Samsung expected to widen foldable lineup before Apple enters category

Samsung is expected to introduce a shorter, wider foldable phone at its Galaxy Unpacked event, a move that would broaden its lineup as Apple prepares to enter the category. The Verge reports that Samsung is also expected to update its existing Galaxy Z Fold and Z Flip phones at the event.

The reported model would mark another change to Samsung’s foldable strategy after the Galaxy Z TriFold, which The Verge says arrived last year and later had a short run in the US market. Samsung has not formally announced the new device, but The Verge says the company has teased “a new shape” for foldables and used event imagery that points to a shorter design.

A wider design returns

The Verge reports that leaks have for months pointed to a Samsung foldable with a broader profile. The publication has also reported that Apple’s first foldable iPhone is expected to use a similarly squat shape.

Wide foldables are not new to the phone market. The Verge notes that Huawei introduced the passport-shaped Pura X Max this year, while Google’s first Pixel Fold, Oppo’s Find N and Microsoft’s dual-screen Surface Duo also used wider proportions than Samsung’s main Fold line.

Samsung’s existing Galaxy Z Fold devices helped steer the category toward narrower outside screens and more square interior displays, according to The Verge. Counterpoint Research has described Samsung as a dominant seller in foldables, a position built from early entry into the market and the company’s scale.

Samsung has faced more pressure from rivals in recent years, The Verge reports, citing advances such as displays with less visible creasing and dustproofing. The publication said Samsung answered some of that pressure with thinner hardware on the Galaxy Z Fold 7 and an edge-to-edge cover screen on the Galaxy Z Flip 7.

Apple’s entry raises the stakes

Apple has not announced a foldable iPhone, but The Verge says evidence points to a September reveal. IDC analyst Francisco Jeronimo said in a report cited by The Verge that Apple’s first foldable iPhone would be a turning point for the segment, and IDC forecast that Apple could take 34 percent of the foldable market by value in its first year.

That forecast frames the competitive risk for Samsung. If Apple’s device expands demand for foldables, Samsung could benefit from a larger market; if buyers shift toward Apple, Samsung’s years of leadership could come under pressure.

The Verge also pointed to recent examples showing the risk of chasing a form factor too early. Samsung’s Galaxy S25 Edge arrived before Apple’s iPhone Air, but The Verge reports sales did not take off, while Apple’s Air has also disappointed expectations. Samsung’s Galaxy Z TriFold, another hardware experiment, lasted less than three months in the US market, according to The Verge.

Samsung’s next move is expected to become clearer at Unpacked. For now, the reports suggest the company is preparing to keep its standard Flip and Fold designs while adding a wider foldable that could better match the kind of device Apple is expected to bring to market.

This story draws on original reporting from The Verge.