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Representations of cryptocurrency Bitcoin are seen in this illustration taken Nov. 25, 2024.

Dado Ruvic | Reuters

After a blistering rally in bitcoin this year, crypto investors and industry executives told CNBC, they’re expecting the flagship cryptocurrency to hit new all-time highs in 2025.

In December, the world’s largest cryptocurrency broke the highly-anticipated $100,000, setting a record high price above that. That came after Donald Trump — who ran on a prominently pro-crypto policy platform — secured a historic election win in November.

Trump’s imminent return to the White House has boosted sentiment surrounding crypto with many industry executives and analysts expecting him to promote a more favorable regulatory environment for digital assets.

During his election campaign, Trump vowed to replace incumbent Securities and Exchange Commission Chair Gary Gensler, who has taken aggressive legal actions against various crypto firms. Gensler agreed to step down from the SEC in 2025.

Trump has also indicated the U.S. could establish a strategic bitcoin reserve, by pooling funds obtained through seizures from criminal activity.

Also in 2024, bitcoin topped 2021’s price milestone of close to $70,000 after the SEC gave the green light to the first U.S. spot bitcoin exchange-traded funds, or ETFs.

The ETF approval was widely viewed as a key moment for the cryptocurrency as it broadens its appeal to more mainstream investors.

The other key moment in 2024 was the halving, an event that takes places every four years and reduces the supply of bitcoin onto the market. This is typically very supportive for bitcoin’s price.

These developments helped move crypto past the narrative of an industry marred by scandal. That was the dominant theme of 2023 as two of crypto’s most prominent figures — FTX’s Sam Bankman-Fried and Binance’s Changpeng Zhao — both received prison sentences over criminal charges.

This year, bitcoin has more than doubled in price. The token is widely expected to see even more positive price momentum in 2025 — with several industry watchers predicting a doubling in value to $200,000.

CoinShares: $80,000-$150,000

James Butterfill, head of research for crypto-focused asset manager CoinShares, told CNBC that he sees prices of both $150,000 and $80,000 being on the cards for bitcoin in 2025.

Butterfill said in the long term it wouldn’t be “unreasonable” to expect bitcoin to become worth about 25% of gold’s market share — up from about 10% currently. That would equate to a price of $250,000.

But he doesn’t see that happening next year. “Timing of this is very difficult though and I don’t expect this to occur in 2025, but it will head in that direction,” Butterfill told CNBC via email.

He said that it is “likely” bitcoin could hit both $80,000 and $150,000 during the course of the year.  

Butterfill’s $80,000 call, if hit, would be a result of Trump’s promised pro-crypto policies not materializing.

“Disappointment surrounding Trump’s proposed crypto policies and doubts about their enactment could prompt a significant market correction,” Butterfill said.

Next year, Butterfill expects a favorable U.S. regulatory environment to be the primary driver supporting bitcoin prices.

In 2023, CoinShares forecast bitcoin at $80,000 in 2024.

Matrixport: $160,000

Matrixport, a crypto financial services firm, said bitcoin could hit $160,000 in 2025.

“This outlook is supported by sustained demand for Bitcoin ETFs, favorable macroeconomic trends, and an expanding global liquidity pool,” Markus Thielen, head of research at Matrixport told CNBC by email.

Bitcoin is known to be very volatile with the potential for corrections of between 70% and 80% from all-time highs. Thielen said the drawdowns in 2025 will be “less pronounced.”

“Bitcoin’s growing base of dip buyers and robust institutional support is expected to mitigate severe corrections,” Thielen said.

Matrixport predicted in 2023 that bitcoin would hit $125,000 in 2024.

Galaxy Digital: $185,000

Alex Thorn, head of research at crypto-focused asset manager Galaxy Digital, sees bitcoin crossing $150,000 in the first half of the year before reaching $185,000 in the fourth quarter.

“A combination of institutional, corporate, and nation state adoption will propel Bitcoin to new heights in 2025,” Thorn wrote in a research note shared with CNBC.

“Throughout its existence, Bitcoin has appreciated faster than all other asset classes, particularly the S&P 500 and gold, and that trend will continue in 2025. Bitcoin will also reach 20% of Gold’s market cap.”

Galaxy predicts U.S. spot bitcoin exchange-traded products will collectively cross $250 billion in assets under management in 2025.

The firm expects next year will also see five Nasdaq 100 companies and five nation states add bitcoin to their balance sheets or sovereign wealth funds.

Standard Chartered: $200,000

Geoffrey Kendrick of Standard Chartered is calling for a doubling in price for bitcoin. The bank’s head of digital assets research said in a note earlier this month that he expects bitcoin to hit $200,000 by the end of 2025.

Standard Chartered expects institutional flows into bitcoin to “continue at or above the 2024 pace” next year.

Bitcoin inflows from institutions have already reached 683,000 BTC since the start of the year, the bank noted, via U.S. spot ETFs that were largely purchased by MicroStrategy, a software firm and effective bitcoin proxy.

Kendrick said bitcoin purchases by MicroStrategy should “match or exceed its 2024 purchases” next year.

