Samsung’s plan to challenge Apple in the next era of the smartphone wars is about to start | CNN Business

Samsung is reportedly considering a U.S. launch for its upcoming tri-fold smartphone later this year, marking a significant product innovation aimed at revitalizing growth in the maturing smartphone market. This strategic move seeks to differentiate Samsung from competitors like Apple, which is also introducing new designs, and attract new customers, as current foldable devices already draw twice as many non-Samsung users compared to standard flagships. While initial sales may be niche, this product line is part of a broader industry push for design innovation, with foldable phone shipments projected to reach 45.7 million units by 2028.

Analysis

Samsung is strategically considering a U.S. launch for its new tri-fold smartphone later this year, an initiative aimed at revitalizing a maturing market and establishing a first-mover advantage in a new form factor. This move is positioned as a direct competitive response to rivals like Apple, which is launching its redesigned iPhone Air and reportedly developing its own foldable for 2026. The strategic importance is underscored by data showing Samsung's current foldable phones attract twice as many customers from competing brands compared to its standard flagships, and preorders for the latest Galaxy Z series grew 25% over the prior generation. While the tri-fold device is expected to be a niche, high-cost product initially, it represents a significant push into a category projected by the IDC to reach 45.7 million units by 2028. However, execution risk remains a factor, as evidenced by reports that Samsung's recent Galaxy S25 Edge sales have fallen short of expectations, indicating that innovative design alone does not guarantee commercial success.

Key Decisions for Investors

• Investors should monitor the launch and initial sales data of Samsung's tri-fold phone as a key catalyst, as its performance in the US market will test the company's ability to drive high-margin growth and solidify its lead in the premium foldable segment.
• Consider the competitive landscape, where Apple's imminent iPhone Air redesign and planned 2026 foldable entry will intensify pressure, potentially capping Samsung's long-term market share gains from its form-factor innovations.
• It is prudent to balance the long-term growth potential of the foldable market against the noted execution risks, such as the reported underperformance of the Galaxy S25 Edge, which suggests that consumer adoption of novel, high-priced devices is not guaranteed.