High percentage of non-Galaxy users switching to Galaxy Fold: Samsung executive at Unpacked

Samsung introduced a new set of foldable phones Wednesday, seeking to counter folding devices from Chinese smartphone players and the upcoming iPhone lineup from Apple. The South Korean company highlighted the slim profile and AI features as key strengths of its newly launched, ultra-high-end Galaxy Z Fold 7.

The Galaxy Z Fold 7 features a slimmer profile, improved AI tools, and a lighter build. It is a part of Samsung’s push to dominate the ultra-premium foldable segment. (Image: Anuj Bhatia/The Indian Express)

Samsung said the Galaxy Z Fold 7 measures 8.9mm when folded and 4.2mm when open. The device weighs 215 grams, making it one of the lightest foldable smartphones on the market. The previous version weighed 239 grams.

The South Korean tech giant has been heavily promoting these features as competition in the foldables market intensifies, especially from Chinese brands, even as foldable devices still represent a small share of the overall smartphone market.

“Samsung has been able to establish that foldables are a unique, revenue-driving and brand-enhancing segment within its portfolio. In 2024, flip and fold devices make up 3.5% of its global shipments but account for over 10% of the value of its shipments. This has been key in helping it differentiate itself while targeting ultra-high-end consumers,” said Runar Bjorhovde, Senior Analyst at market research agency Canalys.

The thinness of a foldable phone has become an important unique selling point (USP), appealing to smartphone users who want the large screen size the device offers without the extra weight.

According to Canalys, 17.2 million foldable smartphones were sold worldwide in 2024, with almost half of them sold in China. Huawei was the foldable market leader in China, selling close to 4.2 million flip and fold devices in 2024. However, brands like Honor, Oppo, Vivo, and Xiaomi are providing strong competition to Samsung in the foldable space. Internationally, Honor remains Samsung’s biggest competitor in the foldable device market. 

Samsung was the global market leader with a 45 per cent market share in 2024, while other players held a combined share of 55 per cent, according to Canalys.

Dr Won-Joon Choi, President and COO, Mobile eXperience Business and Head of the R&D Office, Samsung Electronics, at the unpacked event. (Image: Anuj Bhatia/The Indian Express)

For Samsung, however, there is increased competition from both Chinese smartphone players and Apple in its key markets. Foldable phones give Samsung an edge over Apple, which doesn’t offer a foldable but is expected to launch one on the market sometime next year. 

Canalys’s Bjorhovde believes that the entry of Apple benefits the entire foldable smartphone category, helping other vendors eventually reduce the manufacturing cost of foldables and increase market options. 

The average selling price (ASP) of a bar phone sold in 2024 was $435 (including Apple), while flip phones averaged $968 and foldables reached $1,693, according to Canalys. Price remains the biggest hurdle to the wider adoption of foldables. Bjorhovde noted that while the high-end segment might be sizable, it shrinks significantly when Apple is excluded, putting pressure on Samsung to grow its share in the premium segment.

While the Galaxy Z Fold 7 comes in at a premium $2,000, Samsung is also launching the $1,099 Galaxy Z Flip 7 and the $899 Galaxy Z Flip 7 FE, aiming to appeal to more budget-conscious users. Both the Galaxy Z Flip 7 and the Flip 7 FE fold down into a square shape and now feature an external display that covers the majority of one side, making them more functional when closed.