Samsung's Roh Tae-moon challenges rivals: 'We will lead with Galaxy foldable phones'

Samsung Electronics is poised to maintain its dominance in the foldable smartphone market, according to Roh Tae-moon, President and Head of the DX Division. At the 'Galaxy Unpacked 2026' event in London, Roh declared that 2024 is a landmark year, as it's the first time Samsung has unveiled three distinct foldable devices simultaneously – the Galaxy Z Fold 8, Fold 8 Ultra, and Flip 8. He expressed ambition for the Fold series to achieve its highest sales figures to date this year.

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This is the first year we are introducing three complete foldable lineups together. We will set the all-time record for Fold series sales this year.

Roh characterized the foldable market as having reached a stage of maturity in both technology and consumer adoption. He anticipates intensified competition, particularly with the rumored launch of Apple's first foldable iPhone in September. However, Roh remains unfazed, stating, "As the market matures, more companies will enter, and we welcome that." He emphasized Samsung's seven years of pioneering experience in foldable technology and deep understanding of customer needs as an insurmountable advantage over newcomers.

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Foldables have entered a mature stage, both technologically and in the market. As competition intensifies, we will lead the global foldable market by presenting new standards one step ahead.

The new Galaxy Z Fold 8 features a wider aspect ratio, maximizing the benefits of its foldable display, a design choice that has garnered attention. This wider form factor is a key battleground in the premium smartphone segment, with competitors like Huawei already releasing similar designs. Roh's confidence stems from Samsung's continuous innovation and its ability to set new standards in the evolving foldable landscape.

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As the market matures, more companies will enter, and we welcome that. Samsung will continue to lead the foldable phone market.

Addressing concerns about rising smartphone prices due to AI-driven increases in memory chip costs, a phenomenon termed 'chipflation,' Roh assured consumers that Samsung would strive to minimize the impact. "We will have to reflect the excess costs in the launch price," he admitted, but added, "We will minimize the burden on consumers through communication with our supply chain partners and will continue this approach going forward." The Galaxy Z Fold 8 series is priced between 2.27 million and 3.15 million won, with pre-orders in South Korea beginning June 28.

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The technology and customer understanding we have accumulated over seven years since we first introduced folding smartphones cannot be caught up overnight.