“As a result of new habits, routines and interests formed over the last few years, we’ve seen a growing desire in people to better understand their physical and mental wellbeing,” said Conor Pierce, Corporate Vice President, Samsung Electronics UK & Ireland. “The Galaxy Watch5 and Galaxy Watch5 Pro devices are not only our most durable and feature-packed watches yet; they are designed to take our customers’ wellness journeys to new heights”.

Cutting-edge Sensor Technology to Better Understand You

With a growing desire to better understand and act on individual health goals, Samsung has set out to provide in-depth monitoring and practical data offering users the information they need to help them along their health and wellness journey. Galaxy Watch5 is equipped with Samsung’s unique BioActive Sensor that drives the next era of digital health monitoring.

First introduced on the Galaxy Watch4 series, the BioActive Sensor uses a single unique chip that combines three powerful health sensors – Optical Heart Rate, Electrical Heart Signal and Bioelectrical Impedance Analysis – to deliver extensive readings that include heart rates, blood oxygen levels[1], and even stress levels[2]. In addition, users can get a deeper understanding of their heart health by monitoring blood pressure and ECG[3], anytime, from anywhere.

With an increased surface area and more direct contact with your wrist, Galaxy Watch5 tracks health metrics now with even greater accuracy. Plus, its powerful 3-in-1 BioActive Sensor works in combination with the other sensors of Galaxy Watch5 series to provide users with an in-depth understanding of their wellness. The temperature sensor uses infrared technology for more accurate readings, even if the temperature of your surroundings changes. This opens new possibilities for developers to expand their health and wellness options and for users to take advantage of all-new experiences.

Holistic Health Insights to Enhance Everyone’s Wellness Journey

Designed for everyday wins, Galaxy Watch5 offers a comprehensive end-to-end experience that goes beyond fitness activities and into the post-workout, rest, and recovery process. The Body Composition measurement tool[4] provides a complete snapshot of the user’s overall health, providing them with a tailored approach to set goals, guide them through personalised workouts, and track progress. And when it’s time to rest, the Galaxy Watch5 series empowers users with recovery data, including post-cardio heart rate after an intense workout.

Understand sleep patterns through Sleep Scores that monitor stages of sleep, along with snore detection[5] and blood oxygen levels[6]. Achieve improved sleep habits with Sleep Coaching that gives a tailored month-long guided programme[7].

An extra layer of durability protects the Galaxy Watch5. This year, we’ve included our first smartwatch display featuring a Sapphire Crystal display, which offers a 60% harder outer layer[8], so your watch remains reliable in day-to-day use. Cue up your favorite song on Spotify with just your voice using Google Assistant. Music and audio lovers will appreciate updates that include new apps like SoundCloud and Deezer[9]. Additionally, One UI Watch4.5 offers a fuller typing experience, an easier way to make calls, and a host of new accessibility features that make the Galaxy Watch more intuitive.

Galaxy Watch5 Pro, More Features and Greater Durability for the Outdoor Enthusiast 

Created for those that love the great outdoors, the Galaxy Watch5 Pro is the newest addition to the Galaxy Watch portfolio. From hiking to cycling and beyond, Watch5 Pro is ready for the challenge thanks to its premium materials. It features enhanced Sapphire Crystal that’s even harder and a titanium casing that’s five times more durable[10] and protects the display with a protruded bezel design. Galaxy Watch5 Pro also comes with an all-new D-Buckle Sport Band that offers rugged durability with a sleek and clean fit.

Built strong, and built to last, Galaxy Watch5 Pro has the largest battery in a Galaxy Watch. It’s 60% larger than Galaxy Watch4, which is key to lasting longer while conquering a new route. Take advantage of GPX, that’s available for the first time on a Galaxy Watch. Head out on a hike and record and share it with fellow trail-lovers on the Samsung Health app with Route Workout. You can also download hiking and cycling routes as you practice for your next race or look to mix up your routine. As you hike or cycle, keep your eyes on the path and away from the map with intuitive Turn-by-turn directions[11]. When you’re ready to head home, Galaxy Watch5 Pro will get you there easily with the Track back feature that takes you back the way you came[12].

Pricing and Availability[13]

The Galaxy Watch5 and Galaxy Watch5 Pro are available for pre-order from 10^th August and will be on-sale from 26^th August. All products will be available to purchase via www.samsung.com/uk, and select partners.

