Samsung's Folding Phone Gamble Will Ultra Be Enough to Flip the Script?

Samsung's Folding Phone Gamble: Is 'Ultra' Enough to Conquer the Market?

For years, foldable phones have captivated our imaginations, promising a revolutionary mobile experience. Yet, despite the buzz, sales figures haven't quite matched the hype. The question now is: can Samsung, the dominant player in the foldable arena, finally crack the code and bring these innovative devices into the mainstream?

While testing phones, it is not often people come up to me and ask, unless it is a folding phone. Then, it's typically some variation of "Oh, I considered getting one! But then I just bought a [slab-style phone name]." My experience coincides with sale statistics; there are a lot more people interested in folding phones than actually purchase them. Samsung wants to change that, and by all accounts, it will go all out at its Unpacked event on July 9. However, will giving a folding phone the Ultra moniker be sufficient?

The Foldable Phone Landscape: A Promising Yet Challenging Market

The interest in foldables is undeniably there. Samsung has been pushing foldables for nearly a decade, and Google has joined in over the past several years. Motorola has seen considerable success selling clamshell-style flip phones; according to Counterpoint Research, the brand's foldable market share increased by 253 percent year-over-year in 2024. Still, it is a larger portion of a small pie. TrendForce estimates that foldables made up only 1.5 percent of the overall smartphone market in 2024. Samsung was the first and most vocal folding phone manufacturer in the United States, but a half-dozen iterations of folding phones have failed to make a substantial impact.

Last year, Samsung's foldable lineup was essentially a warmer version of the previous year's. The Z Flip 6 was a specification bump with some software improvements; the Fold 6 reduced a few millimeters here, added a few there, and sat flatter when opened — hardly thrilling stuff. Fortunately, Samsung appears to have greater excitement planned this time.

Samsung's Strategy: Ultra, Affordability, and Addressing Key Concerns

Samsung's last three Fold phones have looked like this.

The company has all but confirmed that we'll get an Ultra-branded Fold for the first time, with a thinner profile to rival the recent efforts from Honor and Oppo. The Z Flip 7 is expected to include a larger, Razr-style screen that covers most of the front panel, and we may see a less expensive FE version with the previous cover screen design. All of this appears to tackle a couple of common complaints about foldables: they are too expensive and have too many compromises when compared to a slab-style phone.

• Ultra Branding: Introducing an "Ultra" Fold, signaling top-tier specs and features, potentially attracting high-end consumers.
• Thinner Design: Aiming for a sleeker profile to compete with rivals like Honor and Oppo, addressing concerns about bulkiness.
• Expanded Cover Screen: The Z Flip 7 may get a larger, Razr-style screen for increased functionality without opening the phone.
• Affordable FE Model: A cheaper FE version could broaden the appeal to price-conscious buyers, using older design elements to cut costs.

Durability and Dust Resistance: The Lingering Challenges

Even with these improvements, crucial challenges remain. Foldables are still more vulnerable to dust damage than standard flagship phones, and repairs can be more expensive. Despite claiming years ago that it was working on complete dustproofing, Samsung does not appear to have yet mastered a fully IP68-rated foldable. Taking a risk on a costly phone that is less durable than a standard $1,000 flagship? That's a big request, especially with prices on everything else rising as well.

The Apple Effect and the Future of Foldables

However, not all is bad for foldables. Analysts are paying close attention to rumors of a folding phone from Apple in 2026. An iFold, or whatever it is called, could help expand the market, at least in the United States, and maybe that rising tide would raise Samsung's boat as well. Perhaps a couple of new models targeting different price ranges will be enough to restart Samsung's market share growth — a strategy that has worked well for the company in the past. Perhaps an Ultra foldable with ultra specs will persuade some fence-sitters about folding phones. And if anyone was waiting for an additional hinge, Samsung may have it covered as well.

Analysts believe that Apple's potential entry into the foldable market in 2026 could be a game-changer, significantly expanding the market share. The question is whether these new models, hitting different price points, will stimulate Samsung's market share. An Ultra foldable with ultra specifications may convince people who are unsure about folding phones.

The Verdict: A Promising Step, But Not a Guaranteed Victory

Samsung's upcoming Unpacked event is poised to unveil a compelling lineup of foldable devices. The "Ultra" branding, coupled with design refinements and affordability initiatives, demonstrates a clear commitment to addressing consumer concerns. However, the durability issue remains a significant hurdle. Whether Samsung's efforts will be enough to propel foldables into the mainstream remains to be seen. The foldable market is full of challenges but Samsung is trying to take steps to solve it.

Ultimately, the success of Samsung's new foldable strategy will depend on whether it can convince consumers that the benefits of this innovative form factor outweigh the risks. The gamble is on, and the world is watching.

Tags: Folding phones, Samsung, Unpacked event, Mobile sales, Ultra phone, Google, Motorola, Flip phones, Market share, 2024

Source: https://www.theverge.com/samsung/697322/samsung-galaxy-unpacked-2025-z-fold-7-ultra