This unwavering commitment to meeting their evolving needs has driven the development and ongoing refinement of innovative form factors that consistently redefine the parameters of mobile experiences. 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 the thinnest, lightest and most advanced foldable yet created by Samsung – meticulously crafted and built to last.

The Ultra-experience is ready to unfold.

The Samsung Galaxy Z Series has made waves in the smartphone market with its innovative foldable design that continues to push the boundaries of mobile technology. With this latest and revolutionary foldables range, Samsung is encouraging local consumers to ‘Join the Flip Side’ so that they can have access to ground-breaking mobile innovation.

South African  media outlets and tech enthusiasts who had a chance to interact with the Galaxy Z Fold5 and Z Flip5 gave their thoughts on the foldable wonders. As expected, these smartphones have garnered significant attention and media reviews provide insights into their performance, design and overall user experience.

Display Technology, Performance and User Experience

The display technology in the Galaxy Z Series has been one of the focal points in media reviews, with many tech journalists commending the vibrant and crisp high-resolution AMOLED displays, and noting that the foldable screens provide an immersive experience for gaming, video streaming and productivity. The Galaxy Z Series has not only impressed with its design, but also with its performance. The powerful processors, smooth multitasking capabilities, and seamless user experience are among the most lauded features of the devices.

Lifestyle & Tech’s Kgalalelo Mosetlhi wrote that the Samsung Galaxy Z Flip5 is a remarkable achievement in the world of smartphones. “It not only pushes the boundaries of design and innovation, but also delivers a stellar performance that caters to both tech enthusiasts and everyday users”. With its elegant foldable design, powerful performance, innovative features and user-friendly interface, the Z Flip5 offers a glimpse into the future of mobile technology.

“Samsung has once again proven its prowess in creating devices that blend style and substance, and the Galaxy Z Flip5 is a shining example of that. If you are ready to take a bold step forward in the world of smartphones, the Samsung Galaxy Z Flip5 is the device to consider.”

Business Day Wanted’s Brendon Peterson wrote: “Samsung and Z Flip5 may be the solution to doom scrolling that we have all been searching for. The Z Flip5 is certainly an eye-catching device. I use Samsung Pay/Samsung Wallet while the phone is closed and the way that seems to capture people’s attention is crazy. Everyone wants to know what phone it is and if they can check it out.”

One of South Africa’s leading technology news sites, Hypertext, had this to say: “Semantics about what technology is supposed to be and do aside, there is no doubt that the Galaxy Z Flip5 is a beautiful little device. The gloss of the folding screen, the silver finish of the back, the way the Samsung logo emerges from the flex hinge – a marvel of engineering and design in its own right – complete what is essentially an “ooooh” machine”.

“People will be looking, family will be asking to hold and touch. Showing off is top of mind when you have something as new-looking and as fancy as a Samsung foldable. It screams: “This is the latest in smartphones” and everyone knows it.”

Camera Capabilities

Camera performance is a crucial aspect of any smartphone, and the reviews thoroughly examined the photography capabilities of the Galaxy Z Series and its advanced camera systems that give users versatile photography options.

Stuff magazine’s Duncan Pike said, “If you are after camera technology in addition to a screen that will open to tablet size, you are in a moderate amount of luck. The camera performance on offer is decent.

We would go as far as labelling it ‘excellent’ but only if we are allowed to add the caveat ‘for a folding smartphone. There are three main camera sensors, usable whether the Galaxy Z Fold5 is open or closed. The 50MP main sensor, 10MP telephoto and 12MP ultra-wide are as capable as any Samsung smartphone that features the combination.

Before moving from the production line to a user’s pocket, these flexible devices are put through a series of rigorous reliability tests to ensure they can stand the test of time for any lifestyle and meet the highest standards possible. Both the Galaxy Z Flip5 and Galaxy Z Fold5 are carefully designed to meet durability expectations.

The main screen is equipped with a shock dispersion layer and a redesigned back for a more solid display¹. Along with IPX8² support, Armor Aluminium frames, and Corning^® Gorilla^® Glass Victus^® 2³ applied to both the Flex Window and back cover⁴, Galaxy Z Flip5 and Galaxy Z Fold5 provide the protection consumers expect, enhanced further by Flex Hinge. This new integrated hinge module features a dual rail structure, diffusing external impacts.

The Galaxy Z Flip5 and Fold5 have advance these efforts – featuring a wider variety of recycled materials⁵ in more internal and external components than previous Galaxy Z series smartphones. Not only did Samsung add more types of recycled materials used in each device, but it also more than doubled the amount of device components that use a minimum of 10% post-consumer recycled plastic or pre-consumer recycled glass, or an average of 22% pre-consumer recycled glass. Both the Galaxy Z Flip5 and Fold5⁶ use recycled materials in 15 device components, an increase from six (6) internal components in the Galaxy Z Flip4 and Fold4.

The Galaxy Z Flip5 and Fold5 feature⁷ a wider variety of recycled materials than their previous generations, including pre-consumer recycled glass and aluminium and post-consumer recycled plastics, sourced from discarded fishing nets, water barrels and PET bottles. Even the paper used for their packaging box⁸ is made using 100 percent recycled material⁹. These innovations have also been purposefully designed for optimised longevity. Each device comes with five years of security updates and four generations of OS upgrades, helping to extend the product lifecycle.