The Galaxy Watch5 offers a modern and minimalist design, and features that help you achieve more every day. It comes with all-new neutral colour options that will turn heads, with the Large 44mm option available in Graphite, Sapphire, and Silver and the Small 40mm option available in Graphite, Pink Gold, and Silver which features a Bora Purple strap that pairs perfectly with the Galaxy Z Flip4.

Galaxy Watch5 RRP:

• 40mm, £269 (Bluetooth)
• 40mm, £319 (LTE)
• 44mm, £289 (Bluetooth)
• 44mm, £339 (LTE)

For adventure seekers looking for durability, performance and style, the Galaxy Watch5 Pro is for you. It will be available in Black Titanium and Grey Titanium, with a 45mm display.

Galaxy Watch5 Pro RRP:

• £429 (Bluetooth)
• £479 (LTE)

Design your own watch by selecting the model, size, case colour and strap for up to 1,032 unique combinations in the Galaxy Watch5 Bespoke Studio on Samsung.com. Now, users can build a watch that’s unique to them. With a greater selection of straps and faces, they can mix and match to express their personal style with the new Sport Band or the Global Goals Band[14].

To learn more about the Galaxy Watch5 and Galaxy Watch5 Pro please visit:

Galaxy Watch5: www.samsung.com/uk/galaxy-watch5

Galaxy Watch5 Pro: www.samsung.com/uk/galaxy-watch5-pro

Galaxy Watch5 & Galaxy Watch5 Pro Product Specifications[15] [16]

[1] SpO2 is defined as saturation of percutaneous oxygen. Normal levels in humans are measured at approximately 95-100%. Factors like vigorous exercise, the amount of oxygen in the air, your elevation, and various health conditions can all result in lower readings.

[2] These features are intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, or treatment of any medical condition or disease.

[3] ECG and BP feature only to be used by 22 years+. For accurate BP readings, monthly calibration required by GP or BP monitor & arm cuff. Requires a Galaxy smartphone running Android 8.0 or above.

[4] Do not measure your body composition if you are pregnant, have an implanted pacemaker or other implanted medical devices.

[5] For best results in detecting and recording snoring, place your smartphone on a stable surface near your head with the bottom of the smartphone pointed to your head

[6] SpO2 is defined as saturation of percutaneous oxygen. Normal levels in humans are measured at approximately 95-100%. Factors like vigorous exercise, the amount of oxygen in the air, your elevation, and various health conditions can all result in lower readings.

[7] Compatible smartphone required

[8] When compared to Galaxy Watch4 display.

[9] App availability may vary by operator or device. Subscription fees may apply for some apps.

[10] When compared to Galaxy Watch4 durability.

[11] Provided when GPX format route file is imported for hiking and cycling and route is set as target under Samsung Health settings.

[12] This feature must be enabled for hiking or cycling under Samsung Health settings.

[13] Availability may vary by carrier. Supported models, colours, straps may vary depending on carrier.

[14] Select interchangeable watch straps sold separately.

[15] Availability may vary depending on model and the paired smartphone.

[16] All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

[17] Measured without health sensors.

[18] Measured without strap.

[19] Wear OS Powered by Samsung works with phones running the latest version of Android (excluding Go edition and phones without Google Play Store). Supported features may vary between platforms with compatibility subject to change.

[20] LTE connectivity only available in LTE models.

[21] Device activation is only available after connecting to a smartphone that supports Google Mobile Services. Compatible devices may vary by operator or device brand.

“Samsung Galaxy foldables are built on the foundation of our openness philosophy, enabling new possibilities with complete customisation both inside and out. Created in collaboration with our world-class partners, the next foldable devices offer unparalleled mobile experiences that meet the needs of our most dynamic users,” said Conor Pierce, Corporate Vice President of Samsung Electronics UK & Ireland. “With our all-new Galaxy Z Flip4 and Galaxy Z Fold4 devices, we’ve pushed the limits of what’s possible with two radically different smartphone experiences that allow people to express their individuality – because there’s no one-size-fits-all for foldables anymore. With this launch, we’ve successfully transformed this category from a radical project to a mainstream device lineup enjoyed by millions worldwide.”

