SAMSUNG BELIEVES IN NEW FOLD FORM

– The question is no longer whether you should choose a foldable mobile phone. Now it is really only a matter of which foldable mobile phone you should choose, says product specialist Stian Wensås.

We meet him at the offices of Samsung Norway at Aker Brygge in Oslo, where he presents the new Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8, all of which went on sale on 22 July.

– Pre-sales of the new foldable phones have been absolutely fantastic! In fact, several tens of per cent better than last year in Norway! reports country manager Even Amdal before the publication of this article.

If you read on, he will reveal how Samsung has performed in the first half of the year.

Wenås describes this year’s portfolio as the most complete the company has ever had in foldable mobiles. Fold8 Ultra is developed for productivity and content creation, Fold8 represents an entirely new type of form factor, while Flip8 is intended to appeal to users who want a more compact mobile with quick access to functions and artificial intelligence.

New form factor

The biggest news in the series is therefore the Samsung Galaxy Z Fold8. While Samsung’s traditional Fold models have been designed as workspaces for productivity, the new model has been developed with content consumption in mind.

– We are seeing that those who have used Fold have consumed a great deal of content. That is why we are launching what we see as a content phone, says Wensås.

The phone has a 10:16 format when closed, which Samsung believes makes it well suited to short videos and social media. When opened, the user gets a 4:3 format adapted for video and gaming. Turned horizontally, the format becomes well suited to reading articles and longer content. The main screen measures 7.6 inches, while the weight has been reduced to 201 grams, the lightest in the Fold series so far. The phone is powered by Snapdragon 8 Elite Gen 5 Mobile Platform for Galaxy and has a 4,800 mAh battery.

– The form factor suits content use, whether you are scrolling, watching video or reading, Wensås tells the trade magazine Elektronikkbransjen.

Samsung has also placed emphasis on the display technology. The new Flex Titanium construction is intended to contribute to increased durability, reduced visibility of the crease in the screen and a more seamless opening and closing experience. The main screen has a brightness of up to 3,000 nits and an anti-reflective coating intended to make it easier to use outdoors.

Wants to reach younger users

Samsung believes the new Fold model can appeal to different target groups than traditional foldable mobiles.

– Those growing up today are very focused on consuming content. This could appeal to many under 25, but also those in their mid-20s and up towards 30, says Wensås.

He believes the new form factor could become an alternative for users who spend a lot of time with video, social media and reading on their mobile.

– It is very exciting. I personally love the product, and the feeling of holding it in your hand is very good. We believe it will catch on. It is always exciting to see how the market reacts to a new form factor, and I think this one could appeal to many, says Wensås.

Galaxy Z Fold8 is equipped with two 50-megapixel cameras, respectively wide-angle and ultra-wide-angle. Samsung also highlights features such as Dual Recording, where both sides of an event can be filmed simultaneously, and My FanCam, which automatically follows a selected subject and adapts the recording to various social media formats.

Ultra for the most demanding

For users who prioritise productivity, performance and content creation, the Galaxy Z Fold8 Ultra is the flagship in the series.

– Here you get an extra camera lens, a physically larger battery, faster charging and an upgraded camera lens. And then, of course, we have all the good things from the AI world that we introduced with the S25 series, which are also included in the foldable world, Wensås tells the trade magazine Elektronikkbransjen.

Fold8 Ultra has an 8-inch main screen and is at the same time Samsung’s thinnest Fold model so far, with a thickness of 4.1 millimetres when opened. The battery has been increased to 5,000 mAh, and the phone supports 45-watt fast charging.

The camera system consists of a 200-megapixel main sensor, a 50-megapixel ultra-wide camera and a telephoto lens with three times optical zoom. Samsung also highlights improved Nightography for photos and video in low light, as well as support for 8K video recording and more advanced tools for content creation.

– This means you can create a lot of content, not just consume it, says Wensås.

The company believes the Ultra model will particularly appeal to users who want to combine work tools, camera and entertainment in one device.

Flip becomes slimmer

Galaxy Z Flip8 continues Samsung’s formula with a compact foldable phone, but comes in a version that is ever so slightly thinner and lighter than before.

– We have made some changes to the Flex Window, the large screen on the outside. There you can do more than before, and interact with AI directly without opening the phone. We have perfected and tweaked the Flip 8 series, says Wensås.

Flip8 weighs 180 grams and is 6.1 millimetres thick when opened. It has a 6.9-inch main screen and a 4.1-inch external FlexWindow. Samsung describes this as the company’s most advanced Flip model to date.

The external display is intended to provide quick access to information, notifications and AI functions without the user having to open the phone. The Now Brief feature provides personalised recommendations and information throughout the day, while various AI tools are designed to make tasks more seamless.

On the camera side, the Flip8 has a 50-megapixel main camera, as last year, and a 12-megapixel ultra-wide camera.

– The 50-megapixel lens may be the world’s best selfie camera, since you use the main camera without opening the phone, says Wensås.

Samsung also highlights the FlexCam features, where the user can film hands-free from different angles, use mirror view and control recording directly from the outside of the phone.

AI across the entire series

Samsung has integrated Galaxy AI across all three models, adapted to the different form factors. Fold8 and Fold8 Ultra are intended to provide better opportunities for multitasking on large screens, while Flip8 uses the external display as an AI-based control centre.

Among the new features are Now Nudge, which suggests the next step based on conversations and activities, and Now Brief, which gathers relevant information, recommendations and notifications throughout the day. At the same time, Samsung emphasises privacy and highlights the Knox platform as the foundation for the AI-based services.

How things have gone

Country manager Even Amdal says Samsung is entering the second half of the year with strong figures behind it.

– We have had a very good start to 2026, especially approaching the summer when holiday pay, as usual, causes sales to explode in Norway. Despite tougher times, it is definitely not a sudden stop. Growth in TV sales is driven in no small part by the football World Cup, and we have done incredibly well on the mobile side in the latter part of the half-year, says Amdal.

He says the company is also experiencing growth in home appliances.

– We are also growing in home appliances in the first half of the year.

The premium segment remains strong for Samsung.

– The S26 Ultra is by far our biggest seller. The S and Z series account for almost 80 per cent of our mobile sales by value, and around two thirds by volume, says Amdal.

According to the country manager, Samsung is strongest outside the biggest cities.

– What makes it possible for us to sell around four out of ten phones in Norway is that we do very well across the country. Relatively speaking, we are demographically stronger in rural areas than in the major cities, says Amdal.

He also points to the football investment as an important part of brand building.

– We have had very strong brand development. Being a sponsor of Erling Haaland on his journey, and now with Oscar Bobb and Norwegian football with the Eliteserien and the OBOS-ligaen, is perhaps the strongest brand you can be associated with. The Haaland partnership has been a bit of an adventure. We were early in backing him, says Amdal.