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.

Pre-order now to receive limited launch gifts

When you pre-order or purchase during the 1 September to 20 October 2021 promotional period¹, you will receive an exclusive offer, that includes the new Galaxy Buds2, the must-have Galaxy Smart Tag and the peace of mind of Samsung Care+, all valued at R5 200². The free one-year Samsung Care+ plan will provide one accidental screen and/ or back cover repair, and will include a battery replacement. You can upgrade to the Samsung Care+ Premium plan at an affordable cost, for additional cover, which includes liquid, motherboard and external casing damage.

The Galaxy Z Fold3 and Galaxy Z Flip3 5G redemption period starts from 17 September. The recommended retail price³ for Galaxy Z Fold3 5G is R37 999 and for Galaxy Z Flip3 5G it’s R21 999.

Choose your new favourite foldable

Galaxy Z Fold3 – Built for those who need the ultimate device to power their productivity and maximise every moment. Galaxy Z Fold3 5G combines power, efficiency and immersive viewing so you can check off your to-do list faster and have more time for next-gen gaming, content viewing and video calling. With a screen size that accommodates up to three apps at once, it is the ultimate productivity tool for modern multi-taskers. For the first time ever on a foldable, Samsung has added S Pen support⁴, so that you can jot down reminders directly on its immersive, large screen or join an online video call on your top half of screen and take notes with your S Pen on the bottom half, by just clicking the screen twice. When you’re enjoying some me-time, you can easily immerse yourself in your favourite show or sports game, undisrupted, thanks to the 7.6-inch Main Screen and Under display camera. From productivity to performance to portable entertainment on the go, the Galaxy Z Fold3 is the ultimate powerhouse device.

Galaxy Z Flip3 5G – For those who need a device that’s as stylish as they are, the Galaxy Z Flip3 empowers you to express yourself with bold colour options, a sleek, compact rectangular design that fits effortlessly in your pocket, and trendy new accessories. Unfold and snap a stunning selfie with the Galaxy Z Flip3’s camera features including Flex mode and its unique ability to stand upright, with a symmetrical and balanced design, that opens up to an angle that best fits your vision. Then add to your social feed, which scrolls smoother than ever with a 120Hz adaptive refresh rate. Enjoy easier ways to pay, play, and check your notifications fast on its larger cover screen, without ever flipping open your phone. Choosing the Galaxy Z Flip3 means getting more of what you crave, your way, whatever you’re doing, whether the device is open or closed. Galaxy Z Flip3 is more than a folding phone, it’s a statement.

Whether you flip or fold, both new Galaxy Z devices offer our most durable, connected, and expansive foldable experiences ever. Building on a legacy of impeccable craftsmanship, they are equipped with water-resistance⁵, Corning® Gorilla® Glass Victus, Armor Aluminium, an optimised panel layer, and an improved protective film.

Click here for more information about the Galaxy Z Fold3 and the Galaxy Z Flip3.

¹Terms and conditions apply. The promotion period depends on retailer.

For Vodacom customers the Promotion Period will end 6th October 2021.

For MTN customers Promotion Period will end 30th September 2021.

For Cell C customers Promotion period will end 17th October 2021.

For Telkom customers Promotion period will end 20th October 2021.

For Takealot customers Promotion period will end 30th September 2021.

²Users that pre-order the Galaxy Z Fold3 or Z Flip3 will get a year of Samsung Care+ protection.

Samsung Care+ for Z Fold3 and Z Flip3 requires a free registration within 30 days from the phone’s purchase date through Samsung Members or the Samsung care plus page . A R 999 repair fee will be charged per incident for the Samsung Care+ protection on the Z Fold3 | Z Flip3. Protection coverage and availability may vary by market. Full information on Samsung Care+ is available at https://www.samsung.com/za/offer/samsung-care-plus/

³Price may vary by retailer

⁴S Pen sold separately. Only Z Fold3 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 Fold3 (including those by other manufacturers) may damage the screen.

⁵Rated as IPX8. Based on test conditions for submersion in up to 1.5 meter of freshwater for up to 30 minutes..