When Samsung Electronics revealed its first prototype of a flexible display back in 2011, few people realized they were witnessing a glimpse into the mobile industry’s future. Now, a decade later, Samsung has shipped 4 times more foldable devices in 2021 than in 2020, exceeding the three-fold market growth that analysts expected.¹

Consumer enthusiasm for Samsung foldables is exemplified by the success of the Galaxy Z series. In the first month since launch, the Galaxy Z Fold3 and Z Flip3 exceeded total accumulative sales of Samsung foldable devices in 2020.

With foldable smartphone shipments predicted to grow tenfold by 2023,² let’s take a look at the key moments, top innovations and important partnerships that have helped make foldable devices the next big thing.

Bringing Foldables to Consumers Around the World

Samsung may have first introduced the concept of foldable displays in 2011, but it would take over a decade to bring foldable devices to consumers around the world.

The next major milestone came in 2019, when Samsung finally brought its foldable vision to reality with the Galaxy Fold, its first foldable device. Soon after that came the Galaxy Z Flip. A sleek clamshell design – a throwback to flip phones of yore – made the Galaxy Z Flip an instant icon.

After a decade of progress and three generations of innovation, the Galaxy Z Fold3 and Z Flip3 brought enhanced durability and an improved user experience to foldables. Not only have they set a new standard in the industry, but they rekindled consumer interest in smartphones in general.

Innovations Behind the Technology

From creating new materials and methods to overcoming mechanical challenges, creating the foldable category required Samsung to reimagine the smartphone from the inside out.

From the onset, Samsung engineers understood that the key to creating a new category would be inventing a range of new technologies to ensure the devices would meet the expectations of global consumers.

The Infinity Flex Display and Samsung UTG, for example, enabled the world’s first folding glass display. While its screen may be a continuous piece of glass, a foldable’s body features two distinct components. This unique structure meant that in order to maintain a design slim enough for daily use, engineers would have to completely rethink the placement of internal components. That challenge included designing a new internal cooling system as well as a dual-battery system with technology that optimizes multiple power sources as one.

To ensure that the devices would be capable of withstanding hundreds of thousands of folds, a Hideaway Hinge mechanism was designed with Sweeper technology to help keep out dust and dirt particles. The hinge also added a new layer of functionality to Samsung foldables, allowing them to stand on their own, which makes them perfect for watching content, making video calls, or taking hands-free selfies.

Samsung’s dedication to creating new foldable innovations enabled it to achieve yet another major milestone in 2021 with the release of the Galaxy Z Fold3 and Z Flip3 – the first foldables to receive an IPX8 water resistance rating.

But the features that set Samsung foldables apart aren’t all hidden beneath the surface. With App Continuity – a responsive UI that delivers seamless transitions between folded and unfolded modes – and features like Multi-Active Window and Flex mode, Samsung foldables have unlocked new ways for us to work, play and express ourselves.

Driving Consumer Demand for Foldable Devices

This unprecedented push in innovation has sparked a surging demand for foldable devices, bringing more users to the Galaxy family than ever before. Compared to the Galaxy Note20, Samsung has seen a 150 percent³ increase in consumers who switched smartphone brands for the Galaxy Z Flip3, and a 140 percent increase compared to the Galaxy S21.

A simple explanation for this massive increase is that both Galaxy Z series devices offer distinct features that appeal to specific customer groups in ways that no other smartphones have before.

A buyer survey conducted by Samsung revealed that a stylish design, portability and an innovative folding form factor were the top drivers behind purchases of the Galaxy Z Flip3. The ability to use the cover screen without opening the device was another important factor for those who value privacy, as well as those who want to regulate their screen time to manage their mental health. Buyers of the Galaxy Z Fold3, meanwhile, reported being drawn to its large screen for viewing content, multitasking capabilities and productivity features, including the S Pen.⁴ At the end of the day, it’s clear that both devices are giving consumers more incentive than ever to switch to a foldable, even if it means changing brands or operating systems.

Pioneering the Foldable Future

As more consumers become aware of foldables’ incredible potential, interest in the category will continue to grow. With a variety of innovations set to make their way to consumers in the coming years, Samsung will continue to lead the foldable category with even more pioneering technology.

