There is something extraordinary about South Korean-style management. It involves inhwa or harmony. Pack in nunchi or the art of understanding. Throw in jeong or affection. Now consider the latest foldable phones from Samsung — Galaxy Z Fold7 and Galaxy Z Flip7. In many ways, the concepts integral to South Korean culture get reflected in these devices. It’s something JB Park, president and CEO, Samsung Southwest Asia, tried to touch upon indirectly during a conversation with a select group of journalists as part of the launch of the new foldables in New York.
What Samsung has achieved with the Fold7, for example, is harmony in terms of design, software, and AI features (or what is called Galaxy AI).
“The concept of folding something is to make it smaller. I remember when we had a five-inch smartphone, we thought it was the biggest, immersive. Now, it’s like 6.8 inches, and it’s becoming bigger and bigger… it doesn’t go into your pocket, it’s hard to hold. So we started thinking about how we can make it a small form factor. That’s when we flipped it or folded it. I think it’s a trend that other brands are following,” said Park.
Samsung Galaxy Z Fold7 is just 8.9 mm thick when folded and 4.2 mm thick when unfolded. Picture: Mathures Paul
No matter where we have taken the new Galaxy Fold7, it has proved to be a looker. The changes that have come to Fold7 can cut three ways. First, if you are generally not interested in the tech world but would like to buy something that catches the eye, this would be the phone. Second, anybody who has been waiting for years to upgrade to something that looks and feels different, this would be the phone.
Third, those using rival Android brands or even iOS for that matter, you may want to take a look at the new fold, which is a head-turner. Unfolded, the phone is only 4.2mm deep and folded, it is 8.9mm.
Not only that, the latest foldable OLED panel has proved fully functional even after a 500,000-fold durability test, proving the durability of its foldable OLED technology. Samsung Display raised its internal durability testing standard from 200,000 to 500,000 folds, which is 2.5 times its previous benchmark, highlighting the panel’s long-term resilience.
How many years are we talking about? A total of 500,000 folds translates to over 10 years of use for average users folding their device 100-odd times a day, and over six years for heavy users folding more than 200 times daily. Since we are talking about hinges on smartphones, it raises questions about reparability.
“Mechanics is something that we are always striving to innovate. And based on that, the cost of repair is something we look into… how to reduce consumer burden. And we have found many ways to improve that, help them, and lessen the cost. So we have a solution for that,” said Park.
Tech enthusiasts discuss the new Samsung products at an event in New York
AI’s many possibilities
JB Park has been a constant in an ever-changing tech world. He started his career with Samsung Electronics in 1996 and has been in leadership roles in many countries for over 25 years. He was previously head of the mobile business division at Samsung Southwest Asia between December 2018 and November 2022, before which he headed the Southwest Asia mobile business at Samsung HQ for seven years.
His focus is on building Samsung’s success in the Southwest Asia region, where the company has sales, R&D and manufacturing operations.
He has lived through pre-AI era and is now navigating the AI era. The new phones from his company are filled to the brim with artificial intelligence features.
Among the many new options you can experience with the devices is an extension to Circle to Search. It is now more powerful. Now, with Circle to Search, gaming tips appear when and where you need them. Just circle an item on screen and get results, tips, or tactics in a floating view that ensures a smooth, uninterrupted experience. It will give you an edge during intense gaming sessions.
One UI 8 takes the help of AI to combine large-screen multitasking with intelligent tools that understand what users type, say, and even see. Further, with an AI-powered camera and privacy built into every layer, Galaxy Z Fold7 becomes a smart personal assistant, ready to help anytime.
Gemini, which is becoming a buzzword, gets stronger. Gemini Live is now enhanced with multimodal AI that understands what users see, say and do, making it possible to type or speak contextual questions and get answers without having to toggle back and forth between apps. There is screen sharing on Gemini Live or camera sharing on Gemini Live, so you can simply show Gemini what users are looking at on the screen or on the camera, then ask questions to get instant insights.
With Galaxy AI Optimised for Large Screens, Galaxy Z Fold7 delivers experiences that maximise the benefits of the expansive foldable display to boost productivity.
AI Results View displays results from AI features in a separate Split View or in a Floating View, so the user’s original content remains unobstructed and visible. Users can be more efficient with Drag & Drop AI-generated content, including images and text, directly from Multi Window. With tools like Drawing Assist or Writing Assist, it’s easier than ever to move ideas and visuals, enabling a smoother creative process.
“Where does the AI unfold in the next era?” Park asked the group of journalists before answering: “I think today we have on-device AI that is independent of being in the Cloud or a third-party source. But tomorrow, I think it’s more of how people are using the AI. Whether it’s productivity or coding, engineering, or in your academic research, when you have to write your term paper, the AI kicks in. But all these are connected to a Cloud where I think a mobile device will and can replace all of what you do with a laptop.”
He also feels translation will be an important area, especially in a country like India, where there are also many dialects. “Tomorrow, it will all be done simultaneously on the devices. So you don’t have to memorise things. You can have massive (amount of) intelligence that’s connected… on your device to a Cloud that can guide you to a better solution. I think that’s how the technology will evolve. And that’s where Samsung will be the pioneer in moving towards that direction.”
Visualise AI
He said foldables offer a unique opportunity when it comes to foldable phones. It helps visualise AI.
“The main focus of Samsung with AI is visual.” He goes on to offer an example. Let’s say, a verbal summary of a lecture is first made. AI can then help make a PowerPoint presentation, which is shown on the large display of Fold7. The same display can also be used for editing videos or playing games.
“Anything that is bigger on screen, with AI, I think we have a better story or advantage. Our focus is on display, so your AI must be visualised. Of course, you can have a voice read the text, and then you can understand it, but 90 per cent of that AI outcome will be on a display.”
Weighing 188 grams and measuring 13.7mm when folded, Samsung Galaxy Z Flip7 is the slimmest Galaxy Z Flip yet
One phone that needs to be discussed is Galaxy Z Flip7 FE, which, for many, will become the entry point into the world of foldable devices, given the clever pricing-to-features ratio.
“The Fan Edition (FE)… it was a stepping stone to go up the ladder. Samsung has the A-series that covers the mass, the mid, and premium. Then flagship onwards, there is a missing gap that we see. Our competition has an N-1, N-2, N-3 strategy because they don’t have an A-series or mass. So they have to make a waterfall of their four-year generation of products, covering a large price range. We saw a missing point. We call that a Fan Edition… to give opportunity to those who want to have a flagship experience, but on a budget.”