The lineup also includes Galaxy Z Fold8 Ultra, which brings Galaxy’s renowned Ultra standard to foldables with maximum productivity and content creation in a larger workspace. Galaxy Z Flip8 — the sleekest one yet — was built for expression and quick interaction on the go. Built on seven generations of foldable innovation and consumer insight, the new Galaxy Z series gives users more choice than ever, with three distinct experiences engineered to fit different needs.

Galaxy AI has been optimised for each of these form factors. Across the lineup, every insight feels more actionable and every action feels more connected. Multitasking is easier on the larger screens of Galaxy Fold8 and Z Fold8 Ultra, while Z Flip8’s AI-native FlexWindow keeps relevant information and shortcuts within reach. And with partner AI experiences such as Gemini Intelligence, Galaxy gives users even more ways to get things done in fewer steps — with transparency, privacy and user control built in.

“Seven generations of foldables has taught us consumers need different experiences for different lifestyles,” said Annika Bizon, VP of Product and Marketing, Mobile Experience, Samsung UK & Ireland. “The Galaxy Z series is our most complete foldables line-up yet, setting a new standard with our most advanced AI features. This is our eighth generation of foldables and we understand form factor matters more than ever in the agentic AI era.”

The All-New Galaxy Z Fold8 – A New Galaxy Fold Experience for Everyday Immersion

Galaxy Z Fold8 is reimagined for users who want a foldable that feels natural in the moments when curiosity turns into deeper discovery. Fold8 introduces a form factor designed to move easily from quick interactions on the cover screen to deeper viewing, reading and gaming on the main display. With Samsung’s lightest Galaxy Z Fold yet, intuitive display ratios and long-lasting performance, Fold8 makes it easier to get the most out of the content, stories and ideas that matter.

Built for Discovery

Galaxy Z Fold8’s display ratios are designed around the way people naturally consume content throughout the day. By adapting the screen to the content, Galaxy Z Fold8 creates a more immersive experience whether users are browsing, watching, reading or gaming. At just 201g, Galaxy Z Fold8 is Samsung’s lightest Galaxy Z Fold yet^[1]. Despite its lightweight design, a larger 4,800mAh battery helps users stay in the zone for longer.^[2]

• When folded, the 10:16 cover screen^[3] feels familiar and comfortable for the short moments people return to most often, from messaging and social updates to browsing and short-form video.
• When unfolded, the 4:3 main display^[4] creates a larger canvas that helps users lose themselves in games and films.
• When rotated, the same display ratio becomes naturally suited to reading, giving users a more comfortable way to settle into articles, e-books and long-form content without carrying another device.
• Together, these display ratios are designed around the way people naturally consume content, helping Galaxy Z Fold8 feel more immersive whether users are quickly checking in or settling in for longer sessions.

A Display Engineered from the Inside Out

Across the new Galaxy Z series, expert display engineering serves as the foundation for a more refined foldable experience, supporting slimmer designs, greater durability and more seamless viewing.

• Samsung’s new Flex Titanium technology introduces a titanium-based display structure designed to help make foldables thinner while maintaining durability. Combining a titanium-alloy film with an enhanced titanium plate, Flex Titanium helps strengthen display support, absorb pressure and impact, and reduce crease visibility over time. This structure also refines the way the device opens, balancing hinge mechanics, display tension and magnetic force to make unfolding feel smoother, lighter and more natural^[5].
• With up to 3,000 nits of brightness, Vision Booster and a low-reflection display finish, the main screen stays vivid and easy to see even in outdoor settings.

A Clear and Versatile Camera Experience

Galaxy Z Fold8 is designed to help users capture and share the moments that catch their attention. Whether it’s a sweeping landscape, a group shot or a spontaneous moment on the move, Galaxy Z Fold8 makes everyday photography and video feel easier to capture, edit and share.

• Dual 50MP cameras deliver consistent high-resolution detail across wide and ultra-wide perspectives, helping preserve image quality across different scenes and shooting conditions^[6].
• Dual Recording lets users capture both sides of the moment while previewing themselves through the cover screen, making reactions and shared experiences easier to frame.
• My FanCam^[7] automatically tracks a selected subject and reframes footage into a preferred aspect ratio, turning dynamic scenes into social-ready videos with less manual editing.

Galaxy Z Fold8 Ultra – the Ultra Foldable Built for Maximum Productivity

Ultra represents Galaxy’s highest standard for performance, capability and innovation. With Galaxy Z Fold8 Ultra, that standard meets Samsung’s most advanced foldable design. Its expansive 8-inch main display^[8] opens up a productive workspace for multitasking, while its advanced camera system and long-lasting battery support creation throughout the day. All of this comes in Galaxy’s slimmest Z Fold design yet — it measures just 4.1mm when unfolded and weighs 215g pushing the standard for productivity on the go.

