Australians are redefining what it means to live a multi-dimensional life. New research[1] from Samsung Electronics Australia reveals that one in four Millennials are pursuing a side hustle, and nearly one in five Gen MZ (Millennials and Gen Z) are diving into content creation.

The research paints a vivid picture of Gen MZ as a generation that defies traditional labels, choosing instead to embrace multidimensional identities and live life on the flip side. Nearly half (48%) proudly identify as professionals, yet their sense of self extends far beyond the workplace. Many also see themselves as travellers (28%), connectors (25%), nurturers (24%), gamers (21%), fitness enthusiasts (16%), and creatives (16%) – a snapshot of passions that reflect a desire to explore every facet of life. This appetite for variety and self-expression is what defines how Gen MZ prefers to live on the flip side, blurring boundaries and reimagining what it means to thrive in today’s world.

Rather than compartmentalising their time into rigid blocks, almost 30% Gen MZ report blending work, play, and personal growth throughout the day, challenging the conventional 9-to-5 model and embracing a more fluid, experience-led lifestyle.

This shift also highlights a generation committed to personal growth and self-expression with almost half engage in wellness activities and 40% focus on learning and skill-building.

With the recent launch of the brand’s slimmest foldables: the Galaxy Z Fold7 and Galaxy Z Flip7, Samsung is here to empower the multi-hyphenate generation with the tools they need to successfully embrace every facet of their lives – no matter what that might be.

A true champion Australia’s multi-hyphenate generation, Tanya Hennessy – comedian, radio host, content creator and soon-to-be mum – has fully embraced the modern juggle. “We’re living in a time where being a multi-hyphenate isn’t just accepted—it’s celebrated. I’m a radio host, a podcaster, a writer, and a content creator – I’m constantly switching between professional and hyper-creative – and I need tech that is going to keep up and ideally make that easier for me.”

The ultra-sleek and stylish Galaxy Z Fold7 and Flip7 are packed with cutting-edge technology—including a superior camera for capturing content, Galaxy AI and Gemini Live capabilities[2] allowing users to ask questions, get suggestions, and managing tasks without switching apps, and a foldable form factor that keeps them pocketable while unfolding to a larger screen. They seamlessly adapt to your lifestyle and are the ultimate multitasking tools to empower you to express, explore, and excel—no matter which hat you are wearing.

Tanya says, “The Galaxy Flip7 has been such a lifesaver. It comes with me everywhere – it’s got a brilliant camera and editing features. Plus, it acts as its own tripod, so I don’t need to carry anything – I just set it down, take the shot, and go.”

While nearly 70% of Australians depend on their mobile phones to juggle work, life, and creative pursuits, technology remains a double-edged sword with more than one in five respondents feeling overwhelmed by the sheer number of apps and the lack of seamless integration. Samsung is looking to help Australians by giving them the ability to streamline their lives through their phones.

“The new Fold7 and Flip7 mark a shift in how we think about our smartphones – they’re not just devices, but every day companions. From personalised updates that keep you ahead of the day, to hands-free help when you need it most, these foldables are built to take the pressure off busy, multitasking lives and give Australians more freedom to focus on what matters most,” said, Nathan Rigger, Head of Product, Mobile eXperience, Samsung Australia.

The Samsung Galaxy Z Fold7 is available in Jet Black, Blue Shadow, Silver Shadow, and Mint (Samsung.com online exclusive) from $2,899 (256GB), and the Samsung Galaxy Z Flip7 is available in Jet Black, Blue Shadow, Coral Red, and Mint (Samsung.com online exclusive) from $1,799 (256GB).

To find out more about Galaxy Z Fold7 and Galaxy Z Flip7, please visit: Samsung Newsroom Australia, Samsung Mobile Press and samsung.com/au/.

[1] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged over 18, in line with the current ABS census statistics. The fieldwork was conducted between 12th to 15th September 2025.  Total sample; Unweighted; base n = 1022

[2] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties, at the end of 2025.

The rapid rise and popularity of AI technology has had many companies racing to jump on the wagon. Yet for Samsung, AI is not new. We have been building intelligent connectivity into our devices for over a decade, as part of our continuous efforts to deliver deep and meaningful benefits to users through our technology and innovation. Having unveiled our “AI for All” vision at CES 2025 earlier this year, Samsung is on a mission to empower users through AI at every touchpoint.

We recently sat down with CU Kim, President and CEO of Southeast Asia & Oceania (SEAO), at Samsung Electronics, to discuss Samsung’s distinctive approach to AI in one of the world’s most diverse and dynamic regions. What emerges is a picture of innovation grounded in a deep understanding and vision of AI’s role in creating impactful, personal everyday experiences.

Q: How would you describe Samsung’s approach to AI in Southeast Asia and Oceania region?

A: We’re focused on democratising AI so that it delivers genuine value to consumers across different price points, regardless of their level of technical literacy. Today, 77% of SEAO users of Galaxy AI-powered devices are using our variety of Galaxy AI[1] features[2], which are available not just on our latest flagship models, but also on previous flagship models, FE and Tab series[3]. Users of our affordable A series range[4] can also enjoy AI features such as Circle to Search with Google[5] and Best Face[6] which selects and combines the best expressions for up to five people from a motion photo for a perfect shot.