Pension funds should also start including more bitcoin in their portfolio via U.S. spot ETFs next year thanks to anticipated reforms from the incoming Trump administration to rules on so-called “TradFi” (traditional finance) firms making investments in digital currencies, he added.

“Even a small allocation of the USD 40tn in US retirement funds would significantly boost BTC prices,” Kendrick noted. “We would turn even more bullish if BTC saw more rapid uptake by US retirement funds, global sovereign wealth funds (SWFs), or a potential US strategic reserve fund.”

Carol Alexander: $200,000

Carol Alexander, professor of finance at the University of Sussex, sees $200,000 bitcoin as a possibility next year.

“I’m more bullish than ever for 2025,” Alexander told CNBC, adding bitcoin’s price “could easily reach $200,000 but there are no signs of volatility reducing.”

“By the summer I expect that it will be trading around $150,000 plus or minus $50,000.” Alexander clarified she doesn’t actually own any bitcoin herself.

Explaining her rationale, Alexander said that supportive U.S. regulation will boost bitcoin, however, a lack of regulation on crypto exchanges will continue to drive volatility due to highly-leveraged trades shooting prices up and down.

Alexander has a history of correctly calling bitcoin’s price. Last year, she told CNBC that bitcoin would hit $100,000 in 2024, which it did.

Bit Mining: $180,000 – $190,000

Youwei Yang, chief economist at Bit Mining, is predicting bitcoin will hit a price of between $180,000 to $190,000 in 2025 — but he’s also cautious of potential pullbacks in price.

“Bitcoin’s price in 2025 is likely to see both significant upward momentum and occasional sharp corrections,” Yang told CNBC. “In moments of market shocks, such as a major stock market downturn, bitcoin could temporarily drop to around $80,000. However, the overall trend is expected to remain bullish.”

Factors underlying an anticipated bitcoin rally in 2025 include lower interest rates, support from Trump, and increased institutional adoption.

Based on these dynamics, I predict Bitcoin could peak at $180,000 to $190,000 in 2025, aligning with historical cycle patterns and the growing mainstream adoption of crypto,” Yang said.

Nevertheless, Yang also expects next year to bring a number of “corrections” for bitcoins price, too.

Risks to the downside include U.S.-China tensions, global capital market disruptions, potential unexpected restrictive measures, and possible delays to the Fed rate-cutting cycle.

Last year, Yang forecast bitcoin would hit $75,000 in 2024.

Maple Finance: $180,000 – $200,000

Sid Powell, CEO and co-founder of centralized finance platform Maple Finance, is targeting a price of between $180,000 and $200,000 for bitcoin by the end of 2025.

“If you look historically when we saw gold ETFs come in, the inflows in the first year increased dramatically in subsequent years — and I think we can expect to see that with the bitcoin ETFs,” Powell told CNBC’s “Squawk Box Europe.”

“I think we will see higher inflows in subsequent years as bitcoin and indeed crypto becomes a core asset allocation for institutional asset managers,” Powell added.

Another factor Powell sees boosting bitcoin’s price is the anticipation of a bitcoin strategic reserve in the U.S.

Still, Maple Finance’s boss is mindful about market pullbacks. “I think you’ll of course see corrections — crypto remains a cyclical industry,” Powell told CNBC.

Bitcoin to hit $200,000 in 2025 thanks to Trump, crypto CEO says

In previous market cycles, bitcoin has risen wildly over the course of a few months before plummeting sharply in value.

Take the previous cycle, for example: in 2021, bitcoin rallied to nearly $70,000 as more and more investors piled in but the subsequent year, the token plunged to less than $17,000 on the back of a series of major crypto company bankruptcies.

However, Powell stressed that the 70% to 80% drawdowns bitcoin has seen in cycles past are unlikely in 2025 “because there is more of a buffer from those institutional inflows into the sector.”

Nexo: $250,000

Elitsa Taskova, chief product officer of crypto lending platform Nexo, is more bullish on bitcoin’s 2025 prospects than the general consensus.

“We see bitcoin more than doubling to $250,000 within a year,” Taskova told CNBC, adding that in the longer term — as in, over the next decade — she sees the entire crypto market capitalization surpassing that of gold.

“These projections align with ongoing trends and social markers: increasing recognition of Bitcoin as a reserve asset, more Bitcoin and crypto-related exchange-traded products (ETPs), and stronger adoption,” Nexo’s product chief said.

Supportive macroeconomic conditions, such as easing of monetary policy from the world’s major central banks, is likely to boost bitcoin, she added.

“The Federal Reserve’s balancing act – managing interest rates and inflation while avoiding stagnation – will be pivotal,” she said, cautioning that on the flipside, persistent inflation could also prompt a hawkish pivot.

“As the U.S. leads in crypto-related capital deployment, rate decisions and inflation dynamics will likely remain key influences on bitcoin’s price in 2025.”

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Trump warned by top Senate Democrats to rethink advanced AI chip sales to China

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Trump warned by top Senate Democrats to rethink advanced AI chip sales to China

Nvidia CEO Jensen Huang, right, speaks alongside President Donald Trump about investing in America, at the White House in Washington, on April 30, 2025.