To achieve this goal, Samsung is heavily investing in R&D while openly collaborating with app developers and industry partners such as Google.

For years, Samsung and Google have been collaborating to make the foldable experience scalable by providing Android developers with the necessary framework and resources. In 2021, the companies announced guidelines for creating apps for large-screen and foldable devices, building on Google’s work to optimize its most popular apps – such as Gmail, YouTube, Duo and Maps – for foldable form factors. Going forward, Samsung will continue to work with partners and developers to develop technologies that will steer the future of the mobile industry.

In establishing an entirely new mobile category a decade ago, Samsung raised the bar for mobile innovation. As it looks toward the next decade and beyond, the company will continue to reinvent the mobile experience to change what’s possible as they unfold.

¹ According to figures from Counterpoint Research

² According to figures from Counterpoint Research

³ Samsung Big Data Center

⁴ Only Galaxy Z Fold3 main display has S Pen capability. Compatible only with the S Pen Fold Edition or S Pen Pro, sold separately.

When it comes to managing both our work and personal lives simultaneously, two screens are definitely better than one. With the Galaxy Fold, a category-defining device featuring both a compact cover display and a large display of 7.3 inches unfolded, you can get things done one-handed while on the go and enjoy the immersive experience and ultimate productivity when unfolded.

To help users better experience this latest category of mobile device, Samsung Newsroom has put together a guide to using the Galaxy Fold, so that from the moment of unboxing and experiencing its new form factor for the first time, the device’s innovative user experience is wholly yours.

1. First Introductions

The premium package your Galaxy Fold comes in is made entirely from eco-friendly materials, and from the moment you open the box, your experience with the device begins. The device is laid out flat for your first folding experience with your Galaxy Fold.

But ahead of getting completely hands-on with the product, be sure to check out the product usage instructions that come attached to the display. These provide you with an introduction to the Galaxy Fold’s innovative folding mechanism and outline how to make the most of the device’s groundbreaking two displays.

2. Getting a Grip

As with any mobile device, a key part of being able to enjoy your Galaxy Fold comfortably is being able to grip it properly. The Galaxy Fold has been developed with an ergonomic design that lets you easily use with one hand when folded, and is narrower than conventional smartphones – 62.8mm in width and 160.9mm in length – for maximum ease of use. An identical volume and design have been applied to all four sides of the device to provide the best grip whether you are holding it folded or unfolded.

You will notice that the volume keys, power key and fingerprint recognition sensors are located on the right side of the device for convenience. These keys can be customized according to your own usage preferences – pressing the power key twice defaults to launch camera, and long pressing the power key launches Bixby. These settings can be changed to open your preferred apps (Settings > Advanced features > Bixby). You can also register up to four fingers or thumbprints for unlocking the device for ease of use from any angle, whether you are right or left-handed.

One of the bonuses of having two displays in one device is that you can set two custom home screens for both the cover display and the main display, so that the most useful apps for one-handed use and also for multitasking use are always at your fingertips when you fold or unfold your device. The location of the screen’s navigation bar can also be set to the middle, left or right-hand side of the unfolded display for a personalized user experience (Settings > Display > My navigation bar > Adjustment).

3. Learning How to Switch Seamlessly

Once you’ve customized the Galaxy Fold’s user settings to your own needs and usage preferences, it is time to take advantage of the phone’s pioneering user experience and begin seamlessly switching apps and content from the cover display to the main display and back again.

App Continuity, part of the brand new UX developed specifically for the Galaxy Fold, means that you can check an email notification on the front screen and open up the main display to reveal a large keyboard for easier replying. This works both ways between the two displays; if you’ve read an e-book or e-mail on the cover display, you can open up the device to its unfolded, expansive main display and continue reading seamlessly. Similarly, you can take an in-depth look at a navigation app on the main display to work out directions, then fold the phone and have your route switch over without interruption to the cover display for easy reference while walking (Settings > Display > Continue apps on front screen).

4. Mastering a Versatile Camera

When it comes to taking photos with your Galaxy Fold, you are able to take great photos at any time thanks to the six cameras it has on its front, back and main display. For taking a quick selfie, the front camera on the cover display is the perfect choice, and then when you’re looking to capture a memory with a larger number of people, the dual cameras of the main display are able to capture everything and everyone in a live focus selfie – all without a selfie stick.

