Samsung Electronics Australia says Australians are putting portability high on the list when choosing their next smartphone, as the company prepares to launch its latest Galaxy Z foldables and Galaxy Watch range.
Research commissioned by Samsung found 84% of Australians consider size, portability and the ability to fit a smartphone into a pocket, purse or wallet among the most important factors when choosing a device.
Samsung believes its new Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 are well placed to meet that demand, combining more portable designs with the performance, entertainment and productivity features expected from premium smartphones.
First announced at Samsung Unpacked in London on 22 July, the new Galaxy devices are currently available for pre-order in Australia until 11:59pm AEST on Thursday, 13 August.
Samsung says the latest Galaxy Z series is on track to deliver its most successful pre-order result to date, driven by a particularly strong response to the Galaxy Z Fold8.
Three foldables for different needs
The Galaxy Z Fold8 introduces what Samsung describes as a first-of-its-kind passport-sized form factor for the Australian market.
Its design is intended to make switching between portrait and landscape content more natural, whether you’re streaming video, browsing the web, gaming or simply catching up on content.
For users looking for flagship specifications and a device capable of handling work as well as play, the Galaxy Z Fold8 Ultra combines advanced hardware with Galaxy AI.
It features a 200MP main camera – the same resolution offered by the Galaxy S26 Ultra released earlier this year – along with a long-lasting battery and ultra-fast charging. Samsung is positioning the Fold8 Ultra for users who want to work, create and multitask from a foldable device.
The Galaxy Z Flip8 takes a different approach. At 180g and just 6.1mm thick when unfolded, Samsung says it’s the company’s thinnest and lightest Flip yet, targeting users who put pocketability and convenience higher on their list.
Nathan Rigger, Head of Product, Mobile eXperience at Samsung Electronics Australia, said smartphone users aren’t “one-size-fits-all“, with the new range designed to offer different options depending on how people use their devices.
“The Galaxy Z series brings together breakthrough design, powerful performance and personalised AI experiences, empowering Australians to find the foldable that best meets their needs,” Rigger said.
Samsung sees trust helping foldables
Samsung’s research also points to brand familiarity playing a role as consumers consider moving away from conventional smartphones.
Among Australians surveyed separately who said they would buy a Samsung foldable, 65% nominated trust in Samsung as one of their reasons.
After almost a decade in the foldable smartphone category, Samsung says its eighth generation represents its most complete foldable lineup so far.
Galaxy Watch9 and Watch Ultra2 join the range
Samsung is also expanding its wearable lineup with the Galaxy Watch9 and Galaxy Watch Ultra2.
The Galaxy Watch9 is pitched as an everyday wellness companion, combining Samsung Health and Galaxy AI with fitness monitoring, health tracking and personalised insights.
The Galaxy Watch Ultra2 targets more performance-focused users and adventurers, adding specialised sports tracking alongside what Samsung says is its brightest Galaxy Watch display and the largest battery yet fitted to a Galaxy Watch.
Samsung’s Australian research found 85% of respondents regularly or occasionally participate in some form of exercise.
Kylie Mason, Head of Wearables, Mobile eXperience at Samsung Electronics Australia, said Australians are increasingly looking for more useful information from their wearables rather than simply collecting data.
“Galaxy Watch9 and Galaxy Watch Ultra2 combine AI-powered health tracking, fitness monitoring and personalised wellness guidance to help Australians better understand their body and make more informed decisions about their wellbeing,” Mason said.
The Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9 and Galaxy Watch Ultra2 are available for pre-order in Australia until 11:59pm AEST on 13 August, ahead of general availability.
The Australian smartphone and exercise research referenced above was conducted by Pureprofile on behalf of Samsung Electronics Australia from 7–11 July 2026 among a nationally representative sample of 1,017 Australians. Separate research was conducted by Kantar Singapore on behalf of Samsung Electronics with 326 Australians between 15–19 July 2026.
