Samsung says a growing share of Galaxy Z Fold demand is now coming from its own flagship smartphone users. About 40 percent of Galaxy Z Fold growth is being driven by Galaxy S Ultra owners moving to foldable devices.
The figure points to a shift in the role of foldable phones within Samsung’s premium lineup. Rather than serving mainly as a novelty for technology enthusiasts, the Galaxy Z Fold is increasingly being considered by users already accustomed to high-end conventional phones.
Chon Hong, Head of Marketing at Samsung Electronics Southeast Asia & Oceania, discussed the trend during an interview on the sidelines of Galaxy Unpacked in London. He said Samsung has observed a different market pattern after seven generations of foldable devices.
According to Chon, users coming from the Galaxy S Ultra range already know they need top-tier performance. Their interest in the Galaxy Z Fold is tied to the prospect of broader capabilities offered by a larger foldable display.
Samsung views this transition as a practical choice rather than a decision based only on curiosity about a folding form factor. The company believes the format can offer new possibilities for users who want more from a flagship device.
Samsung Expands Its Foldable Choices
The company has introduced three devices in its foldable portfolio: Galaxy Z Fold 8 Ultra, Galaxy Z Fold 8, and Galaxy Z Flip 8. Samsung’s approach is to provide different folding formats and capabilities for different user habits.
Galaxy Z Fold 8 Ultra is positioned as the first Ultra model in the Z Fold series. Samsung says its camera, chipset, and battery have been upgraded to match the Galaxy S26 Ultra.
Meanwhile, Galaxy Z Fold 8 takes a different direction with a passport-style form factor. The more compact body is intended to provide a screen ratio suited to social media, vertical video, Netflix, YouTube, and other entertainment content.
| Model | Position in the Lineup | Key Detail |
|---|---|---|
| Galaxy Z Fold 8 Ultra | First Ultra model in the Z Fold series | Camera, chipset, and battery upgraded to match Galaxy S26 Ultra |
| Galaxy Z Fold 8 | Model with a new form factor | Passport-style design with a more compact body |
Retention Is Also Strengthening
Samsung is not only drawing users from the Galaxy S Ultra lineup. It also reports stronger loyalty among existing foldable owners when they replace their devices.
Fold users tend to choose another Fold, while Flip users show a similar tendency toward another Flip. Chon described the pattern as including Fold-to-Fold, Flip-to-Flip, and Ultra-to-Fold movement.
The retention trend helps explain why Samsung is broadening its range rather than relying on a single foldable model. The company is seeking to accommodate users who prioritize different designs and levels of capability.
Galaxy Z Fold 8 Ultra continues the design direction of Galaxy Z Fold 7 while improving key components. Its placement gives Samsung a foldable option aimed at buyers seeking capabilities close to those of the Galaxy S26 Ultra.
The Galaxy Z Flip 8 retains the clamshell identity of Samsung’s flip-style devices. Samsung has also refined the AI experience and design of the latest Flip generation.
The growing movement from Galaxy S Ultra to Galaxy Z Fold changes the competitive picture inside Samsung’s own flagship range. Buyers are now being offered a choice between conventional premium phones and foldable devices built around distinct usage patterns.