Furthermore, users can enjoy an expansive, immersive picture-taking experience when harnessing the Galaxy Fold’s rear triple camera thanks to the size of the viewfinder on the Galaxy Fold’s unfolded screen. For effortless picture-taking regardless of the orientation of your device, the Galaxy Fold’s shutter button will automatically move to an optimized location when you turn your device to and from portrait or landscape – you can even press and drag the button to place it somewhere else yourself.

5. Harnessing the Power of an Immersive Display

When it comes to enjoying your favorite content, be sure to test out the immersive gaming experience the Galaxy Fold provides if that’s your thing, and try out watching high-quality videos on the unfolded main display to experience just how expansive it is.

With the Galaxy Fold, your viewing experience is taken to another level thanks to the real estate of the main screen, but the device’s size is not the only thing bringing you such a cinematic dynamic experience. The Galaxy Fold features a Dynamic AMOLED Display, with HDR10+ color and Dynamic Tone Mapping for heightened contrast. Furthermore, while immersing yourself in your favorite content and games, the Galaxy Fold’s TÜV Rheinland-certified Eye Comfort display reduces blue light emissions without sacrificing picture quality.

You can make your viewing experience even more immersive by dragging down the upper notification window and switching on the Dolby Atmos feature; the Galaxy Fold provides crisp, clear sound by AKG thanks to its dual balanced stereo speakers.

6. Multitasking Like a Pro

Multitasking has become part of our daily lives as we constantly find ourselves switching between apps in order to get everything done. The Galaxy Fold lets you enjoy this experience all on one screen device thanks to its Multi-Active Window feature, which allows you to use multiple active apps simultaneously on the display for the first time on a smartphone.

By swiping the right-hand side of the main unfolded display, you can access the Multi Window Tray, which lists both your recently used apps as well as a ‘View All’ button to see all apps that support Multi Window. You can also customize your most-used apps within the Tray (Settings > Advanced features > Multi window tray). You can then drag and drop up to three apps into the desired position and order on the display, and even then toggle the size of the app’s window by pressing the handle at the top each window for further customization.

But this PC-like multitasking experience does not stop there for the busy user. As well as three Multi Windows, the Galaxy Fold also supports up to five pop-up windows, meaning that on days where there’s a lot to be done, you can work on up to eight applications simultaneously. To access these pop-up windows, open up the Multi Window Tray, drag the app you need to the center of the display. These pop-up windows can be made transparent so as not to hinder your use of the Multi-Active Windows behind it.

7. Next-Level Productivity

Now that you’ve mastered multitasking like a pro on your Galaxy Fold, there are a few other next-level features those who need to use their device for both work and play. The Galaxy Fold comes with dual messenger feature, meaning that you can keep your work and personal messages in separate windows thanks to the multi-window functionality of the Galaxy Fold.

Alarms and notifications can be customized for new windows by dragging them while multitasking, meaning that once a notification message appears at the top of the screen, you can easily and quickly drag it down into a Multi-Active Window to seamlessly reply without interrupting your other app activity (Settings > Advanced features > Smart pop-up view).

Finally, you’re sure to be able to keep multitasking as and when you need to thanks to the Galaxy Fold’s premium performance, powered by a next-generation AP chipset and 12GB of RAM for stronger computing power.

And with that, you’re set to use your Galaxy Fold like a pro and make the most of Samsung’s latest category-defining mobile device that harnesses the productivity of a PC with the usability of a smartphone – for everything you need to get done.

To learn more about the Galaxy Fold and how it establishes an all-new user-experience platform, Samsung Newsroom spoke with Jisun Park, Vice President of Strategic Partner R&D Group, and Sally Jeong, Vice President of Framework R&D Group at Samsung Electronics’ Mobile Division.

(From left) Jisun Park, Vice President of Samsung Electronics’ Strategic Partner R&D Group, and Sally Jeong, Vice President of Samsung Electronics’ Framework R&D Group

Bigger is Better

The Galaxy Fold’s spacious, 7.3-inch Infinity Flex Display is proof of the old adage that “bigger is better.”

As Jeong explained, one of the biggest realizations that the Galaxy Fold’s development team came to when testing the device was just how transformative a foldable device can have on the mobile experience.