What sets our approach apart is how we’re integrating AI to solve real challenges that consumers face. Take communication, for instance. Our translation features, which break down language barriers, is a useful tool to navigate our region’s incredible linguistic diversity. Our on-device Galaxy AI features can also operate independently without requiring constant cloud connectivity[7] – providing a reliable experience for SEAO users regardless of varying network infrastructure across the region.

Looking beyond mobile, we are extending this intelligence to our entire ecosystem of devices and appliances. Home AI learns from your habits and routines to develop a hyper-personalised smart home experience for you. This is underpinned by SmartThings[8], our smart home platform that connects and creates truly intelligent homes so you can have full control over your living space.

Q: How do you see AI transforming the landscape across Southeast Asia and Oceania?

A: With AI technology, consumers today have higher expectations of their day-to-day experiences whether in terms of efficiency, seamlessness and ease of use. For example, internal data is showing that AI capabilities such as the AI ProVisual Engine and Enhanced Search capabilities were the most sought-after AI features on our Galaxy S25 series among both Samsung and non-Samsung users. Even in households, consumers are looking out for smart features and functions when considering TV purchases[9], such as our latest line-up of OLED and Neo QLED TVs, which deliver a personalised and advanced viewing experience through their AI features.

In our region, we are deeply passionate about creating new possibilities for the next generation who are embracing AI with remarkable enthusiasm, optimism, and even a touch of resilience. In fact, based on a recent survey we conducted[10], a staggering 9 out of 10 youths in Southeast Asia are already incorporating AI tools and services into their day to day, whether for learning, creative tasks, staying informed, or more altruistic purposes like driving positive change in their communities. And while 65% of youth believe that AI will create new job opportunities, they are likewise cognisant that some jobs will inevitably disappear – further taking concrete steps to learn more about AI and develop AI-related skills.

Q: For businesses and organisations, how will AI shape Samsung’s growth strategy in the SEAO region?

A: The opportunities for businesses and organisations to tap into and benefit from AI in our region are tremendous. With SEAO’s rapidly developing digital infrastructure, businesses here are uniquely positioned to leapfrog legacy systems and implement AI-driven solutions from the ground up.

We want to bring our best AI-powered digital solutions to business partners. Through initiatives like SmartThings Pro[11], we are enabling businesses to create intelligent environments that enhance operational efficiency and customer experiences. This B2B platform is set to transform new categories and industries – for example, providing personalised and sustainable hospitality experiences to hotel guests; or enabling the remote management of displays and devices across multiple buildings in commercial facilities, from shopping malls to educational institutions.

That said, a key element of our B2B strategy is not just our technology, it’s our openness to foster close partnerships to create customised AI solutions that deliver meaningful outcomes. In Indonesia, we recently launched the Samsung Digital Lighthouse School program together with two schools, Al Muslim Bekasi and Salman Al Farisi Bandung, to enhance the learning experiences of over 2,500 students through the Galaxy Tab S and A Series.

Q: What excites you the most about upcoming innovations and what’s next for Samsung?

A: I’m particularly excited to see how our innovations empower communities to elevate passions. Gaming enthusiasts for example, will love the transformed mobile gaming experience on the Galaxy S25 series, with console-quality visuals enabled by features like ProScaler[12] and advanced Ray Tracing, powered by the Snapdragon 8 Elite[13] for Galaxy processor.

Gaming is very important to us at Samsung, and we have partnered with Moonton Games to bring the first-ever MLBB Campus Series tournament to student gamers in SEA. This is part of Samsung’s Galaxy Gaming Academy[14] efforts to champion the next generation of esports players.

When it comes to everyday living, we have moved beyond simple device control to creating intelligent environments that anticipate needs. Samsung Health[15] and SmartThings⁷ can optimise sleep environments by automatically adjusting temperature and humidity based on users’ sleep patterns and the environmental conditions they live in[16].

By maintaining our focus on accessibility, personalisation and security, we’re working to ensure that AI becomes a trusted companion that empowers instead of complicating daily life. Our upcoming innovations like the new Galaxy S25 Edge smartphone and the Bespoke AI home appliances with SmartThings⁷, for example, will continue to embody this commitment. The future of AI is not about replacing human capability but enhancing them. At Samsung, we are privileged to be building that future together with the communities across SEAO in time to come.

[1] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties, at the end of 2025.

[2] This is based on Samsumg’s internal data on AI usage rate in Southeast Asia and Oceania among users of Galaxy AI powered devices

[3] Availability and features may vary by market and/or model.

[4] Availability and features may vary by market and/or model.

[5] Circle to Search is a trademark of Google LLC. Requires internet connection. Mobile data fees may apply. Circle to Search feature must be enabled. May not work on all visual or audio elements. Users may need to update Android and Google app to the latest version. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off. Google SafeSearch filter applies.

[6] Can detect up to 5 faces. Motion Photo must be activated to use this feature. Visible watermark overlay may be applied. Generative AI may produce unexpected results and accuracy of results not guaranteed.

[7] Samsung Account login required. Processing data only on your device allows advanced intelligence features to operate locally, rather than online. Enabling this option may limit the functionality of certain AI features that rely on online data processing for advanced capabilities.

[8] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[9] Based on the Samsung SEAO 2024 TV Awareness Study

[10] The Samsung 2024 Youth Survey on AI was conducted with 884 respondents across five markets, including Indonesia, Thailand, Malaysia, the Philippines and Singapore, from August to October 2024. Respondents were recruited via snowball sampling and results shown are based on weighted data for equal representation from each market.

