Samsung Unveils New Foldable Smartphones With Higher Prices Ahead of Apple’s Expected Entry

Samsung has introduced its new Galaxy Z8 Series, strengthening its position in the foldable smartphone segment that it helped pioneer. Unveiled at a launch event in London, the new lineup includes three devices: the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8, marking the company's broadest foldable portfolio to date.

The flagship Galaxy Z Fold8 Ultra is priced at $2,099, while the Galaxy Z Fold8 and Galaxy Z Flip8 are priced at $1,899 and $1,199, respectively. Compared with the previous generation, both the Fold8 Ultra and Flip8 carry a $100 price increase, reflecting rising production costs driven by more expensive memory chips. Demand for AI infrastructure has pushed memory prices significantly higher, increasing costs for smartphone manufacturers.

Despite the higher prices, analysts believe Samsung has absorbed part of the increased manufacturing costs to remain competitive. Ben Wood, Chief Analyst at CCS Insight, noted that the price increases were smaller than expected, suggesting Samsung is attempting to preserve attractive pricing ahead of intensifying competition. However, he added that the Fold8 Ultra's price above $2,000 is likely to become a major discussion point among consumers.

The product launch comes as Apple is widely expected to enter the foldable smartphone market later this year with its first foldable iPhone. Industry analysts view 2026 as a defining year for foldable devices, with Apple's arrival expected to accelerate consumer adoption and further validate the category. Samsung, which launched its first foldable smartphone in 2019, is aiming to reinforce its market leadership before competition intensifies.

One of the most notable additions to this year's lineup is the Galaxy Z Fold8, a new model positioned between the Flip and the Ultra. While retaining Samsung's book-style folding design, the Fold8 features a wider 4:3 display ratio intended to improve viewing for videos, documents and multitasking. Analysts believe the design could also anticipate Apple's rumored preference for a wider foldable display, allowing Samsung to establish an alternative form factor before its rival enters the market.

Both the Galaxy Z Fold8 and Fold8 Ultra are powered by Qualcomm's Snapdragon 8 Elite Gen 5 processor. The Ultra differentiates itself with a more advanced triple-camera system, a larger battery and premium hardware specifications. With only a $200 price gap separating the two book-style models, Samsung faces the challenge of clearly communicating the value proposition of the standard Fold8 to consumers who may be inclined to upgrade to the Ultra version.

As competition in the premium smartphone segment continues to intensify, Samsung's latest foldable lineup highlights the company's strategy of expanding product choice while balancing higher manufacturing costs and increasing pressure from rivals. The arrival of Apple's foldable device later this year is expected to reshape the market, making Samsung's latest launch one of its most strategically important in recent years.