Samsung launches foldable phones & watches in Australia

Samsung has launched the Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9 and Galaxy Watch Ultra2 in Australia, as consumer research shows 84% of Australians prioritise smartphone size and portability.

The new foldable range is on track for Samsung's strongest pre-order performance yet, led by demand for the Galaxy Z Fold8. Separate research also found that among Australians who said they would buy a Samsung foldable, 65% cited trust in the brand as the reason.

The findings point to a local market where portability is becoming a central factor in smartphone purchases. Research commissioned by Samsung from Pureprofile found Australians ranked size, portability and the ability to fit a device into a pocket, purse or wallet among the most important considerations when choosing a handset.

That helps explain Samsung's focus on foldables, a category it has spent years developing. The latest line-up includes two book-style foldables and a clamshell model, giving it broader appeal for users who want either larger screens or smaller form factors.

Phone range

Samsung is positioning the Galaxy Z Fold8 around a passport-sized format, which it describes as a first for the Australian market. The device is designed to make it easier for users to switch between portrait and landscape viewing.

Alongside it, the Galaxy Z Fold8 Ultra targets buyers seeking top-end specifications in a foldable design. Samsung said it features a 200-megapixel main camera, a battery designed for longer use and fast charging, with a focus on work, creation and multitasking.

The Galaxy Z Flip8 takes a different approach. Samsung said it is the thinnest and lightest Flip model it has released, weighing 180g and measuring 6.1mm when unfolded, and is aimed at users who want a phone that is easier to carry.

Nathan Rigger, Head of Product, Mobile eXperience at Samsung Electronics Australia, said: "We know smartphone users aren't one-size-fits-all, which is why we've built our best and most complete foldable lineup to date. The Galaxy Z series brings together breakthrough design, powerful performance and personalised AI experiences, empowering Australians to find the foldable that best meets their needs."

He added: "The Galaxy Z Fold8 represents a new chapter for foldables, and it is the first of its kind in Australia. With more Australians claiming size and portability as an important smartphone purchase driver, we are excited to introduce a new foldable standard, a device that reimagines smartphone design and redefines content consumption."

Wearables push

Samsung is pairing the phone launch with two new watches as it looks to strengthen its position in wearables. It said 85% of Australians regularly or occasionally take part in some form of exercise, a figure it used to frame demand for devices that track health and fitness.

The Galaxy Watch9 is aimed at daily wellness use, while the Galaxy Watch Ultra2 targets more demanding outdoor and sports activity. Samsung said the Ultra2 has the brightest display and largest battery in the Galaxy Watch line.

Both watches use Samsung Health and Galaxy AI features for health monitoring and personalised guidance. Samsung said the two-watch approach is intended to serve both mainstream users and those seeking more specialised sports tracking.

Kylie Mason, Head of Wearables, Mobile eXperience at Samsung Electronics Australia, said: "As Australians become more focused on proactive health management, demand is growing for smartwatches that deliver meaningful health insights, not just data. Galaxy Watch9 and Galaxy Watch Ultra2 combine AI-powered health tracking, fitness monitoring and personalised wellness guidance to help Australians better understand their body and make more informed decisions about their wellbeing."

She added: "From everyday wellness to extreme adventures, we've designed our latest Galaxy Watches to meet Australians wherever they are on their health journey, while delivering the comfort, performance and reliability they expect from a premium smartwatch."

Market signals

The launch underlines Samsung's effort to broaden the appeal of foldables beyond early adopters. Rather than treating the category as a niche, it is arguing that changing consumer preferences around portability make foldable formats more relevant to a wider share of the smartphone market.

The research also suggests Samsung sees an opportunity to link form factor with productivity and entertainment. In its framing, larger screens that fold down to pocket size offer a response to the long-running trade-off between portability and display area.

The wearables strategy appears similar. By releasing one watch for general wellbeing and another for more intensive activity, Samsung is segmenting the market between everyday health tracking and more specialised fitness use.

Samsung said the Galaxy Z Fold8 is generating the strongest early response in the current line-up, making it the key device to watch as the company tests whether a new foldable shape can attract buyers who may have stuck with conventional smartphones in earlier cycles.