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This folding is the new normal - where is Samsung going with the new phones?
With the announcement of the Z Flip 3 and Z Fold 3, the South Korean technology giant's strategy is clear - to make folding screen smartphones more accessible.
Will she succeed?
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Smartphone
Samsung
Niv Lillian
Friday, 13 August 2021, 16:22 Updated: 16:31
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A first look at Samsung's new smartphones (Yinon Ben-Shoshan)
The Corona has hit hard in the personal technology industry in general, with a shortage of components, shipping issues and consumers purchasing less.
But Samsung has a new strategy: to turn smartphones with a foldable and flexible screen into high-end mainstream phones, and increase their market share.
This strategy was approved last night at the launch of two new premium devices in the Z series, whose main feature is a folding screen.
Samsung's Z Flip 3 and Z Fold 3 are the third generation of folding screen devices.
Their predecessors (especially the Fold, the larger of the two) were more awkward and sensitive.
For those unfamiliar with the series, the Fold is a smartphone that opens like a book to something about the size of a personal tablet (7.6 inches for the full screen), while the Flip recreates the glory days of oyster phones with a standard external screen, but opens lengthwise to screen size Of the average smartphone nowadays - 6.7 inches in vertical format.
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The Flip recreates the glory days of oyster phones (Photo: Walla! Technology, Yinon Ben-Shoshan)
Samsung wants to turn folding smartphones into competitors of "regular" flagship phones, such as the iPhone 12 or even Samsung's own Galaxy S21, certainly against other competitors, and they do this in two or three sectors: hardware, durability and price.
Let's start with the price.
These are not yet prices that are worth every penny.
NIS 6,350 for the cheaper model of the Z Fold 3, and NIS 6,700 for the model with the storage of the 512 GB - this is still the most expensive phone sold in Israel, but it is a little cheaper compared to the previous generation.
These are not prices that are worth every penny (Photo: Walla! Technology, Yinon Ben-Shoshan)
The Z Flip 3 will cost NIS 3,750 per consumer, which puts it in front of other elite phones (iPhone 12 Pro for example), at an affordable price than before.
Again, these are nominally expensive phones, but relative to the technology that is the pinnacle of introduction - Samsung is making an effort to make folding screens accessible to new populations.
If someone is saving for a flagship smartphone, the Flip 3 could certainly be an option, even cheaper than some of the competitors that do not offer a folding screen.
In terms of hardware, Samsung does not compromise.
Now she's put the crème de la crème of Qualcomm, the latest generation Snapdragon 888 processors.
Samsung has also improved the durability of the folding phones, trying to compare their durability to that of regular smartphones: whether it is in Victorian gorilla glass named Fold or for the first time water resistance in folding phones, and also thinner and lighter weight - because the previous generation of the Fold was more clumsy.
Samsung has also improved the durability of the phones (Photo: Walla! Technology, Yinon Ben-Shoshan)
Will this strategy succeed?
There is no knowing.
Samsung is making a serious bet here for the days of Corona and in light of general economic uncertainty in the world.
But with a strong marketing campaign among influencers and young opinion leaders that it promotes all over the world and here in Israel, it may well work for them, especially in light of the cool and innovative effect of a smartphone with a flexible screen (and a variety of trendy colors ...).
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