After Google announced earlier today that it’s doing a launch event (likely for the Pixel 11 series) in New York City on Aug. 12, Samsung is now calling dibs for its next Unpacked event in London on July 22.
The annual summer Unpacked event will be livestreamed on Samsung’s YouTube channel, Samsung.com, and Samsung’s newsroom at 9 a.m. ET / 2 p.m. BST. If recent leaks and rumors hold true, Samsung should be announcing a family of new foldable phones, including the currently dubbed Galaxy Z Flip 8, Galaxy Z Fold 8, and Galaxy Z Fold 8 Ultra. (These are the tentative names based on leaks.)
The most interesting of the three foldables will likely be the Z Fold 8, which is expected to be Samsung’s answer to Apple’s first foldable iPhone, reportedly arriving in September alongside the iPhone 18 Pro and 18 Pro Max.
Unlike the Z Fold 8 Ultra, which is supposed to be the successor to the Z Fold 7, only now with “Ultra” branding, the Z Fold 8 should have a smaller 5.4-inch cover screen and a wider 7.6-inch inner screen. These display aspect ratios should almost mirror the rumored screens of the foldable iPhone.
Samsung Unpacked is official: July 22 at 9 a.m. ET / 2 p.m. BST
I'm expecting the rumored Galaxy Z Flip 8, Z Fold 8, and Z Fold 8 Ultra. (Names aren't official yet BTW.)
Also expecting new Galaxy smartwatches, Watch 9 and Watch Ultra 2.
Maybe new smart glasses? pic.twitter.com/HLaL59JB4G
— Ray Wong (@raywongy) July 7, 2026
Beyond new foldable hardware, Samsung says it will “deliver more personal, adaptive experiences and set a new standard for the AI era.” Translation: more Galaxy AI features that build on the ones already available on the Galaxy S26 Ultra.
It’s likely Samsung will also announce new versions of its Galaxy smartwatches, expected to be the Galaxy Watch 9 and Galaxy Watch Ultra 2.
Samsung is also known to save a surprise or two for its Unpacked events. If I were a betting man, I’d put money on the company showing off its first displayless smart glasses. These would be competitors to Ray-Ban Meta AI glasses. A recent rumor suggests that a pair of “Galaxy Glasses” could be paired with a smart ring for more nuanced gesture controls.
As always, Samsung is offering reservation “offers” early without saying what they’re officially offering:
Starting this evening, customers can reserve to receive a $30 Samsung credit during pre-order for up to $1,230 in total savings. Customers can also enter a sweepstakes for a chance to win one of ten $500 Samsung.com gift cards.
Good thing tech blogs like Gizmodo exist, I guess.
Facts Only
* Google announced a launch event in New York City on August 12.
* Samsung is scheduled for its next Unpacked event in London on July 22.
* The Unpacked event will be livestreamed on Samsung’s YouTube channel, Samsung.com, and newsroom at 9 a.m. ET / 2 p.m. BST.
* Rumored foldable phones include the Galaxy Z Flip 8, Galaxy Z Fold 8, and Galaxy Z Fold 8 Ultra.
* The Z Fold 8 is expected to be Samsung’s answer to Apple’s first foldable iPhone.
* The Z Fold 8 should feature a 5.4-inch cover screen and a 7.6-inch inner screen.
* The Z Fold 8's display aspect ratios are expected to mirror rumored foldable iPhone screens.
* New Galaxy smartwatches, Watch 9 and Watch Ultra 2, are expected.
* There is speculation regarding new smart glasses or smart rings for gesture controls.
* Samsung plans to deliver more personal, adaptive experiences through Galaxy AI features based on the Galaxy S26 Ultra.
* Reservation offers include a $30 Samsung credit during pre-order for up to $1,230 in savings and a sweepstakes entry for ten $500 gift cards.
Executive Summary
Full Take
The narrative structure focuses on layering specific, near-future product rumors—foldables, watches, and wearables—onto a scheduled corporate event. The core pattern involves positioning anticipated hardware releases (like the Z Fold 8) directly against established competitors (Apple's foldables), suggesting an immediate, direct competitive response rather than iterative improvement. This sets up high stakes around the unveiling of new display technology and AI integration. The strategy of saving significant incentives until pre-order time functions as a soft mechanism to build anticipation while establishing perceived value early. A critical implication is how Samsung manages expectations: emphasizing foldables while simultaneously integrating generalized AI enhancements (Galaxy AI) suggests a focus on ecosystem parity rather than pure hardware novelty. The speculation regarding display geometry mirroring iPhone screens points toward an awareness of established user expectations in the foldable market, indicating a defensive positioning against setting new industry standards alone. The absence of official names for the foldables and wearables introduces a layer of calculated uncertainty, which acts as a form of psychological priming for the event itself.
BRIDGE QUESTIONS: If Samsung successfully mirrors competitive display ratios, what does this imply about their long-term commitment to defining the foldable standard? How will the marketing balance the excitement of new hardware with the subtle integration of existing AI features? What is the role of these reservation offers in shaping consumer perception versus actual purchasing intent?