Jim Watson | AFP | Getty Images

Six Senate Democrats on Friday released an open letter asking President Donald Trump to reconsider his decision to allow tech giants Nvidia and Advanced Micro Devices to sell AI semiconductor chips to China in exchange for 15% of revenue from the sales.

The letter — signed by Senators Chuck Schumer, D-N.Y.; Mark Warner, D-Va.; Jack Reed, D-R.I.; Jeanne Shaheen, D-N.H.; Christopher Coons, D-Del.; and Elizabeth Warren, D-Mass. — was in response to an Aug. 11 announcement by Trump that Nvidia and AMD would pay the U.S. government a 15% cut of revenue from chip sales to China in exchange for export licenses.

“Our national security and military readiness relies upon American innovators inventing and producing the best technology in the world, and in maintaining that qualitative advantage in sensitive domains. The United States has historically been successful in maintaining and building that advantage because of, in part, our ability to deny adversaries access to those technologies,” the letter states.

“The willingness displayed in this arrangement to ‘negotiate’ away America’s competitive edge that is key to our national security in exchange for what is, in effect, a commission on a sale of AI-enabling technology to our main global competitor, is cause for serious alarm,” the letter continues.

Senators also warned that selling advanced AI chips — specifically Nvidia’s H20 and AMD’s MI308 chips — to China could help strengthen its military systems, a claim that Nvidia denies.

In a statement to CNBC, a Nvidia spokesperson said: “The H20 would not enhance anyone’s military capabilities, but would have helped America attract the support of developers worldwide and win the AI race. Banning the H20 cost American taxpayers billions of dollars, without any benefit.”

Dylan Patel on China’s Catch-22 in securing advanced chips amid U.S. restrictions

The letter from Senate Democrats also requests a detailed response from the administration by Friday, Aug. 22, regarding the current deal involving Nvidia and AMD, as well as any similar arrangements being made with other companies.

“We again urge your administration to quickly reverse course and abandon this reckless plan to trade away U.S. technology leadership,” the letter states.

A request for comment from the White House and AMD was not immediately returned.

Despite Trump allowing chip sales to resume, it has already become clear that China isn’t welcoming Nvidia back with open arms, instead urging tech companies to avoid buying U.S. companies’ chips, according to a Bloomberg report.

“We’re hearing that this is a hard mandate, and that [authorities are actually] stopping additional orders of H20s for some companies,” Qingyuan Lin, a senior analyst covering China semiconductors at Bernstein, told CNBC.

In a separate report, The Information said regulators in China have ordered major tech companies, including ByteDance, Alibaba, and Tencent, to suspend Nvidia chip purchases until a national security review is complete.

CNBC’s Kristina Partsinevelos contributed to this report

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Bill Gates meets Willy Wonka: How Epic’s 82-year-old billionaire CEO, Judy Faulkner, built her software factory

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Bill Gates meets Willy Wonka: How Epic's 82-year-old billionaire CEO, Judy Faulkner, built her software factory

Judy Faulkner, founder and chief executive officer of Epic Systems Corp., during the Forbes Healthcare Summit in New York, Dec. 5, 2023.

Michael Nagle | Bloomberg | Getty Images

Do not go public. Do not acquire or be acquired. Software must work.

These are the first three of the 10 commandments splashed across bathrooms and breakrooms at Epic Systems’ sprawling 1,670-acre campus in Verona, Wisconsin, just southwest of Madison. 

It’s not the wackiest part of working at the health-care software giant. Once a month, most of the company’s 14,000 employees pack into an underground auditorium called Deep Space for a mandatory staff meeting, which some jokingly refer to as “work church.” Executives go over company news and objectives. They also lead a grammar lesson, such as whether it’s OK to end sentences with a preposition and when to use “who” or “whom.”

Epic’s CEO is 82-year-old Judy Faulkner, who started the company in a Wisconsin basement in 1979 and has helmed the enterprise ever since. En route to building a business with $5.7 billion in annual revenue, Faulkner has kept significant distance from her tech peers, both physically and otherwise. Epic is about 2,000 miles east of both Seattle and Silicon Valley, and the company has never taken money from venture capitalists.

“I’ve described her as a female cross between Bill Gates and Willy Wonka,” Dr. Eric Dickson, CEO of UMass Memorial Health, said in an interview. The hospital system is an Epic customer, Dickson said, adding that he’s known Faulkner for around 20 years.

While Wonka is, of course, a fictional character, Gates for many years was the world’s wealthiest person, thanks to his enormous stake in Microsoft, before donating his way to 14th on the Forbes billionaires list. At the top of the leaderboard is Tesla’s Elon Musk, followed by Oracle’s Larry Ellison, Meta’s Mark Zuckerberg and Amazon’s Jeff Bezos.

Faulkner ranks 430th, with an estimated net worth of $7.8 billion, based on what Forbes says is her 43% ownership of Epic. The publication lists Epic as among the five largest private U.S. tech software and services companies by revenue. 

