Samsung Electronics has officially declared that the foldable smartphone market has entered a new phase of mainstream adoption. Noh Tae-moon, head of the Device Experience and Product Division, made this announcement during a press conference following the Galaxy Unpacked 2026 event in London on July 22.
Samsung has introduced three models this year: the Galaxy Z Fold8 Ultra, Fold8, and Flip8, tailored to meet diverse consumer preferences. Noh emphasized that this new lineup represents the highest level of completeness in the history of the Galaxy Z series.
“Customers have different priorities, whether it’s content consumption, productivity, or portability and style,” Noh said. “We have reflected customer feedback to create a foldable lineup that caters to all these demands for the first time.”
Noh highlighted that this year marks the first time Samsung is launching three completed foldable models simultaneously. He stated that the Fold8 is expected to attract new demand, aiming for the highest sales of any foldable series to date.
One of the standout features of the new products is the introduction of 'Flex Titanium,' a technology that combines a lattice structure, ultra-thin processing, and heat treatment to create a foldable design that is both thinner and more durable. Noh noted that while titanium is lightweight and strong, it has been challenging to apply to repeatedly folding displays. The result is the thinnest and lightest foldable device yet, with reduced screen creases and enhanced durability.
Regarding the entry of competitors like Apple into the foldable market, Noh viewed it as an opportunity for market expansion. “The foldable market is maturing both technologically and commercially,” he said. “The entry of more companies signifies that foldables are becoming mainstream, which will further grow the market.” He added that Samsung's seven years of accumulated customer insights and user experiences since launching the first foldable in 2019 provide a competitive edge that cannot be easily replicated. Noh expressed confidence that as competition intensifies, Samsung will continue to set new standards and maintain its leadership position.
Noh also predicted that the future of mobile competition will center around artificial intelligence (AI) rather than hardware. “AI is becoming an essential infrastructure that everyone uses,” he said. “People want practical assistance rather than just learning about AI.” He noted that the next standard will be 'agentic AI' that performs necessary tasks on behalf of users, with a goal of providing Galaxy AI to 800 million users by the end of the year.
Samsung's strength lies in its extensive device ecosystem, which connects smartphones, watches, TVs, and home appliances into a unified AI experience. Noh stated, “The future of AI competitiveness will depend on how deeply we understand our users, rather than just how smart the technology is. No other company connects daily life through as many diverse devices as Samsung.” He emphasized a trust-based AI strategy, ensuring that sensitive personal data is processed within devices and that users can verify and choose how their data is utilized.
Health is identified as a key area for AI application. The new Galaxy Watch analyzes sleep, recovery, activity levels, heart rate, and skin temperature, while the revamped Samsung Health expands its focus to include biometric management. Noh stated, “Samsung Health aims to shift the focus of healthcare from treatment to prevention, providing personalized health experiences by combining AI and digital health.”
Noh hinted at potential collaborations with various AI companies, in addition to working with Google Gemini. He mentioned that Galaxy AI will maintain a hybrid strategy that combines its own Gauss model with external AI models, stating, “We will continue to expand collaborations with external AI if it provides the best user experience.”
He reiterated the importance of the Korean market, noting, “Korea is where Galaxy began and is the market most receptive to new technologies. We will continue to meet domestic consumer expectations with competitive pricing and innovation that surpasses any other country globally.”
* This article has been translated by AI.
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