Samsung’s foldables are ready for the mainstream. Are consumers?

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Samsung on Wednesday debuted its latest foldable phones, the Galaxy Z Flip5 and Galaxy Z Fold5 during a press event in Seoul, South Korea. And that’s exactly where I am this week: checking out the company’s latest and greatest and taking in the sights and sounds of Seoul.

Mostly, though, I’m wandering around Samsung’s research and manufacturing facilities and chatting with corporate personnel about the company’s phones.

The Google (GOOG, GOOGL) Android-powered Flip5 and Fold5 are, you guessed it, Samsung’s fifth generation of both device lines. Samsung is the world leader in the small but growing global foldable smartphone market. IDC analyst Ryan Reith says companies will ship some 20 million foldable phones this year versus 1.1 billion regular phones.

Samsung's Galaxy Z Fold 5 and Galaxy Z Flip 5 on display on a window ledge.
Samsung's Galaxy Z Fold 5 and Galaxy Z Flip 5 are the company's latest foldables and increasingly important for its future. (Samsung) · Samsung

Competition, though, is heating up. While Samsung controlled 84% of the foldable phone market in 2021, that dropped to 65% as of Q1 2023, Reith said. That’s because manufacturers, including Chinese smartphone makers Oppo and Honor, not to mention Google and Motorola, have jumped into the race as well.

Apple is also reportedly gearing up for its own foldable. Though, according to Bloomberg’s Mark Gurman and TF International Securities analyst Ming-Chi Kuo, the company will kick things off with a foldable iPad before potentially launching a foldable iPhone.

Flipping and folding

Samsung’s new phones come in two varieties, the clamshell-style Z Flip5 and the book-style Z Fold5. I’ve seen more people using prior generation Z Flips than Z Folds, but both are surprisingly common here in Seoul.

Of the two new handsets, I’m an early fan of the Z Flip5. Starting at a pricey $999, the Z Flip5 has a 3.4-inch Super AMOLED display on its outside cover that Samsung calls the Flex Window. It’s a tiny screen if you compare it to your average phone display, but it’s actually larger than the cover displays found on prior versions of the Flip. And thanks to that, it’s a lot more useful.

A person puts the Z Flip 5 foldable phone into a small black purse.
The Z Flip 5 folds down into a compact size that fits easily into your pocket or purse. (Samsung) · Samsung

You can run apps, including Calendar, Google Maps, Whatsapp, Samsung Pay, and others without having to flip the phone open. And that’s the Flip5’s biggest appeal — it’s incredibly compact compared to when it's unfolded, letting you slip it into your pocket or purse without much fuss.

Whip open the Flip5, though, and you’re met with a 6.7-inch Dynamic AMOLED screen.

The Flip5’s hinge is also worth a quick shoutout. Rather than leaving a small gap between the top and bottom of the screen when it’s closed, the entire thing shuts flat, making it a hair slimmer, lighter, and more durable than before.