Samsung Electronics unveiled the latest generation of its sophisticated devices on Wednesday, keeping prices steady despite a sharp rise in materials and shipping costs.
The new Galaxy Z Fold 4, which is the size of a notebook and opens as one, and the Z Flip 4, which is square when closed and opens to the size of a regular smartphone, come with a set of incremental updates.
This year’s Fold has a 45% stronger main display with minimized bezels, a thinner hinge and upgraded cameras on both the back and under the display, Samsung said. Responding to user requests, the company updated the battery of the smaller Flip and added a larger maximum storage option of 512GB.
A year ago, Samsung surprised industry observers when it launched the $999 Flip 3, positioning it as a direct competitor to Apple Inc.’s iPhone. and the successor to the Galaxy Note line. The company has benefited from aggressive pricing with record sales of its folding line since then and has stated its ambitions to bring the category into the mainstream.
This year’s disruptions in logistics, manufacturing and supply of materials have prompted tech companies such as Meta Platforms Inc. to raise prices, but Samsung is maintaining the same levels as last year, launching the Flip 4 and Fold 4 at $1,799.
“Samsung has an ambitious goal of expanding sales of sophisticated devices to 10 million this year, but that would be difficult given the macroeconomic environment,” said Greg Roe, head of technology research at HMC Investment & Securities. The company sold around 6 million foldable devices last year and is looking for a “breakthrough in foldable phones as sales of low-end phones decline”.
However, prices for Samsung accessories are on the rise. The company’s new smartwatch, the Galaxy Watch 5, is priced at $279, while the Galaxy Buds 2 Pro wireless headphones are priced at $229, which is $30 more than last year’s models.
The Watch 5 has a skin temperature sensor, improved glass curvature for more accurate health metrics, and Google services like Assistant and Maps. It’s rated for 50 hours of battery life, according to Samsung, and has a more expensive Pro version that can last up to 80 hours.
Samsung opens pre-orders on Wednesday, and the new foldable devices will hit stores on August 26.
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