Samsung's risky bet

Samsung has high hopes for its new foldable phone line, but this niche market is still struggling as users are still hesitant about durability and high prices.

Samsung is still looking for a solution for foldable phones. Photo: The Verge .

Samsung is preparing to launch a new generation of foldable phones at the Unpacked event on July 9, with the expectation of changing the landscape of a segment that is still quite picky about users. While many people are curious about foldable devices, actual sales show clear reservations from consumers.

“I don’t get asked about my phone very often, unless it’s a flip phone. People often say they thought about buying one, but then went with a traditional model,” says Allison Johnson of The Verge .

Samsung has been trying, having pioneered foldable phones for nearly a decade. But even with its first-mover advantage, the Z Fold and Z Flip models have yet to make a real splash. Meanwhile, rival Motorola saw an impressive 253% growth in foldable phone market share over the past year, according to Counterpoint Research . But the entire segment will still only account for about 1.5% of the global smartphone market in 2024, according to TrendForce .

One of the big downsides to foldables is the slow pace of innovation. Last year’s Z series was mostly a minor upgrade, with the Z Flip6 mostly changing specs and software, while the Z Fold6 tweaked the size and hinge a bit. None of this translates to a groundbreaking experience.

This time, Samsung is likely to launch a Galaxy Z Fold Ultra version, which will be the first time a very premium foldable device is put on the market, with a thinner body to compete with products from Oppo and Honor. The Z Flip 7 is expected to have a larger Razr-style external screen, while a cheaper version is being considered by Samsung.

However, foldable devices still face many technical problems such as being easily damaged, having high repair costs, and not meeting the IP68 dust resistance standard like traditional flagships. These are factors that make users hesitate when choosing a device with a high price but not being durable enough.

Many analysts believe that Apple’s foldable iPhone, expected to launch in 2026, could give the foldable smartphone market a real boost. If that happens, Samsung could benefit indirectly. With a product line spanning multiple segments and a high-spec Ultra version, the Korean manufacturer could attract consumers who are still hesitant.

Source: https://znews.vn/van-cuoc-rui-ro-cua-samsung-post1566920.html