Samsung has officially sent out invitations for its next major launch event, scheduled for July 9 in Brooklyn, New York. The highly anticipated showcase — which will also be livestreamed on Samsung’s website and YouTube channel — is expected to centre around the company’s latest foldable smartphones.
Staying consistent with its annual product cycle, the South Korean tech giant is likely to debut the next generation of its foldable lineup: the Galaxy Z Flip 7 and Galaxy Z Fold 7. These devices are rumoured to feature slimmer and lighter builds, upgraded displays, enhanced cameras, and improved battery performance.
Adding to the intrigue, Samsung has been teasing an “Ultra experience” in a more compact and portable form factor, sparking speculation that an ultra-premium version of the Galaxy Z Fold could be on the cards — potentially the company’s most advanced foldable yet. Hints suggest this model may include powerful camera capabilities and AI-powered tools.
While the flagship Galaxy S series remains Samsung’s most commercially significant product, the company is increasingly betting on foldables as the future of smartphones. Since launching its first foldable in 2019, Samsung has maintained its lead in this niche market, though competition is mounting from Chinese brands like Honor and Oppo, which are pushing thinner and more refined designs.
Although foldables still represent a small fraction of the overall smartphone market, interest is growing — particularly with Apple reportedly preparing to enter the segment. According to analyst Ming-Chi Kuo of TF International Securities, Apple is aiming to release its first foldable iPhone as early as next year, with Samsung Display expected to supply up to eight million folding screens for the device.
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Samsung may also use the upcoming event to share updates on Project Moohan — a mixed-reality headset developed in collaboration with Google. The device runs on Android XR, an operating system tailored for extended reality platforms, and is seen as a potential rival to Apple’s Vision Pro headset. In addition, the company might unveil a new wearable device during the Unpacked event.
