Samsung rebrands foldables with Ultra badge ahead of Apple’s foldable iPhone launch

Samsung plans a strategic overhaul of its foldable line, introducing a wider Galaxy Z Fold 8 and Ultra model, amid rising competition from Apple’s anticipated foldable iPhone launch.

Samsung is reportedly preparing a sharper push into the foldable market with a naming overhaul that would mirror its premium Galaxy S line, as the company positions itself for Apple’s expected entry into the category. According to multiple leak reports, the South Korean group is considering two Galaxy Z Fold models next year: a wider version with a more tablet-like shape and a more traditional foldable that would carry the Ultra badge.

The apparent plan would invert expectations. The broader model, which is said to open to something close to a 4:3 aspect ratio, may be sold as the Galaxy Z Fold 8, while the handset closer to Samsung’s existing book-style design could arrive as the Galaxy Z Fold 8 Ultra. That would make the Ultra tag a signal of the more feature-rich device, rather than simply the more unusual one, in line with Samsung’s naming in its Galaxy S range.

TechRadar reported that a dummy unit for the wider Fold 8 suggests a strikingly slim profile, even if early reaction to its shape has been mixed. The same report said the revised dimensions are intended to make the phone feel more tablet-like when unfolded, a move that appears aimed squarely at Apple’s rumoured foldable iPhone. T3 and Android Central both reported that Samsung is also expected to keep refining the crease and other pain points that have long defined the category, although some features such as S Pen support and Privacy Display may be absent if slimming the device takes priority.

The strategy is not without risk. Analysts and leakers quoted across the reports suggest the wider Fold 8 could actually sit below the Ultra in camera capability and overall specification, which could make the naming scheme confusing for buyers who assume the number always indicates a straightforward upgrade. There is also a commercial angle: Samsung has used Ultra branding to justify higher pricing on its flagship phones, and that premium positioning may now extend more visibly into its foldables.

Apple’s expected foldable has intensified the sense of urgency. Tom’s Guide reported that the first foldable iPhone, which some leaks say could be called iPhone Ultra, is being readied for launch later in 2026. Whether Samsung’s rebranding helps it stay ahead or merely muddies the shelves may become clear when the company is expected to unveil its next foldables later this summer.

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Source: Fuse Wire Services