Samsung has launched the Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9 and Galaxy Watch Ultra2 in Australia, following what it described as its strongest foldable pre-order performance in the local market.
Samsung Electronics Australia said foldable pre-orders delivered solid double-digit year-on-year growth and attracted its highest number of customers switching from rival brands, with the Galaxy Z Fold8 leading sales across the range.
The latest foldable line also drew more younger Australians, which Samsung linked to the devices' smaller footprint. Graphite and Lavender were the most popular colours for the Galaxy Z Fold8, while Violet Shadow and Graphite led for the Galaxy Z Fold8 Ultra. Galaxy Z Flip8 buyers most often chose Pink and Graphite.
Eric Chou, Vice President of Mobile eXperience at Samsung Electronics Australia, outlined the company's broader pitch for the devices.
"We are committed to delivering Australians a mobile experience that goes beyond the hardware - spanning security, service, software and Galaxy AI - reflected in our latest, most complete Galaxy foldable and wearable line-up yet. Our all-new Galaxy devices are anchored by AI that aims to make everyday life more convenient and meaningful, while paired with our strong privacy assurance via our Knox-defence grade security solution. Most importantly, Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9 and Galaxy Watch Ultra2 each offer distinct experiences, designed for different Australian lifestyles, proudly reinforcing we invest in a holistic mobile experience that goes beyond the core use of a smartphone or smartwatch," Chou said.
Foldable push
Samsung is expanding its foldable range in Australia with three models targeting different parts of the premium smartphone market. The Galaxy Z Fold8 sits below the Galaxy Z Fold8 Ultra and introduces what Samsung describes as a passport-inspired format, while the Galaxy Z Flip8 remains the smaller clamshell-style option.
The Galaxy Z Fold8 is priced at AUD $2,699 for 256GB, AUD $2,999 for 512GB and AUD $3,599 for 1TB. The Galaxy Z Fold8 Ultra starts at AUD $2,999 for 256GB, rises to AUD $3,299 for 512GB and reaches AUD $3,899 for 1TB. The Galaxy Z Flip8 costs AUD $1,949 for 256GB and AUD $2,249 for 512GB.
According to Samsung, the Galaxy Z Fold8 includes a dual 50MP camera system and is its lightest Fold model so far. The Galaxy Z Fold8 Ultra has an 8-inch display and is positioned as the top-end device in the line, while the Galaxy Z Flip8 weighs 180g and is presented as the slimmest and lightest Flip model to date.
The new foldables also include Samsung's Flex Titanium design and AI-based software tools, including My FanCam for content capture and editing. Samsung is presenting those additions as part of a push to make foldables more practical for media viewing, multitasking and content creation.
Nathan Rigger, Head of Product, Mobile eXperience at Samsung Australia, said the early sales response had reinforced Samsung's view of the category.
"For almost a decade, we have proudly pioneered the foldable category, and are thrilled with Australians' overwhelmingly positive response to our latest Galaxy Z series, especially our Galaxy Fold8. Our record foldable pre-order performance solidifies our continued confidence in the category, and drive to meet Australians evolving needs. With Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 we strive to transform the way Australians consume media, connect and express themselves, by setting new standards in performance and functionality," Rigger said.
Wearables range
Alongside the handsets, Samsung has released two new smartwatches in Australia. The Galaxy Watch Ultra2 is the higher-priced model at AUD $1,299, while the Galaxy Watch9 starts at AUD $649 for the 40mm Bluetooth version and rises to AUD $799 for the 44mm LTE model.
Samsung is targeting the Galaxy Watch Ultra2 at outdoor users and athletes, with features centred on sports tracking, health monitoring and durability. The company said the model includes peak display brightness of up to 5,000 nits and a larger battery.
Galaxy Watch9 is aimed at everyday health tracking and uses Samsung Health and Galaxy AI for sleep, activity and recovery insights. Samsung is positioning it as a lighter option for daily use rather than intensive training.
Kylie Mason, Head of Wearables, Mobile eXperience, Samsung Electronics Australia, said the two-model approach was intended to serve different users.
"Health and wellness look different for everyone, which is why we've designed our latest Galaxy Watch line-up to support a broad range of Australian lifestyles, goals, and routines. Whether it's pushing your limits outdoors with Galaxy Watch Ultra2 or building better everyday habits with Galaxy Watch9, these devices combine advanced health insights, AI-powered coaching, and all-day comfort to help Australians build better habits and stay on track," Mason said.
Pricing and market
The launch targets the upper end of the Australian consumer electronics market, with Samsung keeping foldables at flagship price points and using storage tiers to broaden the range. The watches also span two price bands, from premium mainstream smartwatches to specialist outdoor models.
Samsung said the launch is backed by a national marketing campaign expected to reach 96.7% of Australia's Gen MZ audience. Retail support includes outdoor advertising, shopping centre activations and content partnerships across entertainment, lifestyle and sport.
Samsung is also offering an upgrade and protection program in Australia called New Galaxy Club, which returns up to 50% of an eligible device's recommended retail price for customers moving to another qualifying Galaxy phone between nine and 13 months after joining.
In Australia, the highest-priced handset in the new range is the Galaxy Z Fold8 Ultra at AUD $3,899, while the lowest entry price is AUD $649 for the Bluetooth version of the Galaxy Watch9.