Professional-Grade Creativity with an Ultra-Level Camera System

Galaxy Z Fold8 Ultra is built to give creators more freedom from capture to edit, with an Ultra-level camera system and creative tools that make high-quality content easier to produce from one device.

• The 200MP main camera system captures rich, detailed photos with greater clarity, now enhanced with High Dynamic Range capability in 200MP mode for more true-to-life images^[9].
• A new 50MP ultra-wide camera brings greater detail and clarity to wider scenes and macro shots, giving users more flexibility when capturing landscapes, interiors, group shots and close-up details.
• Improved Nightography^[10] helps photos and videos look brighter and clearer in low light, so users can capture standout moments even in challenging lighting conditions.
• For advanced creators, 8K video recording through the new APV codec gives users greater flexibility and quality for editing and production workflows, while Cine LUT adds cinematic colour and tone control directly from a mobile device.

Power, Battery and Cooling Built for All-Day Productivity

Galaxy Z Fold8 Ultra is engineered to stay fast, responsive and reliable through the most demanding workloads, from heavier multitasking and content creation to AI-powered workflows.

• With Snapdragon® 8 Elite Gen 5 for Galaxy^[11] at its core, Galaxy Z Fold8 Ultra delivers the performance users need to switch between apps, work across a larger screen and keep demanding tasks moving smoothly.
• A larger 5,000mAh battery^[12] helps users stay productive supporting a full day of work, creation and entertainment in a slimmer foldable design.

• Galaxy Z Fold8 Ultra introduces a new dual-path charging architecture with 45W fast charging^[13], helping distribute power more efficiently across the battery system for faster, and more stable and reliable charging throughout the day.
• Galaxy Z Fold8 Ultra uses an expanded graphite cooling structure engineered for improved thermal conductivity, helping dissipate heat more effectively and keep the device responsive during demanding tasks.

Galaxy Z Flip8 – The Sleekest, Most Expressive AI-Native Flip Experience

Galaxy Z Flip8 is built for users who want their phone to feel as dynamic as they are. Designed around quick interactions, personal expression and AI-native experiences, Galaxy Z Flip8 brings the power of Galaxy AI closer to everyday moments through a reimagined FlexWindow and uniquely flexible Flip form factor. At just 180g and 6.1mm thin, Samsung’s slimmest and lightest Flip brings information, actions and creativity closer to everyday moments.

A Smarter, More Intuitive FlexWindow Experience

Galaxy Z Flip8 reimagines the FlexWindow as an AI-native everyday interface, bringing information, actions and assistance closer to the moments users need them most.

• The new FlexWindow brings apps, insights and actions directly to the cover screen, helping users access information, AI-powered features and connected tasks in fewer steps.
• Now Brief^[14] on FlexWindow home brings timely insights and next steps, helping users move from glanceable information to action at the right moment.
• Galaxy Z Flip8 also makes automation^[15] through Gemini Intelligence^[16] easier to access from the FlexWindow, allowing users to complete connected actions through side-key activation or natural voice requests.

FlexCam Unlocks a More Expressive Flip Selfie Experience

Galaxy Z Flip8 enhances Samsung’s signature Flip camera experience, turning everyday moments into more expressive content through flexible shooting angles, real-time previews and Flip-only creative experiences. From hands-free shooting and real-time preview to cover-screen selfie videos and Flip-only mirror selfies, Galaxy Z Flip8 helps users create, check and share polished moments without setting up extra equipment.

• A 50MP camera with ProVisual Engine delivers Galaxy Z Flip’s most advanced selfie experience, helping users capture detailed portraits and everyday shots with natural skin tones, dynamic bokeh and standout detail^[17]
• Flex Mode makes hands-free shooting easy from a wide range of angles, while Camcorder Grip with Zoom Rocker provides a more comfortable, stable hold for video on the move.
• Super Steady — now with a Horizontal Lock option — helps keep footage smooth and consistently framed, whether filming action-filled moments or on-the-go selfie videos.
• FlipShot lets users personalise the FlexWindow and capture more expressive mirror selfies, while Mirror View gives users a realistic mirror-like view for quick look checks before taking a photo or heading out.

A New Class of Agentic Experiences Optimised for Foldables

As the most personal device people carry, the phone has become the primary entry point where AI meets users — and the new Galaxy Z series sets the tone for the next generation of mobile AI experiences. Galaxy AI now works across more apps and services, with experiences optimised for foldable form factors. By understanding what matters to each user and helping turn insights into action, Galaxy AI becomes more personal, proactive and useful throughout the day.

