With the creases ironed out, Samsung now has an opportunity to mass-market foldable devices

In the fast-paced world of smartphones, Samsung and Apple remain at the top of the funnel and are the only two brands that have both the resources and scale to embrace new technology without worrying about the consequences. And both companies have taken risks in the past with devices like the Galaxy Note series and iPhone X that went on to become the market leaders.

But these days, most phones are just a little bit better than the previous generation, with incremental improvements in processing power, charging speeds, and camera capabilities. There is a perception that brands are risk averse and prefer to move on with things that work for them.

Last year’s Fold 3 featured a 7.6-inch fold-out display that was meant for better multitasking. (Photo credit: Nandagopal Rajan/Indian Express)

But taking risks could also have its own benefits, from establishing a new form factor to finding a larger audience for cutting-edge technology. For example, the Nothing Phone (1), a young phone from Carl Pei, former co-founder of OnePlus, is a reminder that taking risks can also bring a little fun to smartphones. The phone may not have superior specs, but it promises a unique design that’s hard to ignore. Not everyone likes a transparent body and flashy light strips on the back of the device, but this design can be a form of self-expression that finds its own fans.

The upcoming launch of the Galaxy Z Flip 4 and Fold 4 gives us hope that smartphone innovation isn’t dead as it seems. The 2019 Galaxy Fold was a proof of concept: expensive, with its own technical challenges, and only available in select markets. Whatever the fate of the first generation of Fold, the idea of ​​having a phone that turns into a tablet was innovative. Then came the Galaxy Z Fold 2 next year and the device improved durability and addressed reliability issues that users had with the form factor. Last year’s Galaxy Z Fold 3 received critical acclaim and became very popular around the world.

But the turning point came with the debut of the Galaxy Z Flip. When open, the Galaxy Z Flip had a 6.7-inch display, but when closed it was only the size of a makeup jar. The Flip was a device that, despite a hefty price tag of $1380, sparked curiosity about foldable phones among discerning consumers. Last year’s Galaxy Z Fold 3 and $1,800 Flip 3 spurred interest in foldable smartphones and acceptance as a viable form factor.

Samsung’s Flex Mode feature splits the screen in half, allowing you to join a video call on one screen and type a message on the other screen. (Credit: Anuj Bhatia/Indian Express)

TM Roh, the head of Samsung’s mobile experience business, mentioned in a recent blog post that nearly 10 million foldable phones will be shipped in 2021 – market research firm IDC puts the number at 7.1 million. This is good given early fears that foldable phones might not see a third or fourth generation. It’s good that companies are working to get the foldable form factor right before shipping more units to consumers.

While Oppo already has a foldable smartphone, Google and OnePlus are rumored to be working on foldable smartphones. Chinese tech giant Huawei also invested in the segment, but its troubles in the US market seem to have dashed its plans.

With its latest generation of foldable devices, Samsung has a real opportunity to make foldable phones desirable to a larger audience. From generation to generation, foldable phones have been improved in terms of durability and reliability. Now is the time for the segment to go mainstream, perhaps making it accessible to the regular smartphone user and not just the first mover. Samsung also has to get its pricing and software right for that.