In a surprising turn of events this year, Samsung's once-unchallenged dominance in the foldable smartphone market appears to be waning. For those who have been following our updated rankings of the best foldable phones, it’s hard to overlook that the top spot has been held for over a year by the OnePlus Open, defying the rapid pace of innovation in the smartphone industry. This has raised eyebrows, especially with other major players releasing new foldable models.

What’s even more shocking? Reports suggest Samsung is planning to cut production for its upcoming Galaxy Z Fold 7 and Z Flip 7 by a staggering 39%, all due to lackluster demand. This is particularly notable since Samsung was the pioneer of foldable technology when it launched the Galaxy Fold just five years ago. Despite some initial setbacks, Samsung quickly became the go-to brand for foldables in the U.S. and Europe, with subsequent iterations like the Z Fold 2 working out many of the early kinks.

However, the landscape has dramatically changed. Competitors like Google with the Pixel Fold, and more recently, OnePlus with its Open model, have introduced robust alternatives, eroding Samsung's once-secure market position. These brands are offering foldable phones with features that rival or even exceed those of the Galaxy Z series, and it's beginning to show in consumer preferences.

Internal Conflicts and Strategic Missteps

One factor contributing to this turn of events seems to be Samsung's internal strategy, particularly regarding its flagship Galaxy S series. The S lineup, especially the Ultra variants, significantly contributes to Samsung’s revenue. To prevent market cannibalization between the Galaxy S and Galaxy Z series, Samsung has seemingly defined its foldables as something distinct from its flagship offerings. This has resulted in the Z Fold series being positioned at a higher price point but without the same premium camera capabilities found in the S series.

While Samsung’s chips, S Pen compatibility, and software features align between the lines, the crucial upgrades in camera technology, battery life, and overall design have lagged behind competing products. The Z Fold has remained bulkier and less versatile compared to competitors, which is a hard sell when consumers are increasingly expecting premium features in foldable devices.

Even its much-touted under-display camera has turned out to be more of a drawback than an innovative highlight, drawing mixed reactions from users. As a result, Samsung’s foldables are now perceived as providing less hardware for a higher price, raising questions about their overall value proposition.

The Z Flip’s Resilience Amidst Competition

Interestingly, the Galaxy Z Flip 6 has seen somewhat more success within the realm of flip-style foldables, primarily because competition in this specific category isn’t as fierce yet. However, it’s worth noting that even this lineup struggles against cost-effective alternatives like the Nubia Flip 5G, which offers similar functionality at a much lower price point.

A Call for Transformation

While Samsung could likely maintain its current trajectory with solid but unexceptional foldables, it’s clear that the brand has the capability—and perhaps the urgency—to innovate and reclaim its spot at the forefront of the foldable market. Reports indicate that the Z Fold 7 could potentially bring enhancements including a thinner design and larger displays, both critical adjustments needed to compete effectively.

However, with the foldable market evolving rapidly, Samsung cannot afford to rest on its laurels. Innovation must be prioritized, particularly if it hopes to stave off further encroachment from competitors. If companies lose their lead, they can often regain it with the right model. Yet, with the current state of Samsung’s foldable lineup not capturing the imagination like it once did, pressing changes must happen soon.

As anticipation builds for the next iterations slated for launch in about six months, the industry watches closely. Will Samsung rise to the occasion and reinvent its foldables, or will it continue to lag behind the competition? Only time will tell, and the stakes have never been higher. Keep your eyes peeled for what might just be a make-or-break moment for Samsung in 2025!