• Now Brief^[18] helps users stay informed with personalised insights tailored to their routines, interests and daily needs through expanded scenarios, customisable briefing cards and personalised recommendations. It now also surfaces security and privacy insights, helping users stay on top of potential risks and protective actions.
• Now Nudge^[19] helps turn insights into action. When plans begin to take shape in a conversation, AI can surface relevant next steps such as checking a schedule, finding a place or saving a location. On foldables, users can continue the conversation side by side on larger displays.
• Gemini Intelligence helps users move from request to result with fewer steps. Users can simply describe what they need or even add screen or image context. App automation can now work across 40+ supported apps and services, with capabilities ranging from looking up tickets to finding a nearby restaurant and making a reservation. With Gemini Notebook, users can bring together notes, images, recordings, files and documents in one persistent workspace to collect, organise and develop their ideas. Drag-and-drop support in Split view makes the workflow even more intuitive, allowing users to easily add multiple files and images and turn their content into audio overviews, infographics, reports, meeting recaps, visual summaries, documents and more.
• AI experiences become more connected and contextual when the new Galaxy Z series is connected with Galaxy Watch Ultra2, Galaxy Watch9 and even upcoming Intelligent Eyewear. From wellness insights to daily routines and connected actions, Galaxy AI helps users move more seamlessly between devices with timely personalised support throughout the day.

Together, these experiences show how Galaxy AI is becoming a more capable and proactive companion, helping users accomplish more with less effort. Across the lineup, foldable form factors make these experiences easier to access throughout the day.

Security and Privacy Built Into the Experience

As AI becomes more personal and agentic, trust continues to be a critical foundation of the experience. Users need to know how their data is used, understand what AI is doing on their behalf and stay in control of the choices that shape their experience. With the new Galaxy Z series, Samsung builds that trust into the device from the start, keeping personal data secure while giving users transparency, choice and control over how their information is used.

Samsung Knox protects every Galaxy device from the chip up, with a multi-layered approach that includes on-device personalization and user-controlled cloud processing, as well as future-ready protections such as ecosystem-wide protection through Samsung Knox Matrix. For on-device AI, Personal Data Engine (PDE) enables context-aware, personalized AI experiences. To protect PDE, Knox Enhanced Encrypted Protection (KEEP) creates encrypted, app-specific storage environments, while Knox Vault adds a tamper-resistant physical layer for sensitive information^[20]. These system-level protections work together with Advanced Intelligence settings and Personal Data Intelligence to help users control how AI features manage and use personal data.

One UI 9.0 also introduces a new AI Assistant Activity dashboard, giving users a centralised view of AI automations running on their behalf. Instead of moving across multiple apps and services to understand what happened, users can review AI actions in one place and navigate directly to the relevant agent^[21] for additional context and settings. The new Galaxy Z series also brings enhanced Privacy Alerts that proactively notify users about potential privacy risks, including unnecessary attempts to access background permissions, helping them respond before those risks become invisible.

These updates build on Galaxy’s existing security and privacy portfolio which includes Auto Blocker, Theft Protection, Private Sharing, Secure Wi-Fi and more. Together, these advancements help users take a more active role in managing personal data and AI activities, with transparency, clearer choices and stronger protections at the core of their experience — helping ensure that more personal AI experiences remain grounded in trust.

Getting Started with the New Galaxy Z Series

The Galaxy Z Fold8 Ultra, Z Fold8 and Z Flip8 are available for pre-order starting today. All devices will be available in Graphite and Cream colour options, and Galaxy Z Fold8 Ultra will have unique availability in Violet Shadow, Z Fold8 in Lavender and Z Flip8 in Pink.

Exclusive colours are also available on Samsung.com, with Galaxy Z Fold 8 Ultra in Green Shadow, Z Fold8 in Pistachio and Z Flip8 in Mint.^[22]

The new Galaxy Z series will bring the benefits of advanced AI closer to users’ daily lives by providing a 6-month free trial of Google AI Pro^[23], including 5 TB of cloud storage — equivalent to £18.99 per month. With the expanded access to Google’s most capable AI models, users can boost their productivity and creativity on the foldable screen anytime they want.

Switching to Galaxy is now easier than ever, thanks to a more seamless migration experience across a wider range of devices^[24]. With the updated Smart Switch, iOS users can scan a QR code on their current devices and wirelessly transfer data without downloading additional apps. Smart Switch can also bring over additional types of data including password and passkeys, call history, accessibility settings, eSIM data and more, helping reduce the time needed to set up a new device.  And with Quick Share’s new compatibility with AirDrop^[25], sharing files between iOS and Galaxy devices is now seamless in both directions.

The best of Samsung packaged for your business

The Samsung Galaxy Z Fold8 Ultra and Z Fold8 will also be available as Enterprise Edition, giving businesses long‑term reliability and peace of mind, starting with a 3‑year warranty and the assurance that your teams stay up and running with dedicated support, and next‑day business replacement^[26]. You also get up to 7 years of security and maintenance releases, helping you stay ahead of emerging threats. And with an enhanced product lifecycle, Enterprise Edition phones remain available longer than standard devices, making planning, deployment and fleet management far more predictable.

