Foldable phones capture attention like few other gadgets, offering a peek into the future of smartphones. People are definitely curious, often asking about them when they see one. Yet, despite the buzz, the reality is they make up a tiny slice of the overall phone market. Samsung has been leading the charge to change that for years, and its upcoming Unpacked event on July 9th looks set to unveil a major push, potentially including the first ‘Ultra’ foldable. But is a new name and updated design enough to convince more people to finally make the fold?
For a while now, foldables have been stuck in a niche. While brands like Motorola have seen growth with their flip phones, the foldable market as a whole was estimated to be just 1.5% of total smartphone sales in 2024, according to TrendForce. Samsung, despite being the earliest and most persistent player, hasn’t seen its foldable sales truly explode. Part of the challenge? Last year’s models, like the Galaxy Z Fold 6 and Z Flip 6, felt more like minor tune-ups than revolutionary steps forward. The Z Fold 6 saw subtle tweaks to its dimensions, while the Z Flip 6 primarily offered spec bumps and software refinements.
Unfolded view of the Samsung Galaxy Z Fold 6 smartphone showing its large internal display.
Samsung’s last few Fold models have shared a very similar look.
What Samsung Might Unveil
The good news is Samsung seems ready to mix things up this time. The biggest rumor is the arrival of a premium Ultra-branded Galaxy Fold. Expect this model to be thinner, directly competing with sleeker designs from companies like Honor and Oppo that have launched globally.
For the clamshell style, the Galaxy Z Flip 7 is rumored to get a much larger cover screen, potentially covering nearly the entire front panel, similar to Motorola’s latest Razr designs. This is a feature many Flip users have wished for, making the outer screen much more useful without opening the phone. Plus, there’s speculation about a cheaper FE (Fan Edition) version of the Z Flip, possibly retaining the older, smaller cover screen design but hitting a more attractive price point. These moves seem aimed directly at tackling two major hurdles for foldables: they’re often too expensive and have required too many compromises compared to standard flagship phones.
The Persistent Challenges
While new designs and potentially lower prices are steps in the right direction, some fundamental challenges remain. Durability is a big one. Foldables are still generally more vulnerable to dust than a traditional, sealed phone. Despite Samsung mentioning efforts towards full dustproofing years ago, achieving a robust IP68 dust and water resistance rating like standard high-end phones seems to be a tough nut to crack for foldables currently. Asking consumers to pay a premium for a phone that might be less resilient to everyday dust and grit is a significant ask, especially when the cost of everything else seems to be going up.
Looking Ahead
It’s not all challenging news for the foldable future. Many analysts are pinning hopes on the possibility of Apple entering the foldable market, rumored potentially for 2026. An “iFold” or similar device could significantly expand the market, particularly in the US, potentially creating a rising tide that lifts all foldable boats, including Samsung’s.
Furthermore, Samsung’s strategy of introducing more models at different price points, like a rumored cheaper Flip FE, has historically worked well for the company in boosting its market share in the past. Perhaps an ‘Ultra’ foldable with top-tier specs and a refined design, combined with more accessible options, is exactly what’s needed to convert curious onlookers into actual buyers. And for those dreaming of even more flexibility, Samsung has even hinted at possibilities beyond folding, like a phone that folds three ways.
Samsung is clearly doubling down on foldables with its upcoming lineup, aiming to address some of the core reasons people have hesitated. With potential improvements in design, functionality (bigger cover screen), and price points, plus the distant possibility of Apple validation, the foldable market could finally be poised for real growth. The question is, will these new models, spearheaded by the potential Galaxy Z Fold Ultra, be the breakthrough moment Samsung has been waiting for?
