Samsung to Unveil Ultra Foldable at Unpacked 2025 as Global Market Heats Up

• Samsung’s latest teaser for Unpacked 2025 hints at a major foldable leap, with the phrase “Ultra Unfolds” driving buzz for a new Galaxy Z Fold 7 Ultra model.
• With rising competition from Huawei, Honour, Motorola, and Google, Samsung is moving to secure its lead in foldable phones through a premium strategy.

Samsung officially announced its next Galaxy Unpacked event for 9 July 2025, to be held in Brooklyn, New York, marking a return to its U.S. mid-year launch venue. The teaser released alongside this announcement shows two devices outlined in a minimalist animation—one unfolding horizontally and the other maintaining a more compact profile.

The teaser concludes with the words “Ultra Unfolds”. That single phrase was enough to set off a storm of speculation. Multiple reports now point to Samsung launching an Ultra-tier foldable device for the first time—likely the Galaxy Z Fold 7 Ultra.

Samsung’s Foldable Playbook Is Getting an Overhaul

Since launching the first Galaxy Fold in 2019, Samsung has led the foldables category. But that leadership has increasingly been challenged. While the Galaxy Z Fold and Z Flip lines have matured in design, critics and users have pointed out incremental upgrades and high pricing as barriers to wider adoption.

The “Ultra” branding could be Samsung’s way of resetting the conversation.

This year’s strategy appears to include two foldables in the Fold line:

• Galaxy Z Fold 7 – The mainstream model
• Galaxy Z Fold 7 Ultra – A premium tier with enhanced features and materials

The concept mirrors what Samsung does with the Galaxy S series, using the Ultra name to signal the best it can offer.

What Could Make the Ultra-Foldable Different?

Leaked renders and supply chain reports suggest that the Galaxy Z Fold 7 Ultra will feature:

• A titanium frame for a lighter, more durable body
• A larger 8-inch internal display with reduced bezels
• An integrated S Pen slot (finally ditching the add-on cases)
• A 200 MP main camera, similar to what’s seen on the Galaxy S24 Ultra
• Samsung’s latest Snapdragon 8 Elite processor, paired with Galaxy AI tools

Storage options are expected to reach up to 1TB. There’s also strong interest in whether the new hinge mechanism will significantly reduce weight and thickness, two areas where competitors have outperformed Samsung in recent models.

How Samsung’s Competitors Are Shaping the Foldables Race

The global foldables market has become far more competitive since 2022. In Q1 2025, Motorola overtook Honour to become the second-largest foldable smartphone vendor in Europe, thanks to the success of its Razr 50 series.

Here’s where the key players stand:

• Huawei’s Mate X5 continues to impress in design, though it’s limited by a lack of Google services.
• Honour’s Magic V3 is the current benchmark for thin and lightweight foldables.
• Google’s Pixel 9 Fold is expected later this year, with upgraded camera and AI features.
• Motorola Razr 50 has outpaced Samsung’s Flip in affordability and usability.

And then there’s Apple, which remains absent—but not idle. Analysts projected Apple to post a foldable hybrid device by 2026, envisioning an opportunity to redefine this class much as they have done with tablets.

Samsung staying ahead would hence mean more than the mere specifications – it would have to deliver the best possible experience.

Where Does the Galaxy Z Flip Fit In?

Unlike early assumptions that Samsung’s teaser focused solely on the Fold, recent visuals hint at both the Fold and Flip devices. The Galaxy Z Flip 7 is expected to be revealed alongside its Fold sibling.

Updates include:

• Improved camera sensors
• More efficient battery
• New AI-powered camera tools
• Slimmer hinge design

While the Flip remains the volume driver in Samsung’s foldables portfolio, the Fold—especially the Ultra—is designed to elevate brand prestige and command higher profit margins.

What the Market Says: Foldables in 2025

The optimism around foldables needs a reality check. While earlier projections had suggested a rapid rise, Counterpoint Research recently revised expectations.

• Foldables saw only 2.9% YoY growth in 2024
• 2025 is expected to see a single-digit decline, not growth

Why? Consumers remain hesitant due to pricing, concerns over durability, and a lack of compelling use cases. Samsung’s “Ultra” strategy is a bet that premium design, AI features, and better productivity tools can win over hesitant buyers.

What We Might See at Unpacked 2025

With the event set in Brooklyn, Samsung is expected to spotlight:

• The Galaxy Z Fold 7 Ultra and Flip 7
• New Galaxy Watch 8 models
• Possibly a new Galaxy Buds Core wearable
• Expanded Galaxy AI capabilities

Samsung has also opened pre-registration for those interested in pre-orders, offering up to $50 in credits for early sign-ups.

This event won’t just be about hardware. Samsung aims to weave its AI and software ecosystem deeper into the daily use of these foldables.

A Pricing Puzzle for Consumers

Foldables still come at a steep price. The Galaxy Z Fold 5 launched at £1,749 in the UK. If the Fold 7 Ultra is packed with premium materials and features, a starting price around £1,899–£1,999 would not be surprising.

Samsung’s current sales strategy includes:

• Strong trade-in values
• Early bird accessory bundles
• Financing and upgrade programs

But whether consumers will pay more for an Ultra experience depends on how different it feels from the standard Fold or S24 Ultra.

What Consumers Can Do Now

• Mark 9 July 2025 on your calendar for the Samsung Unpacked livestream.
• Register early on the Samsung UK site to claim pre-order benefits.
• Watch out for regional availability—there’s a chance the Ultra variant may launch in select markets first.
• If you’re undecided, wait for hands-on reviews to evaluate weight, usability, and battery life.

The next 12 months may determine whether foldables move closer to the mainstream or remain a premium niche. For Samsung, the Galaxy Z Fold 7 Ultra represents both a product and a promise.