Samsung Unveils Galaxy Z Fold 8 Lineup in London

Samsung Electronics unveiled its eighth generation of foldable smartphones on July 22 at the Galaxy Unpacked Live event in London. The new lineup includes the Galaxy Z Fold 8, Z Flip 8, and a high-end Z Fold 8 Ultra, which is the most expensive model in the series. To promote the devices, Samsung partnered with Sony Pictures for a campaign tied to the July 31 release of Spider-Man: Brand New Day. This collaboration includes a dedicated advertisement starring Jacob Batalon, an interactive fan experience called The Spidey Tracker, and product placement within the film.

Despite the technological advances in titanium-based materials and reduced screen creases, this generation is the company's most expensive to date. Price increases stem from a global supply-chain crunch and a surge in memory chip costs fueled by AI data center demand. In India, the Z Fold 8 Ultra starts at ₹2 lakh, prompting Samsung India to offer 30-month zero-interest installment plans to maintain affordability.

The launch comes as Samsung prepares for increased competition from Apple, which is expected to release its first foldable iPhone in September 2026. Samsung executives described the current spike in raw material costs as an unprecedented situation while emphasizing their commitment to maintaining product quality without passing the full burden to consumers.