“Game-changing” handset, and innovations in the home have been announced by the industry giant at IFA.

Samsung has con rmed at IFA that the rollout of its eagerly awaited Galaxy Fold is finally underway.

Nicole Ng, Product Manager, Samsung Europe, revealed at the company’s press conference that the revolutionary handset would be on sale from today in Korea. Launches in France, Germany, the UK and Singapore begin on September 18, with the US to follow.


Ng told delegates that the Fold, with its unique ability to expand to near tablet-like dimensions, would be available in a 5G-ready version.
Samsung has spent months re ning the device and said it had now improved its design and construction to ensure it delivered “the best possible experience”.
“We’re excited to release this pioneering mobile technology, and allow consumers to experience it for themselves,” President and CEO of IT & Mobile Communications Division, Samsung Electronics, DJ Koh, said in a press statement. “The Galaxy Fold’s revolutionary form factor offers a bigger, more immersive screen without sacri cing portability.”
Nathan Sheffield, Samsung Electronics’ European Product Director, outlined the rm’s latest QLED TV offering. He said the TVs, with their cutting-edge connectivity and picture quality, were proving a hit with consumers, with two million sold in the first half of this year alone. “That’s 11,000 every day,” he said. And he announced content tie-ups with Rakuten TV and Apple TV, Samsung becoming “the first TV manufacturer to integrate the new Apple TV app on a smart TV platform, providing even more content choices”.

Samsung’s Dan Harvie, Vice-President, Head of Home Appliances, Europe, meanwhile said the rm was joining forces with P&G in Europe to research and develop next-generation laundry techniques. And he unveiled BeSpoke, a modular refrigerator system whose units can be added or subtracted according to a household’s changing needs. There were innovations in the bedroom too, with the launch of the Samsung AirDresser, a wardrobe-shaped unit which allows users to hang their clothes and have them cleaned, sanitised, freshened and de-wrinkled in a matter of hours by jets of air and steam.

Samsung’s European Chief Marketing Officer, Benjamin Braun, cited the Galaxy Fold as one of the latest examples of Samsung’s historical commitment to technological creativity. “We are bold and we dare to do things that no one else has tried and the old saying that imitation is the sincerest form of attery rings absolutely true”

> CityCube Berlin Hall B, Stand 101  

Photo: Benjamin Braun European Chief Marketing Officer, Samsung
Nathan Sheffield European Product Director, Samsung