Samsung Electronics is challenging for the highest-ever sales of foldable phones with the Galaxy Z Fold 8 Ultra, Fold 8, and Flip 8. For the first time, the company expanded its foldable lineup to three models, positioning the Fold 8 with a 4:3 aspect ratio as the flagship to capture new demand. Amid intensifying competition with Apple's first foldable phone, the goal is to retain its global market leadership.
No Taemoon, Samsung Electronics' CEO and head of MX Business, stated during a press briefing in London on the 22nd (local time), following the Galaxy Unpacked 2026 event: “This is the first year we're introducing a complete foldable lineup of three models. With the Fold 8 adding new demand, the Galaxy Z series aims for record sales in foldables this year.”
Specific sales targets were not disclosed. Last year, the Galaxy Z Fold 7 and Flip 7 set a record for Samsung foldables, selling 1.04 million units domestically alone. This year, the company plans to surpass that figure.
Samsung restructured its foldable lineup, recognizing that the existing Fold and Flip categories alone couldn't meet diverse consumer needs. The Fold 8 Ultra targets users seeking premium specs like advanced cameras and large-screen productivity, while the Fold 8 caters to those prioritizing content consumption and portability. The Flip 8 emphasizes compact design and style.
No explained, “We judged that the two existing categories—Fold and Flip—were insufficient to meet all consumer demands. Each of the three models—Ultra, Fold, and Flip—was developed to align with market needs in display, battery, performance, and camera.” He emphasized that the lineup represents a “complete foldable mobile solution satisfying global consumers' diverse needs.”
He added, “Through extensive testing and analysis, we confirmed that a 4:3 aspect ratio optimizes content like browsers, e-readers, and videos. The Fold 8 was designed to appeal to consumers who want a large screen for content while prioritizing portability.”
Samsung views the Fold 8 as the key driver for foldable sales growth this year. According to industry sources, the company's annual panel production plan shared with partners allocates approximately 2.8 million units to the Fold 8—the highest among the models. The Fold 8 Ultra is set for 2 million units, and the Flip 8 for 1.5 million. Initially, production shares for the Fold 8 and Ultra will be similar, with adjustments based on sales performance.
The global foldable market is expected to grow again, driven by Apple's entry and demand for wide-screen devices. Counterpoint Research forecasts a 21% year-on-year increase in global foldable shipments.
No anticipates that competitors' entry will expand the foldable market. However, he stressed that durability, product refinement, and foldable-optimized user experiences—developed over eight generations since 2019—cannot be easily replicated.
“Durability that withstands hundreds of thousands of folds, product perfection, and foldable-optimized experiences aren't built overnight,” he said, reaffirming Samsung's commitment to leading the global foldable market.
