When I’m out and about, I rarely get asked about the phones I’m testing—unless it’s a folding phone. That’s when I hear the same comment over and over: “Oh, I thought about getting one of those! But then I just went with a regular slab-style phone.” My own observations align with sales data, which shows that while curiosity about foldable phones is high, actual purchases are still relatively low. Samsung is well aware of this gap and is gearing up to make a big splash at its upcoming Unpacked event on July 9th. But will simply slapping the Ultra name on a folding device be enough to turn the tide?
Despite efforts over the past decade, foldable phones still haven’t captured the mainstream market. Samsung has been a pioneer, and Google entered the scene a few years ago, but the overall market remains small. Motorola’s success with flip phones shows that clamshell designs still have appeal, with Counterpoint Research noting a 253 percent increase in foldable market share for the brand in 2024. However, foldables still account for just about 1.5 percent of the global smartphone market, according to TrendForce. In the U.S., Samsung’s early and aggressive push has yet to significantly shift the market share after several iterations.
Samsung is teasing an Ultra-branded foldable for the first time, promising a thinner profile that rivals recent offerings from brands like Honor and Oppo. Rumors suggest the Galaxy Z Flip 7 may feature a larger, Razr-style cover screen that nearly covers the front panel, along with a more affordable FE version that uses an older cover screen design. These updates seem aimed at tackling two common complaints: high prices and the tradeoffs compared to traditional flagship phones.
However, I remain skeptical whether these improvements will be enough. Foldables are generally more vulnerable to dust and debris, and repairs tend to be more costly. Although Samsung has claimed to pursue full dustproofing, it hasn’t yet delivered a fully IP68-rated foldable. For consumers, taking a risk on a premium device that may be less durable than a standard $1,000 flagship is a big ask—especially as prices for other tech and everyday items continue to rise.
That said, the future isn’t all bleak for foldables. Industry rumors point to a possible Apple foldable arriving as soon as 2026. An iPhone fold could broaden the market, particularly in the U.S., potentially boosting Samsung’s sales as well. Samsung’s strategy of launching multiple models across different price points has historically paid off, and introducing an Ultra foldable with top-tier specs might just sway those still on the fence. Plus, if anyone’s been waiting for an extra hinge or a more innovative fold, Samsung might just have that covered too.
