Samsung has announced the Galaxy Z Fold 7, Z Flip 7, and a more affordable Z Flip 7 FE at their summer Galaxy Unpacked event in Brooklyn, New York, on July 9, 2025, to compete with growing competition, especially from Chinese manufacturers and other brands.

Samsung's latest foldable phones aim to set a new standard, being thinner and lighter than previous models. The Galaxy Z Fold 7 measures only 8.9 millimeters when closed and 4.2 millimeters when unfolded.

"Samsung has been in the folding phone game longer than most," notes Julian Chokkattu from Wired, emphasizing Samsung's experience in the foldable market.

Contextually, Samsung is facing increasing competition from companies like Honor and Oppo. The introduction of the Galaxy Z Flip 7 FE, priced at $900, directly challenges Motorola's $700 Razr flip phone, making foldable technology more accessible to a broader consumer base. This also comes as Apple is rumoured to enter the foldable market in the coming years.

Industry analysts predict that Samsung's focus on affordability and design improvements will help maintain its market share in the face of rising competition. The success of the Z Flip 7 FE could determine whether Samsung can effectively fend off rivals in the mid-range foldable market, while the Z Fold 7 could allow them to keep a strong presence in the premium segment.