When it comes to smartphones, people rarely ask me about the devices I’m testing. But mention a folding phone, and suddenly I’m bombarded with questions like, "I thought about getting one of those! But I opted for a standard model instead." My experiences echo the sales figures: there’s a swell of interest in folding phones, but actual purchases tell a different story.

Samsung is acutely aware of this struggle, especially ahead of its highly anticipated Unpacked event on July 9th, where it's set to unveil its latest innovations. But the pressing question remains: will slapping the 'Ultra' name on a foldable phone be enough to turn the tide?

Despite Samsung's tireless efforts to promote foldable technology over the last decade, the market remains stubbornly small. Competitors like Motorola have thrived with their clamshell designs, boasting a staggering 253% increase in market share in 2024 according to Counterpoint Research. But while these wins are notable, they represent just a sliver of the smartphone market—foldables made up only 1.5% in 2024.

Samsung, the pioneer in the foldable arena, has racked up multiple iterations, yet none have really made a dent in overall sales. Last year's lineup felt more like a recycling of previous models rather than a true leap forward—the Z Flip 6 and Fold 6 offered slight tweaks but lacked compelling upgrades.

However, this year could be different. Rumors suggest an Ultra-branded Fold will debut with a sleeker design, aimed at rivaling offerings from Honor and Oppo. Expectations for the Z Flip 7 include a larger, Razr-style external display, alongside a potentially more affordable FE version—addressing the common complaints about high prices and compromises typically seen with foldables.

Still, will it be enough to sway hesitant buyers? The vulnerability of foldables to dust and damage remains a concern. Samsung has yet to deliver a fully IP68-rated foldable despite past promises. Is it reasonable to invest in an expensive device that may be less durable than conventional flagship models?

On a brighter note, analysts are keeping a close eye on Apple's rumored folding phone, expected in 2026. If an 'iFold' or similar device hits the market, it could expand the foldable segment, potentially lifting Samsung’s sales along with it. By introducing new models across various price points, Samsung could reignite its market share. An Ultra foldable packed with impressive specifications might just woo fence-sitters, and for those longing for a unique design, Samsung may even have a surprise hinge feature in store.

As the unfolding saga of foldables continues, all eyes will be on Samsung to see if their daring approach can finally capture the hearts and wallets of consumers.