Ahead of its upcoming Galaxy Unpacked event in London on July 22, Samsung is shifting the narrative surrounding its foldable smartphones. Rather than focusing solely on the flashy specifications of its next-generation devices, the company is positioning its years of experience as its true competitive advantage. Since the debut of the original Galaxy Fold in 2019, Samsung has methodically evolved the category by addressing durability concerns, introducing water resistance, and refining hinges. By focusing on consistent iteration, Samsung has transformed what was once a fragile novelty into a more reliable and polished consumer product.

This evolution arrives at a critical juncture as the market for foldable devices becomes increasingly crowded. With competitors like Google, Motorola, and Honor gaining ground—and persistent rumors of Apple potentially joining the fray—Samsung must prove it can maintain its lead. While the upcoming models are expected to feature thinner designs and deeper integrations with Galaxy AI, the company’s real challenge is to cement foldables as a mainstream standard rather than a luxury experiment. Whether these new devices can successfully bridge that gap will be the defining theme of the upcoming Unpacked event.