This year's Galaxy Unpacked event highlighted innovations in artificial intelligence (AI) and display technology. With Apple poised to launch its first foldable iPhone later this year, Samsung aims to leverage its seven years of expertise in foldable technology and AI differentiation to maintain its market competitiveness.
Samsung held the 'Galaxy Unpacked 2026' event on July 22 at 2 p.m. local time in London, unveiling its next-generation Galaxy Z series. The lineup includes the content-focused 'Galaxy Z Fold8,' the multitasking and creator-oriented 'Galaxy Z Fold8 Ultra,' and the portable and AI-enhanced 'Galaxy Z Flip8.' A much-anticipated wide-format foldable device with a 4:3 aspect ratio was also revealed in teaser ads prior to the event.
The focus of this launch was primarily on display improvements. Samsung addressed consumer demands for reduced screen creases, enhanced durability, and increased brightness. The company introduced 'titanium alloy film' and 'flex titanium' materials to minimize screen creases. Additionally, the hinge structure and screen tension were meticulously designed to provide a smoother user experience when opening and closing the device. The main display now boasts a maximum brightness of 3,000 nits, a 15% improvement over the previous Galaxy Fold7, along with anti-reflective technology to ensure clear visibility even in bright outdoor conditions.
The enhanced AI experience tailored for foldable devices is another distinguishing feature. Samsung optimized its Galaxy AI in conjunction with Google Gemini intelligence for a foldable screen. The AI can automatically perform tasks across more than 40 apps, including delivery, reservations, shopping, and scheduling, while allowing users to continue other activities on the foldable screen. The 'Now Nudge' feature enhances the AI's role by suggesting the next actions based on user context. For instance, if a user is chatting with a friend about meeting up, the AI may suggest adding the appointment to the calendar or saving the location when searching for a meeting place.
However, competition in the foldable phone market is expected to intensify in the latter half of the year. According to global market research firm Counterpoint Research, global shipments of foldable smartphones are projected to increase by 21% compared to last year. With Apple's market entry, Samsung's share is expected to decline from 40% last year to 32% this year, although it is still anticipated to maintain its position as the global leader. Apple is expected to capture a 25% market share in its first year of foldable phone sales, while Huawei is projected to achieve a 24% share.
Many analysts believe that Apple's entry will serve as a catalyst for market expansion rather than a threat to Samsung. Yoon Jeong, a researcher at Counterpoint Research, stated, "Apple's market entry will enhance consumer awareness and elevate the standards for the premium foldable market. As AI-based app integration and multitasking become more widespread, the importance of large-screen foldables will continue to grow." She added, "Samsung still holds a distinct competitive advantage in product completeness, global distribution networks, and user experience accumulated over seven years."
A Samsung representative emphasized, "Since commercializing the world's first foldable smartphone in 2019, Samsung has continuously refined its products based on consumer feedback. Leveraging our seven years of foldable technology expertise, we will maintain strong leadership in the foldable phone market, recognized as the optimal form factor in the AI era, by prioritizing display innovation and AI technology competitiveness."
* This article has been translated by AI.
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