Samsung sets July 22 Unpacked event amid foldable phone pressure
Samsung locked in July 22 Unpacked as Apple’s foldable threat built, with Fold 8, Flip 8 and Watch 9 expected to test demand beyond early adopters.
Samsung's U.S. website listed Galaxy Unpacked for July 22 at 9 a.m. EDT and invited visitors to reserve a spot. The company was expected to unveil the Galaxy Z Fold 8, Galaxy Z Flip 8 and Galaxy Watch 9 series, putting its foldable lineup back at the center of its premium-phone push.
The timing sharpened the pressure on Samsung. Counterpoint Research projected foldable smartphone shipments would grow 20% in 2026 as Apple is expected to enter the segment, after the market rebounded 45% year over year in the second quarter of 2025 and hit record levels in the third quarter of 2025. IDC projected worldwide foldable smartphone shipments would reach 20.6 million units in 2025, up 10% from 2024, and said Samsung and Apple both grew in the first quarter of 2026 even as global smartphone shipments fell 2.9% amid memory constraints.
That backdrop made July 22 a test of more than new hardware. Samsung has already introduced Flex Titanium technology to advance foldable displays, a sign that durability remains part of the pitch as the category tries to move from a showcase product to a more credible everyday choice. For Samsung, the question was whether foldables could hold their place as a premium mainstream option before Apple arrives with its own version.
Reports around the event also pointed to a possible wider or “Wide” foldable variant and a mystery new foldable, suggesting Samsung may have been willing to stretch the format rather than simply refine last year’s models. The company’s willingness to experiment matters because Apple’s entry could reset buyer expectations on price, software usefulness and upgrade appeal, especially for shoppers who have watched foldables remain more visible than universal.
Samsung’s foldable strategy has become central to how the company competes at the top end of the smartphone market. If the July 22 lineup delivered only incremental updates, Apple’s expected move could define the category on its own terms. If Samsung pushed further with new form factors, the company would have shown it was still willing to take the risks needed to keep foldables ahead of the next challenger.
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