The Galaxy Z Fold 8 is Samsung preparing for battle, but is it enough? - 9to5Google

What the report says

9to5Google’s Ben Schoon wrote in a July 26 Weekender column that Samsung’s latest Unpacked event appeared shaped by the looming arrival of Apple’s first foldable iPhone. The piece frames the newly announced Galaxy Z Fold 8 lineup as Samsung’s attempt to reinforce its foldable-phone position before Apple enters a category Samsung has led for years.

According to 9to5Google, Samsung’s strategy includes a revised Galaxy Z Fold 8 design and the use of “Ultra” branding for another model in the series. Schoon described the new Fold 8 shape as a welcome change, but questioned whether the broader foldable market has become too predictable after only a few product generations. The column also notes that Samsung opened pre-orders and that 9to5Google’s full review was still in progress.

The article argues that Apple’s entry could bring wider attention and legitimacy to foldables, especially among consumers who have not seriously considered Android devices. At the same time, Schoon suggested Samsung may be reacting more to Apple’s expected move than setting the agenda itself, despite its long head start in the segment.

The newsletter also recapped other Unpacked-related announcements, including the Galaxy Z Fold 8 Ultra, Galaxy Z Flip 8, Galaxy Watch 9 and Watch Ultra 2, plus Samsung and Google’s Android XR glasses. The significance is competitive: Samsung is trying to defend a category it helped popularize just as its biggest smartphone rival prepares to challenge it.