“Before the development of the Galaxy Fold, I had a smartphone and a tablet, but the combination of the two created an entirely new experience,” said Jeong. “The larger screen completely changed things like watching movies, checking email and catching up on the news, to the point that I could no longer be satisfied with a smaller screen.”

Park also discussed the experience of using the Galaxy Fold, remarking that it is not only the presence of the big screen that makes the new device special, but the ways in which it has been optimized according to its shape and size.

“With the Galaxy Fold, it’s not just that the screen is bigger, but that the device has been optimized for two-handed use. One example is that the split keyboard feature allows the user to type comfortably when they are holding the wider device in two hands. What’s more, the camera button changes position fluidly when the phone is switched from portrait to landscape mode, and the home key can be aligned to either side of the screen so that the user doesn’t have to reposition their hand to reach it.”

With the Galaxy Fold’s official launch on September 6^th in Korea, users can now experience firsthand what makes the device such a game changer.

A Multitasking Machine

Unfolding the Galaxy Fold’s Infinity Flex Display opens up a world of possibility in terms of multitasking. This is possible thanks to innovations like App Continuity and Multi-Active Window, which make it easy for users to take full advantage of the Galaxy Fold’s versatility.

According to Park, Samsung had been prioritizing enabling users to launch and utilize up to three apps simultaneously since the earliest stages of the Galaxy Fold’s development. Multi-Active Window makes this possible, allowing users to take their multitasking, entertainment and content consumption to the next level.

When gaming, for example, Multi-Active Window enables users to launch an app like YouTube and simultaneously watch walkthrough videos of the game while they’re playing. It also makes balancing multiple tasks, including messaging friends, browsing the web and viewing multimedia, a breeze.

A Bold Vision

The Galaxy Fold is a bold device with a bold vision for the future of the smartphone. It’s a vision that’s built on hardware and apps that power richer content consumption, superior multitasking, and that opens the door for users to enjoy new mobile experiences.

To help carry out that vision, Samsung’s developers have been working closely with Google and other major partners to enrich the Galaxy Fold’s ecosystem with popular apps and services available today. And their efforts have paid off. The development team has optimized hundreds of the most frequently used apps for the Galaxy Fold – including popular apps like YouTube, Facebook and Microsoft Office.

Both Jeong and Park described Samsung’s partnership with Google as key to establishing a smooth and efficient app-optimization process for the Galaxy Fold. “We formed a collaborative taskforce with Google at the very beginning of the development process,” said Jeong, “and we’ve been building this foldable ecosystem together ever since.”

They pointed to the Galaxy Fold’s App Continuity feature as a notable example of this collaboration. Realizing this feature, which enables apps to seamlessly transition between the cover and main displays when users open and close the device, required Samsung’s developers to completely rethink conventional app operations. The challenge was the fact that the Galaxy Fold not only has two screens, but that the aspect ratios of the screens are so drastically different. What’s more, developers needed to create a seamless transition where the user opens their device, and the app they were using on the front screen transitions in its optimized form to the larger screen without stopping or restarting. Fortunately, the development team were up to the task.

Another challenge that the team faced stemmed from Android’s traditional method of managing multiple apps. As Park explained, “With ‘standard’ Android, once two apps are activated, one of them is inevitably stopped.” To solve this issue, Jeong said, the team collaborated with Google to build an all-new multi-window system that was optimized for the Galaxy Fold’s larger screen.

Assisting Developers

With each component of the Galaxy Fold’s foldable UI in place, Samsung and Google started developing the framework necessary for developers to test and optimize their apps for this new device.

Test labs were set up in Korea, the U.S. and China to offer Android developers a chance to familiarize themselves with the device’s foldable UI and update their apps. To open the door for more developers to innovate within this foldable ecosystem, Samsung released a number of easily accessible online resources, including a ‘remote test lab,’ which was supported by Google, and allows developers to test-run apps on their PC using a virtual Galaxy Fold device, and an emulator.

Together, these resources offer developers the tools they need to optimize their apps for the interface of the future. And according to Park, plenty of developers have already jumped on board.

“Our partners and developers have shown tremendous interest in developing apps for the new form factor,” said Park. “We plan to expand our test labs soon to create more opportunities for developers to enrich the Galaxy Fold’s ecosystem with dynamic apps.”

