Earlier this month, Samsung unveiled the latest devices in its range of foldable smartphones: on Galaxy Z Fold 4 and Galaxy Z Flip 4. New phones refine the formula with iterative improvements that add an extra layer of polish, but who are they really for?
Samsung’s glossy presentation might suggest these are mainstream consumer devices, but with starting prices of $1,899/£1,699 and $999/£999, they’re not. In reality, the Z Fold 4 and Z Flip 4 are likely to be found in the pockets of two types of users: enthusiasts and professionals.
In an email exchange with TechRadar Pro, Samsung explained that the new devices are designed with business use cases in mind, especially the Fold. Against the backdrop of the widespread shift to hybrid workthe goal was to give professionals the best device for multitasking on the go.
“In our fourth-generation foldable device offering, we provide consumers with a smart, powerful, long-lasting mobile device that adapts to their future work needs. From security to ongoing service support, key partnership integration and unparalleled connectivity, this device is built for today’s hybrid worker,” said Joe Walsh, B2B Director, Samsung UK and Ireland.
“Our new Galaxy Z Fold 4 delivers a new mobile experience focused on our customers and designed for a new era. This powerful device is ideal for working securely on the go, providing users with a comprehensive set of new business-focused features and services, while backed by security-grade security.”
Samsung Galaxy Z Fold 4 and Galaxy Z Flip 4
When TechRadar Pro last spoke with Walsh, following the release of the previous generation of devices, he spoke with conviction about the trajectory of the foldable device market, despite questions about the long-term sustainability of the form factor.
“The foldable form factor represents another step forward in smartphone innovation, but we’re confident it’s already reaching the mainstream,” he said at the time.
One year later, Walsh remains bullish on Samsung’s Fold and Flip series devices, bolstered by sales figures that show the momentum behind foldables is still building.
“Whether at home, in the office or on the go, the modern workplace is changing. “Professionals are looking for more flexibility and freedom to do their jobs the way they like,” he told us.
“We are already seeing a growing momentum towards foldables in our customer base. Last year, industry analysts reported that 10 million foldable smartphones had been shipped worldwide. This is an industry increase of more than 300% since 2020.”
Walsh attributes the growing popularity of Samsung’s foldable devices to attributes that are closely aligned with modern ways of doing business, from powerful processors to generous screen real estate and high levels of portability.
He also pointed to tight integration with first- and third-party business software, such as a collaboration platform Microsoft Teams and Samsung DeX, which makes it easy for users to connect their phones to theirs business monitors.
Asked how Samsung will go about furthering adoption in business circles, Walsh explained that the strategy is to lean on the strength of its product ecosystem, which includes devices such as the Galaxy Book2 Business and a range of robust smartphones.
“We know that many of our folding fans are loyal to Samsung, with almost half already owning at least one device from the ecosystem. That’s why we’ve created an ecosystem that syncs perfectly between devices, no matter what life throws at them,” he said.
While foldable devices will remain a niche component of the larger smartphone ecosystem for some time to come, Samsung is positioning itself at the forefront of a movement that could prove transformative.
As the technology improves, costs are bound to come down, bringing foldable devices to a much wider audience. But for now, Samsung has the business market in its sights.