Galaxy Z Fold8 appears in Samsung’s first official teasers
Samsung has started releasing the first official teasers for the Galaxy Z Fold8, the foldable device that promises a wider and lower format in its new generation. The marketing strategy emerged in an unconventional way, with the company removing almost all content from the Samsung Mobile profile on Instagram, keeping only six posts up for the campaign.
These visual pieces don’t showcase the device directly, but consistently focus on the idea of a new aspect ratio for the smartphone.
The official announcement is expected at the Galaxy Unpacked event, scheduled for July 22, in London. During the meeting, the South Korean manufacturer is expected to simultaneously present a trio of foldable cell phones.
Samsung’s unusual strategy in promoting the Galaxy Z Fold8 on Instagram
A notable action that preceded the images was the almost total removal of content from the official @SamsungMobile and @SamsungMobileUSA accounts, where only the six publications that make up the new campaign were preserved.
When read in sequence, these posts reveal the signature chosen by the brand for this pre-launch phase: “New Shape, New Joy”.
On the same topic: Galaxy Z Fold8 is difficult to repair and raises durability alert for users
The cryptic phrases that accompany the publications keep the line mysterious. The company mentions a “fresh, pleasing shape,” a design that “cuts what matters” and “fits well,” as well as references to a “new slice” and a “sweet reveal.”
One of the publications is more direct, featuring the phrase “bold stroke, new shape”, accompanied by a device wallpaper with the number 8 highlighted.
The dissemination method adopted differs from the company’s own standard, which in previous years used to launch a single invitation to Unpacked, without this fragmented approach spread across social networks.
Visual metaphors and cut objects reveal proportions of the future Galaxy Z Fold8
In the absence of cell phone photographs, promotional videos use visual metaphors. They display everyday objects with the top removed, such as a chocolate bar, a puzzle and a photo frame, all of which feature unusual dimensions for a smartphone.
The message implicit in the images suggests a device that will be lower and wider compared to its competitors. While most current foldables seek to mimic the size of a regular cell phone when closed, just with greater thickness, Samsung appears to be exploring a different path.
By adopting a more square body when the device is closed, the Galaxy Z Fold8 tends to open into a screen that resembles a widescreen format, unlike the “elongated tablet” feel of previous generations. This change offers a more immersive content consumption experience, especially for videos and games, and recent leaks indicate an internal aspect ratio closer to 4:3 for the wider model.
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The color palette seen in the previews is also in line with previous rumors. Shades of purple, pink and gold are displayed on the parts, corresponding to color variations that had already been attributed to the device in preliminary reports.
Signs of the launch of the Galaxy Z Fold8 on July 22 are reinforced by promotion in Malaysia
Although the teasers do not specify a date, the market speculates that July 22nd will be the date of Galaxy Unpacked. This information has been circulating for weeks in leaks, pointing to London as an unprecedented location for a second semester event for the brand.
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An indirect confirmation came from a promotion in Malaysia. Samsung has started offering a 700 ringgit discount — approximately US$171 or R$884 at the current price — to members of its loyalty program when purchasing the next foldable.
The most revealing aspect is the coupon calendar, which specifies the validity of the benefit in the Samsung Members app between July 22nd and October 4th. This availability window practically confirms the opening date of the event as the product’s debut day.
Learn more: Galaxy Z Fold 8: record 5.2 million in pre-sales creates logistical challenge
Galaxy Z Fold8, Fold8 Ultra and Flip8 line prepares to debut together
Samsung is expected to present three new foldable smartphones on stage, and the nomenclature may create some uncertainty. According to the leaks, the model with a wider and lower design will simply be called Galaxy Z Fold8, while the direct successor to the traditional tall format, which would inherit the characteristics of the Z Fold7, will receive the Ultra suffix.
This reversal of names is notable, as it differs from previous expectations, when the boldest device was referred to by codenames such as “Wide” or “Fold Wide”. The following table summarizes the expected characteristics for each of the devices:
| Model | Format | What to expect |
|---|---|---|
| Galaxy Z Fold8 | Wide and low | Close to 4:3 internal screen, dual camera and focus on one-handed use. |
| Galaxy Z Fold8 Ultra | Tall and narrow | Triple camera, bigger battery and possible successor to the Galaxy Z Fold7. |
| Galaxy Z Flip8 | Shell (flip) | Successor to the Galaxy Z Flip7, with Exynos 2600 chip in some markets. |
It is interesting to note that the Ultra model, despite the suffix, should not feature some of the line’s classic differences, such as the S Pen, a feature already absent in Samsung’s previous generation.
Learn more: Galaxy Z Fold 8 innovates and brings back the convenience of smaller screens for everyday use
Galaxy Z Fold8 adopts wider design in response to future competition from Apple
The choice for a wider Fold demonstrates a clear strategy on Samsung’s part, targeting a direct competitor: Apple, which is expected to launch its first foldable cell phone in September. The South Korean company seeks to reach the market before its rival with a device of similar proportions.
The “passport” design, characterized by being lower and wider, has previously been explored in products such as the Huawei Pura X Max. The original Pixel Fold also adopted this configuration, but Google changed its direction in subsequent generations. Now, both Samsung and Apple seem to be converging on this same standard.
Samsung also incorporates learnings from devices with multiple screens. The company ended sales of the Galaxy Z TriFold in less than three months after its launch, due to high costs and lower-than-expected demand. The new, wider model attempts to capture some of the ambition of that design, but without the complexity of two hinges.
Galaxy Z Fold8 Ultra price estimate suggests value above €1,999
Behind the relaxed marketing campaign, there is a high cost forecast. The Galaxy Z Fold8 Ultra is expected to surpass the €1,999 mark, which is close to R$12,000 in current conversion, without considering taxes or import duties in Brazil. This value represents an increase of more than €100 compared to the initial estimates.
The price increase comes at a challenging time for the company’s smartphone division, which is facing tight profit margins, while Samsung’s own memory business is experiencing a cycle of high profitability. Launching two Fold formats is an attempt to expand the target audience without abandoning the already established classic design.
Projected production numbers reveal the scale of the gamble; The shipment target for the wide model varies between 1.5 and 2 million units by the end of the year, while the Ultra version has a higher expectation, in the range of 2 to 2.5 million units.
