Samsung has struggled to maintain its market share in the smartphone space over the past few years, ceding its top spot as of 2023 and barely gaining it back in 2025. This was largely due to the improving capabilities of products from Chinese brands, which offer similar functions at a fraction of Samsung’s prices. Unlike Apple, Samsung and other Android brands do not have an ecosystem that deters switching between smartphone brands. We expect pricing pressures to mount for Samsung as competition within the Android smartphone space is likely to continue intensifying.