The Future for Foldable

Several of the innovations created during the development process, including App Continuity and Multi-Active Window, have not only made the Galaxy Fold’s user experience more seamless and intuitive; they’ve also set a standard for foldable phones to follow.

As a result of Samsung’s close collaboration with Google, beginning with Android’s newest version, Android 10, both of the aforementioned innovations will be included as standard features for foldable phones. “When Android 10 rolls out and becomes the new standard for Android devices,” Jeong explained, “it will lead more developers to keep foldable-phone users in mind when developing apps.”

Ongoing partnerships with Google and major app developers will help Samsung enrich the Galaxy Fold’s app ecosystem with even more dynamic services – services that will only get better with the latest 5G network.

“The combination of the Galaxy Fold’s large display and 5G’s rapid speeds will revolutionize how we utilize everyday apps and enjoy a wide range of content,” said Park. “That also includes services like 4K streaming, which means that, for instance, users will be able to comfortably view multiple video streams at the same time on their Galaxy Fold’s spacious display.”

Jeong notes that the development process to optimize apps is happening quickly. She remarks that this “rapid optimization” is accelerating the company’s ability to bring a well-rounded foldable experience to users.

If an app has not yet been optimized for the Galaxy Fold, she continued, the smartphone’s built-in app-optimizing technology will help ensure that content is displayed in a way that makes full use of the device’s large display and foldable form. “With a tap of a button, the device automatically converts the app’s size and ratio to fit the display, so users don’t experience any discomfort.”

As Park noted, through app optimization, extensive testing, and by the forging of exciting partnerships, Samsung is “laying the foundation for a seamless and diverse foldable ecosystem – with the Galaxy Fold leading the industry forward.”

“Our ultimate goal is to inspire users with a new and innovative mobile experience,” added Jeong. “Going forward, we will continue to support the development of apps that leverage the foldable UX in incredible ways, and power all-new experiences within this growing ecosystem.”

Samsung Electronics has announced the launch of its category-defining new flagship smartphone, the Galaxy Fold, set for release in Korea on September 6 and in select countries shortly after. At IFA 2019, which opens its doors on September 6, visitors will be able to have the unique opportunity to experience the Galaxy Fold for the very first time.

For those not able to stop by the Messe Berlin Exhibition Grounds this year, the video above provides a look at what a hands-on experience of the Galaxy Fold looks like for users.

The Galaxy Fold’s unique design and foldable form factor, providing you with two options for screen size in one device, provides a brand-new user experience. When closed, you can comfortably access all your essential apps with just one hand. But when opened, the 7.3-inch Infinity Flex Display offers a truly immersive viewing experience, allowing you to get lost in videos on a screen that’s so big, you won’t believe you can fit it in a pocket. From the camera to the gallery to the latest gaming apps, users can enjoy next-level experiences with their favorite content on the spacious screen of the main display just by opening up the device.

In order to facilitate maximum productivity and ease of use when switching between the Galaxy Fold’s two displays, Samsung developed two features especially: App Continuity and Multi-Active Window. With App Continuity, you can switch between using an app on the cover display and using it on the main display seamlessly. For example, you can check an email when the device is folded, and then, when you open the device to reply, a version of the email app that is optimized for the expansive screen will open, allowing you to comfortably view the full contents of the email. Following the uninterrupted screen transition, you can then reply to the email using keyboard, which is optimized for placement near each of your hands.

Multi-Active Window allows you to take advantage of the increased screen real state of the main display, as you can open multiple apps simultaneously and easily use them at the same time thanks to an optimized UX for next-level multitasking. Whilst reading an email, you can easily drag and drop your Calendar as well as Google Maps from the device’s side panel into the Multi-active Window to work in three windows simultaneously and coordinate a meeting quickly and efficiently. You can also easily adjust the dimensions of each app window so as to see more, or less, as you require.

To learn more about how the Galaxy Fold came to be and the powerful effect it is set to have on consumers’ lives, Samsung Newsroom sat down with Eui-Suk Chung, Executive Vice President and Head of Software and Artificial Intelligence at Samsung’s Mobile Communications Business during the MWC19 in Barcelona.