Samsung Care+

To give customers complete peace of mind, Samsung Care+^[27] offers comprehensive protection with fast repairs for accidental damage, extended warranty coverage and certified expert support at home and abroad, making it easier to stay covered wherever life takes them. Customers who purchase a new Galaxy foldable on Samsung.com and enroll in a monthly Samsung Care+ plan will receive the first three months of coverage at no cost.

With One UI 9, the new Warranty and care settings hub also makes it easy to enroll in, access and manage Samsung Care+, alongside warranty information, self-diagnostics, repair requests and remote support — all from one convenient place on the device.

Pricing and Availability:

Galaxy Z Fold8 Ultra (RRP)

• 256GB – £1,899.00
• 512GB – £2,069.00
• 1TB – £2,409.00

Galaxy Z Fold8 (RRP)

• 256GB – £1,699.00
• 512GB – £1,869.00
• 1TB – £2,209.00

Galaxy Z Flip8 (RRP)

• 256GB – £1,149.00
• 512GB – £1,319.00

For a limited time only, customers who purchase from Samsung.com or Samsung Experience Stores can get between £100 – £752 off the Galaxy Z Fold8 or Galaxy Z Fold8 Ultra when trading in a selected smartphone ^[28], plus an extra £100 off with code Z8^[29]. Samsung also offers customers a Trade in Price Promise, if you’ve found a better trade-in price for your Galaxy smartphone from a selected retailer within 3 days, we’ll refund the difference^[30].

For more information about the new Galaxy Z series, please visit our newsroom at news.samsung.com/uk/ or samsung.com/uk/.

[1]Compared to previous Galaxy Z Fold models

[2]Compared to previous Galaxy Z Fold models. Based on Samsung internal lab test conditions with pre-release version of given model connected to earphone via Bluetooth under default settings over LTE. Estimated against battery capacity and measured current over battery power consumption during video playback (video file resolution 720 p, saved on device) on the main screen. Actual video playback time may vary by network connection, settings, video file format, screen brightness, battery condition and many other factors

[3] Measured diagonally, Galaxy Z Fold8’s Cover Screen size is 5.5” in the full rectangle and 5.4” accounting for the rounded corners. The Main Screen size is 7.6” in the full rectangle and 7.6” accounting for the rounded corners; actual viewable area is smaller due to the rounded corners and camera hole. Aspect ratios shown are approximate, based on representative model values.

[4]Aspect ratios shown are approximate, based on representative model values

[5]Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects

[6]Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects

[7]My FanCam feature requires a Samsung Account login. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed

[8]Measured diagonally, Galaxy Z Fold8 Ultra’s Cover Screen size is 6.5” in the full rectangle and 6.5” accounting for the rounded corners. The Main Screen size is 8.0” in the full rectangle and 8.0” accounting for the rounded corners; actual viewable area is smaller due to the rounded corners and camera hole

[9]Compared to previous models.

[10]Compared to previous models.

[11]Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated

[12]Typical value tested under third-party laboratory condition. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated capacity is 4854 mAh for Galaxy Z Fold8 Ultra.

[13]45W Super Fast Charger Sold Separately

[14]Samsung account login and network connection required

[15]Automation feature is available in U.S and Korea, and supports English (U.S) and Korean. Supported language and region will be expanded further within this year. Availability may vary by country, region and language.

[16]Compatible with select languages only. Google Account login and network connection required. If Gemini UI or Google apps are in view: Google and Gemini / YouTube / Maps etc are trademarks of Google LLC. Check responses. Setup required. Compatibility and availability vary. 18+.

[17]Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects. AI Bokeh effect is available only in Portrait mode. AI Bokeh photos are currently available at 12MP resolution.

[18]Samsung account login and network connection required

[19] Samsung account login required. Supported apps only. Accuracy of results is not guaranteed.

[20]The Personal Data Engine functions under the condition that the Personal Data Intelligence menu is on. Analysed data will be deleted once the Personal Data Intelligence menu is turned off. Personal Data Engine recognises select languages and certain accents/dialects, including but not limited to Arabic, (Simplified) Chinese, Dutch, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish, and Vietnamese. Personal Data Engine currently analyses Samsung native applications and supported app notifications. KEEP is available on Galaxy smartphones and tablets with One UI 8 or later.

[21]AI Assistant Activity provides visibility into eligible agent activities. Availability of agents and activities may vary by market, model and OS version.

