Samsung launched three new foldables, including a new mid-tier Fold8 design, while higher memory chip costs pushed up prices on the Ultra and Flip8 ahead of expected Apple competition.
Samsung launched the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8 in London as it seeks to defend the foldable smartphone segment it pioneered before an expected foldable iPhone launch from Apple. The company kept the Galaxy Z Fold8 at $1,899 and raised the prices of the Galaxy Z Fold8 Ultra and Galaxy Z Flip8 by $100 from their predecessors to $2,099 and $1,199, respectively, citing rising memory chip costs. The new lineup marks a change in Samsung's foldable strategy. Alongside the book-style Ultra and clamshell Flip8, the company introduced the Fold8 as a different form factor with a 4:3 screen ratio aimed at improving content viewing. The Fold8 and Fold8 Ultra run on Qualcomm's Snapdragon 8 Elite Gen 5, while the Ultra adds a larger battery and a more advanced triple-lens camera. Analysts said the launch is strategically important because Apple is widely expected to enter the foldable market, a move that could give the category broader legitimacy and intensify competition in a segment Samsung has dominated since introducing its first foldable in 2019. Ben Wood of CCS Insight said Samsung appeared keen to preserve competitive pricing despite higher component costs, though the Ultra's more than $2,000 price tag is likely to draw attention. He also said the relatively small $200 gap between the Fold8 and Fold8 Ultra means Samsung will need a clear case for why buyers should choose the lower-spec model.