Epic is best known for its dominance in electronic health record, or EHR, software. An EHR is a digital version of a patient’s medical history that’s updated by doctors and nurses. About 42% of acute care hospitals in the U.S. use Epic, putting it way ahead of Oracle Health, which is in second place at 23%, according to an April report from Klas Research. Oracle acquired its way into the market with the $28 billion purchase of Cerner, a deal that closed in 2022. 

Epic says its technology is used in 3,300 hospitals and 71,000 clinics and by 325 million patients worldwide. Starting Monday, thousands of health-care executives will descend on Epic’s corporate headquarters for the company’s Users Group Meeting, one of its largest annual on-campus events.

As ubiquitous as Epic’s technology is across much of the health-care sector, doctors, hospital administrators, startups and patients have their share of complaints about the software’s user experience and its interoperability, or ability to work with other tools.

“With half a million or so clinicians using Epic, there will be some who find it easy and some who find it difficult,” an Epic spokesperson said in a statement.

Some folks might question Epic’s commitment to its third commandment, but there’s no doubting the company’s allegiance to the first one.

From Epic’s early days, Faulkner has been averse to the idea of running a public company and what she’s called the “tyranny of the quarter.” She said she came to that view after researching public companies and reading shareholder comments. 

“They were vitriolic, in many cases, because the only thing they were looking at was return on their investment,” Faulkner told CNBC. “Sometimes, there’s a lot more than that.”

Without the benefit of public stock, Faulkner’s wealth doesn’t multiply at the same rate as that of her fellow tech founders and CEOs. She’s fine with that. 

Faulkner, who rarely grants interviews, agreed to sit down for a half-hour chat with CNBC at Epic’s headquarters, where office buildings are themed, with many inspired by fiction, including “The Wizard of Oz,” “Alice in Wonderland” and the Harry Potter stories.

The interview took place in the Andromeda building in a conference room called The Cottage, which is connected to her office. Two of the walls are plastered with quotes such as “The geek shall inherit the Earth” and “All lasting business is built on friendship.” Faulkner’s dog Tundra, a fluffy Samoyed, also made an appearance.

‘The Trust Protector Committee’

A sign on the Epic campus says “Epic Intergalactic Headquarters.”

Courtesy: Epic

Faulkner celebrated her 82nd birthday Monday. While she has yet to publicly disclose when she plans to step down from her role, Faulkner confirmed that she has a succession plan in place that ensures Epic will remain privately held and constructed firmly as she envisioned long after she’s gone. 

Faulkner has never sold any of her voting shares, and that stock will be transferred into a trust after her death, according to Faulkner and Epic. The plan for now is that the trust will be governed by a voting committee made up of Faulkner’s husband, Dr. Gordon Faulkner, a retired pediatrician; her three children, and five longtime Epic employees, though Faulkner said she might include some additional staffers to make sure enough voices are represented. 

Members of the committee can’t vote for the company to go public or be acquired, among other rules, as she has previously disclosed. Some of the provisions are less consequential, such as a recommendation that the trust’s telephone hold music should be classical. 

“I like classical music,” she said. “I think when I was a child that it was played in our house a lot, just on the radio, just on the record player.” 

For further safekeeping, Faulkner established an oversight board called “The Trust Protector Committee,” Epic said, consisting of three health-care leaders — all Epic users. Its job is to sue members of the trust’s voting committee if they don’t follow the rules. 

The names of members of the voting committee and oversight board won’t be released, Faulkner told CNBC, but she said she’s identified who she would like to participate. 

After running Epic for the past 46 years, Faulkner has amassed her fair share of admirers and critics, with some in the latter camp even taking Epic to court.

But Faulkner continues to flout conventional business practices and has built Epic, despite its flaws and complexities, into the most powerful technology company in U.S. health care. 

Reflecting on her approach to leadership and decision-making, Faulkner said, “Just have the guts to do what you know is the right thing to do.” 

CNBC spoke with two dozen Epic customers, former Epic employees, industry experts and people close to Faulkner for this article, some of whom asked not to be named in order to speak freely. Details about Faulkner’s personal, educational and professional history were obtained from Faulkner directly, her Epic website testimonials, Epic, obituaries, news reports and publicly available records.

Sometimes when I do something that’s tough, I think of my mother, who went to jail in her 80s for protesting at a nuclear arms site, and I think, ‘I’m my mother’s daughter.’

Judy Faulkner

CEO of Epic

Faulkner and her two siblings grew up in Erlton, New Jersey, now a part of Cherry Hill. Her father, Louis Greenfield, was an independent pharmacist who ran his own store, complete with a soda fountain. Her mother, Del Greenfield, was a peace activist who was involved with the South Jersey Peace Center and the Oregon Physicians for Social Responsibility, which shared in the 1985 Nobel Peace Prize for its work in preventing nuclear war. 

“Sometimes when I do something that’s tough, I think of my mother, who went to jail in her 80s for protesting at a nuclear arms site, and I think, ‘I’m my mother’s daughter,'” Faulkner said. 

