The US is one of the biggest smartphone markets in the world, with Appleโs 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 โ a new team formed at the end of November 2024 โ to review the North American smartphone business. The Management Diagnosis Office has also been reviewing Samsungโs semiconductor business since January 2025. Following Chairman Lee Jae-yongโs directive to โdo or die,โ 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 Appleโs 18%, thanks to the Galaxy S24, the worldโs first artificial intelligence (AI) phone. However, its sales revenue was only 15%, which is far behind Appleโs 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 Samsungโs North American smartphone business strategy after completing the audit. โSamsung Electronics has decided to find the optimal path for Samsung smartphones to conquer the market through its own โmicroscopic diagnosisโ,โ and โIf it can find a breakthrough in the North American market, it will be a great help in sales in other countries,โ an industry insider said.
