New york: Samsung Electronics Co. plans to debut its first tri-folding smartphone later this year, adding a new form factor to its flagship Galaxy lineup. "We are working hard to release it by the end of this year," Roh Tae-moon, president and head of the Devise eXperience (DX) division at Samsung Electronics, said during a press conference following the Galaxy Unpacked event to launch the company's latest Galaxy Z Fold 7 and Flip 7 models. The event took place in New York on Wednesday (U.S. time).

According to Yonhap News Agency, the company has recently teased the arrival of a foldable phone featuring three screens. At the Mobile World Congress (MWC) 2025 in March, Samsung showcased concept devices with tri-folding displays, the Flex G and Flex S, indicating ongoing development in this area.

The anticipated launch of a tri-folding phone comes as Samsung Electronics moves to solidify its lead in the competitive foldable market, especially amid growing pressure from Chinese rivals, like Huawei. Huawei's Mate X3 Ultimate, a tri-fold model, has already reached the market.

Samsung Electronics, recognized as a pioneer in the foldable phone market since launching its first foldable model in 2019, faces increased competition from tech giants such as Google and Motorola, alongside Chinese manufacturers.

According to industry data, Samsung Electronics led the foldable phone market with a share of 32.9 percent in 2024, followed by Huawei with 23.1 percent and Motorola with 17 percent. As part of its strategy to retain leadership, Samsung Electronics enhanced the performance of its latest Galaxy Z Fold 7 and Flip 7 models. Their features and artificial intelligence (AI) capabilities are now nearly on par with the company's premium bar-type Galaxy smartphones.