Samsung launched the first blow in the tech battle in London overnight, unveiling a larger line-up of smartphones with screens that flip and fold, including a new model designed to recruit more foldable fans.
But the company will face serious competition from its biggest rival, analysts say, with Apple tipped to launch its first folding iPhone within months.
The South Korean tech giant also used its event to show off future flexible screen concepts, and internet-connected smartglasses developed with Google and due later in 2026.
The announcements come after global smartphone shipments dropped slightly for all companies except Samsung and Apple, according to Omdia, as high demand for memory disrupted supplies.
Samsung revealed three folding smartphones at its Galaxy Unpacked event at Old Billingsgate in London, including a more durable flagship folding phone backed with titanium and a shorter model shaped like a passport.
The expanded range was designed to win more consumers from standard smartphone shapes, Samsung Australia mobile experience head Eric Chou said, and bring folding phones into mainstream use.
"Eight generations ago, we introduced a new category that challenged conventional smartphone design," he said.
"Today we're continuing to push the boundaries and prove that there is no compromise when it comes to the foldable smartphone experience."
The company's top folding phone, the Galaxy Z Fold8 Ultra, will feature a slimmer and lighter body, an eight-inch screen unfolded, and a hinge and screen backed by titanium.
Samsung has also improved cameras in its smaller Flip8 and added a new model, the Fold8, with a shorter screen designed for social media consumption.
More than half of those who bought Samsung's last folding flagship were new to the category, Samsung Australia mobile experience product head Nathan Rigger said, and the company wanted more users to make the switch.
"We're hopeful that by the end of this year we'll have over half a million foldable users in Australia," he told AAP.
"It makes sense why we're seeing a lot more competition because you see a growing segment of the market and why wouldn't you want a piece of that?"
Apple was widely tipped to launch a folding iPhone later in 2026 and Creative Strategies principal analyst Carolina Milanesi said it would lend credibility to the growing sector.
The cost of the high-end phones could hold back adoption initially, she said, but would improve with competition.
"Price point is going to be a limiting factor from a mass-market perspective," she said.
"But you will see prices decline faster as Apple comes into the market."
Samsung's folding phones will cost between $1949 and $3899 when they launch on August 14, up by as much as $350 compared to 2025 models.
* The reporter travelled to London as a guest of Samsung.
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