Samsung Electronics launched three new foldable smartphones — the Galaxy Z Fold 8, Galaxy Z Fold 8 Ultra, and Galaxy Z Flip 8 — at its Galaxy Unpacked event in London on Wednesday, with all models powered by Google's Gemini AI and designed to offer more personalised user experiences. Prices are higher than their predecessors, starting at $1,200 for the Flip 8 and reaching $2,100 for the flagship Fold 8 Ultra, with the increased costs driven by soaring demand for memory chips needed to run AI applications. The launch is seen as a move by Samsung — which has dominated the foldable market since 2019 — to consolidate its position ahead of Apple's expected entry into the foldable category at its September event.