Samsung raises foldable phone prices before expected Apple entry

Samsung is pushing its foldable phone lineup higher on both price and ambition, a move investors will read as a test of pricing power before Apple is expected to enter the category. For consumers, the headline is plain: the newest Galaxy foldables cost more, partly because the chips inside phones have become more expensive.

The South Korean company introduced three devices on Wednesday at an event in London: the Galaxy Z Fold8 Ultra at $2,099, the Galaxy Z Fold8 at $1,899 and the Galaxy Z Flip8 at $1,199, according to Samsung.

A foldable smartphone uses a bending display that lets the device open into a larger screen. Samsung’s Fold line opens like a book, while the Flip line opens like an older clamshell phone. The new lineup adds a higher-end Ultra model, expanding what had usually been a two-device foldable family.

The launch comes at a sensitive time for the market. CNBC reported that various reports point to Apple releasing its first foldable iPhone this year. Samsung has led the foldable category since bringing out its first model in 2019, and an Apple device would add a major new competitor to a still-premium segment of the smartphone market.

Ben Wood, chief analyst and chief marketing officer at CCS Insight, told CNBC that 2026 is a major year for foldables because Apple is widely expected to launch one. He said Apple entering a product category tends to give that category more credibility, making Samsung’s latest release a critical one for the company.

Why the prices are moving up

Samsung’s new foldables are more expensive than the models they follow. The Galaxy Z Fold8 Ultra costs $100 more than the comparable Galaxy Z Fold7, while the Galaxy Z Flip8 is $100 above the Z Flip7, according to CNBC.

The main pressure point is memory chips, CNBC reported. Memory chips store and move data inside devices, and they are used in smartphones as well as artificial intelligence systems. Demand from the AI industry and tight supply have pushed those chip prices higher, raising component costs for consumer electronics makers.

Wood told CNBC he was surprised Samsung did not raise prices more, suggesting the company may be absorbing some of the added costs rather than passing them all to shoppers. He said that points to Samsung trying to keep pricing competitive, while noting the Ultra model’s price above $2,000 will draw attention.

Samsung adds a new Fold choice

The Galaxy Z Fold8 brings a different design to Samsung’s Fold lineup. Samsung said the device opens like a book, is smaller than the Ultra and uses a 4:3 screen ratio intended to improve viewing for content.

Wood told CNBC the new shape was not a surprise because Apple has been rumored to be preparing a wide-screen foldable iPhone. He said Samsung and other companies are trying to get ahead of that expected design direction.

Samsung said the Galaxy Z Fold8 Ultra and Galaxy Z Fold8 both use Qualcomm’s Snapdragon 8 Elite Gen 5 chip. The Ultra model adds a more advanced three-lens camera system and a larger battery, according to Samsung.

The pricing gap between the Fold8 and Fold8 Ultra is $200. Wood told CNBC that because the Fold8 has lower specifications, Samsung will need to give shoppers a clear reason to choose it over the higher-end Ultra model.

This story draws on original reporting from CNBC.