Samsung will unveil its next foldable phones on July 22, moving to stake out the foldable market ahead of Apple’s first entry. According to Bloomberg, the company confirmed the date for its next Galaxy Unpacked event.
Foldable phones remain one of the few genuinely novel directions in a smartphone market otherwise defined by incremental change. Samsung helped create the category and has led it for years, and its latest launch is timed to reinforce that lead just as its biggest rival prepares to enter the space.
What to expect
The event, set to take place in London under a teaser pointing toward changing device designs, is expected to introduce a new slate of foldable phones along with wearables. The lineup is anticipated to include updated versions of Samsung’s book-style and flip-style foldables, continuing the company’s long-running push in a category it helped pioneer.
Samsung’s foldable range has generally spanned a larger, book-style device that opens into a tablet-sized screen and a compact, flip-style phone, and the new generation is expected to refresh both. Pairing the phones with wearables reflects the company’s strategy of presenting an ecosystem of devices, while the London venue and design-focused teaser signal an emphasis on the foldable form factor itself.
Beating Apple to the punch
The timing is notable because it positions Samsung to launch its latest foldables before Apple releases its own first foldable device. Samsung has spent years building out the foldable segment while most rivals stayed on the sidelines, and getting a new generation to market ahead of Apple lets it reinforce its head start as the competition finally arrives.
Apple’s long-anticipated entry into foldables would validate the category Samsung has cultivated, but it also threatens to draw attention and buyers. By launching ahead of that debut, Samsung aims to remind the market that it has years of experience and refinement behind its foldables. The head start is both a marketing advantage and a chance to set expectations before Apple defines its own approach.
Why foldables matter
Foldable phones represent one of the few genuinely new form factors in a smartphone market that has otherwise settled into familiar slabs. They offer larger screens that fold into pocketable sizes, appealing to users who want more display for multitasking and media. As more manufacturers — soon including Apple — enter the space, Samsung’s July 22 event is a chance to set the tone for the next round of a category it has largely defined so far.
The appeal of a device that offers a big screen yet folds down to fit in a pocket has kept foldables at the center of the industry’s search for the next form factor. Broader competition, especially from Apple, could finally push foldables from a premium niche toward the mainstream. Samsung’s launch is its opportunity to shape that transition and defend the leadership it has held in a category it did much to create.
This article was researched with the help of AI, with human editors creating the final content.
