Samsung bets on passport-shaped Fold8 as foldable market faces Apple threat and cost pressures
As component costs rise and Apple’s rumored folding iPhone looms, Samsung introduces a wider, lighter handset designed to capture the shift in mobile media habits.
Samsung has officially launched the Galaxy Z Fold8, introducing a distinct "passport-style" design to its eighth-generation foldable lineup. Priced at $1,900 and weighing 201 grams, the new handset sits between the flagship Galaxy Z Fold8 Ultra and the compact Galaxy Z Flip8, marking a strategic pivot towards optimising the screen for vertical mobile video consumption.
The device features a 10:16 aspect ratio on the front cover and a 4:3 inner display, a shape change intended to align with the industry-wide shift from landscape to vertical content on social media platforms. Drew Blackard, Samsung’s senior vice president of Mobile Product Management, stated that the design aims to provide a more comfortable experience for reading websites and ebooks in a vertical orientation, catering to the 80 per cent of video now consumed on mobile devices rather than traditional screens.
To address one of the primary consumer grievances with foldable technology, the Fold8 utilises a "Flex Titanium" display layer and a titanium-alloy film. This technology is designed to reduce the visibility of the hinge crease and make the surface feel flatter than previous models, while also improving overall durability. The device weighs 32 grams less than the iPhone 17 Pro Max, a reduction Samsung argues is critical for mainstream adoption of the form factor.
The launch occurs against a backdrop of rising component costs and a memory crisis, which have driven price increases across the premium segment. Blackard attributed the $100 price hike on the Flip8 and Fold8 Ultra to these factors, noting that the company’s previous attempt at a sub-$1,000 foldable, the Galaxy Z Flip7 FE, failed to deliver the desired consumer experience. Consequently, Samsung is maintaining its focus on the high-end market, where customers are more accustomed to purchasing devices through carrier contracts or installment plans.
Market analysts view the new shape as a defensive and offensive move ahead of Apple’s anticipated entry into the foldable space. Francisco Jeronimo, vice president for data and analytics at IDC, noted that Samsung has "nothing to lose" by offering an alternative format if Apple’s rumored folding iPhone gains traction. IDC forecasts that Apple could capture nearly 30 per cent of global foldable shipments in 2026, potentially becoming the largest player in the category.
Samsung is also integrating artificial intelligence incentives into the launch, offering buyers who purchase directly from the company a six-month trial of Google AI Pro. While the company previously discontinued the limited-run Galaxy Z TriFold tablet, the new Fold8 portfolio is designed to capture diverse consumer needs, from productivity on the Ultra model to portability on the Flip8, ensuring Samsung remains the dominant force in the category despite emerging competition from rivals such as Motorola and Huawei.