[22]Exclusively available on Samsung.com

[23] Gemini is a trademark of Google LLC. Terms apply. By subscribing, you agree to terms for Google One, YouTube and offers. Offer ends Aug 1, 2027 at 11:59pm PT. unless canceled earlier, Google One will charge £18.99/mo after the trial ends. Cancel anytime. Return of purchased device may result in cancellation of subscription. See full terms at https://one.google.com/offer/terms-and-conditions/SamsungAIPro

[24] Switching to Galaxy is now easier than ever, thanks to a more seamless migration experience across a wider range of devices. With the updated Smart Switch, iOS users can scan a QR code on their current devices and wirelessly transfer data without downloading additional apps. Smart Switch can also bring over additional types of data including password and passkeys, call history, accessibility settings, eSIM data and more, helping reduce the time needed to set up a new device.  And with Quick Share’s new compatibility with AirDrop24, sharing files between iOS and Galaxy devices is now seamless in both directions

[25]Quick Share feature between Galaxy devices available with the following OS: smartphones and tablets with Android OS version 10.0 (Q) and One UI 2.1 or above, Galaxy Books released in 2020 or later. Requires Samsung Account and Wi-Fi and Bluetooth connection. To share with Apple devices, a Galaxy device with Quick Share app version 13.8.51.27 or later and Google Play services version 26.11.xx or later is required. As of July 2026, “Share with Apple devices” is supported on Galaxy S26 series, Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8 and will be expanded to select flagship models in the future. Galaxy S26 series requires a software update. Availability subject to change. Compatibility supported only by Google. Must be within Bluetooth distance. AirDrop® is a registered trademark of Apple Inc. Your phone may temporarily disconnect from Wi-Fi networks when searching for or sharing with iOS devices. Your phone may temporarily disconnect from Wi-Fi networks when searching for or sharing with Apple devices.

[26]Next Business Day (NBD) available with valid warranty claim, if booked with the Samsung Business Service Centre (BSC) before 2pm on a business day. Doorstep Exchange with Samsung gold stock. Excludes accidental damage. T&Cs apply

[27]Samsung Care+ is available within 60 days of device purchase. Excludes repairs for cosmetic damage. Theft and Loss requires activation of Knox Guard and is subject to limit of two claims per year. Excess payable. Walk in repair subject to local availability. Terms and conditions apply. Subject to eligibility. UK residents aged 18+. 3 months free cover applied automatically to monthly plans.  From month 4 after the purchase of Samsung Care+, the monthly premium for your chosen device cover will be charged on or around the same date of the month as the cover start date.

Samsung Care+ is brought to you by bolttech Insurance Services (UK) Limited, authorised and regulated by the Financial Conduct Authority (FRN 832644) with registered office in 27 Old Gloucester Street, London, United Kingdom, WC1N 3AX, company house number 11187028. The insurance is administered by bolttech Device Protection (Ireland) Limited, with registered office in in Block C 77 Sir John Rogerson Quay Dublin 2 D02 VK60 Dublin 2, Dublin, Ireland, company house number 675680. The policy is underwritten by AmTrust Specialty Limited, authorised and regulated by the Prudential Regulation Authority and the Financial Conduct Authority (FRN 202189) with registered office in Exchequer Court 33 St. Mary Axe London UK EC3A 8AA company house number 01229676(FRN 202189).

[28] Purchase from Samsung.com or Samsung Experience Stores by 06.08.26. *£100 value based on Galaxy A56 256GB in working condition. £752 value based on Galaxy Z Fold7 1TB. Values over £100 vary by model and condition. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount

[29]Apply code at checkout when trading in a selected smartphone to redeem £100 discount

[30]Purchase from Samsung.com, Samsung Student and Youth Store, Samsung Enhanced Partnership Program or Samsung Experience Stores and trade in a Samsung Galaxy Smartphone or Watch for an instant discount between 22/07/26 and 22/10/26. Receive a higher quoted cash value for their trade in device from a selected retailer within 3 days of purchase and receive a cashback amount equal to the difference between Samsung’s trade in value and the higher cash value offered. Both Trade-In values must exclude any bonuses, enhancements or top-ups and be for the same condition which is not downgraded after inspection. Max 1 claim per individual and two per household. To register, claim and for full terms see https://samsungoffers.claims/tradeinpricepromise

New research has lifted the lid on the different personalities that make up a group trip, with 64% of Brits saying a getaway would never get off the ground without the ‘Chief Vacation Officer’ (CVO).

From starting the chat to choosing destinations and deciphering endless messages, 53% of Brits say those who organise group getaways play an undervalued role in making trips happen.

The research found that while every group trip needs a CVO, most of them often come with their own cast of characters. One in five (20%) identify themselves as the “The Snap Happy One”, who can’t let a meal or moment pass without taking a photo, while a further 15% admit they are the “Busy Bee” who can never quite make the dates.

The Group Trip Cast of Characters

1. CVO – takes charge and makes the trip happen
2. Busy Bee – somehow never free
3. Ghost – says they are in before vanishing until the airport
4. Window Shopper – sends endless inspiration without ever locking anything in
5. The Snap Happy One – starts planning photo opportunities before they leave, mapping the most Instagram-worthy spots
6. The Fluent-ish Friend – brushes up on the local language weeks before departure, clocking up Duolingo lessons and practising key phrases in the hope they’ll sound like a fluent local

Commissioned by Samsung, the research found that phones are becoming an increasingly important tool for today’s trip planners, with 67% relying on their mobile to help organise trips, from using social media to discover new destinations (40%) and AI platforms to help build the perfect itinerary (42%). Despite this, almost half of respondents (46%) admit they still struggle to keep track of the group chat, bookings and everyone’s preferences in one place.

