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Samsung Rethinks Foldable Strategy: Galaxy Z Fold 6 Launch Plan Scaled Back

Samsung considers scaling back Galaxy Z Fold 6 plans, focusing on a single model. Galaxy Z Fold 6 FE, aimed at price-conscious buyers, may be dropped due to lack of differentiation. Uncertainty around market conditions prompts Samsung to reassess its strategy


Samsung Galaxy Z Fold5
Credit: Forbes

Instead, the tech giant may focus on releasing a single model, according to a report by TheElec, a South Korean trade paper.


Initially, Samsung had intended to expand its Galaxy Z Fold family by introducing a premium Ultra branded model and a Fan Edition (FE) model targeting price-conscious buyers. However, the company has now stepped back from these plans.


The Galaxy Z Fold 6 FE was expected to compete with other folding smartphones in terms of price. By simplifying certain design elements, such as removing the digitizer required for the S-Pen stylus, Samsung aimed to reduce material costs and create a more affordable product. This strategy would have allowed Samsung to challenge the influx of Chinese-manufactured folding handsets, as the company currently holds the largest market share in this segment.


TheElec highlights two key factors behind Samsung's reconsideration. Firstly, there is a lack of differentiation between the Galaxy Z Fold 6 FE and its competitors. The FE model could be perceived as a mere imitation without any unique features to set it apart from existing designs.


Secondly, market conditions remain uncertain. While price is a significant consideration, Samsung needs to ensure that there is enough distinction between the Galaxy Z Fold 6 and the Galaxy Z Fold 6 FE to prevent one model from cannibalising the sales of the other.


As a result, Samsung is now expected to stick with its traditional approach of launching two folding phones at the summer edition of Galaxy Unpacked. These models will be the Galaxy Z Fold 6 and the Galaxy Z Flip 6.


Samsung's decision to focus on these two models comes after the successful retail performance of the Galaxy S24 family, particularly the Galaxy S24 Ultra, which became the best-selling Android smartphone in the first quarter of 2024. Additionally, the critical acclaim received by the Galaxy AI software further strengthens Samsung's confidence in its "iterative hardware upgrade plus AI" strategy.

 
  • Samsung considers scaling back Galaxy Z Fold 6 plans, focusing on a single model

  • Galaxy Z Fold 6 FE, aimed at price-conscious buyers, may be dropped due to lack of differentiation

  • Uncertainty around market conditions prompts Samsung to reassess its strategy


Source:  FORBES

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