[11] Availability in Australia not yet confirmed.

[12] ProScaler feature is supported on Galaxy S25+ and Ultra models. Image quality can be enhanced up to QHD+, depending on the screen resolution setting of the device.

[13] Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.

[14] Currently not available in Australia.

[15] Samsung Health is not a medical/therapeutic device. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[16] Available on certain products and devices. Please check your device details and confirm compatibility.

As AI evolves from text-based prompts to multimodal understanding, Galaxy devices are becoming smarter — able to get what you’re looking at and respond to situations. The camera is at the heart of this transformation. More than just a tool for capturing images, coupled with enhanced AI-powered features, the Galaxy camera is now part of the intuitive interface that turns what users see into understanding and action.

When paired with the flexible, expansive screen of a foldable, this experience becomes even more powerful, dynamic and immersive. Because innovation means nothing without trust, Samsung Knox is built into the new device, helping to ensure that data is protected.

Stay tuned. The camera will only get smarter — helping users capture life’s moments more vividly and make everyday experiences more seamless, personal and impactful.

The Ultra experience is ready to unfold.

[1] Fees may apply to certain AI Features at the end of 2025. Certain Galaxy AI features requires Samsung and Google Account. Internet connection may be required to use some features.

Introduced in 2019, the first Galaxy Fold was a completely new form factor that combined the portability of a smartphone with the extensive productivity of a tablet — challenging conventional perceptions of what a smartphone could be. Driven by the bold vision that foldable phones could reconcile two seemingly conflicting demands—large screens and true portability—Samsung looked to other industries for inspiration and proving that smartphone displays, too, could fold. It was a synthesis of creativity and productivity that unlocked new possibilities – from seamless multitasking on the go to immersive content creation.

But smartphones are constant companions that we tuck into our pockets, use with one hand and take everywhere we go. So it’s only natural that users desire a foldable device that is as easy to carry as it is to use. To that end,  Samsung engineers and designers are refining each generation of the Galaxy Z series to be thinner and lighter and than the last.

*Image simulated for illustrative purposes

This year, that journey reaches a new milestone. The newest Galaxy Z series is the thinnest, lightest and most advanced foldable yet – meticulously crafted and built to perform.

The Ultra experience is ready to unfold.

Leveraging its unique foldable form factor, the Galaxy Z Flip6 and Galaxy Z Fold6 are accelerating a new era of communication, productivity and creativity. Find out the top reasons why users love the Galaxy Z series, their favorite Galaxy AI features to use, and more.

[1] The Samsung Consumer Market Insights’ SEAO Galaxy Z Flip6/Fold6 Post-launch survey was conducted from 27 August to 9 September 2024, with a total of 2,424 participants from 8 countries in Southeast Asia & Oceania including Australia (300), Indonesia (303), Malaysia (300), New Zealand (301), Philippines (305), Singapore (307), Thailand (300) and Vietnam (308).

Samsung Electronics Australia today announced a market-first, extensive brand experience with Westfield Sydney. The partnership with Scentre Group BrandSpace marks the expansion of Galaxy AI, with the launch of the Samsung Galaxy Z Fold6 and Galaxy Flip6, and the start of pre-order, revealed at the #SamsungUnpacked event in Paris, France late last week.

Proudly activating in the heart of the Sydney CBD, and Australia’s premiere, world-class, retail destination and one of the country’s highest-foot traffic retail hubs[1], the Samsung partnership with Westfield Sydney aims to create an unmissable and immersive, retail brand experience. The experience consists of a mix of out of home (OOH) and an experiential activation. With unprecedented share of voice across the entire centre from shop floor to the street, the partnership will entail of five 3D Enabled Creative SuperScreens, 59 SmartScreens, 27 Digital Directories, and branded prominence across building structures including columns/pillars, valet hoarding, concierge, escalators, staircases and 160 dining precinct tables. Further extending across the wider shopping district surrounds, and in a market first partnership with QMS, Samsung will have 120 panels across Pitt Street and the broader Sydney Central Business District, resulting in a complete footprint.

Jason Ridge, Head of Marketing – Mobile Experience at Samsung Electronics Australia said, “At Samsung, we strive to connect with our audiences via high-reach and high impact interactions. Like our market-leading commitment to AI, and the breath of opportunity our new Galaxy Z Series Australians are empowered with, we aim for the brand partnership with Westfield and its scale to echo this sentiment. We’re excited to constantly push the boundaries of traditional marketing and look forward to driving hype and awareness of our latest Z Series range through the unmissable brand experience”.

The Samsung retail brand experience at Westfield Sydney will be live from the new Galaxy Z Series’ pre-order, 11 July through to 25 July, with an expected 1.16 million customer visits on average through the centre on any given fortnight[2]. The partnership aims for the new Z Series and Ecosystem to be unmissable, by leveraging in a market-first all spaces available at Westfield Sydney to create interactive experiences that enable an interactive and innovative showcase of Samsung’s pioneering Galaxy AI.

Chris Bolling, from Scentre Group BrandSpace said, “We’re thrilled to partner with Samsung on a bold and dynamic campaign, which pushes the boundaries of OOH to command mass reach, while also plays with experiential to engage with Gen-MZ in a fun and unique way. We know Australian consumers are seeking engaging brand experiences, more than ever. Through this collaboration, we look forward to creating elevated in-store experiences for Westfield and Samsung customers.”

