Can Samsung's New Foldables Revive the Market?

When testing new smartphones, inquiries about foldable models often arise. They’re especially common with devices from Samsung, as curious onlookers express interest in making the switch from traditional slab-style smartphones. Data indicates this curiosity is widespread, yet the actual market for folding devices remains limited, with many still opting for conventional options. Samsung aims to change that narrative and is preparing to unveil significant offerings at its Unpacked event scheduled for July 9th. However, the question remains: Will an Ultra designation on folding devices be sufficient to attract consumers?

The sluggish sales of foldable smartphones cannot be attributed to a lack of effort from manufacturers. Samsung has been promoting folding devices for nearly a decade, while Google entered the market a couple of years ago. Motorola has seen some success with its clamshell-style phones, boasting an impressive 253 percent year-over-year market growth in 2024 according to Counterpoint Research. Nonetheless, foldables comprise a small portion of the overall smartphone market, with TrendForce estimating that they represented only 1.5 percent in 2024. While Samsung was one of the first to offer foldable options in the U.S., its multiple iterations have yet to make a substantial impact on sales.

Last year’s offerings did little to excite potential buyers, with the Z Flip 6 and Fold 6 presenting only minor updates and incremental improvements over their predecessors. The Z Flip 6 featured minimal specification upgrades, while the Fold 6 underwent slight physical adjustments that didn’t bring substantial changes. However, there are indications that Samsung is planning to introduce more compelling features this time around.

Samsung’s recent Fold phones share a similar design.

Samsung has indicated plans for an Ultra-branded Fold model, featuring a slimmer design to compete with recent offerings from Honor and Oppo. The Z Flip 7 is expected to showcase a larger Razr-style display, while a more affordable FE version may revert to the previous cover screen design. These adjustments aim to address prevalent criticisms regarding foldable smartphones, notably their pricing and perceived trade-offs compared to traditional models.

Despite these advancements, doubts linger. Foldables inherently risk greater wear from dust than conventional flagship models, often leading to more expensive repairs. Although Samsung has expressed intentions to achieve full dustproofing, progress remains to be seen, with the company yet to develop a fully IP68-rated folding device. The prospect of investing in a costly, less durable phone than a typical flagship presents a notable challenge, particularly in an era where consumer prices are rising across the board.

The outlook for folding devices, however, is not entirely bleak. Analysts are optimistic about the potential introduction of a folding phone from Apple, anticipated in 2026. An iFold or similarly named device could serve to broaden the market in the U.S., potentially benefiting Samsung as well. The strategy of introducing new models across various price points may help bolster Samsung’s market presence, a tactic that has proven effective for the company previously. A premium Ultra foldable with high-end specifications might entice those hesitant about making the jump to folding technology. Additionally, there are hints that Samsung might introduce enhanced hinge technology in upcoming models.