When I’m out and about testing phones, I don’t often get asked about them, unless it’s a folding phone. People seem to be curious about folding phones, but the sales numbers don’t reflect the same level of interest. Samsung is gearing up for its Unpacked event on July 9th, where it’s expected to unveil some new foldable devices. Will slapping the Ultra name on a folding phone be enough to boost sales?
Samsung has been pushing foldables for years, with Google and Motorola also joining the foldable phone market. However, despite some success with clamshell-style flip phones, foldables still make up a small percentage of the overall smartphone market. Samsung’s efforts with multiple iterations of folding phones have yet to make a significant impact in the US.
Rumors suggest that Samsung will release an Ultra-branded Fold with a thinner profile, addressing concerns about price and tradeoffs compared to traditional phones. The Z Flip 7 is expected to feature a larger screen, and a cheaper FE version may also be in the works. However, foldables still face challenges such as durability and repair costs.
Despite these challenges, analysts are optimistic about the potential for Apple to release a folding phone in 2026, which could expand the market and benefit Samsung. New models hitting different price points and the allure of ultra specs may help sway consumers towards foldables. Samsung’s upcoming Ultra foldable may also attract those who were previously hesitant about folding phones. Exciting times ahead for the foldable phone market!
Photography by Allison Johnson / The Verge