At the centre of the immersive brand partnership for the duration of the Z Series’ launch weekend (11 July-14 July), was also a disruptive and irreverent activation, completing the brand partnership’s mission to capture visitor attention. Coined the Impossible Selfie, starring, ‘Sweet Ben’, a furry, pink, playground-dwelling creature, intended to be so cute and irresistible, consumers simply had to take a photo with it, but so big it’s impossible to take at arm’s reach. Huggable, soft, and instantly loveable, ‘Sweet Ben’ aimed to highlight the Samsung Galaxy Z Series’ latest cutting-edge tech, and its new capability, FlexCam with Auto Zoom – a Galaxy AI enabled feature that can not only take the photo, but frame it for you, ensuring everyone fits in. Even ‘Sweet Ben.’

The live demonstration of the Impossible Selfie allowed visitors to trial the new device and experience first-hand how its powerful Galaxy AI features can benefit Australians’ lives in tangible ways. Made in collaboration with Traffik and installation artist James Dive, ‘Sweet Ben’ took a colossal seven weeks to produce, standing three metres tall and encompassing an impressive four metre footprint.

Paul Meates, Executive Creative Director at CHEP Network said, “With advanced tech like AI, collectively we often struggle to comprehend how it can positively affect their lives. Our aim was to challenge that notion – to ensure Samsung’s AI is seen as incredibly approachable and to prove its benefit to us in our everyday lives.”

The new Samsung Galaxy Z Fold6 and Flip6 are each available for pre-order from 11 to 30 July on Samsung.com.au, as well as all major retail and telco partners. Pre order now at: https://samsung.com/au/smartphones/galaxy-z-fold6/

[1] Big Guns Australia 2023

[2] Scentre Group Customer Visits for Westfield Sydney – Annualised 2023 traffic, averaged by fortnight

On July 10, Samsung Electronics will host Galaxy Unpacked in Paris — where the iconic cultural nexus and trend epicentre becomes the perfect backdrop for the rollout of our latest cutting-edge innovations. The event will be streamed live on samsung.com/au/, Samsung Newsroom Australia and Samsung’s YouTube channel at  11pm AEST.

Stay tuned and make sure to visit news.samsung.com/au for all upcoming teasers, trailers and updates ahead of Unpacked 2024.

[1] Fees may apply to certain AI Features at the end of 2025

Samsung Electronics Co., Ltd. today announced that it is set to release the Galaxy Z Flip5 Retro — a limited edition phone that embodies Samsung’s legacy of innovation — from November 1 in Korea, the UK, Germany, Spain and Australia, and on November 2 in France.

The Galaxy Z Flip5 Retro draws inspiration from the SGH-E700, a product that captured the market’s imagination with its exceptional design and performance 20 years ago in 2003. At that time, the SGH-E700 was a ground-breaking mobile phone, being Samsung’s first to feature a built-in antenna. This innovation, coupled with the phone’s widespread popularity, played a pivotal role in advancing Samsung’s position in the mobile phone industry.

Now, Samsung plans to engage its customers by showcasing its history of innovation, spanning from its founding to the present day, with the classic SGH-E700 and the new Galaxy Z Flip5 serving as representative examples.

Samsung Electronics has provided innovative mobile phones in the market for decades. In addition to the SGH-E700, the company has launched a series of other revolutionary mobile products, starting with the MP3 phone SPH-M2500 in 1999. This was followed by the watch phone SPH-WP10, the TV phone SCH-M220 and the camera phone SCH-V200. Each product earned acclaim for its innovative new features that pushed the boundaries of what was possible at that time.

The Galaxy Z Flip5 Retro skilfully implements various distinctive features of the SGH-E700, such as the combination of indigo blue and silver colours, a UX design reinterpretation of 2000s pixel graphics and an exclusive animation on the Flex Window that portrays a cityscape with a touch of nostalgia.

The unique package includes three Flipsuit cards featuring logos from different eras of Samsung’s history, a Flipsuit case and a collector card engraved with a unique serial number that will add to the product’s collectible value for purchasing customers.

The Galaxy Z Flip5 Retro will be available in limited quantities in Korea, the UK, France, Germany, Spain and Australia. Consumers in these select countries can purchase this iconic device exclusively through Samsung’s official website, Samsung.com.[i]

[i] Available while stocks last on Samsung.com

Samsung Electronics Co., Ltd. today announced its fifth generation of Galaxy foldables: Galaxy Z Flip5 and Galaxy Z Fold5. The distinctive form factors offer unique experiences for every user with sleek and compact designs, countless customisation options, and powerful performance. The new Flex Hinge makes the foldable experience possible, while offering an aesthetically balanced design. These unrivalled foldable devices unlock extraordinary camera capabilities such as FlexCam to take photos from creative angles. With strong performance and an optimised battery powered by the latest processor, the Samsung Galaxy Z series transforms what is possible with a smartphone – open or closed.

“Samsung is revolutionising the mobile industry with foldables by setting the standard and continually refining the experience,” said TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics. “Every day, more people choose our foldables because they offer an experience people want that they can’t get on any other device. Galaxy Z Flip5 and Galaxy Z Fold5 are the latest devices that prove our commitment to meeting the needs of our customers through innovative technology.”

