Samsung Electronics, the war of foldable smartphones in 2026 begins... signaling a direct confrontation with Apple

It is reported that Samsung Electronics will unveil a new foldable smartphone product in London, UK, on July 22, 2026, and it is expected that the competitive landscape in the high-end smartphone market in the second half of the year will once again be fully reshaped.

According to industry sources, Samsung Electronics is very likely to introduce the Galaxy Z Fold8, Galaxy Z Flip8, and the Galaxy Watch9 series at a new product launch event called “Galaxy Unpacked.” Samsung Electronics has long been arranging its product release schedule in a way that it launches the Galaxy S series in the first half of each year and the Galaxy Z series, which focuses on foldable screens, in the second half. This event is also considered a continuation of that established strategy.

There are also observations in the market that, in addition to the existing Fold models, so-called Fold Wide models may be added. It is reported that this product changes the screen aspect ratio to make the external screen easier to use, while offering a wide-screen experience that is close to a tablet when unfolded. As the foldable smartphone market moves from its early stage into maturity, it can be seen as reflecting a shift in the new competitive standard—from focusing purely on foldable functionality to the trend of how much improvements in actual day-to-day usability are delivered.

In the second half of this year, competition between Samsung Electronics and Apple is also very likely to intensify further. The reason is that there are also observations suggesting Apple may launch its first foldable iPhone as early as September this year. If the two global smartphone giants successively bring foldable products to the forefront, foldable smartphones, which have previously been mainly concentrated among some high-end consumer groups, may shift toward more mainstream product categories. This could have a significant impact on the related supply chain as a whole, including components, displays, batteries, and more.

On the other hand, some believe that Samsung’s smart glasses under development may be unveiled simultaneously at this Unpacked event. It is reported that the product is based on an Android XR operating system developed in collaboration with Google and supports the generative AI service Gemini. Combined with the proposed collaboration with eyewear brand Gentle Monster, it offers a glimpse into a product strategy aimed at going beyond simple information technology devices, while also balancing wear comfort and design appeal. This trend indicates that Samsung Electronics is shifting its focus from smartphones to ecosystem competition spanning artificial intelligence, extended reality, and wearable devices, and it may become a core variable in the information technology market in the second half of the year.