"Foldables have moved beyond just introducing a new form factor. As customer preferences vary, we are now in an era of choice."
Noh Tae-moon, head of Samsung Electronics' Device Experience and Product Division, made this statement during a press conference following the Galaxy Unpacked 2026 event in London on July 22. He declared that the foldable market has officially entered a phase of mainstream adoption. Samsung has introduced three models this year: the Galaxy Z Fold8 Ultra, Fold8, and Flip8, tailored to different consumer experiences.
Noh expressed confidence that this new product lineup is the most refined in the history of the Galaxy Z series. He noted, "Some customers prioritize content consumption, while others seek productivity or value portability and style. We have reflected customer feedback to create a diverse foldable lineup that meets various demands for the first time."
He emphasized, "This is the first year we are showcasing a complete foldable lineup of three models together. With the Fold8 adding new demand, we aim for the highest sales of the Z series foldables to date this year."
The new models feature 'Flex Titanium' as a key technology. Noh explained, "Titanium is lightweight and strong, but it has been challenging to apply to displays that fold repeatedly. By combining lattice structures, ultra-thin processing, and heat treatment technology, we have achieved a thinner yet more robust foldable design." He highlighted that this results in the thinnest and lightest foldable yet, with reduced screen creases and increased durability.
Regarding the entry of competitors like Apple into the foldable market, Noh viewed it as an opportunity for market expansion. He stated, "Foldables are maturing both technologically and in the market. The entry of more companies signifies that foldables are becoming mainstream, and the market will grow larger." He added, "The understanding of customers and user experiences we have built over the past seven years since introducing the world's first foldable in 2019 is a competitive edge that cannot be easily matched. As competition intensifies, Samsung will set new standards and lead the market, reaffirming our commitment to maintaining our number one position."
Noh predicted that the focus of future mobile competition will shift from hardware to AI. He remarked, "AI is becoming an infrastructure that everyone uses. People want help from AI rather than just learning about it." He continued, "Beyond AI that answers questions, agentic AI that performs necessary tasks on behalf of users will set new standards. Our goal is to provide Galaxy AI to 800 million users by the end of this year."
He identified Samsung's extensive device ecosystem as a key strength, noting that smartphones, watches, TVs, and home appliances can connect through a unified AI experience. Noh stated, "The future competitiveness of AI will depend on how deeply it understands users rather than just how smart it is. No other company connects daily life through as many diverse devices as Samsung." He emphasized a trust-based AI strategy, stating, "The most sensitive personal data will be processed within devices, allowing users to directly verify and choose how AI utilizes their information."
Noh highlighted health as a core area for AI application. The new Galaxy Watch analyzes sleep, recovery, activity levels, heart rate, and skin temperature, while the revamped Samsung Health has expanded to include biometric management. He stated, "Samsung Health's direction is to shift the focus of health management from treatment to prevention, providing personalized health experiences by combining AI and digital health."
He also hinted at potential collaborations with various AI companies, in addition to working with Google Gemini. Noh said, "Galaxy AI will maintain a hybrid strategy that combines our own model, Gauss, with external AI models. We will continue to expand collaborations with external AI to provide the best user experience possible."
Noh reiterated the importance of the Korean market, stating, "Korea is the market where Galaxy began and is the most proactive in adopting new technologies. We will continue to meet domestic consumer expectations through competitive pricing and innovation that surpasses any other country globally."
* This article has been translated by AI.
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