Samsung's Big Foldable Gamble: Will It Pay Off?

Samsung is set to reveal new folding phones on July 9th. The company is hoping that adding the "Ultra" name to its folding phones will make a big difference. But will that be enough to convince more people to buy them? Folding phones are still a small part of the smartphone market. In 2024, they made up only 1. 5% of all smartphones sold. Motorola has seen some success with its flip-style folding phones, but overall, these devices haven't taken off as much as expected. Samsung has been selling folding phones for years, but they haven't become as popular as regular smartphones. Last year's models didn't offer many new features. The Z Flip 6 had some software improvements, and the Fold 6 was slightly thinner and flatter. These changes weren't enough to excite many buyers. This time, Samsung seems to be planning bigger changes. The company is expected to introduce an Ultra-branded Fold phone with a thinner design. The Z Flip 7 might get a larger screen that covers most of the front. There might also be a cheaper FE version with an older screen design. These changes could help address some common complaints about folding phones, like their high price and tradeoffs compared to regular phones. However, there are still some concerns. Folding phones are more likely to get damaged by dust than regular phones. Repairs can also be more expensive. Samsung has been working on making its folding phones fully dustproof, but it hasn't succeeded yet. Asking people to spend a lot of money on a phone that might not be as durable as a regular one is a big ask, especially when prices for other things are going up too. There is some hope for the future of folding phones. Analysts are excited about rumors of a folding phone from Apple coming in 2026. An iFold could help grow the market, especially in the US. This could also help Samsung's folding phones become more popular. Maybe new models at different price points will be enough to boost Samsung's market share. Or perhaps an Ultra folding phone with top specs will convince some people who were unsure about folding phones. And if anyone was waiting for an extra hinge, Samsung might have that covered too.