With this week's Galaxy Unpacked, Samsung not only upgrades its key foldable phones, it also deepens it approach to AI and personalization.
If you have been researching foldable smartphones for 11 years and have iterated the flagship foldable for seven generations, there comes a point when the cutting-edge technology that sold the device gives way to something more practical for the general consumer market.
With this week's, it feels like Samsung has decided that the corner has been turned and the three new foldables—The Z Fold7, Z Flip7 and Z Flip7 Fan edition—are ready for a wider audience. I sat down with Annika Bizon, senior director of marketing and omnichannel and head of Ireland-MX Division, and Kadesh Beckford, smartphone specialist product manager, to talk about the new products., the size of Samsung’s foldable ambition from this point on is simple. “We are forecasting to sell 20 million foldables, with double-digit growth in 2025,” Bizon said. Both the Galaxy Z Fold7 and Galaxy Flip7 have been re-engineered for increased durability, including Corning’s Gorilla Glass Ceramic 2, and more resiliency in the all-important hinge. Yet, the focus is not on finding the best number on the spec sheet, but on how they impact the customer experience.“Take the Galaxy Z Flip7,” Beckford said, referring to the smaller smartphone. “It is the thinnest we’ve brought to market, only 6.5mm thin when I open it up, in comparison to 6.9mm in the past. With careful innovation and how we’ve remade this device, we’ve applied a 21:9 aspect ratio display, basically a candy bar–styled phone when you open it."in some areas, and the size of the display is one. Samsung no longer needs to do that with its foldables. One of the other areas is the camera, with the thinner body of the foldables resulting in less internal volume and smaller lenses and sensors used. That’s not the case with the Z Fold7. “We’ve been talking a lot about when the Fold is going to have the capability of the Ultra,” said Bizon. “This is now the Ultra unfolded. The best way I can describe it is you have a 200 megapixel next-generation camera, with the Pro Visual engine behind it.”During the first Galaxy Unpacked event in 2025, Samsung brought more of Galaxy AI to the surface, some of which was achieved through native apps by updating existing options and adding new features, such as the various AI-supported media editing tools including Photo Assist and Portrait Studio, the new tools built into One UI such asYet the new foldables are part of an ecosystem. Samsung also launched the Galaxy Watch8 and Watch8 Classic Thursday. Alongside these latest Galaxy phones , it is an opportunity for Samsung owners to go beyond simple hardware and software and into the world of wellness and preventative health.,” Bizon told me. " With AI technology and the rapid advances in sensors coming through Samsung Health, what we can do is accumulate all this data and say, 'watch out here, you can do something about it.’" “We have sleep apnea detection so we can detect if you have potential problems with your sleeping, and it’ll be able to suggest seeing a doctor," Bizon added. "We believe that sleep is a really good guide for all kinds of health." At every step, this principle, of taking data from as many sensors as possible , processing the data using various AI-powered techniques and then presenting them in a user-friendly format, lifts Samsung’s new devices away from the traditional “look at what we can do with a foldable phone” and into the “look at what we can do to make a difference to your life."The Fold7 and Flip7 feel like they have stepped up a gear and are aiming not at the enthusiast audience but at a general audience. How does Samsung choose which features to focus on? Why health? Bizon picked this up. "Everything we do is based on consumer research, on what we’re seeing people using. We look at that and go 'what behaviors have people got and what behaviors do we believe they will have in the future? How do we marry our technology to be future-focused for them? “Take medical trends on a global level," Bizon added. "We talked about sleep and what sleep means. Well, actually, it’s not about how many hours you sleep or how many steps you take. You know those things are very in tune to you, so AI is helping us marry that to what actual behaviors are going on." Beckford rounded out Samsung’s approach here. “That’s why our aim and objective is to ensure that we’ll bring you meaningful innovation that will chop and change and enable you to do what you want to do and hit your passion points as well.”Foldables remain an area where smartphone manufacturers can show their design prowess and ability to manufacture innovative designs. They also need to show that the foldables can be part of users’ lifestyles if they are to make a genuine difference in the marketplace. The Galaxy Z Fold7 and Z Flip7 tookat Galaxy Unpacked, but the real update was the whole ecosystem, from the phones and watches to the wearables and software.
Galaxy Unpacked Galaxy Z Flip7 Galaxy Z Fold7 Samsung Heath Galaxy Watch8 Galaxy Ring Oneui Ai As Ui Preventative Health
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What to expect at Samsung Galaxy Unpacked next weekAnna has been a freelance writer for more than a decade. In that time, she's covered everything from electronics to esports, from marketing to magic. Her tech and entertainment reporting has appeared on Ars Technica, Mashable, Digital Trends, and more. She especially loves playing, making, and geeking out over video games.
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