Samsung Unveils Thinner AI Foldable Phones to Compete with Apple

Samsung Electronics, the South Korean technology giant, has launched a new line of thinner and lighter foldable smartphones in a strategic effort to reclaim its position in the global smartphone market, which it lost to Apple in 2023. This development comes amid increasing competition from Chinese manufacturers, particularly Huawei Technologies and Honor, in the premium smartphone segment.

According to statements made by Choi Won-joon, Samsung's mobile president and chief operating officer, the company is focused on establishing itself as a leader in AI-powered mobile technology. In an interview with Reuters on July 10, 2025, Choi emphasized that foldable phones integrated with AI features are on the verge of becoming mainstream, offering consumers a unique and differentiated experience. He stated, "I believe that foldable phones, integrated with AI features, are ready to become mainstream by offering a unique, differentiated experience."

The launch of these new devices is significant for Samsung, particularly as it grapples with a decline in profits from its core semiconductor business, which has been exacerbated by a delay in supplying AI chips to Nvidia. The company’s strategy aims not only to enhance its mobile offerings but also to solidify its partnership with external technology giants like Google, in contrast to Apple, which relies predominantly on in-house AI technologies that have experienced delays in feature rollout.

As per data from market research firm IDC, Apple surpassed Samsung in global smartphone sales in 2023, marking a pivotal shift in the competitive landscape of the mobile technology industry. This change has prompted Samsung to innovate aggressively, targeting the premium segment that remains largely untapped by Apple, which has yet to introduce foldable technology into its product line.

Industry experts are observing these developments closely. Dr. Emily Carter, a telecommunications analyst at the University of California, Berkeley, stated, "Samsung’s commitment to AI in foldable devices could redefine the smartphone experience and potentially attract consumers who are looking for cutting-edge technology."

In addition, Mark Chen, CEO of a leading tech consultancy firm, noted that Samsung's partnership approach to AI could provide them with an edge over Apple. He remarked, "By collaborating with established AI companies, Samsung can leverage existing technologies to enhance the functionality of their devices more rapidly than Apple’s in-house development might allow."

The global smartphone market is at a crucial juncture, with shifting consumer preferences towards more innovative devices. According to a report published by Counterpoint Research in March 2023, there is a growing demand for devices that combine functionality with advanced features such as AI integration. This trend indicates that companies that can successfully merge these elements may capture significant market share in the near future.

Looking ahead, the implications of Samsung’s strategy could facilitate a resurgence in its market position. If the new foldable phones are well-received, they could not only bolster Samsung's sales but might also pressure Apple to accelerate its product development cycles. The race to innovate in the smartphone sector continues, with both Samsung and Apple vying to meet the evolving demands of consumers in an increasingly competitive landscape. Experts believe that the outcome of this rivalry will significantly shape the future of mobile technology and consumer electronics.

As Samsung pushes forward with its AI foldable phones, the company will need to closely monitor the market response and adapt its strategies accordingly. The stakes are high, and the coming months will be critical as the tech giants maneuver for dominance in the highly lucrative smartphone market.