Samsung Leads Foldable Phone Craze, Market Expands... Google to Join Soon

[Asia Economy Reporter Seulgina Jo] The foldable phone craze led by Samsung Electronics is showing no signs of slowing down. The third-generation foldable smartphones, the Galaxy Z Fold3 and Galaxy Z Flip3, launched in the second half of the year, have exceeded expectations, prompting Google, Microsoft (MS), Xiaomi, and others to announce their entry into the foldable phone competition. Samsung Electronics also plans to further boost the hype by introducing an additional Z Flip3 model incorporating the BESPOKE concept.

According to industry sources on the 15th, Google will hold a product launch event on the 19th (local time) to unveil its own smartphone, the Pixel 6. At this event, Google is also expected to introduce its first foldable smartphone, tentatively named the Pixel Fold. Developed under the codename Passport over the past two years, the Pixel Fold is likely to be released by the end of the year. IT tipster Evan Blass stated, "Google's foldable phone, which has been in preparation for two years, will be released within this year."

Based on the information revealed so far, the Pixel Fold is estimated to have a design similar to Samsung Electronics' Z Fold3. It will feature a large 7.6-inch screen when unfolded and, like the Z Fold3, is expected to apply under-display camera (UDC) technology that hides the camera beneath the display.

With global manufacturers including Google joining the foldable phone market, which Samsung Electronics has dominated, the market size is expected to expand rapidly. As the traditional bar-shaped smartphone market reaches growth saturation, the competition in form factors, including foldables, is intensifying.

Microsoft will officially launch the dual-screen smartphone Surface Duo 2, which was unveiled last month, this month. Chinese company Xiaomi is also reported to release a new foldable phone with a clamshell form factor similar to the Z Flip3 in the fourth quarter. Counterpoint Research estimates that the foldable phone market will triple compared to last year, reaching 9 million units this year.

Samsung Electronics, which has taken the lead, has also unveiled a new card to accelerate the foldable phone craze. Samsung will hold the ‘Samsung Galaxy Unpacked Part 2’ event on the 20th. At this Unpacked event, the Z Flip3 Bespoke Edition, which allows consumers to choose the exterior color themselves, is expected to be unveiled. By transplanting the BESPOKE design, which has proven competitive in the home appliance sector, into foldable smartphones, Samsung aims to accelerate the ‘popularization of foldables.’