Samsung’s heritage of innovation and dedication to the foldables category has created incredibly versatile devices. With a strong belief in the potential of the foldable format, paired with exceptional R&D and manufacturing capabilities, Samsung has consistently refined and optimised the Galaxy Z series lineup. From content creation on Galaxy Z Flip5’s new Flex Window[i] to seamless multitasking on Galaxy Z Fold5, this series of Galaxy foldables meets and exceeds the distinctive needs of today’s users.

Furthermore, both Galaxy Z Flip5 and Galaxy Z Fold5 are carefully designed to meet consumer expectations. The main screen is equipped with a shock dispersion layer and a redesigned back for a more solid display[ii]. Along with IPX8[iii] support, Armor Aluminum frames, and Corning^® Gorilla^® Glass Victus^® 2[iv] applied to both the Flex Window and back cover, Galaxy Z Flip5 and Galaxy Z Fold5 help provide additional protection. The new integrated hinge module features a dual rail structure.

Galaxy Z Flip5: The ultimate pocketable self-expression tool without compromise

The Galaxy Z Flip5 delivers a stylish, unique foldable experience from a pocket-sized device built for self-expression. The Galaxy Z Flip5 builds on the previous version of this device, the Galaxy Z Flip4, which earlier this month was announced as the inaugural winner of the Canstar Blue Innovation Excellence Award for ‘Smart Devices’.

The new Flex Window, now 3.78 times larger[v] than the previous generation, offers a wide range of existing and new capabilities. It provides more customisation options, including informative and graphical clocks that can match the face design of a user’s Galaxy Watch6 series[vi], as well as stylish frames. In addition, Galaxy Z Flip5’s new Flipsuit Case[vii] can help provide device protection with a changeable NFC card, so users can match their Flex Window design and case design for even more personalisation options.

Closed, the Galaxy Z Flip5 offers more usability than ever before.[viii] From the Flex Window, quickly and effortlessly access useful information. With Widgets, users can check the weather, control music playback and listen to their favourite music with Media Controller[ix], or catch up on the latest global stock market updates with the Google Finance widget. Simply view all Widgets at a glance and switch between them instantly with a pinch of the screen to activate Multi Widget View. Plus, easily check notifications and access Quick Settings for Wi-Fi or Bluetooth. Without opening the device, browse through call history to return missed calls, and reply to texts on-the-go using Quick Reply with a full QWERTY keyboard and visibility of chat history. With a quick swipe up on the screen, access Samsung Wallet[x] to pay on-the-go, access QR codes, membership cards, and digital keys[xi].

With its unparalleled design and form factor, Galaxy Z Flip5 also offers the most versatile camera experience on a Samsung Galaxy smartphone.[xii] Take high-quality selfies with the rear camera thanks to the larger Flex Window. Users can capture stunning hands-free photos from creative angles with FlexCam. It’s quick and simple to view and edit shots in Flex Mode[xiii] too. Users can review, adjust the colour tone, or delete images easily with the Quick View in the Flex Window.  When taking a photo of a friend, Dual Preview[xiv] lets them see themselves in the Flex Window so they can make adjustments in real time for the perfect shot. Users can get a smooth shot on the go with camera-stabilising Super Steady, while Auto Framing[xv] ensures that no one is left out.

The Galaxy Z Flip5 adds AI solution improvements to the powerful camera experience, bringing every photo to life. Get creative, even in low light, with improved Nightography capabilities that optimise photos and videos in ambient lighting conditions. The AI-powered image signal processing (ISP) algorithm corrects any visual noise that typically spoils low-light images while enhancing details and colour tone. Even from a distance, photos are clearer with the digital 10X zoom[xvi].

Galaxy Z Fold5: The ultimate productivity powerhouse with a large screen

Offering an immersive, large screen and a long-lasting battery[xvii] in the thinnest, lightest Fold yet[xviii], Galaxy Z Fold5 is easy to take anywhere, while delivering the most powerful performance in the Galaxy Z series.

The Galaxy Z Fold has been a pioneer in transforming everyday productivity through a robust, big screen experience, evolving from Multi Window[xix] and App Continuity[xx] to a wide range of features including Taskbar[xxi], drag and drop, and optimisation of third-party apps. S Pen Fold Edition[xxii] introduced in the third generation Fold in 2021, has also been fine-tuned to deliver a superior writing experience on Galaxy Z Fold5. These features and tools come together to deliver powerful productivity on a large screen and enable users to complete important tasks from anywhere.

The improved Taskbar enables dynamic productivity by allowing users to quickly switch between frequently used apps. Now up to four recent apps are at the ready for more efficient working. Newly enhanced two-handed drag and drop[xxiii] can also ramp up productivity when moving content between apps and screens. Simply touch and hold an image in Samsung Gallery with one finger and use another finger to open the Samsung Notes app to drag-and-drop the image. With hidden pop-up[xxiv], an app can continue running in the background, allowing users to watch video content in full screen and chat with friends in a floating pop-up on the side of the screen.

The new slimmer[xxv] and more compact S Pen Fold Edition[xxvi] makes real-time annotating and ideation easy while being able to fit more comfortably in the pocket. The Slim S Pen Case[xxvii] is nearly the same thickness[xxviii] as a regular case for the Fold and available in a variety of styles and colours[xxix] so users can carry their S Pens in style.

Helping users do more on the go, the 7.6-inch Main Screen[xxx] provides expansive and uninterrupted viewing so users can enjoy their favourite movie in portrait or landscape. Plus, peak brightness has increased by more than 30%,[xxxi] up to 1750 nits[xxxii], for an optimal viewing experience outdoors even under bright sunlight.