As a testament to Samsung’s dedication to superior craftsmanship, every component in both form factors has been thoroughly analysed to deliver a truly optimised experience to ensure that every consumer has a device to fit their needs. The Galaxy Z Flip4 builds on the success of Samsung’s iconic form factor, adding key features, including an upgraded camera experience, a larger battery and expanded customisation, while maintaining its ultra-compact design[1]. The Galaxy Z Fold4 opens up new possibilities for users by delivering Samsung’s most comprehensive smartphone experience to-date, offering shape-shifting design, immersive displays and PC-like multitasking features, in addition to advanced camera technology and powerful mobile processors.

Galaxy Z Flip4, the Ultimate Self-expression Tool Inside and Out

The Galaxy Z Flip4 enhances our users’ favourite features, making it the ultimate tool for self-expression. Shoot hands-free video or capture full group selfies at various angles by partially folding Z Flip4 to activate FlexCam[2]. These can even be enjoyed on users’ favourite apps[3]. Thanks to Samsung’s partnership with Meta, FlexCam is optimised for the most popular social platforms, including Instagram, WhatsApp and Facebook. Do more than ever with Z Flip4 by taking high-quality selfies right from the Cover Screen by leveraging the main camera with the upgraded Quick Shot. Start high-quality video recording in Quick Shot mode and then seamlessly switch to Flex mode to continue recording hands-free without stopping the video – ideal for content creators and vloggers. The users are now able to take selfies in Portrait Mode and see preview in actual photo ratio when using Quick Shot. With an upgraded camera equipped with a 65 percent brighter sensor[4] powered by the Snapdragon® 8+ Gen 1 Mobile Platform, photos and videos are crisper and more stable – day or night.

Z Flip4 is crafted to go truly hands-free – doing more without ever opening the phone. Make calls, reply to texts, unlock the car[5] and even control the SmartThings Scene widget[6], all from the Cover Screen.

Galaxy Z Flip4 can capture, watch and connect longer between charges with the expanded 3,700mAh battery[7]. With Super Fast Charging, now supported on Z Flip4, charge up to 50 percent in around 30 minutes[8], keeping users connected when they’re running low.

With the slimmer hinge, straightened edges, contrasting hazed back glass and glossy metal frames, the design is our most refined yet. The users can fully customise the Z Flip4 inside and out, with Galaxy Themes on both Cover and Main Screen to complement their style with custom fonts, icons and designs. Plus, users can create their own Cover Screen with new clock designs and backgrounds in various formats such as images, GIFs and even video[9].

Galaxy Z Fold4, a Multi-tasking Powerhouse with Ultimate Performance

The Galaxy Z Fold4 is the result of Samsung Galaxy’s enduring smartphone innovation and our most powerful smartphone yet. Z Fold4 combines Samsung’s collective mobile technology expertise to create a device with increased functionality whether opened, closed, or in Flex mode[10]. Furthermore, it is the first device to ship with Android 12L, a special version of Android created by Google for large-screen experiences, including foldables.

Multitasking on Z Fold4 is easier than ever, so users can get more done on the move. The new Taskbar[11] provides a layout similar to your PC, offering access to your favourite and recent apps. Multitasking is also more intuitive, thanks to new swipe gestures[12]. Instantly switch full-screen apps to pop-up windows or split your screen in half for more ways to multitask[13].

Samsung’s partnerships with Google and Microsoft take multitasking to the next level. Google apps, including Chrome and Gmail now support drag-and-drop, allowing users to quickly copy and paste links, photos and more from one app to another. With Google Meet, users can now connect with more people while enjoying virtual co-activities, including co-watching videos on YouTube or playing games together on a video call[14]. Microsoft’s full Office suite and Outlook take advantage of the foldable display, providing more information on the screen and faster ways to interact with the content. The multitasking experience is complete with S Pen[15] functionality, enabling on-the-go drawing and notetaking with streamlined storage inside the Standing Cover with Pen case[16].

Galaxy Z Fold4 takes stunning photos and videos with an upgraded 50MP wide lens and 30x Space Zoom[17] lens. A variety of camera modes, including the larger Zoom map activated on Capture View Mode, Dual Preview, and Rear Cam Selfie are custom-built to take advantage of the unique form factor for increased capturing flexibility. And with the larger pixel size, a 23 percent brighter sensor and enhanced processing power, users can capture clear images even at night[18].

