SKOREA-TELECOMMUNICATION-SAMSUNGAFP_C2X393P.jpgCustomers try out newly-released Samsung Galaxy Z Fold8 smartphones at a Samsung store in Seoul on July 23, 2026. South Korean technology giant Samsung unveiled new, sleeker smartphone models on July 22, priced more than previous models as artificial intelligence raises component costs. (Photo by GREG BAKER / AFP)Greg Baker
Thailand's premium smartphone market is emerging as one of the few bright spots in a sluggish sector, while Samsung's latest launch of foldable devices on July 22 intensifies competition despite weakening consumer spending and rising device component prices.Samsung released three new models -- Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 -- positioning foldables as the next major artificial intelligence (AI) device.
The starting price of the Galaxy Z Fold8 Ultra is 69,900 baht, while the Fold8 is 61,900 baht and the Flip8 42,900 baht.
Apple is expected to enter the foldable segment, while Chinese rivals continue to narrow the technology gap through thinner designs, larger batteries and aggressive innovation.
Samsung aims to bring Galaxy AI to more than 800 million devices this year as the technology becomes an "invisible backbone" of daily life, TM Roh, chief executive of Samsung Electronics, said at the Unpack 2026 event.
