Samsung Electronics co-chief executive and mobile business head Roh Tae-moon has publicly expressed confidence that the South Korean tech giant's seven-year head start in foldable smartphones cannot be easily erased — even as Apple Inc. prepares to enter the segment with its first foldable iPhone, expected as early as September 2025.

Samsung's Seven-Year Advantage

'The technological expertise and understanding of customers that we have built over seven years cannot be caught up to overnight,' Roh told reporters at the unveiling event. Samsung launched its first Galaxy Z foldable models in 2019, making it the longest-running mainstream player in the category.

The company has now unveiled three new Galaxy Z foldable smartphones powered by Alphabet Inc.'s Gemini artificial intelligence — marking its most significant lineup expansion since that original debut. The new range signals Samsung's intent to deepen its grip on a market it helped create.

Apple's Foldable Entry Sets Up Fierce Rivalry

Apple is reportedly planning a book-style foldable iPhone, mirroring the form factor that Samsung has refined across multiple generations. The anticipated launch sets the stage for what analysts expect to be the most competitive chapter yet in the premium smartphone space.

Rather than viewing Apple's entry as a threat, Roh framed it as market validation. 'Foldables have reached maturity both technologically and as a market,' he said. 'The entry of more companies into the market means that foldables have already become a mainstream product and that the market is likely to grow further.'

Pricing Strategy and New Models

Samsung has priced its new foldables more competitively in its home market. The Galaxy Z Fold 8 (256GB) is priced at 2.28 million won (approximately US$1,541), a reduction of 101,200 won from its predecessor. The Galaxy Z Fold 8 Ultra, however, is priced at 2.58 million won — up 198,000 won from the Galaxy Z Fold 7 — while the Galaxy Z Flip 8 is set at 1.68 million won, also up 198,000 won.

Asked about the domestic pricing rationale despite rising memory costs, Roh said: 'Taking into comprehensive consideration the importance of the Korean market, we set prices that are more affordable than in any other market in the world.'

Global Rollout Timeline

The new Galaxy Z devices will go on sale sequentially in South Korea and other global markets from 7 August 2025. Pre-orders in South Korea are scheduled to open the following Tuesday and run through 3 August. International availability details are expected to follow the domestic launch.

With Apple's foldable debut looming and Samsung refreshing its entire foldable lineup with Gemini AI integration, the second half of 2025 is shaping up as a defining period for the premium foldable category worldwide.