The original Samsung Galaxy Flip revolutionized foldable phones for me. Before its release, devices like the Galaxy Fold were large and bulky, prioritizing screen size over portability. The Flip’s success, capturing 70% of Samsung’s foldable sales in 2021, shifted the focus to portability and affordability, leading to 10 million foldable shipments that year.
Samsung, the dominant player in foldables, faced increased competition that improved the market and forced the company to rethink its approach. Recent changes, like widening the Fold’s front-facing screen, reflect responses to consumer feedback and evolving industry norms.
While novelty initially drives consumer interest in foldables, sustained competition from brands like Google and OnePlus spurs innovation. Even unexpected competitors like Motorola with the Razr have made an impact, leveraging nostalgia and competitive pricing.
Despite early skepticism and challenges faced by the foldable category, market data shows growth and potential. Huawei’s growth in the foldable market, despite regulatory hurdles, signals the longevity of the form factor. Samsung’s recent product releases like the Fold/Flip 6 and Motorola Razr+ are expected to drive further growth in the market.
The key challenge for Samsung now is to maintain excitement and market share in the face of increasing competition. Convincing non-foldable owners to make the switch and enticing existing customers to upgrade will require more than just education. Pricing strategies, like Motorola’s discounted Razr+, play a crucial role in attracting consumers in a market where affordability will drive the next wave of innovation.
Samsung’s rumored plans for a more affordable Fold later this year underscore the growing importance of price in the foldable market. As Samsung faces a more diverse and competitive landscape, affordability will likely be the key factor in driving the next wave of innovation in foldable technology.