Content is even more immersive and distinctive on the 7.6-inch Main Screen[19] with a brighter screen, a 120Hz adaptive refresh rate[20], and a less visible Under Display Camera (UDC) featuring a new scatter-type sub-pixel arrangement. Popular social media apps like Facebook are optimised for the large-screen experience to make content more enjoyable. Or open your favourite streaming entertainment service apps Disney+[21] and watch hands-free with Flex mode. For non-optimised apps, users can even control the device without disrupting the content with the new Flex Mode Touchpad[22], offering accuracy while pausing, rewinding, and playing videos, or zooming in and out of content while the device is in Flex mode.

Games are snappy too thanks to the powerful Snapdragon® 8+ Gen 1 Mobile Platform and hyper-fast 5G[23]. With a slimmer hinge, lighter weight, and even narrower bezels, the wider screen enables easier one-handed interactions while using the Cover Screen[24].

Samsung continues its barrier-defying innovation journey to deliver the level of durability consumers expect, both in and out. With our Armour Aluminium frames and hinge cover along with exclusive Corning® Gorilla® Glass Victus®+ on the Cover Screen and rear glass, Z Flip4 and Z Fold4 are our toughest foldables ever. Durability of the Main Screen panel is also enhanced thanks to the optimised layer structure, helping to reduce damage from external shock. In addition, both Z Flip4 and Z Fold4 are equipped with IPX8[25] water resistance, so users can worry less if they get caught in the rain.

Galaxy Buds2 Pro, Premium Design with the Ultimate Listening Experience

Joining the Galaxy Z series are Galaxy Buds2 Pro – Samsung’s new top-of-the-line earbuds that provide the most immersive wireless audio experience with a new, compact design, and seamless connectivity that is perfect for any aspect of your everyday life.

Appreciate every musical interlude with superior Hi-Fi 24bit Audio[26], which offers high-dynamic range helping you feel connected to the content you’re listening to with crystal-clear resolution. With the new Samsung seamless codec[27](SSC HiFi), quality music is enabled to transfer without a pause, and the new coaxial 2-way speaker makes those sounds richer than ever.

The new compact, ergonomic design is 15 percent smaller[28], with a secure fit that is engineered to prevent rotation, making it the perfect fitness companion. Take calls on-the-go with powerful ANC[29] to eliminate outside noise. The new Buds2 Pro allows users to escape into their own world and simultaneously stay connected to their life.

When you need to answer an urgent call while enjoying a gaming session or a movie on your tablet, the Buds2 Pro can seamlessly switch the audio connection to your phone with a touch of a finger. The Buds2 Pro now features Auto Switch[30] to provide effortless transition from your favourite TV Show to take a call from your loved ones.

And if you happen to misplace your Buds2 Pro on your commute SmartThings Find now makes locating them fast and easy whether they’re inside their cradle or not.

Pricing and Availability

Galaxy Z Flip4 complements users’ styles with premium designs in legacy colours: Bora Purple and Graphite, and new colours: Pink Gold and Blue[31]. The expanded Galaxy Z Flip4 Bespoke Edition is now available in 28 countries worldwide, and offers glass colours and frame options that provide 75 combinations to choose from, allowing customers to completely control the look of their device[32]. The Galaxy Z Fold4 and Standing Cover with Pen[33] case are offered in refined colours that include Greygreen, Beige and Phantom Black[34].

Additionally, Galaxy Z Fold4 is available in Burgundy and additional storage capacity options up to one terabyte, exclusively on Samsung.com[35].

Galaxy Buds2 Pro comes in three all-new soft and neutral hues that perfectly complement with the new foldables – Graphite, White, and Bora Purple.

Samsung Galaxy Z Fold4 RRP:

• 256GB, £1,649
• 512GB, £1,769
• 1TB, £2,019

Samsung Galaxy Z Flip4 RRP:

• 128GB, £999
• 256GB, £1,059
• 512GB, £1,199

Samsung Galaxy Z Flip4 Bespoke RRP:

• 256GB, £1,099

Galaxy Buds2 Pro RRP:

• £219

The Galaxy Z Flip4, Galaxy Z Fold4 and Galaxy Buds2 Pro will be available for pre-order beginning 10^th August and will be released from 26^th August.

Customers are also welcome to experience the full range of products at Samsung’s Unpacked experience space at London’s 55 Regent Street from 11^th-31^st August.

Promotional Deals

Enhanced trade-in is being offered on Samsung.com for the Galaxy Z Fold4 and Galaxy Z Flip4. Users can claim up to £580 when pre-ordering the Samsung Galaxy Z Fold4 and trading in an eligible smartphone, in any condition[36].  Customers pre-ordering the Galaxy Flip4 meanwhile can get a guaranteed minimum of £250 off when they trade in any smartphone in any condition[37].

