Samsung and Google Compact Apple! Two Big Events Held Before the Debut of the iPhone Fold
JAKARTA - Samsung and Google do not seem to want to give Apple the opportunity to dominate the smartphone industry stage in the second half of 2026. Both compact companies have scheduled events to launch their latest products weeks before Apple is expected to introduce the iPhone Fold and the iPhone 18 series in September.
This move is considered a strategy to divert public attention while strengthening its position in the premium smartphone market before Apple enters the folding phone segment for the first time.
For Apple, the launch of the iPhone Fold is expected to be one of the most important moments in the history of the iPhone since the arrival of the iPhone X in 2017.
Samsung is the first manufacturer to hold a major event this summer. The South Korean company is scheduled to hold Galaxy Unpacked on July 22, 2026, almost two months before Apple's annual agenda, which usually takes place in September.
For the past few years, Galaxy Unpacked has been synonymous with the launch of the Galaxy Z Fold and Galaxy Z Flip folding smartphone line. This year Samsung is expected to introduce the Galaxy Z Fold 8 and Galaxy Z Flip 8 as successors to the previous generation.
Although there are not many leaks about design changes, Samsung gives clues through the event slogan "A New Shape Unfolds", which raises speculation about changes in shape, screen ratio, or even the presence of an Ultra model for the foldable line.
Samsung also has the potential to introduce Galaxy Watch updates and provide a teaser of a smart glasses device that is rumored to be an Apple Glass competitor in the future.
Galaxy Z TriFold Not Necessarily Have a Successor
Early 2026 Samsung has already introduced the Galaxy Z TriFold, a smartphone with three screen panels and two hinges.
However, analysts assess that it is unlikely that Samsung will immediately present the second generation in just six months.
Therefore, the focus of the Galaxy Unpacked is expected to remain on the improvement of the Galaxy Z Fold and Galaxy Z Flip series.
Google Follows Up with Pixel Event
Not long after Samsung, Google will hold a Pixel Event on August 12, 2026.
The event is expected to be the stage for the launch of the Pixel 11 series which has been the target of various leaks for the past few months.
In addition to the regular Pixel 11, Google is also believed to introduce the Pixel 11 Pro Fold as the latest generation of its folding smartphone.
Unlike Samsung, the changes to the Pixel 11 Pro Fold are expected to be more internal than design.
Tensor G6 and AI as the mainstay
Google is said to be introducing the Tensor G6 chipset as the successor to the Tensor G5.
The new chip is expected to bring a number of important improvements, including:
A new generation of Tensor Processing Units (TPU) for faster AI processing.
A more advanced GXP Imaging Coprocessor to improve the quality of computational photography.
Better thermal efficiency so that the device temperature is more stable.
Higher generative AI performance for a variety of artificial intelligence-based features.
In addition to the new chipset, a number of leaks also mention that the basic storage capacity of the Pixel 11 may increase to 256 GB from the previous 128 GB.
However, global memory chip supply pressures are also said to affect the RAM and storage configurations on some Pixel variants.
Apple Remains the Main Spotlight
Even though Samsung and Google both launched products first, market attention is believed to still be focused on Apple.
The reason is that the iPhone Fold is expected to be Apple's first foldable device after the company has chosen for years to wait for foldable technology to mature.
Apple's approach is different from Samsung, which has been developing a folding smartphone since the first generation of the Galaxy Fold in 2019.
Apple has always been known to prefer perfecting the user experience than being the first company to introduce new technology.
Premium Smartphone Launch Schedule 2026
Date Event Products Expected to Appear July 22, 2026 Samsung Galaxy Unpacked Galaxy Z Fold 8, Galaxy Z Flip 8, latest Galaxy Watch August 12, 2026 Google Pixel Event Pixel 11, Pixel 11 Pro, Pixel 11 Pro Fold September 2026 (estimate) Apple EventiPhone 18, iPhone 18 Pro, iPhone FoldWhy is the Launch Time So Important?
In the premium smartphone industry, launch timing has a big impact on sales. Products introduced early have the opportunity to dominate media coverage, get reviews faster, and attract consumer interest before competitors launch their devices.
This is the strategy that Samsung and Google seem to be implementing. By introducing new devices in July and August, both hope to secure market attention before Apple holds its regular event in September.
The competition for premium smartphones in 2026 is predicted to be one of the most intense in recent years. Samsung has a long experience advantage in the folding device market, while Google continues to strengthen differentiation through AI capabilities and computational photography. On the other hand, Apple carries high expectations as the iPhone Fold is expected to be a product that opens a new chapter for the iPhone ecosystem.
Although Samsung and Google are trying to steal the spotlight by holding an early launch, history shows that Apple's agenda remains the main magnet for the global technology industry. Therefore, the strategy of the two companies is likely to be aimed at building sales momentum before consumer and media attention shifts completely to the launch of the iPhone Fold and the iPhone 18 line in September.