Samsung Says Its Pursuit Of “The Next Big Thing” Is Its Reason For Upcoming Foldables

Samsung has been at the forefront of smartphone development for quite some time. This is made evident by the ever-evolving Galaxy S line and now defunct Note Series. But after hitting a brick wall in terms of innovation, the company pivoted toward something more radical – foldable displays. It’s seen as the next logical step forward for a “pocket computer”.

Dr. TM Roh, President & Head of MX Business at Samsung, seems to share this belief. He says that the company’s relentless pursuit of pushing the boundaries has given rise to many great products. At the end of the day, however, the mission is to create technology that can better people’s lives.

About 10 years ago, Samsung set out to create a revolutionary new product by looking at maximizing the usefulness of the display. How would they introduce a large one yet, ensure that it’s convenient enough to carry? This is what spurred the team to create something new, but include better user experiences.

The road that finally led to foldables like the Fold and Flip smartphones was fraught with hurdles and challenges. And despite skeptics labeling foldables as a fad, Samsung’s Fold3 and Flip3 launched late last year, seem to have won over the interest of many consumers.

It was enough to see 10 million of those devices shipped worldwide in 2021, which Samsung claims is an industry increase of 300% from 2020. Dr. TM Roh says that this success proves that we are reaching a moment when foldable devices become more commonplace and begin to claim a bigger share of the smartphone market.

About 70% of Galaxy foldables sold last year were for the Flip, due to its various attributes, which include flexibility and practicality. Samsung says that the device is also built for self-expression thanks to its chic looks and interesting color schemes.

Consumers who flocked to the Fold, were looking for a productivity device that could outshine a regular smartphone but not introduce the inconvenience of carrying a tablet. That’s why it’s proportioned to resemble a regular smartphone, which can be unfolded to become something more useful.

Samsung attributes the consumer interest in its foldables, as the driving force that allows them to keep pushing forward. This is why it is constantly seeking new ways to innovate and build better products. Without revealing too much, Dr. TM Roh and the team at Samsung say that this year’s devices are going to be a big improvement “in every detail”, over their predecessors.

The company says it worked with partners like Google and Microsoft to create new foldables that offer “behavior-shifting” experiences. Samsung’s Unpacked event happening on 10th August, should play host to the reveal of its new generation foldables as well as a new smartwatch.

We’ll provide comprehensive coverage of the event as and when it happens, so stay tuned….