Faulkner’s parents, who both died in 2007, are honored at Epic’s campus. Employees can get ice cream at Lou’s Soda Fountain, while Del’s Nobel Prize certificate hangs in the hallway across from The Cottage.

Faulkner discovered a love of math as a seventh grader, when her teacher would leave puzzles on the blackboard each day, she said in one of her testimonials, the short stories and anecdotes she shares once a month on Epic’s website. She earned her undergraduate degree in math from Dickinson College in 1965.

After learning how to program during a summer job, Faulkner then enrolled in the University of Wisconsin–Madison’s nascent computer science program and was in graduate school there until 1970.

At UW–Madison, Faulkner took a course about computing in medicine that was taught by a pioneering physician, Dr. Warner Slack, one of the first people to recognize the promise of the technology within health care.

Faulkner began working with Slack and his team, and she was tasked with developing a system that could keep track of patient information over time. She eventually built what would become the kernel for Epic, though it took years of urging from potential users before she would actually launch the company in 1979. In the interim, she taught college-level computer science.

When Faulkner finally opened Epic for business, she did so with a small amount of cash from some colleagues at an initial valuation of $70,000. Now the company is worth many billions of dollars, though estimates of its valuation differ.

Some of the original shareholders eventually sold their stock back to the company.

“They got very good returns,” Faulkner wrote in a testimonial.

An accidental entrepreneur

Epic’s Deep Space Auditorium.

Epic Systems

Faulkner has publicly described herself as “the accidental CEO.” 

She told CNBC she read books and took daylong or multiday courses to learn more about management, business and leadership. But she didn’t always follow their advice. 

“I never got an MBA, which I think is a really good thing,” Faulkner said. “They would have taught me, ‘Here’s how you do venture capital.’ We didn’t do it. ‘Here’s how you go public.’ We didn’t do it. ‘Here’s how you do budgets.’ We don’t have budgets. We say, if you need it, buy it. If you don’t need it, don’t buy it.”

At the company’s Users Group Meeting last year, Faulkner took the stage dressed as a swan, with a plume of feathers in her hair. Every UGM meeting has a theme — this one was “storytime.” In costume, Faulkner told the thousands of health-care executives in attendance about her aversion to the public market. 

“Why be owned by people whose interest is primarily return of equity?” she said. 

She’s equally opposed to selling the business, which she makes clear in the company’s second commandment.

That hasn’t stopped other executives from trying to change her mind.  

In 2017, at the Digital Healthcare Innovation Summit in Boston, former General Electric CEO Jeff Immelt revealed that he’d spoken with Faulkner about acquiring Epic.

Faulkner shut him down immediately.

“It was a five-minute meeting — perhaps the shortest in history,” Immelt said, according to a report from Healthcare IT News. The report said he’d also considered buying Cerner.

Faulkner confirmed the encounter with CNBC.

“Others have asked to come and persuade us, and I’ve heard our staff say to them, ‘Just leave your car running,'” she said.

Faulkner has said in testimonials that she’s avoided buyers in order to remain independent and preserve Epic’s unique culture, and she doesn’t make acquisitions, calling them a distraction.

But no matter how much she loves her company and her job, at some point, somebody else is going to have to run Epic.

Faulkner has remained mum about who will be her eventual successor, other than to say that the person will have to be a software developer and a longtime Epic employee.

The obvious choice, according to 10 former Epic employees who spoke with CNBC, is Sumit Rana, who was named president of the company last August. The 49-year-old joined Epic right out of college in 1998 and helped build the company’s patient portal called MyChart. 

Rana, who was a toddler when Faulkner founded Epic, has been participating in more high-profile speaking engagements of late, including representing the company during the opening panel at the Centers for Medicare & Medicaid Services’ Quality Conference in July.

Faulkner declined to say whether Rana is the top contender for the job. 

“That’s the company’s business,” she said. “Sumit is a wonderful employee, and he would make a good CEO, but we’re not publicly announcing anything.”

A building on Epic’s Farm Campus.

Courtesy: Epic

While Faulkner doesn’t say much about the company’s succession plans, she hasn’t been shy about her plans for her personal wealth.

In 2015, she signed The Giving Pledge and agreed to donate 99% of her assets to charity, a decision that was inspired in part by a dinner she had with Berkshire Hathaway CEO Warren Buffett that year.

Buffett created The Giving Pledge with Bill Gates and Gates’ then wife, Melinda French Gates, in 2010, encouraging the world’s richest people to give away the majority of their wealth. 

Following Faulkner’s pledge, she launched a family foundation called Roots & Wings with her husband in 2020. Roots & Wings provides grants to nonprofits that support low-income children and families. Faulkner’s daughter, Shana Dall’Osto, serves as executive director of the organization. 

Faulkner has been selling her nonvoting shares back to the company, giving the proceeds directly to Roots & Wings. 

“I’ve never cashed a single share for myself,” Faulkner told CNBC.

‘Bet the ranch’

Installing an EHR is an extremely complicated and costly project for health systems. If it doesn’t go well, it could “blow up” the whole business, Dr. Robert Grossman, CEO of NYU Langone Health, told CNBC in an interview. 

