Samsung CEO Says Seven-Year Lead Shields Foldables From Apple Threat
TM Roh argues Apple cannot replicate Samsung's foldable expertise overnight while targeting 800 million Galaxy AI users by 2026.
Samsung is not intimidated by the prospect of a foldable iPhone entering the market. In an exclusive Q&A with stuff.tv following the London Unpacked event, Samsung CEO and Head of Mobile Devices TM Roh stated that the company's extensive experience in the category creates a barrier to entry that cannot be easily overcome.
Roh emphasized that Samsung's technical expertise and insights, developed over the past seven years, "can’t be replicated overnight." This confidence comes as Samsung continues to iterate on its foldable lineup. Despite the looming competition from Apple, Samsung maintains a unique strategic position: its own Display division is reportedly supplying the flexible OLED panels required for Apple's rumored "iPhone Ultra."
The AI Expansion Strategy
Beyond hardware form factors, Samsung is aggressively scaling its software ecosystem. The company projects that Galaxy AI will reach 800 million people by the end of 2026. Roh views the smartphone not merely as a communication tool, but as the "core and foundational product" of the emerging AI era. This positioning is intended to secure Samsung's relevance as AI-driven hardware and new services continue to evolve across the industry.
Monetizing Intelligence
As the AI suite grows, Samsung is beginning to outline its long-term financial approach to these features. While the company confirmed that core Galaxy AI features will remain free for users, it signaled a shift toward a tiered model. Roh indicated that advanced capabilities or entirely new AI services may be offered as paid options in the future, suggesting a move toward a software-as-a-service (SaaS) revenue stream integrated directly into the mobile experience.
Market Implications
Samsung's strategy relies on vertical integration. By controlling the supply chain for the very components its competitors need, Samsung mitigates the risk of a late-entry disruptor. The company is betting that the combination of hardware maturity and a massive AI user base will outweigh the brand pull of a first-generation foldable from Apple.
What to Watch
Industry observers will now look for the official debut of Apple's foldable efforts to see if the "iPhone Ultra" can bridge the technical gap Roh described. Additionally, the specific timing and pricing of Samsung's proposed paid AI services will be a key indicator of how the company intends to monetize the AI era without alienating its existing user base.