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Samsung's foldable phone sales lag despite market interest. While curious consumers are numerous, actual purchases remain low. To boost sales, Samsung's July 9th Unpacked event will unveil a new Ultra-branded Fold, a Z Flip 7 with a larger cover screen, and possibly a cheaper FE model. Addressing durability concerns remains crucial, as foldables are still more susceptible to damage than traditional phones. However, the potential entry of an Apple foldable phone in 2026 could significantly expand the market, benefiting Samsung.

Prepared by Jonathan Pierce and reviewed by editorial team.