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.
Sheng Win Chow, senior analyst for smartphones at Omdia, told the Bangkok Post that Samsung's wider Galaxy Fold8 is more than a routine upgrade. The device's 4:3 display addresses poor video viewing on near-square foldables, while giving the company an early market advantage ahead of Apple's rumoured launch.
Against thinner Chinese rivals with larger batteries, Samsung's main strength is not hardware but retail reach, he said.
The company's extensive store, telecom and demonstration network helps consumers try the unfamiliar form factor before buying, while the bundled Care+ protection programme lessens concerns over durability, said Mr Chow.
The standard Fold8 is positioned as a mainstream productivity and entertainment device, while the Fold8 Ultra is still the flagship revenue driver.
Samsung's naming strategy may also place rival wide-format foldables below its Ultra tier.
However, at prices near US$1,900, consumers are likely to focus more on specifications, durability and value than branding.
Rising prices are expected to slow adoption and lengthen replacement cycles. The Fold8 Ultra should generate most near-term revenue, while the Fold8 will need time to attract first-time foldable users.
Higher prices are likely to slow upgrades across the range, Mr Chow said.
Southeast Asian consumers are already keeping conventional smartphones longer as discounts shrink and prices rise. The impact could be even greater for pricier foldable devices.
PRICE PRESSURE
"Chinese smartphone brands raised their prices three times during the first half of the year, resulting in an average price increase of 20-30%," Dusit Sukumvitiya, chief executive of Jaymart Mobile, told the Bangkok Post.
Local smartphone sales volume is declining, but the market value rose slightly due to a higher average selling price, he said.
This rapid inflation and rising memory prices have hit the entry-level market hard, particularly devices priced below 5,000 baht, effectively eliminating ultra-budget options that used to cost around 2,000 baht and putting a heavy burden on lower-income consumers.
Rising household debt is causing financial lenders and brands to shift their focus away from budget buyers towards mid-to-high-tier models priced at 15,000 baht and above, which represent a more attractive and financially stable customer base.
"The new Samsung foldable, even in the foldable 'flip' phone category, has seen price increases of 10% to 20%," Mr Dusit said.
Premium smartphones priced at 39,000 baht and higher are the most active and competitive segment in the market.
"This tier is the least affected by the broader economic struggles and is projected to see a solid 5% to 10% growth rate," he said.
Chinese brands are successfully competing in the premium market by heavily leaning into technological advancements. Consumers are accepting their new technologies, such as advanced camera zoom capabilities, which are now a major factor driving their purchase decisions, Mr Dusit said.
