Samsung will hold its next Galaxy Unpacked event in London on July 22, where the company is expected to introduce new additions to its Galaxy device lineup.
The event begins at 2 p.m. BST, or 9:30 a.m. EDT, and will be streamed through Samsung’s website, Newsroom, and YouTube channel. Samsung has not named the products set to debut, but its wording points squarely toward a new generation of foldable phones.
In its invitation, Samsung says the upcoming Galaxy devices will combine “intelligent capabilities” with new form factors, promising more personal and adaptive experiences. The company also says its foldable lineup has helped define the category, making successors to the Galaxy Z Fold and Galaxy Z Flip the most likely announcements.
The teaser headline, “A New Shape Unfolds,” leaves room for more than routine annual updates. Samsung could be signaling a redesigned Fold or Flip model, although the invitation does not confirm any hardware details. It may also refer to a broader shift in how Samsung positions foldables around Galaxy AI rather than simply larger screens and thinner bodies.
Samsung’s recent flagship strategy has increasingly centered on on-device and cloud-assisted AI features. Galaxy AI has been used to support tools such as translation, photo editing, search, and writing assistance, while the company has also pushed deeper software integration across its phones, tablets, wearables, and SmartThings ecosystem.
That focus matters for foldables. Their larger internal displays can make multitasking and AI-assisted workflows more practical, but the category still faces familiar questions around price, durability, battery life, and camera quality. A thinner design or a more capable cover display could improve daily usability, though Samsung will need to show that new AI features solve real problems rather than add another layer of software prompts.
London is also a change from Samsung’s recent Unpacked locations, which have often included Seoul, Paris, and U.S. cities. The choice gives the company a high-profile European stage during the summer launch window, shortly before Apple is expected to refresh its iPhone lineup later in the year.
Samsung’s invitation does not mention a Galaxy Ring successor, new Galaxy Watch models, or tablets, but Unpacked events often include more than phones. The company could use the July 22 presentation to update its wider wearable portfolio and reinforce the role of Galaxy AI across multiple device categories.
The main question will be whether Samsung has a meaningful hardware change to match its “new shape” teaser. If the event delivers only incremental Fold and Flip upgrades, attention may quickly shift to pricing and whether the company can make foldables more accessible in 2026.
