Samsung’s US Smartphone Arm Under Review as iPhone Dominates

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The US is one of the biggest smartphone markets in the world, with Apple’s iPhones firmly in the lead. Samsung has long played second fiddle to Apple in the US smartphone market. It has always struggled to close the gap, consistently trailing behind its arch-rival. The Korean firm has now launched an internal review of its North American smartphone business, aiming to identify strategies for stronger market performance.

Samsung aims to improve its smartphone business in North America

Samsung has assigned its Management Diagnosis Office — a new team formed at the end of November 2024 — to review the North American smartphone business. The Management Diagnosis Office has also been reviewing Samsung’s semiconductor business since January 2025. Following Chairman Lee Jae-yong’s directive to “do or die,” the Korean firm is now searching for a winning strategy to boost its smartphone business in North America.

Last year, Samsung led global smartphone shipments with 19%, slightly ahead of Apple’s 18%, thanks to the Galaxy S24, the world’s first artificial intelligence (AI) phone. However, its sales revenue was only 15%, which is far behind Apple’s 46%. The reason behind its low sales revenue is that Samsung sells a ton of low-cost models.

To increase profits, Samsung has now decided to focus more on premium phones instead of competing with Chinese brands like Xiaomi in the budget market. And to find a solution, the company has assigned Management Diagnosis Office to assess its smartphone business. The Office will work on a marketing and sales strategy to compete with Apple in North America and strengthen its position as the top AI phone brand. The company will then use this analysis in its next premium phone strategy.

Industry experts expect big changes in Samsung’s North American smartphone business strategy after completing the audit. “Samsung Electronics has decided to find the optimal path for Samsung smartphones to conquer the market through its own ‘microscopic diagnosis’,” and “If it can find a breakthrough in the North American market, it will be a great help in sales in other countries,” an industry insider said.

Written by

Binay Konwar

Binay Konwar started his blogging journey in 2014 and has since written plenty of tech articles. At present, he is working as a News Writer at SammyGuru, covering everything about Samsung. He holds a Master's degree in Mathematics, but his real passion lies in tech and writing. In his free time, he enjoys playing chess and watching movies.

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