Samsung Electronics to Hold 'Samsung Galaxy Unpacked Part 2' on the 20th at 11 PM
[Asia Economy Reporter Eunmo Koo] Samsung Electronics will hold the ‘Samsung Galaxy Unpacked Part 2’ event on the night of the 20th. At this event, the 'Galaxy Z Flip3,' which applies a method allowing users to directly choose various colors similar to the premium home appliance ‘BESPOKE’ products, is expected to be unveiled, drawing attention to whether it can further boost the recent foldable phone craze.
Earlier, on the 13th, Samsung Electronics sent out invitations to global media and partners announcing that the online Unpacked event would be held at 11 PM on the 20th. According to Eastern Time in the U.S., the event will take place at 10 AM on the same day. Samsung Electronics stated, "We will introduce a new experience that allows you to express yourself through mobile devices."
At this Unpacked event, the BESPOKE edition of the Z Flip3, released in the second half of this year, is expected to be revealed. This is based on the fact that right after its release, the Z Flip3 gained popularity with a design reminiscent of the old foldable phone sentiment combined with Samsung’s custom premium home appliance BESPOKE style. Samsung Electronics is reportedly focusing on expanding the experience where consumers can directly choose the smartphone’s exterior color in a ‘customized’ way.
The invitation released by Samsung Electronics also symbolizes the BESPOKE design by depicting various colorful squares combined into a box shape. These boxes contain icons of major applications within Galaxy smartphones such as Camera, Samsung SmartThings, and Samsung Health, emphasizing that users can express their individuality through various color combinations like white, black, and pink. This move is also interpreted as an effort to accelerate the ‘foldable popularization’ by transplanting the BESPOKE style, which has recently received high acclaim among young people in the home appliance sector, into foldable smartphones.
On the 18th, Samsung Electronics also released a teaser video titled ‘Get ready to unfold something unmistakably you’ for Galaxy Unpacked Part 2 on its official YouTube channel.
The video features three aliens wearing Samsung Galaxy uniforms. They operate a console in the Galaxy Studio to select colors from a palette, and each time, the uniform color changes to the selected color. This appears to hint at the release of the ‘BESPOKE Edition’ of the Z Flip3 device, allowing users to combine the upper and lower parts of the device in colors to their liking at this event.
The Z Fold3 and Z Flip3, unveiled through ‘Galaxy Unpacked Part 1’ in August, have shown successful sales, surpassing 1 million units sold domestically within 39 days of release. In particular, the Z Flip3 accounted for about 70% of sales, showing high popularity. The 1 million unit sales figure is the third fastest record in history, following the ‘Galaxy Note10’ and ‘Galaxy S8,’ even when including all bar-type smartphones. Some colors are still experiencing shortages.
With Apple’s aggressive moves heating up again, including the official release of the ‘iPhone 13’ series in Korea, attention is rising on whether Samsung Electronics can accelerate foldable popularization through Unpacked Part 2 and come out ahead in the year-end head-to-head competition with Apple.
The Samsung Galaxy Unpacked Part 2 event will be broadcast live at 11 PM Korean time on Samsung Electronics Newsroom and Samsung.com.
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