Samsung Galaxy Z Flip 3 launch even more important than iPhone 13

Samsung Galaxy Z Flip iii launch fifty-fifty more than important than iPhone xiii — hither's why

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The Samsung Galaxy Z Flip 3 on paper looks like just some other sequel, and it clearly won't be as powerful as the rumored Galaxy Z Fold iii. And all the same the Z Flip 3 should exist a much bigger deal for Samsung.

In fact, the new Z Flip'due south fate is arguably even more than of import than the upcoming iPhone 13 because of what'south at stake — both for Samsung and for the unabridged foldable phone category.

To say that at that place's a lot riding on the Galaxy Z Flip iii launch would exist a huge understatement. And Samsung could really use a hit right now based on the reported struggles the visitor is facing with the Galaxy S21 serial.

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But this week Counterpoint Research reported that Xiaomi overtook Samsung to get the world's biggest smartphone vendor for the first time. Xiaomi was in first with 17.i%, Samsung 2d with 15.7% and Apple in 3rd with 14.3%.

Meanwhile, according to a report in Korean publication The Elec, Samsung is extending a direction review of its mobile business in response to alarmingly low sales of the Galaxy S21 series, which is said to have sold only thirteen.5 million units during the first one-half of the year. Compare that to the mid-twenty million units for the Galaxy S20 and over xxx million Galaxy S units prior to that.

At a time Samsung is positioning foldable phones as the future, it simply tin't beget for the Z Flip 3 to bomb.

This is existence labeled as a special review, which is "done without warning when the top leadership considers there is a problem with a item business organisation unit."

With the Samsung Unpacked 2021 event coming up August 11, in that location's a lot riding on the success or failure of the the Galaxy Z Flip iii, which is beingness positioned as the more mainstream and affordable foldable phone. In fact, reports signal to a sizable cost cut for the Flip, and one before leak said the Flip 3 could be as low as $999.

The Galaxy Z Flip 3 is also rumored to offer a larger external display and a more durable design that's h2o resistant and more apps that can take advantage of Flex mode.

At a time Samsung is positioning foldable phones as the hereafter, it simply tin't afford for the Z Flip 3 to bomb. If consumers decide they merely don't want a clamshell foldable Samsung may have to rethink its strategy for the unabridged category.

Meanwhile, Apple is reportedly ramping upward production for the iPhone 13 and is said to be anticipating fifty-fifty more than need than with the iPhone 12. According to a previous Bloomberg written report, Apple is producing 90 million iPhone xiii units through the end of the year, which would be a 20% increase over 2020.

If you lot look at the actual rumors, though, it'southward easy to see why some are calling the iPhone 13 the iPhone 12s. The design is expected to be largely the aforementioned, save for a smaller notch. And it appears most of the upgrades will be on the within, from a faster and more efficient A15 Bionic chip to a possible new portrait video mode and astrophotography capabilities.

The iPhone 13 Pro series looks like a bigger deal, equally the Pro and Pro Max are both tipped to become 120Hz displays with an always-on mode.

Withal even with all of the iPhone 13 hype, Apple seems ameliorate positioned to weather condition a lackluster reception than Samsung is. Apple tree's latest fiscal results prove that practically every surface area of its business is humming along, with iPhone acquirement up 65.5% year over year, services up 26.seven%, Macs upward 70% and iPads up 78.9%.

With the Milky way Z Flip 3, Samsung needs to start proving that all of the money it has been pouring into foldables has been building towards something and non merely another novelty.

In other words, at a time the Galaxy S21 appears to be struggling. Samsung can't see the Galaxy Z Flip three get ignored by shoppers, even if a more powerful Galaxy S22 is on the way early on side by side year. Otherwise, Samsung may have to fold on its foldable push button and move on to something else.

Next: Samsung Galaxy Z Flip 3 brochure just revealed all the biggest upgrades

Mark Spoonauer is the global editor in chief of Tom's Guide and has covered technology for most 20 years. In addition to overseeing the direction of Tom'due south Guide, Mark specializes in covering all things mobile, having reviewed dozens of smartphones and other gadgets. He has spoken at key industry events and appears regularly on Television receiver to discuss the latest trends. Marking was previously editor in chief of Laptop Mag, and his work has appeared in Wired, Popular Science and Inc. Follow him on Twitter at @mspoonauer.