Sometimes the world of smartphones is completely predictable, sometimes there are changes in design or features that seem to be a leap forward for the devices and therefore for consumers.
Samsung’s latest foldable smartphone takes the latter with an all-new design that aims to not just reshape the industry, but also draw a line in the sand before its likely entry into the market segment of its No. 1 competitor, Apple.
Samsung presented its line of Galaxy Z smartphones with foldable screens in London. Trevor Long
At an event in London on Wednesday, Samsung unveiled its Galaxy Z lineup of foldable smartphones, including two designs that are in their eighth iteration and one all-new device that’s set to steal the spotlight.
These devices continue a surprisingly successful year for the Samsung Fold smartphone. Launched this time last year, the Galaxy Z Fold7 became Samsung’s most successful foldable device to date. Sales of Fold devices grew 48 percent compared to the previous Fold6, helping to triple the user base since 2021.
Remarkably, Samsung’s own data shows that 62 percent of Fold7 buyers last year were new to the Fold series, while 21 percent were new to Samsung.
In fact, 9News can report that 17 percent of Samsung’s Z series sales come from iOS (Apple) smartphone owners, demonstrating the true appeal of this “new” foldable smartphone.
In reality, however, this is not new at all. Samsung’s first Fold was released in 2019. But a strong market segment already containing competitors such as Motorola, Oppo and Honor has fueled demand, while strong rumors that Apple will launch a foldable phone for the first time simply cannot be ignored.
So 2026 looks set to be the year of foldable devices, even though Samsung actually created the category seven years ago.
Samsung’s traditional foldable device is known as the Galaxy Z Fold8 Ultra Trevor Long.
Samsung Australia’s head of mobile products, Nathan Rigger, is ready for anything.
“We welcome competition, this is our eighth generation. Building on the previous seven generations, we’re committed to listening to what our customers want, what they use their devices for, and making sure we continue to improve our user experience based on real user feedback both in Australia and around the world,” he told 9News.
To put it bluntly, he said, “We created this category.”
“We’ve had a lot of success over the past few years, especially last year with the Z Fold7, and it makes sense that others want to be part of that growth,” he said.
To shake up the segment and reach an even wider audience, Samsung’s traditional Fold device will be known as the Galaxy Z Fold8 Ultra in 2026 – this Ultra tag is backed by a premium camera and performance.
The Ultra tag relies on a premium camera and performance. Trevor Long
The Samsung Flip continues to be entry-level in both size and price. Its more traditional smartphone look in use is combined with an old-school flip hinge for instant pocket use.
New to this year’s lineup and a first for Australia, the Samsung Galaxy Z Fold8 is essentially a completely new form factor: a wider body with a lower overall height.
It’s about the size of a passport in your hand, but thus can be used for almost all the usual smartphone functions.
In its “open” or “expanded” state, it has a wider aspect ratio, making it ideal for watching content like YouTube, Stan or Netflix.
Flip it on its side and you get a “higher” aspect that’s great for reading, web browsing, and other Internet purposes.
New to this year’s lineup and a first for Australia, the Samsung Galaxy Z Fold8 is essentially a completely new form factor: a wider body with a lower overall height. Trevor Long
This form factor is the same one that was first published as likely specs for Apple’s upcoming release.
Although there is no evidence of this, other than the usual leaks and dummies, Samsung is not holding back. The Z Fold8 is the first device of its type in Australia, and the company certainly doesn’t see this as any form of design copycat, but simply an innovation aimed at consumers.
Consumers will also find improvements to the Fold8 and Fold8 Ultra, such as an improved opening mechanism and hinges that make operation much easier. There’s also an outstanding internal screen with a higher resolution (422 ppi), increased brightness (3,000 nits) and the first anti-glare coating on a foldable device. This screen is amazing.
The passport-style Z Fold8 weighs 201g and is aimed at people who prioritize portability, which Samsung says is considered important by 84 per cent of Australians.
Weighing 201 grams, the passport-style Z Fold8 is designed for people who prioritize portability. Trevor Long
Like all consumer electronics at the moment, Samsung has been unable to escape pricing problems due to the global memory shortage.
The Premium Z Fold8 Ultra will start at $2,999, the new Z Fold8 at $2,699, and the Z Flip8 at $1,949.
All three devices, along with Samsung’s new smartwatch, will go on sale on August 14, with pre-orders starting today.
Trevor Long traveled to London as a guest of Samsung Australia