SAN FRANCISCO/SEOUL (Reuters) – Samsung Electronics (005930.KS) on Tuesday unveiled a foldable smartphone shaped like a large makeup compact and put 5G mobile network capabilities into all of its other flagship devices as it strives to retain the mantle of biggest global phone company.
Samsung’s second attempt at a folding phone after a delayed rollout last year comes as the South Korean firm fends off its traditional rival in the premium smartphone market, Apple Inc (AAPL.O) , along with ascendant Chinese makers such as Huawei that have eaten into its sales in China and Europe.
Huawei has only released its own folding phones in China, and Apple has yet to release a 5G iPhone of any kind.
Analysts see the folding screen as a nod to fashion-focused consumers, while the 5G phones aim to give Samsung technology bragging rights over Apple.
The Galaxy Z Flip, with folding glass, starts as a large square when closed and expands to look like most smartphones. It will start at $1,380 and be available from Friday in purple, gold and black, executives said in San Francisco.
Last year’s Galaxy Fold, a larger unit that folds like a book and was panned for its construction, had a plastic screen.
Both phones may have creases at the center of the folding screens. Samsung has called the crease a “natural characteristic” of the technology.
Samsung announced a Galaxy S20 phone, starting at $999 and available in March, which will have a 5G option. The Z Flip, however, is a 4G phone.
“Everybody wants it to have 5G, but with the segment they’re targeting of style-conscious younger folks, right now I think they are going to be OK,” without 5G in the Z Flip, said Patrick Moorhead of Moor Insights & Strategy.
Samsung was the No. 1 smart phone company overall in 2019, with 21.6% of the global market, according to IDC. But it lost that title to Apple in the December quarter, as cheaper prices for the iPhone 11 launched in the fall helped the U.S. firm mark its best growth since 2015.
Globally it also faces stiff competition from Huawei Technologies Co Ltd, which was a close third in market share in the fourth quarter, although the Chinese company is caught in a U.S.-China battle over security and technology, especially in 5G.
The new S20 devices will come equipped with chips that can handle the multiple kinds of 5G networks being built out by different carriers, the first for a phone sold in the United States.
“It’s really about delivering the full potential of 5G,” Cristiano Amon, president of Qualcomm Inc (QCOM.O) , which supplied the chips for many of devices announced Tuesday, told Reuters in an interview.
It moved rear camera lenses of the new Galaxy S20 devices, which compete head-to-head with iPhones, into a squarish black panel, bringing cameras closer to the design of the iPhone 11 series. It also showed off two other Galaxy S phones. The device also shoots so-called 8K video, the highest resolution video now commonly available, and Samsung showed how 8K video on its phones could be sent to its televisions.
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