Samsung Tops Israeli Consumer Tech Preferences Amid AI Race, Outpacing Apple

The past year in technology was dominated by companies racing to integrate artificial intelligence (AI) into their products, often leading to mixed results. While marketing promised revolutionary AI features, some launches, notably Apple's upgraded Siri, fell short of consumer expectations. In contrast, Samsung stood out by consistently delivering on AI innovations, securing its position as the leading brand in Israel's mobile and computer markets.

Samsung's integration of Google's Gemini AI model and other dedicated features into its devices has bolstered its reputation and market share. According to recent data, Samsung holds about 40% of Israel's smartphone market, ahead of Apple's 33% and Xiaomi's 18%. Samsung also leads in the foldable smartphone segment with its Flip and Fold series, incorporating AI to justify premium pricing. Apple, meanwhile, remains silent on foldable devices, reportedly developing prototypes but waiting for technology maturity before entering the market.

In the broader computing sector, the global PC market saw a 4% shipment increase in Q1 2026, driven by demand for AI-powered PCs with specialized processing capabilities. In Israel, Lenovo and HP compete closely, with Lenovo leading in shipments for three out of four quarters and holding an estimated 35% market share, compared to HP's 27%. However, HP ranks higher in brand perception. Apple's MacBooks perform well globally but face challenges in Israel's conservative PC market, partly due to their higher prices.

The ongoing competition between Android and iOS highlights contrasting consumer approaches: Android's open platform appeals to a wide range of users with diverse price points, while Apple's closed ecosystem focuses on a profitable premium segment. This dynamic shapes the Israeli market, where Samsung's innovation and broad product range currently give it the edge over Apple.