Samsung Wants To Maintain Dominance In Foldable Smartphones

JAKARTA - Samsung Electronics has launched its newest foldable smartphone on Wednesday, August 10. They are also keeping prices at the same level as last year in a bid to strengthen its leadership in a growing niche market, foldable phones.

The smartphone maker is pricing the clamshell Galaxy Z Flip4 at $999.99, and the top-line 5G-capable Galaxy Z Fold4 with a 7.6-inch main screen starts at $1,799.99 in the United States. This is the same price as last year's model launch price.

"We've succeeded in transforming this category from a radical project into a premier line of devices enjoyed by millions around the world," said TM Roh, president and head of mobile experience at Samsung Electronics.

The Galaxy Z Flip4 and Z Fold4, as well as its new earbuds, the Galaxy Buds2 Pro, will be generally available starting August 26 in select places such as the United States, parts of Europe, and South Korea.

Counterpoint Research expects global shipments of foldable smartphones to grow to 16 million units this year, or just 1.2% of the estimated 1.36 billion smartphone shipments, but up from the 9 million units shipped last year.

While the overall smartphone market looks to be shrinking this year as consumers spend less, foldable smartphones tend to do better, as their unique form factors, large screens, and portability attract interest, analysts said.

Samsung held a 62% share of the foldable smartphone market in the first half of 2022, followed by Huawei at 16% and Oppo at 3%. Counterpoint estimates Samsung's share in the second half will be around 80% after the new release.

Samsung said it aims for foldable phone sales to surpass its previous flagship, the Galaxy Note, in the second half.

"Foldables have helped Samsung differentiate itself... Apple will be Samsung's main competitor in the future and we expect foldable to be released from Apple in 2024 or 2025," said Counterpoint senior analyst Jene Park.

Samsung says the latest models make it easier for phone owners to use popular apps like Instagram and Microsoft Outlook.