Samsung's foldable strategy: A double-fold solution to a fundamental problem

Samsung dominates the US foldable market, but faces a popularity plateau. The company's foldables aren't as popular as slab phones, and its new thinner devices may not change that. Samsung's next hope lies with a new device that can expand into a larger tablet by bending in two places. However, the crease where foldables fold remains a fundamental flaw that adding more folds won't solve.

Samsung Electronics has maintained its position as the dominant player in the US foldable smartphone market, but the company is facing a plateau in popularity. According to market research firm Counterpoint Research, Samsung's market share in the global foldable smartphone market has fluctuated, with the company regaining its top spot in the third quarter of 2024 [1]. However, Samsung's foldable devices have not yet achieved the same level of popularity as its slab phones.

One of the primary reasons for the stagnation in foldable sales is the persistent issue of visible creases. Despite incorporating metal plates from suppliers like Fine M-Tec, Samsung's latest foldable flagship, the Galaxy Z Fold 7, still displays a noticeable crease along its inner screen [2]. This flaw has been a significant barrier to wider consumer acceptance.

To address this issue, Samsung is exploring innovative solutions. The company's next hope lies in a new device that can expand into a larger tablet by bending in two places. This device, which has not yet been officially announced, aims to offer a more flexible and convenient form factor. However, the crease where foldables fold remains a fundamental flaw that adding more folds may not solve.

In the meantime, Samsung is also focusing on improving the hinge mechanisms and display integrity of its foldable devices. The company is working on a bespoke display solution designed specifically for Apple, which is expected to feature a metal plate to reduce screen stress and enhance durability [2]. This innovation could set a new standard in the foldable market.

While Samsung's efforts to improve its foldable devices are commendable, the company faces significant competition from other manufacturers. Honor, Motorola, and Xiaomi have been rapidly expanding their positions in the foldable market, particularly in regions like North America and Western Europe [1]. These competitors are offering more affordable and innovative solutions that could challenge Samsung's dominance.

In conclusion, Samsung's dominance in the US foldable market is under threat due to the persistent issue of visible creases and increased competition from other manufacturers. The company's next device, which aims to expand into a larger tablet by bending in two places, could be a game-changer, but it remains to be seen if it can overcome the fundamental flaw of foldable displays.

References:
[1] https://www.mk.co.kr/en/business/11179563
[2] https://www.livemint.com/technology/tech-news/samsung-could-supply-custom-displays-for-apple-s-crease-free-foldable-iphone-kuo-11752600499600.html