Providing users with an immersive gaming experience on the largest Galaxy smartphone screen, the Snapdragon® 8 Gen 2 Mobile Platform for Galaxy[xxxiii] enhances graphics and uses AI to enable dynamic gaming and multi-game functionality. The Galaxy Z Fold5 can comfortably handle marathon gaming sessions with its advanced cooling system that dissipates heat more intelligently for less lag and no drop in performance.

Availability

The Galaxy Z Flip5 and Galaxy Z Fold5 will be available for pre-order in Australia from July 26, with general availability starting August 18.

Galaxy Z Flip5 lets users express themselves with colours including Mint, Graphite, Cream, and Lavender[xxxiv], as well as a range of accessories[xxxv] including a Clear Gadget Case, Flap Eco-Leather Case,[xxxvi] Flipsuit Case and easy-to-carry Silicone Case with Ring to create a more personalised look.

Galaxy Z Fold5 is available in Icy Blue, Phantom Black, and Cream[xxxvii], along with a variety of cases that offer practicality and style including a Slim S Pen Case, Clear Gadget Case, Eco-Leather Case[xxxviii], and a Standing Case with Strap[xxxix].

Samsung is committed to giving customers peace of mind with Samsung Care+,[xl] a premium device Swap and Mobile Refresh program. When purchasing from Samsung.com during the pre-order period, customers can receive a free storage upgrade, a free one-year subscription to Samsung Care+ or 50% off a two-year subscription to Samsung Care+[xli]. Galaxy Z Flip5 purchasers will also be eligible for a $300 trade in bonus, and Galaxy Z Fold5 purchases will be eligible for a $500 trade in bonus.

To learn more about Galaxy Z Flip5 and Galaxy Z Fold5, please visit: https://www.samsungmobilepress.com, https://news.samsung.com/au, https://www.samsung.com/au/smartphones/galaxy-z-flip5/buy/ 

or https://www.samsung.com/au/smartphones/galaxy-z-fold5/buy/

[i] Galaxy Z Flip5’s Cover Screen is the first in the Galaxy Z Flip series with a proximity sensor and first Galaxy Z Flip Cover Screen to support HBM. Galaxy Z Flip5’s Cover Screen HBM has a peak brightness of 1600 nits for a brighter and clearer display.

[ii] Compared to previous Galaxy Z Fold and Galaxy Z Flip models.

[iii] Based on lab test conditions for submersion in up to 1.5 meters of freshwater for up to 30 minutes. Not advised for beach or pool use. Ensure the charging port is dry before charging. Refer to your device’s user manual for further care instructions and limitations.

[iv] Pre-Consumer Recycled Content: Discarded glass waste generated as a byproduct of glass manufacturing. This glass waste is crushed into cullet and then used as a component in the Corning® Gorilla® Glass Victus® 2 manufacturing process.

[v] Compared to Galaxy Z Flip4. Measured diagonally, Galaxy Z Flip5’s Cover Screen is 3.4-inch in the full rectangular form; actual viewable area is approximately 95% of the full rectangular area due to the rounded corners and lower cutout.

[vi] Galaxy Watch6 series sold separately.  Model and color availability may vary by market or carrier.

[vii] Accessories sold separately. Model and color availability may vary by market or carrier.

[viii] When compared to previous Galaxy Z Flip models.

[ix] Media Controller widget only appears when music is played.

[x] Availability of Samsung Wallet may vary depending on country or device model. Supported items may vary by country. Samsung Wallet is available on devices that support P OS or higher and Samsung Pay.

[xi] Digital Keys is available with compatible BMW vehicles.

[xii] When compared to previous Galaxy Z Flip models.

[xiii] Flex Mode supported at angles between 75° and 115°.

[xiv] Dual Preview supported on devices running One UI 2.1 and above.

[xv] Auto Framing only available in Video mode. Auto Framing must be enabled before recording. Certain resolutions and ratios may not be supported. Certain functions may not be available when Auto Framing is on. Only people can be recognized, and there is a limit to how many people may be recognized. Available on Samsung Camera, BlueJeans, Google Duo, Meta Messenger, Google Meet, Microsoft Teams, Cisco Webex Meet, and Zoom. Auto-framing available on select lenses.

[xvi] May cause some image deterioration.

[xvii] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, the number of times charged, and many other factors.  Estimated against the average usage profile compiled by UX Connect Research. Independently assessed by UX Connect Research between 2023.06.19-2023.06.29 in the US with pre-released version under default setting using LTE and 5GSub6 networks.

[xviii] Compared to previous Galaxy Z Fold models.

[xix] Certain applications may not support Multi Window or App Pair.

[xx] Certain applications may not support App Continuity.

[xxi] Taskbar feature supported on the Main Screen only.

[xxii] S Pen Fold Edition sold separately. Only use the Samsung S Pen Fold Edition designed for Galaxy Z Fold3 5G/Fold4/Fold5 or S Pen Pro. All other S Pens or stylus pens may damage the screen. Galaxy Z Fold5 does not have a built-in slot for the S Pen. S Pen support is limited to the Main Screen.

[xxiii] Certain applications may not support two-handed drag and drop.

[xxiv] Certain applications may not support hidden pop-up.

[xxv] S Pen Fold Edition for Galaxy Z Fold5 measures 4.35mm, compared to 7.4mm for Galaxy Z Fold4.

