Samsung Fold 8 took centre stage on Wednesday as Samsung introduced three new foldable smartphones—the Galaxy Z Fold 8, Galaxy Z Fold 8 Ultra and Galaxy Z Flip 8—expanding its premium lineup ahead of Apple’s expected entry into the foldable phone market.

The new devices feature distinct designs aimed at different users, with Samsung focusing on entertainment, productivity and portability across the three models.

Galaxy Z Fold 8 features a wider display

The redesigned Galaxy Z Fold 8 opens like a book to reveal a wider 4:3 main display, giving users a more tablet-like experience for streaming videos, gaming and multitasking.

Samsung starts the Fold 8 at $1,900, with the device scheduled to ship on August 7.

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Fold 8 Ultra targets productivity users

Samsung also introduced the Galaxy Z Fold 8 Ultra, which retains the company’s previous narrow folding design while adding a significantly larger battery for extended performance.

The Fold 8 Ultra starts at $2,100, making it Samsung’s most expensive foldable smartphone to date.

Galaxy Z Flip 8 keeps the classic clamshell design

The Galaxy Z Flip 8 continues Samsung’s vertical flip-phone design inspired by early-2000s mobile phones. The device starts at $1,200 and will also begin shipping on August 7.

Samsung explains the redesign

Speaking about the new Fold 8, Samsung Senior Vice President of Mobile Product Management Drew Blackard said the redesign reflects changing consumer habits rather than growing competition.

He said media consumption has evolved significantly since Samsung launched its first foldable smartphone in 2019, prompting the company to introduce a wider display better suited for video content.

Samsung will continue offering the Fold 8 Ultra for users who prioritise productivity, while positioning the standard Fold 8 as an entertainment-focused device.

Prices rise as component costs increase

Samsung increased the prices of both the Fold 8 Ultra and the Flip 8 by $100 compared with their predecessors.

According to Blackard, higher RAM and storage costs have become a major factor behind rising smartphone prices, although carrier promotions may reduce the immediate impact for many buyers.

Apple prepares to enter the foldable market

Samsung’s latest launch comes as Apple is widely expected to unveil its first foldable iPhone later this year.

Blackard said Samsung’s seven-year experience in foldable technology has helped improve durability, design and functionality, giving the company a significant advantage before Apple’s arrival.

He also suggested Samsung’s broader lineup provides consumers with more choice, while Apple is expected to debut with a single foldable model.

The launch signals Samsung’s continued push to strengthen its position in the premium foldable smartphone market as competition intensifies and manufacturers race to attract consumers seeking larger, more versatile mobile devices.