Samsung introduces its first foldable phone as competition intensifies

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Samsung's Galaxy Z TriFold: A New Era in Foldable Smartphones

Samsung Electronics has taken a bold step in the smartphone market with the launch of its first multi-folding device, the Galaxy Z TriFold. This move is aimed at reinforcing its position in a sector where competition is intensifying, particularly from Chinese rivals.

The Galaxy Z TriFold represents a significant advancement in foldable technology. Unfolding into a 10-inch display, it uses three panels and is nearly 25% larger than Samsung's latest foldable model, the Galaxy Z Fold 7. Priced at about 3.59 million won (US$2,440), the device is designed to appeal to a specific segment of consumers rather than as a mass-market product.

Strategic Positioning and Market Expectations

Alex Lim, Samsung Electronics executive vice-president and head of the Korea Sales and Marketing Office, believes the foldable market will continue to grow, and the TriFold could act as a catalyst for more explosive growth in key parts of the segment. However, he emphasized that the new device is intended for customers who specifically want it, rather than as a volume driver.

The TriFold, produced in South Korea, will go on sale domestically on December 12 and be rolled out in mainland China, Taiwan, Singapore, and the United Arab Emirates within this year. The US launch is expected as early as the first quarter of next year.

Technological Advancements and Challenges

The device features Samsung's largest battery in its flagship models and supports superfast charging that powers the phone to 50% in 30 minutes. Despite these advancements, analysts suggest that the TriFold may serve more as a showcase of new technology rather than a volume-driving flagship.

Ryu Young-ho, a senior analyst at NH Investment & Securities, noted that while Samsung's Galaxy Z Fold line has matured over seven generations with lower cost structures, "the trifold could still face issues around completeness or durability," making it important to assess how the market responds first.

Market Competition and Future Outlook

Competition in the foldable smartphone market is set to heat up, with China's Huawei Technologies launching the industry's first three-way folding phone in September last year and Apple expected to release its first foldable next year. However, high prices and limits to mass production are likely to hold back the sector.

According to Counterpoint Research, foldable phones were expected to account for less than 2% of the total smartphone market this year and would make up under 3% by 2027. Despite these challenges, Samsung's shipment share of the foldable market jumped to 64% in the third quarter, up from 9% in the previous quarter, illustrating how market share can fluctuate depending on the timing of product launches.

The firm forecast the foldable smartphone market would grow 14% this year, followed by annual growth in the 30% range in 2026 and 2027 as Apple looks set to enter the segment.

Conclusion

As the foldable smartphone market continues to evolve, Samsung's Galaxy Z TriFold represents a significant milestone in the company's strategy to maintain its leadership in the industry. While the device may not immediately dominate the market, it sets the stage for future innovations and potential growth in the foldable segment.

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