[xxvi] Size of S Pen Fold Edition for Galaxy Z Fold5 is 4.35mm compared to 7.4mm for Z Fold4. S Pen Fold Edition sold separately. Slim S Pen Case (S Pen Fold Edition included) sold separately. S Pen Fold Edition is only compatible with Galaxy Z Fold5, Galaxy Z Fold4 and Galaxy Z Fold3. All other S Pens or stylus pens are not designed for Z Fold5 (including those by other manufacturers) and may damage the screen. Z Fold5 does not have a built in slot for the S Pen. S Pen support is limited to the Main Screen.

[xxvii] S Pen Fold Edition sold separately. Slim S Pen Case (S Pen Fold Edition included) sold separately. S Pen Fold Edition only compatible with Galaxy Z Fold 5, Galaxy Z Fold4 and Galaxy Z Fold3 5G.

[xxviii] The thickness of Galaxy Z Fold5 with the S Pen Slim Case is 20.63mm, 13.4mm without the Case.

[xxix] Preset Slim S Pen Case and S Pen Fold Edition color combinations include Graphite case with Black S Pen, Sand case with Apricot S Pen and Icy Blue case with Lime S Pen.

[xxxi] When compared to previous Galaxy Z Flip models.

[xxxii] The Dynamic AMOLED 2X display on Galaxy Z Fold5 received a certification from VDE Germany for 100 percent Mobile Color Volume in the DCI-P3 color range, which means images aren’t washed out and you’ll get unbelievably vivid colors regardless of differing levels of brightness. The display can achieve peak brightness of up to 1750 nits, improving the contrast between dark and light aspects of digital content for a more brilliant picture quality, with a 3,000,000:1 contrast ratio to make your mobile experience more immersive.

[xxxiii] AP performance improvements shown compared to previous generation processor. Actual performance will depend on user environment, pre-installed software and applications, and other conditions. Snapdragon is a product of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated. Snapdragon® 8 Gen 2 Mobile Platform for Galaxy is optimised for Samsung. World’s fastest Snapdragon claim true as of February 1, 2023.

[xxxiv] Availability of color may vary by market, region or carrier.

[xxxv] Accessories sold separately. Model and color availability may vary by country or carrier.

[xxxvi] Flap Eco-Leather Case (ef-vf731) contains a minimum of 1% bio-based content. Consisting of 11% bio-based content in the outer case of flap eco-leather case (Report Number: 306051-4130). Independently verified by UL Solutions in accordance with Environmental Claim Validation Procedure (ECVP) 9798 for Biobased Content.

[xxxvii] Availability of color may vary by market, region or carrier.

[xxxix] Accessories sold separately. Model and color availability may vary by country or carrier.

[xl] Samsung Care+ and Samsung Care+ Lite are not insurance products. With a two year Samsung Care+ subscription, you can request either two swaps, or two mobile refresh (or one of each) within the 24 months from the Samsung Care+ subscription start date. With a monthly Samsung Care+ subscription, you can request either one swap, or one mobile refresh within each 12 month period from the start date. For Samsung Care+ Lite you can request one mobile refresh within the 12-months. For Swaps: Swap Fee for all eligible devices is from $149 to $299. Samsung Care+ does not cover lost or stolen devices. A swap device is usually a refurbished device of the same model as your current device. If this is not available, we’ll provide a comparable model. Online Exclusive colours and Bespoke Editions are not eligible as replacement devices as part of a Samsung Care+ subscription. You must return your original device within 14 days of receiving a swap device, otherwise you may be charged a Device Non-Return Fee. For your swap device to be dispatched by the next business day, your swap request must be lodged by 3pm AEST on a business day and will be subject to stock availability (including colour variants). Ownership of your original device immediately passes to Samsung’s service provider Asurion once it is swapped and all content will be wiped upon receipt. If your device is covered by warranty or consumer guarantee under the Australian Consumer Law, the swap fee will not apply. For Mobile Refresh: a Refresh Fee of $45 to $99 is payable for all eligible devices. A mobile refresh request must be submitted online and, if accepted, customers may utilise the Mail-In service within 7 days. Mobile refreshes are subject to the device meeting the mobile refresh criteria. Devices that do not meet the criteria may be returned or transferred to a Swap request. Click here for Samsung Care+ Terms and Conditions (Monthly Enrolment), or here for Samsung Care+ Terms and Conditions Upfront Enrolment, or here for Samsung Care+ Lite Terms and Conditions.

[xli] Terms and conditions apply. Samsung Care+ coverage, service type and promotion may vary by country/region and deductibles (additional service fee) may apply. For detailed Samsung Care+ information, please visit https://www.samsung.com/samsung-care-plus/.

Samsung Electronics Co. Ltd has released findings from its Southeast Asia and Oceania (SEAO) Gaming Insight Study, which found that 7 in 10 online consumers in the region are gamers. Conducted in partnership with ONE Esports, over 6,800 consumers aged 18 to 49 across seven markets (Australia, Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) were surveyed in the last quarter of 2022[1], showing a widespread love for gaming whether at home or on-the-go.

Across the region, playing to de-stress and relax was cited as the top reason for gaming (74%), with an average of 7 hours a week spent on gaming. Most gamers (92%) preferred to engage in gameplay from the comfort of their home, and over half of gamers (58%) were found to spend an average of USD $30 monthly on gaming-related purchases such as exclusive online content, esports tournament tickets, streamer subscription, skins, and merchandise collectibles.

