Samsung and Google are lining up foldable phone launches ahead of Apple’s expected fall 2026 showcase, setting up a crowded second half of the year. The timing could push the spotlight away from the iPhone Fold before Apple even takes the stage.
Apple’s foldable iPhone is reportedly due in September 2026 alongside the iPhone 18 Pro line. That schedule leaves a narrow window for Samsung and Google to seize attention first, with their own events now expected in July and August 2026.
Samsung and Google are moving first
According to Apple Insider, as quoted by www.liputan6.com on Friday, July 10, 2026, Samsung is preparing a Galaxy Unpacked event on July 22, 2026. Google has also sent Pixel event invitations on July 7 for a launch scheduled for August 12.
| Company | Event | Schedule | Focus |
|---|---|---|---|
| Samsung | Galaxy Unpacked | July 22, 2026 | Foldable phone updates |
| Pixel event | August 12, 2026 | Pixel device launch | |
| Apple | iPhone 18 Pro and iPhone Fold launch | September 2026 | Main Apple event |
The calendar puts Samsung and Google ahead of Apple in the race for consumer attention. Both companies appear determined to capture momentum before Apple’s annual event dominates the conversation again.
Samsung is preparing a new message for foldables
Samsung has often used its summer Unpacked stage to introduce upgrades to its foldable phones. In 2025, the company released the Galaxy Z Fold 7 and Galaxy Z Flip 7, which has set expectations for another significant update this year.
Little is confirmed about the new device, although speculation points to a shift to the number 8 and a possible Ultra label. Samsung is promoting the event with the line “A new form revealed,” which has fueled talk of a changed aspect ratio or a different device shape.
There is also speculation about a Galaxy Z TriFold, a concept device with three display panels and two hinges. Even so, a second-generation launch only six months after the first generation still appears unlikely.
Samsung may also move faster in areas that Apple is rumored to enter, including Apple Watch and Apple Glass. That opens room for new Galaxy Watch updates and fresh smart glasses rumors from Samsung.
Google aims to land between the two major launches
Google’s August 12 Pixel event sits between Samsung and Apple, giving it a chance to keep the market active in the middle of the launch season. The invitation artwork shows the top and edges of the Pixel 11, including the large camera bar that remains a signature design element.
Rumors also mention the Pixel 11 Pro Fold, which is said to resemble the Pixel 10 Pro Fold. If that is accurate, the bigger changes may come from inside the phone rather than from the exterior.
Google is also dealing with an ongoing memory shortage, so the upgrade path may be more measured than dramatic. One circulating report says storage could start at 256GB instead of 128GB.
On the AI side, Google could move from the Tensor G5 to Tensor G6. Other improvements under discussion include a TPU, the GXP image companion coprocessor, and better thermal efficiency.
With Samsung, Google, and Apple all packed into a tight launch window, the foldable market is heading toward a busy stretch. The next few months may decide which company sets the tone before Apple finally reveals its own move.
