SEOUL, South Korea: Samsung Electronics introduced a new addition to its foldable lineup, unveiling a multi-folding smartphone designed to showcase the company's latest display technology as competition in the segment accelerates.

The Galaxy Z TriFold is Samsung's first device with three display panels, forming a 253.1 millimetre (10-inch) screen when fully opened. Priced at about 3.59 million won (US$2,440.17), it is nearly 25 percent larger than the company's Galaxy Z Fold 7 and comes as Chinese manufacturers gain traction in the foldable category.

"I believe the foldable market will continue to grow, and the TriFold in particular could act as a catalyst that drives more explosive growth in key parts of the segment," said Alex Lim, Samsung Electronics Executive Vice President and head of the Korea Sales & Marketing Office. He added that the device is aimed at customers who specifically want the format, rather than serving as a high-volume model.

Produced in South Korea, the TriFold will go on sale domestically on December 12 before expanding to China, Singapore, Taiwan, and the United Arab Emirates this year. A U.S. launch is expected as early as the first quarter of 2026. The phone includes Samsung's largest flagship battery and supports super-fast charging that reaches 50 percent in 30 minutes. Lim noted sharply rising memory and component costs made pricing a "difficult decision."

Analysts say the device is likely to function more as a technology showcase than a mass-market release. "The trifold is a first-generation product, and it's the first time a trifold design is being commercialised, so it's hard to see Samsung pushing large volumes at this stage," said Ryu Young-ho, senior analyst at NH Investment & Securities. He added that the design could still face questions about completeness or durability.

Competition is expected to intensify as Huawei already launched a three-way folding phone in September, and Apple is widely anticipated to release its first foldable next year. High prices and production constraints, however, continue to limit broader adoption. Counterpoint Research estimates foldables will account for less than two percent of global smartphone shipments in 2025, rising to under three percent by 2027.

Samsung's foldable shipment share climbed to 64 percent in the third quarter, up sharply from 9 percent in the previous quarter, reflecting fluctuations tied to the timing of new releases. Counterpoint forecasts the global foldable market will grow 14 percent this year, with annual growth in the 30 percent range in 2026 and 2027 as Apple prepares to enter the segment.