The planning juggle is no longer confined to laptops or kitchen tables either, with Gen Z turning everyday downtime into personal-admin windows, as nearly a quarter admit to planning a holiday during their lunch break or on the commute (24%).

To shine a spotlight on the heroic work of CVO’s, Samsung has enlisted the support of Vicky Pattison, a self-confessed Chief Vacation Officer, to explore how travel planning has evolved from a simple booking task into a juggling act across apps and content streams, and the pride she feels when the plans finally exit the group chat.

The campaign highlights the Samsung Galaxy Z Fold7 as the ultimate travel command centre for the modern CVO. With its immersive foldable screen, expansive cover display and Multi Window functionality, it helps holiday planners compare flights, hotels and itineraries while keeping the group chat open and moving. Built for planning on the go, its AI-powered features also make it easier to manage to-do lists, track details and turn holiday ideas into booked trips.

Vicky Pattison commented:

“It’s safe to say I love a holiday, and in my friendship group I am absolutely the lead booker and honestly, I thrive from the challenge. What starts as a simple ‘we should all go away’ somehow turns into you sorting dates, comparing hotels, collecting passport details and reminding people to pay you back and I secretly get a kick out of it. Everyone loves the holiday once it’s booked, but very few people see what goes into making it happen.

I think every friendship group has that one person who ends up carrying the trip from idea to reality, and with the Galaxy Z Fold7’s Multi Window, it’s so much simpler than it was before.”

The study revealed the biggest holiday planning challenges, including choosing where to stay (27%), collecting everyone’s passport details (11%) and finding dates that work for everyone (42%), all making the top 10.

Top 10 Holiday Planning Challenges

1. Finding dates that work for everyone (42%)
2. Agreeing on a budget everyone is happy with (31%)
3. Choosing where to stay (27%)
4. Making decisions when no one else will commit (23%)
5. Getting everyone to reply in the group chat (23%)
6. Dealing with people changing their mind repeatedly (23%)
7. Chasing people for payments or deposits (21%)
8. Comparing too many destination options (20%)
9. Aligning on activities so everyone feels the trip is worth it (20%)
10. Deciding on flights or travel times (19%)

It’s no surprise, therefore, that over a third of Brits (37%) believe having better tools to support holiday planning would make them more likely to organise more trips abroad.

When it comes to ease of planning, Brits identified being able to view multiple apps at once (38%), easy multitasking between chats, bookings and itineraries (34%) and a large screen for comparing options more easily (32%) as the device features they would find most useful when planning a group trip.

Annika Bizon, Mobile Experience VP of Product and Marketing, at Samsung, said:

“The Samsung Galaxy Z Fold7 is built for the way modern holidays come together. Whether you’re comparing destinations and social media side by side or managing group chats and itineraries in real time, its expansive 8-inch unfolding display and Multi Window experience make it easy to plan, book and bring every part of your trip together in one place.”

Every friendship group has someone who somehow makes the trip happen, and 79% of those who regularly plan group holidays say a device that lets them view multiple apps and conversations at once would be useful.

With Multi Window, Galaxy Z Fold7 lets CVOs keep the group chat open while comparing flights, hotels and itineraries side by side. Features including Live Translate help break through language barriers when making calls, sending messages or having face-to-face conversations abroad, while its foldable form factor makes it easier to get everyone into the group photo once they get there. From first message to final photo, the Samsung Galaxy Z Fold7 is built to get the trip out of the chat and into real life.

“Samsung’s strength in the foldable category comes from connecting user needs with our technologies that deliver tangible benefits in everyday life,” said Sunghoon Moon, EVP and Senior Executive, Mobile R&D Office – H/W, Samsung Electronics. “For the next generation of Galaxy foldables, Samsung is building on years of expertise to bring display innovations into devices that enhance user experiences, anchored by exceptional viewing experiences.”

Building on Years of Foldable Experience

Samsung has played a leading role in advancing mobile display innovation and bringing it to consumers at scale through mobile devices. This legacy includes the widespread adoption of AMOLED displays in 2007 and the evolution of displays into flexible form factors.

Innovative technologies can only reach their full potential and provide meaningful user experiences through continuous refinement in real-world conditions, and the foldable category is no exception. Across seven generations of Galaxy foldables, Samsung has listened closely to consumer feedback. This has given the company a deep understanding of what users expect from the category: larger, more immersive viewing experience with less visible crease — without compromising durability or portability.

To meet these expectations, Samsung had to rethink how foldable displays are constructed by bringing together breakthroughs in technology, materials and mechanical engineering. The result is the latest milestone in foldable display innovation: Flex Titanium technology. By successfully integrating display innovation with device engineering, Samsung will continue to shape the direction of the mobile industry and deliver standout user experiences.

