Key takeaways of Galaxy Unpacked Launch event: Z Fold7 and Flip7 redefine Samsung's foldable vision

Samsung’s latest Unpacked event strategically addressed some of the biggest barriers holding back foldable adoption, such as bulk, pricing and growing concerns around AI-era privacy. As the global category leader, this is a key moment.

Although foldable smartphone shipments grew by 12% to 17.2 million units in 2024, Samsung’s market share slipped from 54% to 45% and 2025 is expected to bring no further growth. Samsung’s foldable momentum has gradually slowed down since its fourth generation and the challenge now is clear—Samsung must find new ways to stimulate demand, win against growing competition, and move foldables beyond a niche.

July’s Unpacked event highlighted three main topics, showcasing how Samsung aims to maintain momentum for its foldables.

1. Foldables get thinner and lighter, but that is just the start

Samsung unveiled the Galaxy Z Fold7 and Flip7 as its thinnest and lightest foldables to date, with the Fold7 measuring just 8.9mm in thickness when folded and weighing 216g. Focusing on slimness marks an effort to overcome long-standing criticism of foldables being too bulky for daily use.

Analysts’ take

Slim is a double-edged sword: while slimmer and lighter designs improve comfort and portability, their actual impact on consumers’ behavioural sales psychology remains more uncertain. Thin devices are essential signals of engineering leadership and will help to keep Samsung as an attractive option to foldable competitors. However, for a wider audience, slimness can also represent fragility and feature drawbacks, leading to consumers acting risk-averse, particularly when purchasing an ultra-high-end device.

Additionally, the real test is whether users feel the difference. Samsung’s extensive retail presence globally will be crucial in enabling hands-on experiences that could convert interest into adoption, while also being an important eye-catcher that draws consumers into stores.

Differentiation comes from experiences, not just hardware: in the long run, foldables need to have unique selling points in the device usage and experience that goes beyond simply the feel and look of the device. Samsung is increasingly positioning its foldables as AI-driven productivity tools, aiming to build unique features that take advantage of the form factor. Over time, vendors that succeed in foldables will be those that go beyond hardware to deliver truly differentiated value.

2. The Flip7 FE: a tactical bet on accessibility

Galaxy Flip7 FE is a new addition to Samsung’s foldable portfolio. It is a more affordable variant priced at US$899, aimed at lowering the entry point into the foldable ecosystem. It borrows design cues and features from the Flip6 while using an in-house silicon footprint to help boost effective pricing.

Analysts’ take

FE is a tactical bet but remains a premium product: Galaxy Flip7 FE is a calculated move from Samsung to test the mid-premium foldable opportunity without diluting its flagship positioning. Samsung targets a specific segment—those curious about foldables but unwilling to pay top dollar—which can help the vendor expand its addressable audience. Still, the FE is positioned at a high-price point, mainly targeting slightly more budget-sensitive foldable enthusiasts. Its price points position it far above the mid-range and the relatively limited additional cost to upgrade to the flagship Flip7 might reduce its initial sales potential.

Preserving the premium vision: foldables remain a premium story. Samsung, like its competitors, is treading carefully to avoid commoditization. Vendors’ long-term ambition is to grow foldables as a distinct high-end category that adds value to the ecosystem and elevates the brand, not one that competes on price alone.

3. KEEP and Knox: Samsung steps up on AI-era privacy

Additionally, Samsung debuted KEEP (Knox Enhanced Encrypted Protection), marketed as a system-level security enhancement built into its Knox platform. KEEP enables app-specific encrypted storage on-device, keeping user insights like routines and preferences securely contained and inaccessible to the cloud as well as other apps.

Analysts’ take

Samsung is taking AI privacy seriously: as intuitive AI solutions become more personalized, they need access to sensitive user data to deliver real value. KEEP ensures that this data stays local, reinforcing user control and security. Consumer awareness and understanding of both data privacy and how AI solutions operate are limited, but it remains critical for vendors to proactively showcase forward-thinking and avoid scenarios that potentially can deter upgraders and future switchers. Samsung’s Knox portfolio is putting it at the forefront in this space.

Challenging Apple’s privacy narrative: Apple has a long-established messaging around privacy that has become integrated into consumers’ view. However, Samsung is now putting up a credible challenge with its own in-house architecture. With AI features like Smart Suggestions and Now Brief relying on personal data, Samsung is making the case that security is not just a feature, it is foundational. Samsung’s next challenge is to build awareness and leverage it to elevate its brand positioning further. Samsung must better communicate why KEEP and Knox matter if it wants to turn technical capability into consumer trust.