Unpacked 2025 will be Samsung’s defining moment in the foldable wars

There was a time when ‘foldable’ was synonymous with Samsung. With the original Galaxy Fold back in 2019, Samsung ushered in a bold new era of smartphone innovation. The early days were shaky – remember the peeling screens and warnings about dust? But credit where it’s due; Samsung stuck it out, iterating on hinge design, durability, software, and more, until foldables became truly viable.

Between 2020 and 2022, Samsung’s Galaxy Z Fold and Z Flip lines essentially had the field to themselves. While Motorola dabbled with the Razr and Huawei remained limited by sanctions, Samsung built a mature foldable ecosystem, launching new generations like clockwork. But over time, the updates got… safe.

The Fold 4 looked a lot like the Fold 3. The Fold 5 was more refinement than revolution. Even the much-hyped Galaxy AI additions in the Fold 6 and Flip 6 didn’t fully distract from the fact that the hardware remained largely unchanged.

Samsung wasn’t standing still – but it wasn’t running ahead either.

New rivals, bold moves

Fast forward to 2025, and the foldables space looks very different. Competition is not only real – it’s fierce, global, and innovative.

In 2023, OnePlus threw a curveball with the OnePlus Open – arguably the first serious Fold alternative to beat Samsung at its own multitasking game. The Open’s wide outer screen felt more like a real smartphone. Its multitasking with Open Canvas was smoother, its taskbar more fluid, and its camera system didn’t feel like an afterthought. It was lean, slick, and genuinely usable, especially for power users juggling emails, video calls, and edits all at once.

Oppo, meanwhile, made headlines with the Find N5 – the world’s thinnest book-style foldable at under 9mm thick when closed. And it wasn’t just a design flex. With minimal crease visibility and a lightweight build, Oppo offered a foldable that didn’t feel like a brick in your pocket; a common knock on Samsung’s Z Fold line.

And then there’s Google. The Pixel Fold was a modest start, but the latest Pixel 9 Pro Fold brings real AI heat. We’re talking on-device transcription in multiple languages, context-aware assistant responses, and AI-led camera enhancements. These aren’t gimmicks; they’re the kind of invisible, useful intelligence that makes daily life smoother.

Each of these competitors brought a unique angle. More seamless software, better cameras, thinner builds, and better hinges. And all of them shared one thing: ambition.

Samsung needs to do more with its foldables

With each passing release, Samsung’s dominance feels more like legacy than leadership. Sure, it still commands the largest market share, but that grip is slipping, especially in key markets like China and parts of Europe where brands like Huawei, Honor, and Xiaomi are eating into its base with highly competitive foldables of their own.

Consumers, especially early adopters, are noticing. The narrative is shifting. “Why buy another Z Fold when it barely changes year on year?” “Why does Samsung’s cover screen still feel so narrow?” “Why do other brands seem more adventurous?” It’s not that Samsung hasn’t innovated. It has. But in a segment defined by wow-factor and fresh ideas, Samsung began to look… safe.

Upcoming Unpacked 2025: More than a product launch

Which brings us to now. Samsung’s second Unpacked of the year 2025 is not just another chapter in the Galaxy Z series saga, it’s a statement. A litmus test of whether Samsung is ready to reclaim the mantle of foldable innovator, not just foldable manufacturer.

Leaks suggest the Galaxy Z Fold 7 will finally address long-standing user pain points, with a wider and flatter cover display, less visible crease, a larger 8-inch internal screen, and a 200MP camera that brings flagship-level imaging to the Fold line. Some are calling it Samsung’s biggest hardware leap since the Fold 3.

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Just as crucial is the integration of Galaxy AI 2.0, which is rumored to bring better summarisation tools, live language dubbing, and AI editing tools baked into both productivity and creativity apps. With Apple expected to lean heavily into AI with iOS 19, and Google doubling down on Gemini across Android, Samsung can’t afford to lag behind in the software smarts race.

There’s also the question of form factor. Will Samsung finally unveil a tri-fold device? Unpacked could be the platform to show what’s next, not just what’s next-gen. We saw a glimpse of Samsung’s foldable innovation and prototypes at MWC 2025 in Barcelona. Here’s hoping they will soon bring some of this to life.

The stakes are real

Let’s be clear: Samsung isn’t failing. It’s still the most recognised name in foldables. Its software update promise, hardware quality, and global availability are unmatched. But the lead it once enjoyed has shrunk. And in tech, perception is everything.

The upcoming Unpacked 2025 needs to rekindle the excitement that defined the early days of the Fold. It needs to say: we hear you, we’re listening, and we’re not just catching up. We’re breaking new ground again.

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Because if Samsung doesn’t wow now, others will. And in a market as young and fast-moving as foldables, the crown doesn’t stay on the same head for long. Unpacked 2025 is shaping up to be Samsung’s most important event in years. Not because people doubt its place in the market, but because people remember when it used to lead the way. Now it’s time to prove it still can.