Samsung Fires First on July 22
Samsung confirmed its Galaxy Unpacked event for July 22 in London, with the tagline “A new shape unfolds”. The company is expected to unveil three foldable phones — the Galaxy Z Flip 8, Galaxy Z Fold 8, and a new Galaxy Z Fold 8 Ultra — along with new Galaxy Watch models and possibly its first smart glasses. The Z Fold 8 Ultra is rumored to feature a “passport-style” form factor with reduced crease visibility and an updated processor, positioning it as a direct competitor to Apple’s forthcoming foldable. The event will be livestreamed beginning at 9 a.m. ET. macrumors.com engadget.com mashable.com cnet.com news.samsung.com
Google and Apple Follow Close Behind
Google announced its Made by Google event for August 12 in New York City, where the company is expected to launch the Pixel 11 lineup, including a new Pixel 11 Pro Fold powered by its Tensor G6 chip built on a 2nm process. The event will place Google’s foldable debut roughly three weeks after Samsung’s and about a month ahead of Apple’s anticipated September unveiling. macrumors.com androidcentral.com techcrunch.com
Apple’s first foldable iPhone, widely referred to as the “iPhone Ultra,” is now in mass production, according to multiple supply chain reports from Chinese financial outlet Cailian Press and Korea’s The Bell. Analyst Ming-Chi Kuo expects Apple to unveil the device alongside the iPhone 18 Pro models in September, though pre-orders may not begin until the fourth quarter. Kuo projects initial supply of 500,000 to one million units, with total production reaching up to 10 million by year’s end. The device is expected to feature a 7.8-inch crease-free inner display and a book-style design, with a price ranging from $2,299 to $2,499. macrumors.com engadget.com macrumors.com instagram.com macrumors.com
A Defining Moment for Foldables
The convergence of all three launches marks a turning point for the foldable category, which Samsung has largely dominated since introducing its first Galaxy Fold in 2019. With Apple entering the space for the first time and Google refreshing its foldable line, the second half of 2026 will test whether foldables can move from niche to mainstream — and at what price consumers are willing to make the leap.
