Samsung Wants You to Love the Galaxy Fold… But Not to Buy It


The Galaxy Fold is Samsung's flagship phone, but not the one it necessarily wants to sell.

It’s finally here! Samsung’s folding-screen phone, the Next Big Thing that will ignite the imaginations and empty wallets all over the smartphone world! Or, more probably, not.

The Galaxy Fold is an aspirational device, like a flagship supercar or an ultra-rare luxury watch. It’s the phone you drool over, but not the one you buy. Samsung knows this—it’s hard to imagine that they don’t, with a price tag that makes even Apple’s most expensive iPhone look cheap by comparison. And they’re fine with it. Because the Galaxy Fold is a massive gamble from one of the only phone manufacturers that can make it. And however this product cycle plays out, Samsung wins.

Buying the Mustang
Samsung gave the Galaxy Fold pride of place in its pre-Mobile World Congress press event, with both the event’s tagline and the lead position secured for the daring new design. But it isn’t the one that Samsung is actually invested in: that is, obviously, the Galaxy S10. Look no further than the presenters if you need evidence.

The Galaxy Fold was introduced by a vice president of the marketing department. But when Samsung CEO DJ Koh came out, brandishing a brief demo of the Galaxy Fold hardware, it was the Galaxy S10+ that he personally introduced. . . .

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