Customers who pre-order either Galaxy Z Flip4 or Galaxy Z Fold4 can claim one complementary year of Samsung Care+, delivering protection against drops or cracked screens with Samsung expert support[38]. Customers who purchase either Galaxy Z Flip4 or Galaxy Z Fold4 can also claim a 12-month subscription to Disney+ to watch the latest blockbusters, new originals, timeless classics, throwbacks and so much more[39]. Meanwhile, Samsung.com is offering an incredible price promise to any customer who finds the same product purchase cheaper online at selected retailers, by giving customers the price difference[40].

And to take productivity to new heights and get even more done, users can also claim a free Samsung Galaxy Note Pack worth £89.99 with any purchase of the Samsung Galaxy Z Fold4[41]. With a Standing Cover, S Pen and 25W Super-Fast Charger, users will be ready for anything.

For Buds2 Pro meanwhile, customers who pre-order between 10^th and 25^th August can redeem a 15W Super Fast Wireless charger Pad worth £52.99[42].

For more information about Samsung Galaxy Z Fold4, Galaxy Z Flip4, and Galaxy Buds2 Pro, visit news.samsung.com/uk/galaxy. To access media assets and in-depth stories, please visit our virtual press room at https://www.samsungmobilepress.com/.

[1] Compared to Galaxy Z Flip3 5G.

[2] FlexCam refers to camera experience using Flex mode. Flex mode supported at angles between 75° and 115°.

[3] Compatibility may differ by application.

[4] Compared to Galaxy Z Flip3 5G.

[5] Feature available on Samsung Wallet. Samsung Wallet availability and launching of specific features may vary by user’s device model and are subject to change. Digital Automobile Key services available on select device models.

[6] SmartThings Scene must be enabled in the SmartThings application.

[7] Compared to Galaxy Z Flip3 5G. 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 (minimum) capacity is 3,595mAh. Actual battery life may vary depending on network environment, usage patterns and other factors.

[8] Super Fast Charging available when using 25W or higher adapter. Results from internal Samsung lab tests, conducted with 25W Travel Adapter while it has 0% of power remaining, with all the services, features and screen turned off. Actual charging speed may vary depending on the actual usage, charging conditions and other factors. Travel Adapter sold separately. Use only Samsung-approved chargers and cables.

[9] For video, resolution from 176×144 (qCIF) to 1920×1080 (FHD), up to 15 seconds playback time and maximum 100MB size is supported.

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

[11] Taskbar feature supported on the main screen only.

[12] Requires activation of Labs in Settings.

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

[14] Availability and supported apps for Live sharing may vary by device. Users may need to update YouTube and Google Meet to its latest version. Some of Live sharing supported apps may require specific subscription conditions.

[15] S Pen sold separately. Only Z Fold4 Main Screen has S Pen capability. Compatible only with the S Pen Fold Edition and S Pen Pro. All other S Pens or stylus pens not designed for Z Fold4 (including those by other manufacturers) may damage the screen.

[16] S Pen Fold Edition is included in the Standing Cover with Pen case. Accessories sold separately.

[17] 30X Space Zoom includes 3x Optical Zoom and 30x digital zoom with AI Super Resolution technology. Zooming in past 3x may cause some image deterioration.

[18] Compared to Galaxy Z Fold3 5G.

[19] Measured diagonally, Z Fold4’s Main Screen size is 7.6” in the full rectangle and 7.4” when accounting for the rounded corners; actual viewable area is less due to the rounded corners.

[20] Screen refresh rate varies depending on the app used, and certain apps may not support up to 120Hz.

[21] Disney+ streaming membership required.

[22] Requires activation of Labs in Settings.

[23] 5G speeds vary and require optimal network and connection (factors include frequency, bandwidth, congestion); see carrier for availability.

[24] Compared to Galaxy Z Fold3 5G.

[25] IPX8 is based on test conditions for submersion in up to 1.5 metres of freshwater for up to 30 minutes. Not advised for beach or pool use. Not dust resistant.

[26]  Samsung Galaxy device with One UI 4.0 or higher is required. 24-bit audio support may vary depending on the application.

[27] Samsung Galaxy device with One UI version 4.0 or higher is required.

