Samsung’s newest generation of foldable smartphones has smashed the company’s previous pre-order records across multiple continents ahead of their official launch Friday, suggesting foldable devices may finally be moving toward mainstream adoption after years as a relatively niche corner of the smartphone market.
The Galaxy Z Fold 8, Z Fold 8 Ultra and Z Flip 8 opened pre-orders on July 22 and closed the window on Aug. 6, ahead of a full public launch scheduled for Friday, Aug. 7. Samsung shared performance data with multiple outlets throughout the pre-order period showing the new lineup significantly outpacing every previous foldable generation the company has released.
Records Falling Across Multiple Markets
In South Korea, Samsung recorded 1.44 million units in pre-sales across the three new models over a seven-day stretch from July 28 to Aug. 3, according to a company statement. That figure surpassed the previous Korean pre-order record of 1.38 million units, held by the Galaxy Note 10 since 2019, and comfortably exceeded the 1.35 million units recorded for the Galaxy S26 series earlier this year. It also more than doubled the 1.04 million combined pre-orders recorded for the Z Fold 7 and Z Flip 7 during the same window last year. According to a report cited by Dataconomy, the Galaxy Z Fold 8 alone accounted for more than 70% of that Korean pre-order total.
In the United States, Samsung confirmed to Mashable that pre-orders were outpacing the company’s previous Z series record by 30%, with the Z Fold 8 accounting for nearly half of all U.S. pre-orders. In Europe, Samsung reported that pre-order performance had surpassed all previous foldable smartphone records by more than 17%, even with a full day remaining in the pre-order window at the time the figures were shared. European demand for the non-flip Z Fold 8 and Z Fold 8 Ultra models specifically surged 70% compared with the equivalent Z Fold 7 models, with the redesigned Z Fold 8 alone capturing 40% of all European pre-orders.
A New Design Driving Demand
Much of the excitement surrounding this year’s lineup has centered on the Z Fold 8, which introduces a notably wider form factor than previous Fold generations, a shape that reportedly matches rumors surrounding Apple’s still-unconfirmed foldable iPhone. In a statement shared alongside its U.S. pre-order figures, Samsung said the redefined form factor of the Galaxy Z Fold 8 has introduced the foldable experience to an even broader group of users with diverse lifestyles, adding that the company expects the global foldable market to grow more than 20% annually and more than double in size by 2028.
Flip Owners Trading Up
One of the more notable trends Samsung highlighted involves existing Galaxy Z Flip owners upgrading to the larger Fold form factor at unprecedented rates. The company said roughly three times as many Flip users are switching to Fold devices this generation compared with the prior cycle, a shift some analysts have attributed to the improved usability and broader appeal of the redesigned Z Fold 8 specifically. Samsung also disclosed that nearly one in four buyers who pre-ordered a Fold or Flip device this year also pre-ordered one of the company’s new Galaxy Watch models, pointing to strong cross-category demand across its broader device ecosystem.
Popular Colors Selling Out
Demand has been strong enough that certain color options have reportedly sold out in some markets. Globally, Graphite emerged as the most popular color choice across both Fold models, while Pink led sales for the Flip 8. Among younger buyers on Samsung’s own retail platform, specifically those between 15 and 34 years old, a trio of exclusive green-toned colorways, Green Shadow on the Fold 8 Ultra, Pistachio on the Fold 8, and Mint on the Flip 8, proved especially popular.
Higher Prices Haven’t Slowed Demand
The record-breaking pre-order volume comes despite all three new models launching at higher prices than their predecessors, a shift the company has attributed in part to an ongoing memory chip shortage affecting the broader smartphone industry. The Galaxy Z Fold 8 carries a starting price of $1,899.99, the Z Fold 8 Ultra starts at $2,099.99, and the Z Flip 8 starts at $1,199.99. Samsung also reportedly scaled back some pre-order incentives, including free storage upgrades, in several markets compared with prior launches, making the scale of the demand surge notable given the less generous promotional environment.
Part of a Broader Premium Smartphone Trend
The strength of Samsung’s foldable pre-orders arrives amid a broader shift toward premium smartphone segments across the industry. According to market research firm Counterpoint Research, the premium smartphone segment accounted for 29% of overall global smartphone volume during the first half of 2026, up from 25% during the same period the year before. That said, Samsung’s mobile experience division, the unit responsible for its Galaxy phones, tablets and wearables, reported an operating loss for the second quarter of 2026 despite revenue growth, according to Korean media reports, prompting the company to reportedly reassess its broader pricing strategy across sticker prices, trade-in promotions and regional pricing structures.
A Potential Turning Point for Foldables
The foldable phone category emerged less than a decade ago, and early devices in the space were often criticized as expensive, occasionally gimmicky, and prone to visible creasing along their fold lines. In the years since, foldable hardware has improved considerably, and early adopters have identified a growing range of practical use cases for folding displays beyond novelty appeal. Despite those improvements, foldables have largely remained a niche segment of the broader smartphone market. This year’s unprecedented pre-order performance, however, has led some industry observers to suggest the category may finally be approaching a more mainstream inflection point, particularly with Apple reportedly preparing to enter the foldable market with its own device in the near future.
With pre-orders now closed and full retail availability beginning Friday through carriers, retailers, Samsung’s own website and its physical Experience Stores, attention will shift toward whether the strong pre-order momentum translates into similarly strong sales once the devices reach a broader base of walk-in customers. Samsung has already confirmed reviews of the Fold 8 and Fold 8 Ultra are live ahead of launch day, giving prospective buyers additional information as they weigh the new lineup against its record-breaking early demand.
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