Flex Titanium: Next-Level Viewing

To create a display that provides an immersive viewing experience while maintaining its ability to withstand everyday use, Samsung took a new approach to structural design. This required a material strong enough to withstand external shock, flexible enough to endure repeated folding and thin enough to fit within a refined device structure. Balancing all three factors was essential to advancing foldable displays — and titanium offered the right mix.

Known for its resilience and strength, titanium has been used in some of the most demanding applications, including satellite antennas and the wheels of a Mars rover. While its strength makes titanium a dependable material, it also presents significant engineering challenges when applied to the thin and flexible structure of a foldable display due to its stiffness. Drawing on its expertise, Samsung has integrated titanium into two key components: a titanium-alloy film and a titanium plate.

The titanium-alloy film is a component that supports the display from within, sitting below the OLED panel. Compared with polymer film, it provides 20 times greater mechanical stiffness. A precision rolling process makes the material exceptionally thin — measuring roughly one-third the thickness of an average human hair — enabling a slimmer display panel.

Below this sits a robust titanium plate, a flexible structure that supports the display module from beneath. It allows tighter bonding with the display module by eliminating air gaps between the module and the adhesive on the plate through advanced hole processing technology. This new structure provides more stable support underneath the display when unfolded while retaining the flexibility needed to accommodate repeated folding.

Furthermore, by integrating a high-resolution architecture and next-generation organic materials, the new display delivers ultra-vivid display resolution while reducing power consumption — delivering a dramatic boost in overall power efficiency.

“By introducing sophisticated micro-patterned holes to the folding section of the titanium plate, we have successfully secured flexibility with robust durability,” said Kyung-Jin Yoo, EVP and Head of Mobile Display Product Development Team, Samsung Display. “Combining high-resolution display architecture with new organic materials that maximises power efficiency, we will further strengthen the competitiveness of next-generation Galaxy foldable devices.”

Together, these advancements enable a strong foldable display that maximises content immersion on a seamless screen and reduces crease visibility — all while keeping it slim. By balancing strength, flexibility and structural stability, Samsung continues to set the bar for foldable displays.

The new Flex Titanium technology will debut with Samsung’s next-generation Galaxy foldable devices. Further details will be unveiled at Galaxy Unpacked.

While many brands have followed our lead since the introduction of the Samsung Galaxy Fold in 2019, it is Samsung that stands out as the ultimate architect of the foldable smartphone sector. Our heritage in foldables is what ensures we drive continued innovation in future designs.

Separating Rumour From Reality

As the premium foldable space moves so quickly, the tech world is constantly buzzing with anticipation. Our focus remains on improving our foldables to meet consumer expectations, as well as the democratisation of technology. Slimmer devices with smoother displays and advancing AI capabilities are some of our key focus areas

At the same time, we focus on how consumers actually use their foldables day to day. This informs how we develop innovative form factors and aspect ratios, to create devices designed for consumers first.

A Heritage of Relentless Innovation Without Delay

What truly separates a category leader from the rest of the industry is consistency. While many companies have experimented with concepts, Samsung has spent the last seven years actively defining and redefining the standard for foldable smartphones.

Since the ground-breaking release of the original Samsung Galaxy Fold in 2019, Samsung has consistently delivered significant foldable innovations year on year, entirely without delay.

Through every generation of the Galaxy Z Fold and Z Flip series, the commitment to consistent hardware updates and software innovations has transformed a daring engineering experiment into an irreplaceable part of modern mobile life.

What form will the next foldable innovation take?

Stay tuned and make sure to register at samsung.com/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

AI will be no different.

Where AI Meets People

AI is getting smarter faster, and this will continue. But to change how people live, it must answer: where, how and into whose hands does this intelligence reach? This will define AI’s next chapter.

AI no longer merely answers. It is entering an agentic age, taking action on our behalf while the person carries the final decision. But to act for someone, it must first know them.

That is why it matters where AI meets people. The entry points are where AI understands a person and builds trust. The best AI experiences will come from the devices that know the user best.

This is what Samsung has spent years building. The phone is closest to us, with us daily. The tablet is where we create and learn. The watch reads signals like sleep and heart rate. The TV and connected home appliances add context from where we live. And new form factors, from foldables to intelligent eyewear, expand where AI meets us. Together, a fuller picture of a person’s needs forms.

These entry points are powerful together. Signals from across devices become timely assistance: sleep tracked by your watch shapes tomorrow’s schedule, with information always available. AI at its best works quietly in the background, bringing these moments into a cohesive experience. That is why we have spent years building an ecosystem not just to reach, but to connect more moments.