[28] Compared to the dimensions of Galaxy Buds Pro.

[29] Cancellation performance has improved 40% compared to Galaxy Buds Pro(50-1kHz average)

[30] Auto Switch feature for Samsung TV is only available on Samsung TVs launched Feb 2022 or later after getting a firmware update from Jul 2022. Auto Switch with TV is only available for making and receiving phone calls.

[31] Available colours may vary by carrier and retailer.

[32] Customers can choose frame options of Black, Silver, or Gold and front and back colours of Yellow, White, Navy, Khaki or Red. Colour availability may vary depending on carrier. Bespoke Edition only available on Samsung.com. Please allow 3 to 4 weeks (estimate) for delivery. Bespoke Edition color availability may vary depending on carrier.

[33] Accessories sold separately.

[34] Available colours may vary by carrier and retailer.

[35] Actual storage availability may vary depending on pre-installed software. Online Exclusive colours need special production. Please allow 3 to 4 weeks (estimate) for delivery.

[36] Pen Fold Edition sold separately. Pre-order offer ends 25 August. £580 trade-in for good condition Galaxy S21 Ultra. Minimum trade in value is £250. 18+ T&Cs apply.

[37] Pre-order from samsung.com by 25.08.22. £250 based on any smartphone, in any condition. Purchased phone will be blocked if trade-in device not sent. T&Cs apply.

[38] Terms and conditions apply. Samsung Care+ coverage, service type and redemption may vary and deductibles (service fee) may apply. For detailed Samsung Care+ information, please visit www.samsung.com/uk/samsung-care-plus/

[39] ©2022 Disney and its related entities. Promoter: Samsung Electronics (UK) Limited. Offer valid until 30/09/22 on purchase of a new eligible Samsung Galaxy Z Fold4 or Z Flip4. 18+ UK residents only. Enter via Samsung account to receive code. Redeem code by 30/11/22. RRP £7.99p/m after 12mnths. Cancel anytime. T&Cs apply. Visit www.samsung.com/uk/boost/disneyplusfullterms  & www.disneyplus.com for details. 

[40] Find it cheaper within 7 days of purchase at selected online retailers and Samsung will return the difference. Purchases made at Samsung.com. Evidence of lower price required. T&Cs apply.

[41] Purchase by 31/12/2022. Claim by visiting: https://samsungpromotions.claims/2022-note-pack before 1/3/2023. UK/ROI. 18+ only. For full T&C’s, See https://samsungpromotions.claims/2022-note-pack

[42] Pre order by 25/08/2022. Claim by visiting: www.samsungpromotions.claims/samsunglaunchoffers between 26/08/2022 – 25/10/2022. UK/ROI. 18+ only. For full T&C’s, See www.samsungpromotions.claims/samsunglaunchoffers

For over a decade, Samsung Galaxy Unpacked events have been the culmination of innovation, engineering and celebration — bringing together Galaxy community from all over the world to unveil the latest Samsung Galaxy innovations.

Since its inception in 2009, Unpacked has been more than just a new product launch. It’s an event that unites Samsung fans and recognises the hard work from thousands of employees that goes into each new product. Samsung fans have tuned into Unpacked events to experience the next generation of Galaxy innovations that make up the true spirit of Samsung and push the mobile industry forward.

As the world opens up to new experiences, we are reimagining Unpacked through the lens of our Galaxy openness philosophy to match the creativity of our unparalleled new foldables. Our ambition is not just to innovate the new technologies but also to innovate our marketing approach. To accomplish this, we will ensure that the Galaxy experience is open to everyone.

I can’t wait to see how Galaxy community responds to new foldable launches. We will see you on 10^th August!

[SUMMARY OF TEASER CAMPAIGNS]

A Greater Galaxy Experience

Leading up to the next Unpacked experience, we’re launching the greater than campaign today that teases a world made greater than before with the imminent launch of the new foldable devices. The universal greater than symbol (>) represents how our foldables’ unique form factor doesn’t just change shape, they change how we interact with our devices.

Defying expectations of what smartphones are capable of yet again, Samsung is bringing new ways to work, play and capture life through this new series.

Bringing the Best of Hybrid

This year’s strategy embraces a new age of Unpacked. It takes the best of on and offline events and makes them even better.

Introducing new immersive and experiential event spaces that will allow consumers around the world to get hands-on and explore our products in a fun, creative, engaging and immersive setting.

