Samsung has unveiled its first multi-folding smartphone, marking a strategic milestone for the company as it confronts intensifying competition from Chinese smartphone makers. The launch arrives at a time when the global smartphone market is stabilizing after years of contraction, with premium devices driving much of the industry’s revenue growth. For Samsung, the new form factor is both an innovation push and a defensive play in a high-stakes market segment.

Samsung Targets Renewed Leadership in the Foldable Segment

Samsung pioneered foldable smartphones in 2019 and has since built a strong product ecosystem around the category. However, its leadership has been tested in recent years as Chinese brands — including Huawei, Honor, Xiaomi, and Oppo — have accelerated product development and introduced thinner, lighter, and often more affordable foldable models. Industry estimates indicate that Chinese manufacturers collectively captured more than half of global foldable shipments in 2024, narrowing Samsung’s early advantage.
The introduction of a multi-folding device signals Samsung’s attempt to reassert technological leadership. Multi-fold designs allow for tablet-sized usability within a pocket-sized footprint, offering a distinct value proposition for productivity, entertainment, and multi-app workflows. For investors monitoring Samsung’s hardware strategy, the new device reflects the company’s ambition to differentiate itself in an increasingly crowded high-end market.

Pricing Strategy and Margin Considerations

Premium smartphones remain one of Samsung’s highest-margin categories, particularly as other business units — such as memory chips — face cyclical fluctuations. The company is expected to price the multi-fold model at the upper range of its flagship lineup, reflecting advanced engineering and limited initial production volumes.
Yet pricing will be a critical factor. Chinese competitors continue to release foldables at significantly lower price points, in some cases under the $1,000 threshold. Their aggressive pricing strategies could exert downward pressure on Samsung’s margins, especially if the new device does not deliver a clear, perceived upgrade relative to existing foldable formats.
In markets like Israel, where premium device sales remain resilient and consumer willingness to adopt innovative phone designs is relatively strong, the multi-fold could help Samsung strengthen its high-end positioning. Local operators typically promote Samsung’s flagship launches heavily, giving the company a strategic channel advantage.

Global Competitive Landscape Intensifies

The broader competitive environment remains challenging. Chinese smartphone makers have expanded rapidly in Europe, the Middle East, and parts of Asia, leveraging strong domestic supply chains, shorter product cycles, and improving brand perception. Their momentum threatens Samsung’s foothold in several previously secure markets.
Moreover, geopolitical dynamics — including U.S. restrictions on certain Chinese brands — have created pockets of opportunity and risk. Samsung benefits from strong access to Western markets, but faces growing pressure in Asia, where consumers increasingly opt for locally produced Chinese devices offering compelling price-to-performance ratios.
Samsung’s multi-fold strategy is partly a response to this shift, aiming to stay ahead of competitors through engineering innovation rather than price competition alone.

The launch of Samsung’s first multi-folding smartphone marks the beginning of a new phase in the premium-device rivalry. Over the next year, investors and analysts will watch adoption rates, durability feedback, production scalability, and how quickly competitors respond with their own multi-fold variants. If Samsung can demonstrate sustained demand and operational efficiency, the multi-fold format could evolve into a new flagship category — but competitive, pricing, and supply-chain risks remain top of mind.