“We bet the ranch on Epic, let’s be very honest,” he said.

Fans of Epic say the company is fully tuned in to its customers’ needs.

“They don’t just operate and dial in,” said Michael Mayo, CEO of ​​Baptist Health in northeast Florida. “They visit our campus. They’re immersed here. They know our teams across our IT [information technology] component and our caregivers. They are in our facilities. And when we went live, which is a pretty scary time, they were in full force here.”

Each health system that uses Epic has a point person called a “BFF,” or “best friend forever,” who is available to answer questions and help solve problems. Epic doesn’t outsource any incoming calls to third parties, the company says, so staff members are responsible for picking up the phone 24/7.

Faulkner also makes herself easily accessible to customers, executives said.

Mike Slubowski, CEO of Trinity Health, which operates 93 hospitals across 26 states, said Faulkner always answers his emails within the day, if not the hour. 

She holds recurring meetings with senior health-care executives by phone or video call to answer questions and talk through an organization’s specific needs and ideas. Executives told CNBC that Faulkner takes copious notes and is receptive to feedback. If she doesn’t have an answer, she promptly calls someone who does. 

“She’ll stop right there and say, ‘Get so-and-so on the phone,'” said Dickson, of UMass Memorial Health. “I don’t know what so-and-so was doing prior to getting the call, but it’s clear that when Judy calls, you drop what you’re doing.”

Pete Durlach, corporate vice president for health and life sciences at Microsoft, said he’s been in meetings with Epic staffers who have gotten these impromptu calls. Microsoft and Epic have been close partners for around two decades, a relationship that’s gotten tighter as cloud and artificial intelligence technologies have advanced, he said. 

Epic employees at work.

Courtesy of Epic

“People definitely answer the phone when Judy calls,” Durlach said.

Epic doesn’t advertise or have a traditional marketing department; the company has relied heavily on word of mouth. Faulkner has also proven to be an effective salesperson. 

Ardent Health CEO Marty Bonick said that when he was debating whether to convert some of his hospitals to using Epic products, Faulkner ultimately helped sway him.

Ardent Health owns 30 hospitals and 280 outpatient care sites across six states. When Bonick joined Ardent in 2020, he said, roughly two-thirds of Ardent’s hospitals were using Epic. Bonick said he’d never worked with Epic and wanted to make sure that switching over the remainder of Ardent’s hospitals would be worthwhile. 

Bonick said he told Faulkner that he’d heard Epic’s product was expensive and difficult to implement.

“She came back with a presentation that she delivered personally, and spent probably over 90 minutes,” said Bonick, who was ultimately sold on the conversion. “I had to say, ‘OK, time out. I’ve got another meeting to go to,’ but she really was not watching the clock.”

Graveyard of competitors

Epic is used by all 20 of the top hospitals from the U.S. News & World Report rankings, and by the country’s seven largest health plans, according to the company.

Its dominance has come with plenty of controversy. 

Epic faces accusations of anticompetitive practices in two lawsuits from the past year. One was filed in September by data startup Particle Health, which alleges that Epic has used its EHR market power to “snuff out” competition in other emerging health-care markets.

Epic said in response it would “vigorously defend itself against Particle’s meritless claims.”

The second lawsuit was filed in May by CureIS Healthcare, a managed care services company that claims Epic has engaged in a “multi-prong scheme to destroy” CureIS’ business. CureIS alleges Epic has interfered with its customer relationships, blocked access to necessary data and raised unfounded security concerns, according to a complaint.

An Epic spokesperson told CNBC at the time of the filing that the company “believes in free and fair competition, and we also believe our customers are in the best position to choose the right solutions to meet their needs — whether with Epic or by adopting other products and services.” 

Epic’s competitors have also long accused the company of being territorial over its data and impeding efforts to share patient information between vendors. 

In a blog post last year, Oracle Executive Vice President Ken Glueck wrote that “everyone in the industry understands that Epic’s CEO Judy Faulkner is the single biggest obstacle to EHR interoperability.” 

Interoperability, in this case, refers to the exchange of electronic health data from one health-care organization to another. Since health data is siloed, stored across dozens of formats and protected by federal laws such as the Health Insurance Portability and Accountability Act, or HIPAA, it’s a complex undertaking.

Over the years, startups such as Practice Fusion and DrChrono have tried to crack the EHR market with promises of greater openness and more user-friendly products, but they have never become more than niche offerings. Some failed completely.  

Epic promotes its own interoperability tools such as Care Everywhere and EpicCare Link, which allows customers and their affiliates to exchange data with one another. Epic also participates in larger data exchange networks.

The Oz office building on Epic’s campus.

Courtesy: Epic Systems

Attention to detail

One of Epic’s biggest feats in its 46 years is managing to attract high-level tech talent far away from the nation’s engineering and business hubs, especially given the harsh Midwestern winters in Wisconsin. 

That’s where Epic’s headquarters comes into play. It’s a campus that industry executives and former employees likened to a techie’s Disney World. 

All 28 office buildings are themed. They’re clustered into mini-campuses, with names such as Prairie Campus, Wizards Academy Campus and Storybook Campus. 

