counterpoint Research analyzed that Samsung Electronics was able to increase its share by maintaining minimal price hikes and actively promoting in markets such as India and the Middle East. The concentration of Galaxy S26 series sales in the second quarter was also a significant factor. In particular, the Galaxy S26 Ultra model achieved outstanding sales, driven by its privacy display and artificial intelligence (AI) features.

The competition for market share between Samsung Electronics and Apple is expected to intensify in the second half of the year. This month, Samsung Electronics will unveil new foldable smartphones, including the 'Galaxy Z Fold8' with a widened 4:3 passport-shaped display, in London, UK. Apple is also set to release its first foldable phone in September. Industry experts expect fierce competition, as Samsung’s launch of a new form factor is believed to have been influenced by reports that Apple will release a product with the same display ratio.

Samsung Electronics announced that it will apply 'Flex Titanium' technology for the first time in foldable phone displays. This double-structured titanium increases rigidity by about 20 times compared to conventional polymer film, while compressing thickness to one-third the width of a human hair. Samsung Electronics emphasized that by reducing creases in the foldable part of the display, the technology enhances visual immersion while simultaneously achieving a slimmer profile and improved durability.

Moon Sunghoon, Vice President of Hardware at Samsung Electronics MX Division, said, "Our next-generation Galaxy foldables, the result of years of accumulated display technology expertise, will deliver an unprecedented viewing experience and completely transform the user experience."

Meanwhile, Counterpoint Research projected that global panel shipments for foldable phones will increase by 24% year-on-year in 2026. Samsung Electronics is expected to retain first place in this segment with a 31% market share, closely followed by Apple at 29%.

This content was produced with the assistance of AI translation services.