Samsung Electronics and Apple, which had put the spotlight on their ultra-slim phones by competing over a mere 0.1mm in thickness, are now shifting their strategies in response to the lukewarm market reaction. Both companies have decided to either delay the launch of their ultra-slim phones or completely shut down their production lines.

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According to industry sources on November 11, Apple has decided to postpone the launch of the next model following the disappointing sales of the 'iPhone Air', which was released in September. Apple has informed engineers and external suppliers about the delay in the iPhone Air's release, but has reportedly not provided a new launch schedule. As a result, only the iPhone 18 series and a foldable iPhone with a flexible display are expected to be released next fall. Apple has also significantly reduced production facilities for the iPhone Air, while increasing production lines for the higher-selling 'Pro' models.

Apple's newly released 'iPhone Air'. Photo by Yonhap News

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Market research firm Consumer Intelligence Research Partners (CIRP) reported that as of September, the iPhone Air accounted for only 3% of total iPhone sales. This figure is significantly lower than the iPhone 17 Pro (9%) and iPhone 17 Pro Max (12%).

The Samsung Galaxy S25 Edge, released in May, also posted lower-than-expected results. According to data compiled by Hana Securities, only about 190,000 units of the S25 Edge were sold in Korea during the first month after launch, with cumulative sales over three months reaching just 1.31 million units. In comparison, the domestic pre-sale of foldable phones such as the Galaxy Z Fold 7 and Z Flip 7, held in July, set a new record with 1.04 million units sold in just one week.

Samsung Electronics had initially planned to remove the 'Plus' model and add the Edge to the Galaxy S26 series lineup, which is set to be unveiled in February next year. However, due to disappointing sales, the company has recently made significant changes to this strategy. As a result, the S26 series will once again consist of three models: 'Standard', 'Plus', and 'Ultra'. The lineup revision is expected to slightly delay the release schedule. While Samsung traditionally holds its Unpacked event to unveil new products in late January or early February, the S26 series is now scheduled to be unveiled in San Francisco, USA, on February 25 next year, with the official launch planned for March.

Yonhap News Agency

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Samsung Electronics Unveils Ultra-Slim Smartphone 'Galaxy S25 Edge' Yonhap News

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To achieve thinner devices, Samsung and Apple designed the ultra-slim models with lower camera performance and shorter battery life compared to previous products. However, as the price difference from premium models was minimal, consumers turned away from these products.

The competitive landscape for the two leading smartphone manufacturers now appears to be shifting toward the foldable phone market. Samsung captured global attention by unveiling its trifold phone, which folds twice, at the 2025 Asia-Pacific Economic Cooperation (APEC) summit. Samsung has announced plans to release the trifold phone within this year, with the price expected to be around 4 million won. Apple is projected to launch its first foldable phone, tentatively named the 'iPhone Fold', around September next year. The price is expected to be about 2,000 dollars (approximately 2.9 million won), and it will fold inward like a book, offering usability similar to a large-screen iPad.

The display 'FlexG' installed in the Samsung trifold phone is exhibited at the 2022 CES exhibition. Provided by Samsung Display

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An industry insider stated, "With Apple preparing to launch a foldable iPhone, it is getting ready to enter a foldable market currently dominated by Samsung and Chinese manufacturers. Samsung will maintain its strategy of leading the market by reinforcing its premium image with cutting-edge technologies such as the trifold phone."