Built on Openness and Trust

Samsung does not do this alone. The platforms that changed the world were the most open. The web was. So were mobile operating systems. With SmartThings, we brought devices, services and partners into one connected experience, shaping industry open standards. Openness lets the best ideas reach people faster. And we don’t simply layer intelligence on top, but design how AI works at the center so it serves each person in context.

But openness alone is not the goal. The harder task is turning intelligence into something personal and trustworthy. The best intelligence in the world should reach people through their everyday devices. But what makes it personal is understanding the user and keeping that understanding safe. That is our responsibility.

As AI becomes more personal and agentic, trust becomes the foundation. People need to know what AI is doing for them and remain in control.

This is why trust isn’t added at the end. Samsung Knox protects each Galaxy device and now the connections between them. As intelligence moves across devices, protecting what flows between them is crucial. The most personal data stays on the device so people can understand how AI is working and remain in control.

The Next Chapter of Galaxy

That same understanding shapes the devices we build. The more personal and capable AI becomes, the more form matters. As AI helps us with more at once, a screen that flexes and folds expands what is possible. This is what makes foldables special: they fold into your hand or open a larger stage. On this journey, Samsung has continued to make foldables thinner, lighter, stronger and more immersive.

AI is also essential in health. How we sleep, recover and look after ourselves—daily choices add up. A device close to us, like a watch, tracks these signals ensuring a better day.

The upcoming Galaxy Unpacked is where we will show what’s next in bringing all this together: more personal, natural AI experiences on a foundation more partners can build on. The question that opens the next era is not who has the smartest AI, but who understands people best, and turns that understanding into experiences they can trust.

We intend to take this path with openness and responsibility, beginning with the device already in your hand. We open this next chapter together at Galaxy Unpacked.

Join us as we unveil the newest additions to the Galaxy portfolio, which has defined the foldable category. Combining intelligent capabilities with innovative form factors, the next generation of Galaxy devices are set to deliver more personal and adaptive experiences and set a new standard for the AI era.

The event will be streamed live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel beginning at 2 p.m. BST, 9 a.m. EDT and 3 p.m. CEST.

Stay tuned and make sure to register at samsung.com/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

Today, that pioneering spirit has matured into a rich heritage of category-defining technology, and has redefined how millions of people connect, work, and express themselves around the globe.

A Tradition of Year on Year Breakthroughs

The journey from a ground-breaking concept to a mainstream staple required relentless, year-on-year innovation. Following the initial debut, we quickly expanded the foldable vision by introducing the Galaxy Z Flip series, bringing a nostalgic, pocketable clamshell form factor into the modern era. Each subsequent generation pushed the boundaries of engineering further:

• Pioneering Durability: Engineering milestones like Ultra Thin Glass (UTG) replaced initial polymer screens, offering a premium, tactile feel while drastically increasing lifespan
• Resilience in Everyday Life: Introduced IPX8 water resistance to foldables, proving that flexible mechanics didn’t mean compromising on daily durability
• Form Meets Function: Refinements culminated in the zero-gap Flex Hinge, a mechanical masterpiece that made the devices slimmer, more elegant, and more ergonomic than ever before

A New Chapter of Foldable Innovation Is Coming 

What began as a bold experiment in 2019 has spawned a whole new sector of foldable devices.

Yet, the evolution is far from complete. Guided by a deep-rooted commitment to democratisation and pioneering design, our teams continue to look toward the horizon.

As summer 2026 approaches, anticipation is building for the next generation of Galaxy innovations. Staying true to form, we will continue to deliver next level innovation in foldable technology and form factor – as we have done consistently for the last seven years.

Stay tuned to the Samsung Newsroom for the upcoming announcements.

As AI rapidly becomes the new user interface, it’s redefining our relationship with technology. No longer just a collection of apps and tools, the smartphone is evolving into a smart companion that understands user intent and responds in real time. This transformation moves us from reaction to anticipation – where, as AI becomes the UI, intent becomes instant.

The next-generation Galaxy devices are being reimagined around a new AI-powered interface, supported by breakthrough hardware built to unlock their full potential. This future is already unfolding, and the best of Galaxy AI and Samsung craftsmanship is about to be unveiled.

On July 9, Samsung Electronics will host Unpacked in Brooklyn, New York – a borough with an extraordinary spirit and a distinctive history. Brooklyn is where visionary thinking and bold ideas shape the future, so it’s only fitting that Samsung unveils the latest and greatest additions to the Galaxy portfolio in a place known for its culture, creativity, and collaboration. The event will be streamed live on Samsung.com, Samsung Newsroom, and Samsung’s YouTube channel beginning at 10 a.m. ET, 3 p.m. BST, and 4 p.m. CET.

Stay tuned and make sure to visit news.samsung.com/uk for all upcoming teasers, trailers and updates ahead of Unpacked 2025.

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, privacy is built into every layer helping to ensure that data is protected at all times.

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.

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, engineering a durable hinge 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, lighter and more durable than the last. 

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

The Ultra experience is ready to unfold.