Samsung built the foldable smartphone market

Samsung will take the wraps off its latest Galaxy Z Fold and Flip lineup this week, launching what could be the company’s most important foldable smartphones since it introduced the category nearly seven years ago. The timing, as any good batsman would tell you, matters here. The South Korean giant is preparing to unveil a redesigned Galaxy Z Fold 8 family including a wider Fold variant — alongside the Flip 8, betting that better usability, improved durability and AI features can reignite demand for a category that has struggled to break into the mainstream.Yet Samsung enters this launch from an unfamiliar position. It remains the most recognisable foldable brand globally, but it is no longer the market leader. Does Samsung need to defend the foldable phones mrket ?