Samsung will unveil three new foldables in London on Jul. 22, roughly two months before Apple is expected to debut its first folding iPhone.
Key Points:
- Samsung's Galaxy Unpacked lands Jul. 22 in London, showing a wider Fold, a new Flip, a Fold Ultra, and fresh Galaxy Watches.
- Apple aims to launch its first foldable in September, targeting about 10 million units and a price near $2,500.
- For the first time, both companies will field book-style foldable flagships at the same time.
Galaxy Z Fold 8 Anchors Samsung's London Launch
The company has confirmed a Jul. 22 keynote in London, a break from its usual Seoul and New York venues, and it is expected to add new watches and its first smart glasses. The bill pairs a redesigned Galaxy Z Fold 8 with a new Galaxy Z Flip 8 and a premium Fold 8 Ultra. Pre-orders open that day, and sales start in early August.
That wider Fold trades a tall shape for a squarer, tablet-like screen. Reports place its inner display near eight inches, with a lighter frame, a dual rear camera, a battery close to 5,000 mAh, and brightness reaching 2,600 nits.
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Apple Foldable Targets A September Debut
Apple has raised its foldable output target to roughly 10 million units this year, part of a 2026 iPhone run projected near 220 million.
The phone should ship in September beside the iPhone 18 Pro line, with a 7.8 inch inner screen and a 5.5 inch cover display. It would use Touch ID, not Face ID.
Analyst Ming-Chi Kuo has estimated a price between $2,300 and $2,500, though supply-chain contacts maintain the September window holds. A worldwide memory shortage has lifted component costs, and the company already raised Mac, iPad, and Vision Pro prices by up to $200 last month, while rivals such as Xiaomi trimmed output.
Crease Race Shapes The Foldable Fight
For the first time, both giants will sell book-style foldables to the same premium buyer at once, a clash the industry has awaited for years.
Samsung leans on eight generations of hardware and its DeX desktop mode, while Apple counters with iOS and a nearly flat, crease-resistant display. One report flagged laser-drilling as Samsung's answer to the crease.
Samsung opened the book-style category back in 2019 and has met little serious rivalry since. Its three-panel TriFold, a $2,449 device that reached U.S. shelves this year, shows how far the format stretched before Apple finally arrived, even as foldables stay near two percent of the market.
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