Samsung adjusts strategy for new foldable screen phones: canceling S Pen support to reduce costs and cope with market competition

The latest reports show that Samsung plans to launch a new folding screen phone called Galaxy Z Fold6 this fall, which will be positioned in the entry-level market. In order to strengthen its leadership position in the folding screen mobile phone market and stimulate sales, Samsung decided to remove support for the S Pen stylus. This strategy aims to arouse consumer interest and attract more people to buy this new machine. Samsung has high expectations for this new phone and hopes that it can continue to promote the development of the folding screen mobile phone market.

According to reports, Samsung is fully optimizing the design of Galaxy Z Fold6. Among them, one significant change is that the phone will abandon the additional protective case to secure the S Pen, which means that the phone itself will no longer have a dedicated slot to accommodate the stylus. This change not only simplifies the design of the mobile phone, but is also expected to reduce production costs and make the new phone more market competitive.

According to the editor’s understanding, in order to support the S Pen stylus function, Samsung needs to embed a component called a digitizer inside the phone. The converter is made from a large-area flexible printed circuit board (FPCB) and costs much more than other common components in smartphones, such as application processors (APs) and organic light-emitting diode (OLED) panels. Therefore, canceling S Pen support is also an important decision made by Samsung in terms of cost control.

Reports indicate that in addition to removing S Pen support, Samsung also plans to further reduce other components and components on the entry-level Galaxy Z Fold6 phone. functions to reduce overall costs and market selling prices. Such a strategy aims to attract more consumers with limited budgets and thereby expand Samsung’s share of the foldable screen mobile phone market.

Although data from market research company DSCC shows that Samsung’s share of the foldable screen mobile phone market is gradually declining, the company still accounts for a considerable proportion of the market. According to DSCC data, as of the third quarter of 2023, Samsung's share of the folding screen mobile phone market has dropped to 72%, a drop of 14 percentage points from 86% in the same period last year. It is expected that Samsung's market share may further decline to 42% by the fourth quarter of 2023. In order to cope with the increasingly fierce market competition, Samsung decided to launch entry-level folding screen mobile phones and adjust its market strategy. This move is aimed at attracting more consumers and improving Samsung's competitiveness in the foldable screen mobile phone market. By launching more affordable entry-level products, Samsung hopes to attract more users with limited budgets and expand its market share. In addition, Samsung also plans to respond to challenges from competitors by adjusting its market strategy. They may strengthen marketing activities and brand promotion to increase consumer awareness and recognition of Samsung’s foldable screen phones. In addition, they are likely to invest more in R&D and innovation to provide more attractive and innovative products. Despite facing pressure from declining market share, Samsung remains the

in the foldable phone market

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