Samsung unveils Galaxy Z Fold8 Ultra as flagship foldable arrives in Middle East

Samsung unveils Galaxy Z Fold8 Ultra as flagship foldable arrives in Middle East

Samsung took the stage at Galaxy Unpacked in London on July 22, 2026, revealing what the company has long kept under wraps: the Galaxy Z Fold8 Ultra, marking the first time the Ultra designation has been applied to its foldable lineup.

The announcement represents a significant evolution for Samsung's foldable strategy. Alongside the Z Fold8 Ultra, the company introduced the eighth-generation Galaxy Z Fold8 and Galaxy Z Flip8, extending a product line that began with the original Galaxy Fold in 2019 and adopted the Galaxy Z branding in 2020.

Strategic expansion in a commanding market position

The Z Fold8 Ultra represents Samsung's highest level of performance and user experience within the Galaxy portfolio, a tier previously reserved for its flagship non-folding devices. This strategic expansion comes as Samsung holds a commanding 34% market share in the Middle East smartphone market, well ahead of Honor's 18% and other competitors in the region.

Fadi Abu Shamat, Vice President and Head of the Mobile eXperience Division at Samsung Gulf Electronics, framed the launch around evolving consumer behaviour.

"At Samsung, innovation begins with understanding how people use technology every day. As those habits evolve, so must the experiences we create. We believe the next chapter of Galaxy and our newest surprise will reflect that vision, bringing together meaningful innovation and intelligent experiences that feel more natural, more personal and more relevant than ever before."

Design and pricing details

The Galaxy Z Fold8 weighs 201 grams, making it Samsung's lightest Z Fold to date. The device features a redesigned 10:16 outer display and a 4:3 inner panel optimized for video consumption and multitasking, addressing how users interact with foldable screens in daily use.

The three models carry premium pricing: the Galaxy Z Flip8 is set at $1,200, the Z Fold8 at $1,900, and the Z Fold8 Ultra at $2,100. The price increases reflect rising memory chip costs across the industry.

Market growth and competitive landscape

The launch arrives at a pivotal moment for the foldable category. The global foldable smartphone market is projected to expand from $34.46 billion in 2026 to $124.93 billion by 2033, representing a compound annual growth rate of 20.2%. The Middle East is forecast to lead this growth globally, with a 23.43% CAGR through 2031, making the region a strategic priority for Samsung.

Samsung is projected to maintain market leadership in foldables throughout 2026 with a 32% share, even as competition intensifies with Apple's anticipated entry into the segment at an estimated 25% share.

At the London event, TM Roh, President and CEO of Samsung's Device Experience Division, highlighted the company's broader ambitions beyond hardware. Samsung expects AI to be integrated across more than 800 million devices by the end of 2026, underscoring its focus on intelligent experiences that extend beyond form factor innovation.

For Samsung, the introduction of the Ultra tier to its foldable range signals confidence in the category's maturation. After eight generations of refinement since 2019, the company is positioning foldables not as experimental technology, but as premium devices capable of delivering the same performance and experience standards as its most advanced smartphones.