TM Roh, head of Samsung Electronics’ mobile division, dismissed the notion that an impending foldable iPhone poses an immediate threat to Samsung. Speaking after Unpacked in London, he emphasized that the experience and technical know-how Samsung has developed in the foldable segment “doesn’t come overnight,” and said the company intends to extend its lead by “setting new standards.”
Roh tempers expectations after Apple’s announcement
In comments made after the event, TM Roh sought to downplay the likely impact of Apple’s first foldable iPhone, which is expected later this year. He highlighted Samsung’s seven-year trajectory in the foldables market as an advantage that will be difficult for competitors to overcome in the short term.
Where Apple can realistically compete
Available details indicate Apple’s first foldable iPhone will be aimed more at the Galaxy Z Fold 8 than at Samsung’s Ultra-tier models. As a result, Apple is likely to present a credible rival to the Galaxy Z Fold in certain markets—especially the United States—but won’t immediately match Samsung’s breadth of foldable offerings.
Samsung’s technological strengths and roadmap
Samsung’s foldable lineup is diverse: large-screen Fold models, clamshell-style Z Flip formats, and experimental demonstrations such as the Galaxy Z TriFold. Roh also noted the company can explore other form factors, including rollable devices, which he said reinforces Samsung’s ability to “set new standards.”
Samsung is therefore banking on accumulated experience, a broad product range, and continued innovation to maintain its lead in foldables—even as a major competitor like Apple enters the space. Until Apple’s foldable iPhone ships, the competition will be decided less by a single announcement and more by how product lineups evolve, device ergonomics, and consumer adoption.
