- Samsung has not been able to match Apple Inc.’s marketing capabilities for smartphones. Its share of the U.S. smartphone market fell by 2.3% between 2014 and 2015. In contrast, Apple’s share price grew by 34.9%.
- Some Chinese competitors are catching up to Samsung in the smartphone market. Between 2014 and 2015 Huawei’s share grew by 48.1%, and Xiaomi’s share grew by 29.4%.
- Samsung is heavily dependent upon consumer electronics sales in markets with limited potential for growth, such as the United States and Europe, for much of its revenue.
- Samsung’s devices use the Google Android open source operating system. Many consumers seem to view Android as an inferior product to Apple’s iOS. The public has not been as accepting of Android as the tech community has.
- Some consumers view Apple products as more advanced and dependable than Samsung products.
- Samsung’s marketing efforts are not as sophisticated as Apple’s.