What Seven Generations of Foldables Have Taught Samsung

When Samsung introduced its first foldable phone in 2019, it created a new category of mobile devices. Seven generations later, the foldable category has continued to evolve through engineering advances, design refinement, and a deeper understanding of how people use their mobile phones every day.

This two-part Q&A series with Carl Nordenberg, Vice President and Regional Head of Mobile eXperience Business, Samsung Southeast Asia & Oceania, explores how AI and new mobile form factors are reshaping the way people interact with technology. Part 1 focuses on what Samsung has learned from observing how consumers across Southeast Asia and Oceania use their mobile devices.

Samsung’s foldable journey reflects a simple but important idea: new form factors matter most when they address real consumer behavior and fit into everyday life.

Q: What type of users in Southeast Asia and Oceania is Samsung trying to reach with its foldable devices, especially with the new form factor?

Carl Nordenberg: Samsung has led and defined the foldable category for seven generations. Over that time, we’ve developed a much deeper understanding of what people enjoy doing most on their foldable devices.

Southeast Asia and Oceania is a highly mobile-first region. We have seen our foldables users spending a significant amount of time on social media, video streaming, and gaming – alongside productivity and increasingly AI-driven experiences.

That is why our latest foldable lineup is designed around distinct user needs. The Galaxy Z Fold8, with its 4:3 main display, provides a more immersive experience for entertainment, reading, and media consumption. The Galaxy Z Fold8 Ultra with its large 8-inch main display, is designed for people who want to get more done through multi-tasking and enhanced productivity. And for people who prioritize portability, design, and self-expression, the sleek Galaxy Z Flip8 is the ideal choice.

There isn’t one ideal form factor for every consumer. Our objective is to give people a choice based on how they want to use their device.

And as AI adoption accelerates across our region, these different form factors also create new possibilities for further enhancing the AI experience – across productivity, and creativity.

Q: How has the durability of foldables from Samsung been improved?

Carl Nordenberg: Durability has been one of the areas where we have learned the most over seven generations of Foldables leadership.

One exciting advancement in our new Galaxy Z series is the introduction of Flex Titanium technology. Our redesigned display structure utilizes structural and material advancements to deliver more refined product experiences – while also enhancing durability and reducing crease visibility.

But engineering improvements are only meaningful if they stand up to everyday use. To ensure that the new Galaxy Z series is built for real-world conditions, Samsung conducted more than 100 reliability validation tests, including drops, repeated folding, pressure, moisture and debris.

This allowed us to better understand how the devices would perform under different conditions and identify potential issues.  We strive to continuously improve our foldables with each generation so that consumers have the confidence to pick the foldable that best fits them. Our priority is to preserve the unique advantages of the foldable form factor, by delivering larger and more immersive displays, as well as lighter and thinner devices without compromising durability and performance.

Q: How are Galaxy AI features optimized for each of the different form factors?

Carl Nordenberg: This is where foldables become particularly interesting. AI should not simply be the same experience placed onto a different-sized screen. The foldable form factor can give users more ways to interact with AI and what they are able to do with it. And with One UI 9, we’ve refined those interactions for each device.

On the Z Fold8 Ultra, the larger screen and split-view functionality make it particularly powerful for productivity and multi-tasking. For example, users can access Now Nudge and keep Automation progress visible while other content stays on-screen at the same time.

On the Z Fold8, One UI 9 takes advantage of both its unique 10:16 cover screen and 4:3 main display, giving users different ways to consume, create, and interact with content, depending on if their device is open or folded.

And on the Z Flip8, AI experiences like Now Brief can be accessed directly from FlexWindow, so users can get useful and timely information without even opening their phone.

The important point is that we are designing each form factor around different priorities and use cases, to bring the best AI experiences to Galaxy foldable users.

Q: How can the new Galaxy Z8 Series help a workforce be more productive at work?

Carl Nordenberg: Our existing Z Fold devices have already shown us how valuable a larger mobile display can be for productivity.

For some users, a device such as the Z Fold 8 Ultra can also potentially allow businesses to consolidate what they previously did across both a mobile phone and a tablet. They can communicate, review documents, work across multiple applications and access more information at once, while still carrying a device that fits easily in their hand.

The new form factor also creates opportunities for businesses with highly mobile workforces. Think about a sales representative, a field-service employee or someone who spends much of the day moving between locations. They may need more screen space to review information, demonstrate content or complete tasks, but they do not necessarily want to carry several devices.

That combination of portability and a larger workspace is one of the most compelling productivity benefits of the foldable form factor.

Q: Consumers today could say “I am interested in a foldable device but haven’t yet made the switch”. What’s the biggest reason one should?

Carl Nordenberg: Foldables have come a long way over the past seven generations.

When we first launched the category, foldables were often seen as something primarily for tech enthusiasts and early adopters. But with each generation, we have made the devices, thinner, lighter, more durable, more powerful, and more distinctively useful in everyday life.

One of the most encouraging things we see in growing the foldables category, is that once consumers actually experience a foldable phone, they’re much more open to the category. In fact, the Fold7 and Flip7 achieved an almost 40% repurchase rate in Southeast Asia and Oceania, showing that once consumers adopt foldables, many choose to stay with the category.

We’re also seeing that momentum continue with this generation. Our new Galaxy Z8 series has been enthusiastically embraced by consumers in the region, with pre-orders for foldables in Southeast Asia and Oceania achieving a record-high with the new launch. Additionally, pre-orders for the Galaxy Z Fold8 and Fold8 Ultra devices were almost 60% higher compared to the Galaxy Z Fold7.

I think this progress reflects our focus and commitment to making foldables a mainstream category. We’ve delivered meaningful improvements with every generation and we will continue to refine the portfolio based on user needs. We want the form factor to fit naturally into how people already live, work, create, and communicate – while giving them more possibilities

From Form Factor to Fit

Samsung’s foldable journey shows that innovation is not only about changing the shape of a device. It is about understanding what that different shape enables people to do.

Seven generations of consumer insight have helped Samsung evolve our foldables portfolio to meet diverse needs, from productivity and entertainment to portability and creativity.

For Samsung, the lesson is clear: the best mobile experiences are not defined by specifications or form factor alone. They are shaped by people – their habits, their priorities, and the different ways they use their mobile phones throughout the day.

In part 2 of the Q&A, Carl dives into the evolution of the AI landscape as more models, assistants, and services are made available to users.

Keywords: Design, Foldable Form Factor, Mobile AI Experiences

_{^[1] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and a deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefits, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/sg/offer/samsung-care-plus/mobile/. Care at home & abroad: When in need of Samsung Care+ services during your travel, contact the visiting country/region’s local customer services centre in advance for Samsung Care+ availability}

_{^[2] If you buy a new Galaxy foldable on Samsung.com and enroll in a monthly Samsung Care+ plan, your first three months of coverage are free.}