The offices are designed by architecture firm Cuningham, which has also worked on projects at Disney theme parks all over the world. John Cuningham, the founder of the firm, said he’s worked with Faulkner for 30 years, and that she’s always been very involved in the process. 

Epic’s first campus, for instance, has more than 80 bathrooms, and Faulkner wanted to know the details of all of them. 

“Each one,” he said. “Light fixtures, faucets, mirrors, wallpaper, tile, sinks. I mean, I was thinking, ‘Oh, she’ll last for 10.’ She did all 85, and she still does that,” he said. 

I went down the slide, like everybody.

Warner Thomas

CEO of Sutter Health

On Epic’s grounds, a metal wizard stands in the courtyard of a castle, giant chocolate chips mark the entryway to a faux chocolate factory, and a hanging bridge leads to the company’s very own treehouse. 

Inside a building inspired by “Alice in Wonderland,” there’s a slide that takes employees into a small room where everything is upside down. It’s popular with visitors. 

“I was kind of blown away,” Warner Thomas, CEO of Sutter Health, a nonprofit health system in Northern California, told CNBC about his first trip to Epic’s campus. “I went down the slide, like everybody.”

The buildings are brimming with trinkets, ceramics, mosaics and paintings that Epic employees get to help source. Faulkner recruits a small group of volunteers to go with her to local art fairs and buy decorations for the campus. Some pieces cost thousands of dollars, according to former employees.  

Faulkner said she had just returned from an art fair ahead of her interview with CNBC.

‘Everybody knows Judy’

A cow-print bike on Epic’s campus.

Courtesy: Epic

Despite the fantastical themes on-site, employees are tasked with very real responsibilities. Since Faulkner places such a strong emphasis on supporting her customers, she holds her staff to high standards. 

Most employees work in person five days a week. Hours can be long and burnout is common, former employees say. In June, The Economist analyzed 900 companies across 19 industries, and found that Epic had the worst work-life balance in the software and IT services category. Several former employees told CNBC their work at Epic was all-consuming. 

Epic said the average employee works between 44 and 45 hours a week, based on monthly time sheet submissions between June 2024 and June 2025. The company said its turnover rate last year was 7%.

“People at Epic are dedicated and work hard,” an Epic spokesperson said in a statement.

Epic workers are entrusted with big projects, expected to interact directly with customers and generally take on a lot of responsibility. For some employees, that includes working alongside hospitals as they implement Epic’s technology.

“Some of these implementations really sucked,” said Brendan Keeler, a former Epic employee who frequently blogs about the company online. “So much of the success of an implementation was just a function of the politics of the hospital.”

Epic recruits the vast majority of its employees straight out of college, so its staff is relatively young. All new staffers go through extensive training, including a five-hour corporate philosophy class where they’re taught how to be a successful employee.

Faulkner said she used to teach the class by herself but that she now has help from one or two other people.

Faulkner’s influence is present in every corner of Epic’s campus, in its product and across much of the health-care industry.

“Everybody knows Judy Faulkner,” said Thomas, of Sutter Health. 

She’s still got a lot to do. The health-care industry is reckoning with rising costs, staffing shortages, the impact of AI and the Trump administration’s hefty cuts in the areas of medical science and research. 

And Faulkner isn’t ready to quit.

“It’s interesting and it’s challenging and it’s worthwhile,” Faulkner said.

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Samsung taking market share from Apple in U.S. as foldable phones gain momentum

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Samsung taking market share from Apple in U.S. as foldable phones gain momentum

In 2014, Apple and Samsung were duking it out to rule the U.S. smartphone market. Samsung was selling devices with large screens, and iPhone fans were demanding a response.

It took Apple some time, but the company finally released the iPhone 6, breaking with previous iterations and giving consumers a large-screen option. The iPhone won.

But more than a decade later, recent smartphone sales and shipment figures signal that the Apple-Samsung fight has returned. And once again, it’s all about the screen.

In the second quarter, shipments from Samsung surged in the U.S., with its market share rising from 23% to 31% from the prior period, according to data from Canalys. Apple’s market share during the quarter declined to 49% from 56%.

Apple remains on top of the U.S. smartphone market, taking the majority of new smartphone sales in the U.S. It’s often in second place around the world, but the recent slips points to turbulence for Apple for the first time in well over a decade.

That’s one reason investors have sent Apple shares down 7.5% this year, underperforming all of the U.S. megacap tech companies other than Tesla. Samsung’s stock, meanwhile, is up about 35% in 2025.

In July, Samsung introduced a pair of innovative new phones that feature foldable screens. One model, the Z Fold 7, can effectively turn into a tablet, while the Z Flip resembles an old-school flip phone with modern smartphone features. They were added to Samsung’s catalog of phones released this spring under its Galaxy brand, including a thin-and-light phone called the Galaxy S25 Edge. 

The devices are also getting a lot of traction on social media, particularly around durability tests.

One user posted a livestream that showed him bending the Z Fold 7 over 200,000 times in a row. The video has been clipped and shared widely on social media, with one version of the clip accumulating more than 15 million views on YouTube.

