The digital era allows the industry to have dynamic capabilities. This capability increases the intensity of competition in the industry. This study aims to determine the current condition of the smartphone industry competition so that it becomes a consideration in formulating the best strategy to be superior. Samsung Electronics Co.Ltd. is facing stiff competition from its competitors. During the pandemic, Samsung experienced declining sales for its smartphone product line. Porter's Five Forces model is an ideal tool for analyzing industry competition. The qualitative descriptive approach was used in this study. This research found that rivalry among existing is the highest factor of competition intensity in the smartphone industry.