The minimal, sleek appearance housing specialised hinge functionality emphasises Samsung’s commitment and the inherent beauty of essential design.  The new Flex Hinge makes the foldable experience possible, while offering an aesthetically balanced and solid design. Check out the video below to learn how every element of Samsung’s latest foldables have been purposefully engineered to provide the incredible versatility expected from Galaxy Z series along with the durability that offers peace of mind.

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 behaviour-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 ground-breaking, 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.

Earth Day is globally recognised as a demonstration of support for our environment, and now more than ever, all of us have a responsibility to protect the planet. This year Samsung is building on its Planet-First philosophy with its “Everyday Sustainability” vision” – focused on the products its customers use in their daily lives and how they can be designed to benefit the environment. South African influencers joined Samsung on Earth Day in April, showcasing a world where technology can exist together with people to preserve the planet for future generations.

Captured on a lazy, sunny day at the beach, Seth Shezi, took to Instagram on Earth Day to share his passion for technology created with consideration of both the user and the environment.

Jo-Ann Strauss brought the magnificence of the planet and Africa’s beauty into stunning focus on Instagram, as she demonstrated one of Samsung’s most eco-focused products, Samsung’s Wind-Free Air Conditioner. With its anti-bacterial systems and dust filters¹, it allows you to enjoy fresh and clean air, while effortlessly aiming at saving its users ‘costs on extra maintenance, through electrical efficiency. As a mother, Jo-Ann Strauss has become even more aware of the monumental responsibility that sits on our shoulders to look after our Planet. By choosing eco-friendly appliances, she’s intent on creating an environment conducive to both her family’s comfort as well as the preservation of the Earth.

Dr.Sivu was charged up for Earth Day by showcasing the Galaxy Z series’ intelligent dual-battery and why it’s a device not so much in service to its owner but to the planet. With her stylish Galaxy Z Flip3 seemingly taking a cool dip in the ocean, ready to capture the sunset Koketso Chipane’s Earth Day content on Instagram captured her belief that every little bit helps – to make everyday sustainability a possibility.

Samsung remains committed to forever incorporating sustainability into everything it does – from product design to development, from manufacturing to consumption and recycling. Through eco-consciousness, Samsung continues to spearhead responsible innovation so that the future of our planet can be more sustainable for the coming generations.

¹The Triple-Care system was tested on Samsung AR9500T. The antiviral air filter (Tri-Care Filter) can remove up to 99.9% of the viruses based on Intertek Test. Data has been measured under specific testing conditions and may vary depending on environmental factors and individual use. Bacteria tests conducted on Staphyloccus aureus and Klebsiella pneumonia The Triple-Care system was tested by a Korea test lab for anti-bacteria & virus, Japan test lab for anti-allergy. Data has been measured under specific testing conditions and may vary depending on environmental factors and individual use.

. Data has been measured under specific testing conditions and may vary depending on environmental factors and individual use.

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.

JOHANNESBURG, South Africa – 21 January 2022 – Samsung has announced the latest development in its ongoing partnership with streaming giant, Netflix, to herald the release of the second season of its hit-show, Emily in Paris, produced by MTV Entertainment Studios. The Emmy-nominated show, renowned for its 21^st century celebration of iconic Parisian style, has collaborated with Samsung to showcase world-class premium technology to fans of the series.

In the first season, the beautiful setting and quintessentially Parisian characters gave viewers an insight into French style and culture and are some of the driving forces behind the show’s success. This sense of escapism was created and elevated by the global cast, including the iconic character of Sylvie Grateau. Played by Samsung ambassador Philippine Leroy-Beaulieu, Sylvie acts as lead protagonist Emily’s boss, and the CMO of luxury marketing agency Savoir. Sylvie’s character embodies true stylish authority; great at her job, powerful, commanding and effortlessly chic, she became one of the most widely recognised and loved characters from the show’s debut season. In season two, to make sure she keeps on top of her personal and professional life, Sylvie has chosen the stylish and snappy Samsung Galaxy Z Flip 5G to keep Emily and the rest of the agency on their toes.

But Sylvie is not the only one to benefit from the style and glamour of the Galaxy Z Flip 5G. To launch the second season, Samsung and Netflix will bring iconic style and innovative technology to fans of Emily in Paris through an integrated campaign; featuring offline ads, social and influencer content, and a TikTok filter that provides a new way for fans to enjoy the show, through the lens of the iconic Galaxy Z Flip 5G. The filter will allow fans to “flip the script” and become the lead character in their own Emily in Paris animated poster. The stunning Galaxy Z Flip 5G will unfold in front of the user, putting them front and centre before the iconic Eiffel Tower.

Samsung’s latest line of premium products are set to push the boundaries of innovation for fans of Emily in Paris, showcasing the brands’ ability for combining style with flagship innovation and craftsmanship. Some of the Samsung products include:

• The Galaxy Z Flip 5G: A premium and innovative foldable phone developed for trend-setters and multi-taskers who want to easily flip between capturing the perfect selfie and sending out a series of emails, or catch-up on the latest episode on-the-go.

• The Galaxy Watch3: A fashionable and functional wearable that enables you to track all your wellness metrics with a flip of your wrist, turning your daily walk into a dazzling catwalk.
• The Serif: A one-of-a-kind television that blends iconic design and startling picture to transform every show or film into the ultimate viewing experience, as if you’re walking through the Musée D’Orsay yourself.

Emily in Paris season 2 is available to watch on Netflix.

About Netflix, Inc.
Netflix is the world’s leading streaming entertainment service with over 209 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.