In the past month, Samsung’s premium devices, including the Z Fold 7, were mentioned over 50,000 times on social media, and 83% of those mentions were positive or neutral, according to data from Sprout Social, a social media analytics company.

The market share numbers aren’t just the result of user preferences. Much of the shift in shipment figures in the June quarter, analysts said, can be attributed to tariffs, which are causing “disruption” in the industry as smartphone makers use different strategies to minimize the impact on their business.

But Samsung’s gains also reflect the company’s ability to offer a much wider range of products at different prices compared to Apple. That includes low-end phones, which accounted for much of Samsung’s second-quarter U.S. improvement, as well as high-end devices that cost more than any individual iPhone.

Samsung’s Galaxy and Z phone lineup “stretches from $650 up to $2,400. That is a massive span of devices,” said Canalys analyst Runar Bjorhovde. “There is an idea that you can target people at every single price point, and you can meet them at every spot.”

The iPhone has pretty much looked the same since 2017 — a rectangular piece of glass with a touchscreen on the front, and a few cameras on the back. These days, the company offers a series of four slates ranging from $829 to $1,599. Samsung and others are starting to go beyond the so-called candy bar shape and experimenting with new form factors.

Apple is expected to start doing the same — beginning with a potential launch next month of a slimmer iPhone that will compete with Samsung’s Galaxy Edge.

“Apple is clearly betting that its 5.5mm Air model is going to lift its fortunes as testing suggests a strong desire for the new form factor,” wrote Loop Capital managing director John Donovan in May.

JPMorgan Chase analyst Samik Chatterjee wrote in a report last month that Apple may release a folding phone next year to compete with Samsung’s Z Fold.

“Investor focus has already turned to the 2026 fall launches with Apple expected to launch its first foldable iPhone as part of the iPhone 18 lineup in September 2026,” Chatterjee wrote.

Trying new form factors offers Apple the opportunity to sell devices at higher prices, according to Bjorhovde.

Apple’s most expensive phone, the iPhone 16 Pro Max, currently starts at $1,199 for 256GB of storage and can go up to $1,599 for a version with 1TB of storage. The Samsung Galaxy Z Fold 7, which was announced last week, starts at $1,999 for the 256GB version and tops out at $2,419 for the 1TB version.

Chatterjee said he thinks Apple’s version of a folding phone could start at $1,999. Apple declined to comment.

A person holds a Samsung Galaxy Z Fold 7 phone during an event in New York, U.S., July 8, 2025.

Jeenah Moon | Reuters

Folding phones finally mature

Samsung’s first folding phone was released in 2019, but got off to a rocky start. The initial launch was delayed after reviewers — including CNBC — discovered that the early devices would break along their folding crease.

But Samsung says this time is different, and that folding phones are finally ready to go mainstream, especially with respect to durability.

“There really are no longer trade-offs towards owning a foldable device,” said Drew Blackard, vice president of mobile product management at Samsung Electronics America.

The South Korean company doesn’t provide sales numbers, but Blackard said the Galaxy Z Fold 7, the latest version, had 25% more preorders than any previous Samsung folding phone and that sales are outpacing the device’s predecessor by nearly 50%.

“Samsung with the foldable is able to actually optimize for innovation,” said Bjorhovde. “Try to be ahead, show that something is different, and there’s a certain halo effect from that.”

According to Counterpoint Research, a firm that estimates smartphone sales to customers, Samsung’s sell-through increased 16% during the June quarter, thanks to demand for high-end devices, including a “slight boost” from the slim S25 Edge.

The rise of artificial intelligence is also heralding new form factors for consumer electronics that could one day replace the iPhone.

OpenAI in May acquired the startup of former Apple design guru Jony Ive for $6.5 billion. The AI startup plans to develop the next generation of hardware, and other AI startups have released pins, pendants and glasses that rely on users’ voice to control the devices.

Samsung devices, as well as other Android phones, get access to Google’s Gemini, which is widely considered to be one of the best AI models alongside OpenAI’s ChatGPT. Gemini has several features that users can’t get with Siri and Apple Intelligence.

Blackard said folding phones, with their larger displays, are well suited for AI. Google’s circle-to-search feature, which allows a user to simply circle something on the screen that they’d like to learn more about, is an example, Blackard said.

On a Samsung folding phone, he said, users can still see the original screen with the content they circled, as well as another screen with supplementary information.

“It’s much more productive being able to go back and forth,” Blackard said.

Investors have worried that Apple’s AI delays, including its next-generation Siri that’s now scheduled to come out next year, could start hurting sales. But many analysts say that Apple’s brand loyalty and lock-in will give it a period of years before iPhone customers start defecting for competitors.

Chatterjee told CNBC that Apple’s strategy with devices is to wait until a technology is ready for the mainstream before embracing it. That time may be now for foldable devices.

Apple has “never been about trying to be the first to market,” Chatterjee said. “It’s about being watchful, seeing a technology mature, knowing that there are no big roadblocks to that technology adoption, and then moving ahead.”

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