Samsung Electronics Co. will unveil its next generation of Galaxy devices on July 22 in London as the world’s largest smartphone maker seeks to strengthen its leadership in foldable smartphones and expand the role of artificial intelligence across its mobile ecosystem.
The company announced Wednesday that its latest Galaxy Unpacked event, themed “A New Shape Unfolds,” will showcase new additions to its Galaxy portfolio, promising a combination of AI-powered software and redesigned hardware aimed at delivering more personalized and adaptive user experiences.
The event will be streamed globally from London beginning at 2:00 p.m. BST (4:00 p.m. East Africa Time).
While Samsung stopped short of naming the devices it plans to launch, the invitation strongly signals the debut of its latest foldable smartphones, continuing a product category the South Korean technology giant helped pioneer and has dominated for several years.
The launch comes as smartphone manufacturers increasingly shift their focus from hardware specifications to artificial intelligence, with AI becoming the primary battleground for premium devices. Samsung has been among the industry’s early movers, integrating Galaxy AI features across its flagship smartphones through partnerships and its own on-device AI capabilities.
The company said the next generation of Galaxy devices will combine “intelligent capabilities with innovative form factors,” underscoring its strategy of using AI to differentiate its premium smartphone lineup while making foldable devices more practical for everyday use.
Samsung faces growing competition in the foldable market from Chinese manufacturers including Honor, Huawei, Oppo and Xiaomi, which have introduced thinner, lighter and increasingly sophisticated foldable devices over the past year. At the same time, Apple continues to invest heavily in AI capabilities, intensifying competition in the broader premium smartphone segment despite not yet offering a foldable iPhone.
Industry analysts expect Samsung to refresh its flagship foldable lineup with successors to the Galaxy Z Fold and Galaxy Z Flip series, alongside enhanced Galaxy AI features and potential updates to its wearable ecosystem.
The July event marks Samsung’s second major Galaxy Unpacked showcase of 2026 and is expected to set the tone for the company’s premium mobile strategy during the second half of the year as consumers increasingly demand AI capabilities alongside innovative hardware.
Consumers can register their interest through Samsung’s Galaxy Unpacked website ahead of the launch to receive event updates, teasers and eligible pre-order offers.