Q. The potential Galaxy Fold has for the way we use our smartphones is immense. What motivated such a development?

“Our understanding of consumer needs – in particular, demand for a larger device screen that is comfortable to hold – led us to create this revolutionary device. Samsung had already pioneered category-defining innovation with the Galaxy Note series, the ‘phablet’ hybrid, but we had noticed that a demand for even larger screens to keep up with content consumption has still not wavered. We debuted the prototypes of a flexible display technology in 2011, but it took another eight years to develop the technology to deliver this product in a truly meaningful way for users as a direct response to the way people are currently using their phones.”

Q. Which is?

“In brief, all the time and for all things. With the Galaxy Fold, we are bringing greater device mobility, an expanded screen and a versatile camera into one device that can slip into your pocket. Galaxy Fold is for those who want it all on a bigger screen, but without the bulk – a ‘phone plus more’.”

Q. So what can users expect from the Galaxy Fold?  

“Galaxy Fold provides a completely new way for consumers to use a smartphone and get the best out of both of the worlds it draws upon, smartphone and tablet. It is a compact device that unfolds to reveal Samsung’s largest-ever mobile display, optimized for the Android ecosystem and applications on it.

The Galaxy Fold’s software was designed to provide streamlined usage for various scenarios. When the user folds it, they can take a quick look at smartphone notifications and other essentials. Then, when it is unfolded, the user can use the larger immersive display for higher quality viewing on the apps they require and in-depth multitasking.”

Eui-Suk Chung, EVP and Head of Software and AI at Samsung’s Mobile Communications Business

Q. Can you expand on the Galaxy Fold’s multitasking capabilities?

“With the Galaxy Fold’s Multi-Active Window, the multitasking possibilities are virtually endless. For example, a user can open up to three apps simultaneously on the main display to surf, text, share and watch without missing a beat. We developed this main display to allow multitasking with three apps because users can already use two at once, if they wish, on existing smartphones. The Galaxy Fold provides the best possible experience of three apps at once, all in a very comfortable way.

The Fold also makes app usability even easier – the app in use on the cover display with automatically transfer back to the main display when the device is opened, and then transition seamlessly back to the cover display when closed. Users will find that the experience of shifting from the cover to the main display and vice versa is, thanks to the inward fold, as satisfying, as natural and as easy as reading a book.”

Q. Do all apps support App Continuity and Multi-Active Window?

“The Galaxy Fold features UX functionality unlike other devices thanks to the partnerships we have with Google and app developers in the Android developer community. We worked very closely with Google on developing app-compatible software to the end of creating not just a Samsung proprietary solution, but general Android solutions.

We continue to work with the Android developer community to ensure apps are optimized for the Galaxy Fold and that user experience only continues to improve. Support for App Continuity and Multi-Active Window will vary based on the application and the developer’s adherence with Google policies and guidelines.

As more apps are developed to be compatible with foldable-specific features, Samsung will continue to provide the best possible experience for apps not yet optimized for a foldable device thanks to the Galaxy Fold’s app compatibility software.”

Q. What has this collaborative development process been like?

“We wanted to ensure that users’ favorite apps and services were optimized for the Galaxy Fold’s unique UX. Working closely with our partners, we set up a test lab so that we could directly engage and work with top companies to bring the best services to our foldable smartphone. In particular, Samsung and Google have a rich history of close collaboration, and our work together on this foldable device is another example of that.”

Q. Finally, could you elaborate more on the experience of developing a foldable mobile device?

“The making of a foldable smartphone was a large undertaking – from creating materials and methods to overcoming mechanical challenges. From the start, we were focused on achieving the best user experience. All the new elements we had to create – hardware, software, app compatibility – are all layers that have come together to form a device with optimum usability at its core.

We also broke barriers to create the Galaxy Fold. It features a UX functionality unlike other devices made possible by our app developer and Google partnerships.

We are proud to have introduced Samsung’s first-ever foldable smartphone, and we are excited about what’s next – from ‘foldable’ to ‘roll-able’ and even to ‘stretch-able’. New device designs that can be folded in multiple ways are no longer beyond the realm of possibility and Samsung is ready to usher in these options and create meaningful experiences for consumers that help them do more of what they love.”

Stay tuned to Samsung Newsroom for the latest on the Galaxy Fold and other Samsung devices.