The study identified four distinct gamer personalities among gaming fans in this region – Hardcore Gamers, Gaming Enthusiasts, Casual Gamers & Spectators, as well as Casual Gamers, based on their total time spent playing games and watching gaming or esports content. The study found that more than half of gamers surveyed (56%) indulge in this pastime at least a few times a week, consisting of Hardcore Gamers and Gaming Enthusiasts (See chart below).

Gaming Enthusiasts and Hardcore Gamers are highly vested in their hobby, where their top gaming-related activities include watching gaming videos, discussing gaming with others, reading gaming updates and news, spending money on gaming-related items and lastly, following gaming personalities on social media (see chart below).

Carl Nordenberg, Regional Head of Mobile Experience Business, Samsung Electronics Southeast Asia and Oceania, said, “Gaming today is much more than a hobby – it is a pastime that brings people together. The Southeast Asia and Oceania region holds a huge community of gamers, and this study sheds new light on their distinct gaming needs and habits, both as players and as e-sports fans. With this understanding, we can continue empowering our Samsung users to enjoy their gaming passion to the fullest. Whether on our powerful Galaxy devices, QLED TVs or gaming monitors, Samsung provides the best gaming experience, for casual and hardcore gamers alike.”

Jane Guo, Vice President, Analytics & Insights, ONE Esports, said, “We are thrilled to have partnered with Samsung on this study, powered by our in-house first-party consumer insights. The study uncovers a huge market of gaming enthusiasts and hardcore esports fans in the SEAO region, who look for high performance and a superior gaming and viewing experience when choosing devices and accessories such as smartphones, laptops, headphones and monitors. Samsung’s range of innovative gaming devices allows them to connect with these consumers compellingly.”

Designed For Your Every Gaming Need

The new Galaxy Z Fold4’s 7.6-inch Main Screen with 120Hz adaptive refresh rate provides immersive gaming experience anywhere you are.

Mobile gamers who wish to game on-the-go without sacrificing gameplay and graphics quality can try versatile and powerful devices such as the Galaxy S23 series, Galaxy Z Fold4, Galaxy Tab S8 Ultra and Galaxy A series.

PC and console gamers can choose from Samsung’s best performance monitors, the Odyssey Ark and Odyssey OLED G8, while those who wants a truly immersive gaming experience on a TV can look to the Samsung Neo QLED QN90C.

On the other hand, those who enjoy watching gaming content can consider devices such as the Samsung Galaxy Z Flip4, Smart Monitor M8 and The Sero.

For more information on Samsung devices optimised for gaming, please refer to the appended factsheet.

Appendix

[1] The Samsung Southeast Asia and Oceania Gaming Insights Survey 2022 was conducted from September to November 2022 by ONE Esports. It surveyed 6,840 respondents on Facebook and Instagram, aged 18 to 49, from the following 7 markets: Australia (1,000 respondents), Indonesia (1,033 respondents), Malaysia (1,024 respondents), Philippines (1,167 respondents), Singapore (604 respondents), Thailand (872 respondents) and Vietnam (1,140 respondents).

[2] The Samsung Southeast Asia and Oceania Gaming Insights Survey 2022 was conducted from September to November 2022 by ONE Esports. It surveyed 6,840 respondents on Facebook and Instagram, aged 18 to 49, from the following 7 markets: Australia (1,000 respondents), Indonesia (1,033 respondents), Malaysia (1,024 respondents), Philippines (1,167 respondents), Singapore (604 respondents), Thailand (872 respondents) and Vietnam (1,140 respondents).

[3] Snapdragon® 8 Gen 2 Mobile Platform for Galaxy is optimised for Samsung and exclusive at the time of Galaxy S23 series’ launch. World’s fastest Snapdragon claim true as of February 1, 2023.

[4] Compared to the Galaxy S22 Ultra.

[5] Game Booster compatibility may vary by game.

[6] Measured diagonally, Galaxy Tab S8 Ultra’s screen size is 14.6″ in the full rectangle and 14.5″, accounting for the rounded corners.

[7] 5G services are only supported in 5G network enabled locations in 5G-ready countries. Requires optimal connection. Actual speed may vary depending on country, carrier and user environment.

[8] Viewing experience may vary according to types of content and graphics processing unit. Require output source capable of FreeSync Premium Pro.

[9] Some game titles may not support the function or allow limited use of this feature. Screen resolution change from external device may be required.

[10] Picture quality will vary depending on quality and resolution of source content. 120fps is dependent on external source supporting HDMI 2.1.

[11] Requires compatible gaming PC supporting 4K resolution, 144Hz motion rate and Variable Refresh Rate. Low input lag is measured based on internal testing conditions and is subject to change according to game setting or specific conditions.

[12] Adjust screen ratio through the Game Bar or Quick Settings.

[13] ​Flex mode supported at angles between 75° and 115°.

[14] ​Requires activation of Labs in Settings.

[15] App availability may vary by country and separate subscriptions may be required. Requires internet connection and TV tuner is not included.

[16] AirPlay 2 functionality is available on all 2020 and later Samsung smart TV. Apple and AirPlay 2 are trademarks of Apple Inc., registered in the U.S. and other countries. AirPlay 2 requires iOS 12.3 or later, or macOS 10.14.5 or later. Feature is available on Apple devices supporting Apple AirPlay2. Compatible iOS devices can only be mirrored to horizontal screen (vertical mirroring not available).