Apple Hasn't Struck Yet, But Samsung Strikes First! Three AI Foldable Phones Launch Full-Scale Battle

Samsung Electronics unveiled three Galaxy Z foldable smartphones in London on Wednesday (22nd), completely redesigning its product line and introducing more powerful Google Gemini artificial intelligence (AI) features, aiming to solidify its market position before Apple (GOOGL-US) is expected to launch its first foldable iPhone in September. However, memory chip shortages have driven up production costs, prompting Samsung to raise prices on two of the new models.

Samsung launched the Galaxy Z Fold8, Galaxy Z Fold8 Ultra, and Galaxy Z Flip8, priced at $1,899, $2,099, and $1,199 respectively. The Fold8 Ultra and Flip8 are both $100 more expensive than their predecessors. Pre-orders for the three new models opened on Wednesday, with shipments starting August 7.

Samsung pioneered the foldable smartphone market but now faces direct competition from Apple. Market expectations suggest Apple will launch a passport-sized foldable iPhone in September, with a screen size close to that of an iPad mini when unfolded. Francisco Jeronimo, Vice President at IDC, stated this is one of Samsung’s most important foldable phone launches, and the company must defend the product category it created without adopting a conservative strategy.

IDC estimates memory shortages could cause the global smartphone market to shrink by a record 14% in 2026, yet foldable phone shipments are still expected to grow by 20%. Memory and storage components account for over 60% of material costs in budget smartphones and over 30% in high-end models. Rising chip prices are squeezing Samsung’s mobile division profits, with some analysts even predicting the division may post its first quarterly loss in Q2.

Galaxy Z Fold8: Passport-Size Design Focused on Entertainment

The Galaxy Z Fold8 adopts a shorter, wider passport-style design, targeting entertainment needs like video, e-books, and gaming. This model is Samsung’s lightest Fold to date, with a 5.5-inch external screen that makes it easier to reach the top of the screen with one hand.

The 7.6-inch internal screen uses a 4:3 aspect ratio, allowing videos to occupy a larger area, improving upon the previous Fold series’ squarish inner screens, where the size advantage for video viewing was less apparent. However, the reduced height of the external screen may limit the viewing area for vertical videos on platforms like TikTok, Instagram Reels, and YouTube Shorts.

The Fold8 is powered by Qualcomm’s latest processor, featuring a 50-megapixel main camera and a 50-megapixel ultra-wide camera, but only has two rear cameras—similar to rumored designs for the foldable iPhone.

Galaxy Z Fold8 Ultra: Improved Crease, Charging, and Battery

For users seeking full camera functionality or the ability to run two apps side-by-side, Samsung offers the Galaxy Z Fold8 Ultra, which retains the traditional Fold form factor. Priced at $2,099, it is $100 more expensive than the previous model.

The Fold8 Ultra continues the previous generation’s trend toward slimness, reducing the frame and adjusting hinge resistance for easier opening. The new model supports 45W wired charging and 20W wireless charging, up from 25W and 15W respectively. Battery capacity has increased to 5,000mAh while maintaining a thinner body than its predecessor.

Samsung has added a new titanium alloy film to the screen surface of both Fold8 models and placed a thin titanium metal plate beneath the panel to reduce the visibility of the central crease. The crease is still visible from the side, lagging behind some Chinese brands, but less noticeable than before.

Neither Fold8 model supports the S Pen stylus, allowing for a thinner display structure. Samsung stated it is still exploring the possibility of reintroducing the stylus in the future.

Galaxy Z Flip8: More Practical External Screen, Price Up $100

The clamshell-style Galaxy Z Flip8 is priced at $1,199, also $100 higher than its predecessor, and is the thinnest Flip model to date. The new model uses either Qualcomm or Samsung’s own Exynos processor, depending on the market.

Samsung enhanced the functionality of the external 'FlexWindow' screen on the Flip8, allowing users to open more apps without unfolding the phone. However, aside from the processor change and software upgrades, the Flip8 is the least changed among the three new foldable models.

Sheng Win Chow, Senior Analyst at Omdia, pointed out that for devices priced over $1,500, memory accounts for a smaller share of material costs than mid-range phones, giving manufacturers more room to absorb chip price increases. However, the bigger challenge is convincing consumers to accept higher prices—larger screens alone are no longer enough to persuade the market.

Gemini Integrated into Over 40 Applications

All three Galaxy Z models feature Google Gemini AI. The Gemini agent will support over 40 apps, enabling it to perform tasks like booking concert tickets on behalf of users, though final confirmation is still required before completing a purchase. Users can monitor each step of the process and intervene at any time.

The new 'My FanCam' feature tracks people within the frame during video recording, automatically crops the footage to a social media-friendly aspect ratio, and adjusts the framing as the subject moves.

Users can also create custom home screen widgets using simple prompts, such as generating a daily pollen count information card. This feature was announced by Google in spring and will also be introduced to Pixel phones.

Galaxy Watch Ultra 2 and Watch 9: Switch to Qualcomm Chips

Samsung also launched the $700 Galaxy Watch Ultra 2 and the $380 Galaxy Watch 9, both smartwatches switching to Qualcomm (QCOM-US) chips.

The outdoor-focused and durable Watch Ultra 2 features an 800mAh battery, a 35% increase in capacity over the first generation, and a screen peak brightness of 5,000 nits, usable under direct sunlight. The new sports band includes ventilation holes to help with sweat dissipation.

The more mainstream Watch 9 also expands battery capacity, with a maximum screen brightness of 3,000 nits. Samsung redesigned the Health app, using the new Vitals feature to consolidate previously tracked health data and present it in an easy-to-understand summary.

The new Heart Health score monitors cardiovascular load during daily activities and exercise. Both watches also include a wrist-raise gesture for conversation, eliminating the need to press a button or use a voice command to activate the assistant before interacting with Gemini.

Smart Glasses Launching in Fall: Up to 9 Hours of Active Use

Samsung also unveiled smart glasses developed in collaboration with Google, Warby Parker, and Gentle Monster, expected to launch in multiple styles this fall, with active usage time lasting up to 9 hours.

The first-generation product will focus primarily on audio functionality, similar to Meta’s smart glasses, allowing hands-free use of Gemini. The built-in camera helps AI recognize the user’s surroundings and provide information or perform tasks based on voice commands.

Samsung did not allow media to try on the glasses but emphasized they can withstand moisture, sweat, sunscreen, and everyday wear. As Apple prepares to enter the foldable smartphone market and competition in AI wearables intensifies, Samsung’s new product offensive is not just a hardware update but a defensive battle to maintain its leading position in the mobile device market.