Quarterly market share of smartphone vendors in the U.S. 2016-2023

Manufacturers’ market share of smartphone sales in the United States is led by Apple and Samsung, with a market share of 55 percent and 23 percent, respectively, as of the second quarter of 2023. Next to Apple and Samsung are Lenovo and Google, with respective market shares of nine and three percent. 

Global smartphone market

While Apple continues to lead the U.S. smartphone market, it has traditionally lagged behind on the global scale. Samsung has been the leading smartphone vendor worldwide since 2012. However, Samsung’s lead in terms of market share has started to dwindle in recent years, meaning that Apple and other Chinese competitors, such as Xiaomi, vivo, and Huawei, have seen a boost in the smartphone industry. Apple’s traction on the global scale in 2020 comes from its move towards 5G-enabled smartphones, which have doubled sales one year, from 2020 to 2021, alone. Apple is currently the leading vendor in terms of global 5G smartphone shipments. The introduction of 5G throughout the world brings with it the possibility to upheave the smartphone market as we know it.

Are U.S. consumers satisfied with Apple and Samsung phones?

Apple and Samsung not only lead the smartphone market in the United States in terms of usage, but also in terms of customer satisfaction. The highest ranked smartphone models on the American customer satisfaction index are nearly all Samsung Galaxy and Apple iPhone models. Furthermore, it appears that U.S. smartphone users are unlikely to change their primarily used smartphone brand anytime soon.