'D-2' Samsung Galaxy Unpacked, Hidden Camera, S Pen, Waterproof Features... Battle for Foldable Phone Mainstreaming

Z Fold3 and Z Flip3 Online Unveiling
Significantly Improved Durability, a Previous Weakness
Price Reduced by About 20% Compared to Previous Models
Xiaomi Also Reveals New Model the Day Before Unpacked

[Asia Economy Reporter Eunmo Koo] Samsung Electronics' second half unpack event, which will be the decisive move in its 'foldable reshuffle,' is just two days away. The strategy is to firmly secure the top position in the global smartphone market by emphasizing enhanced features such as the under-display camera and S Pen, along with price competitiveness compared to previous models.

However, concerns have arisen that the event might end up being a 'non-event' due to continuous leaks of new product specifications right up until the event. The fierce chase from China's Xiaomi, which plans to unveil its new foldable phone just one day before, is also intensifying.

Unpacked in Two Days, Next-Generation Foldables to be Revealed

According to Samsung Electronics on the 9th, the company will hold the 'Samsung Galaxy Unpacked 2021: Get ready to unfold' event online starting at 11 PM Korean time on the 11th, unveiling the next-generation foldable smartphones, the Galaxy Z Fold3 and Galaxy Z Flip3.

The Galaxy Unpacked event attracts market attention as it reveals Samsung Electronics' new strategic smartphones, the global number one in the smartphone market. The official trailer video released by Samsung at the end of last month confirmed high interest by surpassing 100 million views in just over a week.

Based on the information released so far, both the Z Fold3 and Z Flip3 feature Corning's 'Gorilla Glass Victus,' significantly improving durability, which has been a drawback of foldable phones. These products have reportedly undergone testing to withstand 200,000 folds, which equates to folding and unfolding 100 times daily for five years.

They also come with an 'IPX8' waterproof rating, capable of withstanding water at a depth of 1.5 meters for 30 minutes. The Z Fold3 supports the S Pen to enhance usability. The S Pen has been a representative feature of the Galaxy Note series and has been consistently requested by consumers since Samsung launched the Galaxy Fold in 2019. Additionally, the foldable phones will be the first to apply 'Under Display Camera (UDC)' technology, which is notable. UDC is regarded as a technology that replaces the 'notch' or 'punch hole' by hiding the camera hole on the smartphone screen.

Samsung in Crisis, Reshuffling Foldable Phones

For Samsung Electronics, this Unpacked event is essentially a decisive move to maintain its number one position in the global smartphone market. However, concerns have been raised that the event might feel somewhat lackluster due to leaks of not only key product specifications but also official marketing images.

Currently, Samsung is struggling in the premium market against Apple and in the mid-to-low-end market against Chinese manufacturers. As a countermeasure, Samsung has pulled out the foldable card. The strategy is interpreted as an attempt to regain market leadership through form factor innovation, including foldables, rather than stopping at the already saturated bar-type smartphones. The foldable smartphone market, which was only about 2.8 million units last year, is expected to grow tenfold by 2023.

In particular, Samsung is determined to achieve not just popularization but mainstream adoption of foldable phones through this Unpacked event. To this end, the price of the new foldable phones will be set about 20% lower than the previous models to enhance price competitiveness. The Z Fold3 is expected to launch at around 1.99 million KRW, and the Z Flip3 at around 1.28 million KRW. Samsung stated in its Q2 earnings conference call, "In the second half, we will expand sales primarily to mainstream foldable phones," adding, "We will increase economies of scale and secure profitability through optimized product design."

Xiaomi, which is rapidly chasing Samsung in the global smartphone market, is also scheduled to unveil its new smartphone, the Mi Mix 4, on the 10th, one day before the Galaxy Unpacked event. Xiaomi showed a threatening growth trend, having surpassed Samsung for the first time ever in June to become the number one monthly seller in the global smartphone market.

This content was produced with the assistance of AI translation services.