Samsung's risky gamble

Samsung is still searching for a solution for its foldable phone line. Photo: The Verge .

Samsung is preparing to launch a new generation of foldable phones at its Unpacked event on July 9th, hoping to change the landscape of a segment that is still quite niche. While many are curious about foldable devices, actual sales figures show a clear hesitation from consumers.

"I'm not often asked about the phone I use, unless it's a flip phone. They usually say they considered buying one, but then opted for a traditional model," observes Allison Johnson, author for The Verge .

Samsung has not shied away from the effort, having pioneered foldable phone development for nearly a decade. However, even with the first-mover advantage, the Z Fold and Z Flip models have yet to achieve a real breakthrough. Meanwhile, rival Motorola has seen impressive growth of 253% in foldable phone market share over the past year, according to Counterpoint Research . Even so, this entire segment is still expected to account for only about 1.5% of the global smartphone market in 2024, according to TrendForce .

One of the biggest drawbacks of foldable phones is the slow pace of innovation. Last year's Z series was mostly just minor upgrades, with the Z Flip6 primarily changing specifications and software, while the Z Fold6 made slight adjustments to size and hinge. All of this failed to deliver a groundbreaking experience.

This time, Samsung is likely to launch a Galaxy Z Fold Ultra version, marking the first time a foldable device has been labeled as very premium, with a thinner body to compete with products from Oppo and Honor. The Z Flip 7 is expected to feature a larger external screen in the style of the Razr, while a cheaper version is being considered by Samsung.

However, foldable devices still face many technical issues such as being prone to damage, having high repair costs, and not meeting the IP68 dust resistance standard of traditional flagships. These are factors that make users hesitate when choosing a high-priced device whose durability is not commensurate with its price.

Many analysts believe that Apple's foldable iPhone, expected to launch in 2026, could create a real boost for the foldable smartphone market. If that happens, Samsung could benefit indirectly. With a product range spanning multiple segments and a high-spec Ultra version, the South Korean manufacturer could attract undecided consumers.