The gist of it: there are some major foldable product launches coming this summer, starting with Google, and you have to wonder if this is just a way to boost 2H23 sales. Regardless of the reason, these phones are expensive, so they must have excellent customer support. This is one form factor that Apple has no answer for, so manufacturers should not squander the opportunity by rushing products for short-term gain.
Google I/O, the company’s developer conference, begins on Wednesday. One of the expected highlights is the launch of Google’s first foldable phone, which was teased in a YouTube Shorts video:
So far so good.
We also know the display is being made by Samsung, which has its own foldable, the Galaxy Z Fold 5, expected to launch in July. In fact, Oppo and OnePlus (two brands under the same parent company) have foldables coming out this summer, too. Perhaps the launches of all these Android foldables are timed to fill the second half of the year with products that will undoubtedly occupy prime retail space in stores, edging out Apple and others.
I have always believed that foldables could be the one form factor that might challenge the iPhone’s dominance in the premium market. However, caution is necessary. First, Google is not known for being a product-focused company. While the Pixel appears to be a great product, like most Google hardware, it’s somewhat nondescript. Google initially planned to have a foldable ready last year, which was postponed. Now, Google’s foldable is reportedly going to have an even better screen than Samsung’s Z Fold 5. With foldables being very expensive (around $1,400 for Google, and $1,700 for Samsung), there is little room for error.
The big question is not only about the quality of the displays on these foldables, but more importantly, the quality of the backup and support from manufacturers if consumers encounter issues. Minor problems become major concerns when you’re spending that kind of money on a phone.
| Google Pixel Fold Features (Maybe) | Google Pixel Phone Issues |
|---|---|
| 1. 7.6-inch OLED foldable display | 1. Microphone, Bluetooth, and lens flare issues (Pixel & Pixel XL) |
| 2. 120Hz refresh rate | 2. Display issues, audio quality, and fingerprint scanner (Pixel 2 & Pixel 2 XL) |
| 3. 2,208 x 1,768-pixel resolution | 3. Memory management, notch, and speaker distortion (Pixel 3 & Pixel 3 XL) |
| 4. Triple camera setup (50MP primary, 48MP telephoto, 12MP ultra-wide) | 4. Motion Sense, 90Hz display, and face unlock (Pixel 4 & Pixel 4 XL) |
| 5. Snapdragon 8cx Gen 3 processor | 5. Screen gap, volume, and audio quality (Pixel 5) |
| 6. 4,500mAh battery | 6. Overheating and weak cellular signal (Pixel 6 & Pixel 7) |
| 7. 8GB RAM and up to 256GB internal storage | 7. Random reboots, fingerprint scanner, and connectivity issues (Pixel 6) |
Perhaps Apple is avoiding the foldable market because of the uncertainty surrounding the quality and longevity of the displays, which may not meet their stringent manufacturing requirements. This presents an opportunity for agile competitors to challenge the giant. Speculating about Apple’s decisions doesn’t lead to any meaningful outcomes.
The real issue to focus on is whether foldable manufacturers can deliver quality products worth the price, that become must-have items, or if they are just trying to boost year-end sales with products that might not be entirely ready for prime time. Consumers could forgive phone makers for foldables’ initial issues if they weren’t so expensive and if the companies adjusted expectations accordingly. Even early adopters have their limits. Google is set to kick off the 2023 foldable launch season, so let’s hope the company has learned from past mistakes.
