Samsung is holding a major foldable-focused Galaxy Unpacked event, expected to introduce updated versions of its Fold and Flip smartphones alongside a new shorter and wider Fold form factor. This represents a significant shift in the company’s foldable strategy, marking the second major revision to its lineup in less than a year following the launch of the Galaxy Z TriFold.
The timing of this expansion appears directly tied to Apple’s impending entry into the foldable market. Multiple leaks have suggested that Apple’s first foldable iPhone will feature a similarly compact, wide design. Samsung’s new form factor follows a design approach previously explored by competitors including Huawei, Google, Oppo, and Microsoft, though Samsung had previously influenced the market away from such designs toward narrower outer screens and square inner displays.
For years, Samsung dominated the foldable segment through first-mover advantage and its substantial market influence, though competitors have recently pushed the company to catch up with innovations like nearly creaseless displays and improved dustproofing. Industry analysts predict that Apple’s entry will transform foldables from a niche category into mainstream hardware, with projections suggesting Apple could capture 34 percent of the foldable market by value in its first year alone.
Samsung faces a strategic crossroads. The company hopes that Apple’s arrival will expand the overall foldable market, benefiting all players. However, there is substantial risk that Apple’s entry could disrupt Samsung’s seven-year market dominance and erode its sales. Introducing a wider foldable alongside existing Flip and Fold models hedges against the possibility that critics unanimously prefer Apple’s design, while maintaining coverage if traditional designs remain more popular.
Samsung’s track record with experimental designs presents both precedent and caution. While it successfully reasserted market leadership recently with the Z Fold 7 and Z Flip 7, its Galaxy Z TriFold lasted less than three months in the US market, and the Galaxy S25 Edge failed to gain traction before Apple’s iPhone Air launch. Despite these risks, industry observers suggest that Samsung cannot afford inaction as the competitive landscape shifts fundamentally.