The experience will take over spaces in the hearts of London’s Piccadilly Circus and New York’s Meatpacking District — two neighbourhoods that match the energy and excitement of Samsung’s upcoming announcements. These events will unite Galaxy fans, journalists, partners, and Samsung employees from all over the world and allow them to explore the latest Samsung products and innovations like never before.

Watch Unpacked on Samsung Newsroom, Samsung.com and Samsung’s YouTube channel on 10^th August, 2022, at 2 p.m. BST.

Join us and engage with the next Unpacked experience in person from 11^th – 31^st August.

• London: 55 Regent St.

I have worked my entire career as an engineer, and I have seen many innovations at Samsung that have pushed the limits of what’s possible with smartphones. Our mission is, and always has been, to create technology that makes people’s lives better. Ten years ago, we set out to create a transformative technology by looking at the one thing all smartphones were synonymous with — a flat rectangular display. We asked ourselves a simple question:How can we have it all – a bigger screen and better portability?  

We saw an opportunity not only to design a new shape but also to create new experiences that had never been possible with a smartphone before. Overcoming many technological hurdles, we successfully introduced the first-ever Galaxy foldable smartphone in 2019 and have changed the future of our industry ever since.

Last year, we saw almost 10 million foldable smartphones shipped worldwide. That’s an industry increase of more than 300% from 2020, and I predict this fast-paced growth will continue. We are reaching the moment where these foldable devices are becoming widespread and staking a bigger claim in the overall smartphone market.

More importantly, Samsung Galaxy foldables have changed the way we use mobile devices and helped enable better lifestyles for users worldwide.

As Lifestyles Evolve, a New Legacy Unfolds

The world is more connected than ever and is moving at a much faster pace. Work and play intermix, and the lines between the physical and digital world have blurred. Where we turn for work, entertainment, wellness and more has become a single place — our phone. As such, our users need a flexible device to keep up with their daily demands.

The Galaxy Fold and Galaxy Flip deliver on that mandate. Last year, 70% of Galaxy foldable users turned to the Flip to help them see the world from a different point of view. Flip users love owning a device built for self-expression, whether choosing bold colour options for their device or taking pictures in a new way with Flex mode.

It’s a different experience with the Fold. Nearly one out of three Galaxy foldable users last year opted for this ultimate productivity device, which has empowered them to do more through hyper-connected, individual computing. Fold users love the multitasking capability of a screen that doubles in size, so they can be more efficient and get things done faster.

Both foldable users have enthusiastically embraced what we have created. Their response is our biggest motivation to push forward, and that’s why we are committed to this journey of seeking new possibilities for mobile innovation.

This year, we’ve made advancements in every detail and opened the new experiences enabled by these behavior-shifting devices. I am excited to see people to discover new ways to do more of the things they love with the new foldable.

Of course, this wouldn’t have been possible without the open collaboration and a shared desire with our partners to continuously bring new innovations to the mobile category. We are working with industry leaders including Google, Microsoft and other carrier partners to expand the experiences that are possible throughout the foldable ecosystem.

Redefining What’s Possible for People Everywhere

Three years ago, Galaxy foldables could be summed up in a single word: radical. Very quickly, however, it became clear that this groundbreaking, flexible design fit perfectly into modern lifestyles. As a result, what was once a novelty three years ago, is now the preferred choice for millions.

At our upcoming Unpacked on August 10th, you’ll see that the impact of our innovation is not only about what technology can do. It’s about what you can do. We’ve once again taken our inspiration from the most important source — Galaxy users — to push the limits of what’s possible.

I can’t wait to show you the potential of our new Samsung Galaxy foldables as the ultimate tool for both productivity and self-expression. Now, you can do more than you ever thought possible, all at once, on one device.

Get ready to unfold your world.

Innovation isn’t just about radical ideas; it’s about unlocking new experiences that transform our daily lives for the better. Meaningful innovations go beyond the technical and provide a platform upon which our everyday lives become richer and more versatile — opening us up to greater possibilities than ever before.

To see how these possibilities will come about, join Samsung Electronics on 10^th August to learn how the company is pushing boundaries, defying conventions and opening doors to new experiences. Galaxy Unpacked will be streamed live on Samsung.com and Samsung’s YouTube channel beginning at 2:00 p.m. BST.

Stay tuned to Samsung Newsroom for regular updates ahead of the event, as well as the latest device information and multimedia resources.