Samsung preempts Apple foldable with six-device London launch
Samsung has launched its broadest hardware refresh in years in London, releasing an eighth-generation foldable lineup and AI eyewear to secure its market lead months before Apple enters the foldable space.
Samsung used a Tuesday event in London to unveil six new products: the Z Fold8 Ultra, Z Fold8, Z Flip8, Watch Ultra2, Watch9, and a pair of AI-powered smart glasses. The South Korean manufacturer has opened pre-orders for the devices, with general availability set for August 7.
The flagship Z Fold8 Ultra represents Samsung's first application of its "Ultra" branding to a foldable. Priced starting at $2,099 in the US, the eight-inch device measures just over four millimeters thick and weighs 215 grams. It packs a 200-megapixel main camera, a 5,000mAh battery, and the Snapdragon 8 Elite Gen 5 for Galaxy processor, with a one-terabyte option available at a higher price. Releasing an eighth-generation foldable before Apple is expected to launch its first foldable iPhone in September for around $2,000 is a clear attempt to lock in market share.
Both new foldables use a "Flex Titanium" display technology combining a titanium-alloy film with an enhanced titanium plate to reduce screen creases and improve durability. The standard Z Fold8 has been redesigned around three distinct aspect ratios for different media types, weighs 201 grams, and supports more than 26 hours of video playback. The lighter Z Flip8 uses Samsung's own Exynos 2600 processor and features an expanded cover screen that functions as a full app interface.
AI integration and wearables
Samsung's new wearables mark the first time Galaxy Watches run on the Snapdragon Wear Elite platform. The Watch Ultra2 targets athletes with a 5,000-nit display, 35 percent more battery capacity, and is Samsung's first watch rated for diving. It is 12 percent thinner than its predecessor despite the larger battery. The Watch9 focuses on everyday health, introducing an FDA-cleared sleep apnea detection algorithm and a composite Heart Health Score.
The most unexpected announcement was intelligent eyewear, built with Google, Gentle Monster, and Warby Parker. Running on Android XR with a Snapdragon AR1 Gen1 processor, the glasses offer up to nine hours of battery life and use Gemini for live translation and contextual guidance. Two frame designs were shown at the event, and a Display Edition is planned for later, though pricing remains unannounced.
To facilitate switching, Samsung added cross-platform features designed to lower the barrier for iPhone users. Quick Share now works with Apple's AirDrop, and a new Smart Switch tool allows data transfer via QR code without downloading a separate application. All new phone buyers receive a six-month trial of Google AI Pro, which includes five terabytes of cloud storage.
