Samsung has officially announced its upcoming Unpacked event, generating excitement among tech enthusiasts.

The press release confirms that the event will showcase the highly anticipated Galaxy Z Flip 5 and Galaxy Z Fold 5.

Breaking from its usual August schedule, Samsung has moved the event to late July. While a confirmed launch date has yet to be announced, rumors are swirling that it could be on July 26th.

Interestingly, this Unpacked event will mark a significant change as it takes place in Samsung’s home country, South Korea.

The chosen venue is COEX in Seoul. Going forward, Samsung plans to host its second-half-of-the-year launch events in various cities that align with the theme of each event.

Although specific details about the new Foldable devices remain under wraps, Samsung aims to drive the widespread adoption of foldable phones and solidify its position as the category creator.

With increasing competition in the foldable market, Samsung faces the challenge of delivering innovative features and experiences to maintain its market leadership.

This year, competitors such as the Honor Magic Vs., Motorola Razr 40 Ultra, and Oppo Find N2 Flip have made impressive strides in the foldable phone segment, surpassing Samsung’s offerings, such as the Samsung Galaxy Z Flip 4 and Galaxy Z Fold 4, in various aspects.

However, recent rumors suggest that Samsung may strike back by introducing the first foldable device with a properly certified dust resistance rating, adding another layer of anticipation to the upcoming event.