Samsung Electronics Co. reported Wednesday that pre-orders for its latest folding smartphones — the Galaxy Z Fold 8, Z Fold 8 Ultra and Z Flip 8 — are running 30 percent ahead of last year's figures for the equivalent models, according to a company statement covered by Bloomberg. The company said the devices are on pace to break the preorder records of all previous Z-series models.
The passport-shaped Fold 8 and Fold 8 Ultra are currently outpacing last year’s preorder numbers by 30%, Samsung said. The squat, wide-format Fold 8 alone accounts for nearly half of all preorders, an indication that the new design has already broken through with consumers before the devices arrive in stores.
“It’s incredibly encouraging to see such strong early momentum for our new Galaxy Z series, driven by our new form factor,” Drew Blackard, senior vice president of mobile product management at Samsung Electronics America, told Bloomberg News. “We’re proud to see the category continue to grow.”
All of the latest Galaxy Z devices will be available starting August 7, Samsung said. The company is hyping its preorder performance just weeks before it will have to contend with formidable competition from Apple Inc., which will unveil its long-awaited folding iPhone in September. That device will have a similar shape to Samsung’s Fold 8.
Meanwhile, Alphabet Inc.’s Google plans to introduce its Pixel 11 Pro Fold on Aug. 12, though it will feature a taller, more narrow design in line with the Fold 8 Ultra. Samsung is marketing the newer style as better suited for entertainment and reading e-books, among other advantages that come with the wider, shorter inner display.
Competitive landscape and foldable market
Until now, Samsung has dominated the US foldable segment, easily outperforming rivals like Google and Lenovo Group Ltd.’s Motorola. Apple’s entry into foldables could give the category a substantial sales boost, Bloomberg reported, but folding phones still represent a tiny sliver of the smartphone market compared with traditional, less expensive handsets like the Galaxy S26 Ultra or iPhone 17 Pro Max. Apple’s marketing muscle and iPhone install base will make for a much tougher challenge, the company indicated.
| Device | Manufacturer | Availability per source | Design note per source |
|---|---|---|---|
| Galaxy Z Fold 8 | Samsung Electronics | August 7 | Passport-shaped, wide-format, nearly half of all preorders |
| Galaxy Z Fold 8 Ultra | Samsung Electronics | August 7 | Passport-shaped |
| Galaxy Z Flip 8 | Samsung Electronics | August 7 | Flip-style |
| Pixel 11 Pro Fold | Google (Alphabet) | Aug. 12 | Taller, more narrow design in line with Fold 8 Ultra |
| Folding iPhone | Apple | September (unveil) | Similar shape to Fold 8 |
Shift among Samsung's own customers
Samsung said that buzz around the Fold 8 seems to be drawing some customers away from its flip-style models: more than three times as many Flip owners have preordered a Fold 8 or Fold 8 Ultra compared with previous generations, according to the company's statement.
The availability date of August 7 marks the point at which the devices move from pre-order to retail channels, per Samsung's announcement.
Production timeline
According to Samsung’s statement, the latest Galaxy Z devices will be available starting Aug. 7. Google’s Pixel 11 Pro Fold follows on Aug. 12, and Apple’s folding iPhone is expected to be unveiled in September, per Bloomberg’s report. The coming launch window will see the first direct competitive matchup among the leading foldable smartphone manufacturers.
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