Selular.ID – Since Huawei was weakened due to restrictions on GMS (Google Mobile Service) including Chrome OS in mid-2019, competition between smartphone vendors has become a battle between two brands: iPhone (Apple) and Galaxy Samsung.
Huawei, which was previously a strong challenger, and even had the potential to become the ruler of the world cellphone market in 2020, was unable to do much. Remembering that GMS is the lifeblood of Android smartphones.
Even though the vendor based in Shenzhen – China, has launched Harmony OS as a replacement for Chrome, its popularity cannot replace Google’s OS.
Estimated data throughout 2025 shows that Apple and Samsung are competing very closely at the top of the market smartphone globally, with a market share almost equal at 19-20%.
Apple often takes a slight lead thanks to its latest iPhone series, while Samsung relies on a broad portfolio from the Galaxy A series to foldable models.
In an effort to outdo Apple, Samsung Electronics is reportedly seeking new partnerships with AI developers.
The strategy is expected to narrow the market lead held by Apple, with plans to integrate multiple AI models into future Galaxy devices.
Speaking to the Financial Times (FT), Samsung’s joint CEO and head of its device experience division, TM Roh, said the company is “open to strategic collaborations” with AI players including OpenAI to expand the AI ecosystem available on its smartphones.
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“A lot of this is influenced by the expansion of AI infrastructure that is taking place right now,” Roh emphasized.
As is known, Samsung launched the S26 series last week, which features expanded AI capabilities.
The vendor integrated Perplexity’s AI search engine into its mobile operating system along with an existing model from Google’s Gemini.
Roh said the move reflects changing consumer behavior, as users increasingly switch between AI tools rather than relying on a single platform.
“Consumers are not tied to one AI platform, they use multiple AI models,” Roh said. “We are open to all preferred solutions, I believe, is how Galaxy AI appeals to consumers.”
Indeed, Roh argues Samsung is moving earlier than competitors to embed AI in mobile devices.
“We started preparations earlier than others,” he said, adding that this is “how we achieve and maintain leadership in mobile AI.”
On the other hand, Apple has faced repeated delays in expanding Apple Intelligence features, such as its enhanced Siri voice assistant, which is expected to launch later this year.
The iPhone maker struck a deal in January to integrate Google’s Gemini model, after also eyeing OpenAI’s ChatGPT to improve Siri.
Despite the competition between the two giants, market conditions remain challenging. According to Counterpoint Research, global smartphone shipments are expected to fall 12 percent in 2026, marking the lowest annual volume since 2013 and the sharpest decline ever.
Meanwhile, IDC warned the industry should prepare for a “tsunami-like shock emanating from the memory supply chain”, potentially reversing a decade in which smartphones delivered better specs at lower prices.
Although IDC said Apple and Samsung were “better prepared” to weather the crisis, Samsung raised prices in the US for two models in its S26 series by $100, in part due to increasingly tight memory supplies.
Also read: Foldable cellphone sales are sluggish, Samsung and Huawei are under pressure
