When Samsung revealed its first prototype of a flexible display back in 2011, few people realized they were witnessing a glimpse into the mobile industry’s future. Now, a decade later, Samsung has shipped 4 times more foldable devices in 2021 than in 2020, exceeding the three-fold market growth that analysts expected¹.

Consumer enthusiasm for Samsung foldables is exemplified by the success of the Galaxy Z series. In the first month since launch, the Galaxy Z Fold3 and Z Flip3 exceeded total accumulative sales of Samsung foldable devices in 2020. With foldable smartphone shipments predicted to grow tenfold by 2023², let’s take a look at the key moments, top innovations and important partnerships that have helped make foldable devices the next big thing.

Bringing Foldables to Consumers Around the World

Samsung may have changed the game with the concept of foldable displays in 2011, but it would take over a decade to bring foldable devices to consumers around the world. The next major milestone came in 2019, when Samsung finally brought its foldable vision to reality with the Galaxy Fold, its first foldable device. Soon after that came the Galaxy Z Flip. A sleek clamshell design – a throwback to flip phones of yore – made the Galaxy Z Flip an instant icon. After a decade of progress and three generations of innovation, the Galaxy Z Fold3 and Z Flip3 brought enhanced durability and an improved user experience to foldables.

Innovations Behind the Technology

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

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

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

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

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

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

Driving Consumer Demand for Foldable Devices

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

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

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

Pioneering the Foldable Future

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

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

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

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

1 According to figures from Counterpoint Research

2 According to figures from Counterpoint Research

3 Samsung Big Data Center

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

By: Dr. TM Roh, President & Head of MX Business

When I look around me, I’m astounded by how much innovation exists in our world today. Yet I am most excited about the evolution of the smartphone. This single device gave way to new digital industries – to remote work, schooling, entertainment, and fitness – and the ability to capture, explore and communicate with anyone, anywhere with the touch of a finger.

The smartphone is a portal to infinite progress. And at Samsung, we have never taken that for granted.

It’s not enough for mobile innovation to just evolve with the world. We have to be a step ahead, so our technology can help transform the way we experience everything around us and make our lives easier. That’s why we constantly push ourselves to break the rules of what a smartphone can do.

Breaking the Rules to Start the Next Chapter in Smartphone History

In 2011, the Galaxy Note merged the convenience and portability of smartphones with the expansive screen and notepad-like functionality of tablets. Some balked at the 5.3-inch display — considered enormous then — but Note created a legacy where a large display is now the standard. The S Pen also surprised everyone. It empowered people to bridge creativity with productivity – whenever inspiration struck, they could quickly write down their ideas and thoughts in Samsung Notes.

In 2019, we dared to redefine smartphones once again. We launched our Galaxy Z Fold Series and brought an entirely new form factor to the mobile industry. Our cutting-edge foldable design changed how people used their phones. With Flex Mode, video calls are hands-free and easier. And multitasking with multiple windows are also a breeze, as your phone becomes tablet-sized in the blink of an eye. And once again, the industry took notice, with many mobile companies now following in our footsteps to make foldables the next big thing.

Innovating by Listening to Consumers and Taking Note

In a sea of smartphone sameness and iterative updates, our ambition remains firm: to detect the signals that transformation is stirring – by listening to your feedback – and continue to deliver mobile experiences that empower us all to evolve.

We know many of you were surprised when Samsung didn’t release a new Galaxy Note last year. You loved the unparalleled creativity and efficiency of the Galaxy Note series, which enabled you to switch from gaming nirvana to high-octane productivity in the blink of an eye. You raved about the lifelike S Pen, which many say rivals putting ink to paper. And we haven’t forgotten about these experiences you love.

Catalyzing the Next Evolution of Galaxy

For years, Samsung has converted the skeptics who thought our ideas were impossible. Whether it’s a screen that’s too big, a stylus no one knew they needed or a pro-grade camera that could truly bring mobile photography out of the dark.

With every fresh evolution of Samsung Galaxy devices, we have introduced features that redefine the entire mobile category. And we’re about to rewrite the rules of industry once again.

At Unpacked in February 2022, we’ll introduce you to the most noteworthy S series device we’ve ever created. The next generation of Galaxy S is here, bringing together the greatest experiences of our Samsung Galaxy into one ultimate device.

With it, you will own the night – taking the best and brightest photos and videos you’ve ever captured with a phone. You will also dominate the day with power, speed and tools that can’t be found elsewhere. You will enjoy cutting edge-innovations made possible thanks to the smartest Galaxy experience yet. All while feeling good about being part of the most sustainable Galaxy ecosystem. And, yes, you will help Samsung rewrite the future of smartphones once again.

Get ready for the ultimate Ultra experience.