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Samsung Galaxy Fold gets September relaunch, but can its reputation be fixed?

Samsung Galaxy Fold gets September relaunch, but can its reputation be fixed?
(Image credit: Samsung)

Following a farcical launch worthy of an episode of Frasier, the Samsung Galaxy Fold camera phone is finally ready for (re-)release in September, the blushing brand has announced. 

After the well documented and truly calamitous launch earlier this year – which saw review units break thanks to numerous flaws with the folding screen design, leading to pre-orders being unceremoniously cancelled by the manufacturer – Samsung has gone back to the drawing board and addressed the issues with the Galaxy Folly Fold. 

 Read more: Best camera phones

The Fold was intended to be the world's first folding camera phone, though it has now been beaten to the punch by Chinese company Royole with its FlexPai device – which has already demonstrated that folding phones, even if they don't break, may not be the future they were promised to be.

The question is, even if the Galaxy Fold has indeed been fixed, can Samsung's reputation be repaired so easily? The disastrous initial launch could be as damaging to the brand – Galaxy Fold, if not Samsung as a whole – as the US government blacklisting Huawei. 

It's certainly a brave customer who chooses to buy a Huawei / Honor phone in the current climate, and it surely takes steely nerve to trust Samsung's $2,000 folding phone not to break all over again. 

While we're still eager to get our hands on the Fold again, we fear that the phone will be much easier to mend than consumer confidence. Samsung's official statement follows. 

The Samsung Galaxy Fold has been fixed, but is consumer confidence repaired as easily?

The Samsung Galaxy Fold has been fixed, but is consumer confidence repaired as easily?

(Image credit: CNBC)

At Samsung, we’ve always focused on pioneering the next generation of mobile innovation: new products and technologies that push the entire industry forward and help users do what they can’t. Earlier this year, we announced Galaxy Fold—Samsung’s first foldable device, and the beginning of an entirely new mobile category. Since then, we’ve made improvements to Galaxy Fold to ensure consumers have the best possible experience.

Samsung has taken the time to fully evaluate the product design, make necessary improvements and run rigorous tests to validate the changes we made. These design and construction improvements include:

  • The top protective layer of the Infinity Flex Display has been extended beyond the bezel, making it apparent that it is an integral part of the display structure and not meant to be removed.
  • Galaxy Fold features additional reinforcements to better protect the device from external particles while maintaining its signature foldable experience:
    • The top and bottom of the hinge area have been strengthened with newly added protection caps.
  • Additional metal layers underneath the Infinity Flex Display have been included to reinforce the protection of the display
  • The space between the hinge and body of Galaxy Fold has been reduced.

Along with these improvements, Samsung has also been continuously working to improve the overall Galaxy Fold user experience, including optimising more apps and services for its unique foldable UX. Samsung is conducting final product tests to make Galaxy Fold available to consumers starting from September in select markets. Availability details will be shared as we get closer to launch.

Galaxy Fold completely reimagines the smartphone, changing the way you interact, communicate and experience everyday life. Precisely refined, slender and encased in luxuriously finished materials, Galaxy Fold lets you totally immerse yourself to whatever you need, wherever you are in the palm of your hand. Access your essentials on the cover display while holding Galaxy Fold comfortably in one hand, and open it up to use multiple apps at once. Now, with Galaxy Fold, you can review charts while talking on a video call, and search information, all at once.

All of us at Samsung appreciate the support and patience we’ve received from Galaxy fans all over the world. Galaxy Fold is a device long in the making, and we’re proud to share it with the world and look forward to bringing it to consumers.

Read more:

Samsung Galaxy Fold 2 – a screen on the outside, or a clamshell camera phone?
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