SAMSUNG expects Jamaica’s foldable smartphone market to grow during the second half of this year, even as the electronics giant has lost ground in the wider premium segment where its new devices will compete.

The company is forecasting growth of 10 to 15 per cent in Jamaica’s foldable segment during the second half of 2026, compared with the corresponding period last year.

In written responses provided after Jamaica Observer queries, Samsung said it expects interest to increase as the category matures and consumers become more familiar with the productivity, content-creation and artificial intelligence features offered by foldable devices.

The forecast comes as Samsung prepares to introduce its widest foldable portfolio yet, comprising the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8. The devices were unveiled alongside the Galaxy Watch Ultra2 and Galaxy Watch9 at the company’s Galaxy Unpacked event in London on July 22.

However, market data supplied by Samsung show that its share of Jamaica’s US$1,000-and-above smartphone segment fell from approximately 43 per cent in June 2025 to 30 per cent in June 2026 — a decline of 13 percentage points.

Samsung told the Business Observer that the figures measure units sold over a 12-month period and cover all smartphones costing at least US$1,000, rather than only foldable devices or individual Galaxy models.

The decline therefore does not establish how Samsung’s existing foldables performed. It does, however, show that the company lost ground in the broader premium category where its new Galaxy Z devices will compete.

Samsung initially identified “Meta” as the source of the market-share figures. Following questions from the
Jamaica Observer, the company described Meta as an external market-intelligence source used to track overall smartphone performance and said the information did not come from a Samsung-commissioned study.

It did not provide the underlying report, methodology, size of the premium market or number of devices sold.

Samsung said its overall smartphone business in Jamaica recorded year-over-year growth during 2025 but declined to disclose its sales or the rate of growth.

The different reporting periods mean that the developments are not necessarily contradictory. Samsung could have increased its overall Jamaican smartphone sales during 2025 while subsequently losing share in the smaller premium category by June 2026.

Wider customer base

Samsung is attempting to broaden the appeal of foldables by offering three devices aimed at different types of consumers.

“The major difference is that this is no longer a one-size-fits-all foldable proposition,” Samsung said in its responses.

The Galaxy Z Fold8 Ultra is being positioned for productivity and advanced content creation, with an eight-inch folding display and an upgraded camera system. The Fold8 is designed around viewing, reading, gaming and other content, while the more compact Flip8 is aimed at portability and personalisation.

Samsung said it sees potential in Jamaica among professionals, entrepreneurs and creators seeking greater productivity while on the move, as well as younger and style-conscious consumers interested in portability and content creation.

Galaxy AI and Google’s Gemini technology have been integrated across the devices to support multitasking, recommendations and content creation. Samsung also pointed to its Knox security platform, privacy controls, software support and connected ecosystem as features it believes distinguish the devices from competing products.

Pre-orders began in selected markets on July 22, with international availability scheduled to begin on August 7.

Samsung has not confirmed when the devices will reach Jamaica, which models and configurations will be offered locally, their prices or whether customers will receive financing, trade-in or pre-order incentives.

“The specific models, configurations, local launch timing, pricing and promotional offers for Jamaica will be communicated through Samsung’s official channels and participating partners once they are confirmed,” the company said.

Affordability test

The absence of local pricing is significant in a market where exchange-rate movements and import costs can increase the final price paid by consumers.

Asked about those pressures and competition from Apple and lower-priced Chinese brands, Samsung did not quantify their impact on its Jamaican business.

“Jamaican consumers are very value-conscious, and affordability remains an important consideration, particularly when external factors such as exchange-rate movements and import costs affect the final retail price of technology,” the company said.

“Our response is to offer choice across a broad Galaxy portfolio rather than competing through price alone.”

Samsung said it works with retailers and telecommunications providers on financing, trade-in and promotional arrangements intended to make its premium devices more accessible.

The company said Jamaica remains one of its key Caribbean markets because of the size of the population, the telecommunications sector and consumer interest in mobile technology. It added that most of its investment in Jamaica is currently concentrated on digital initiatives undertaken with local partners.

However, Samsung declined to identify any specific planned investment or expansion in distribution, telecommunications partnerships or repair capacity.

“While we are not in a position to disclose specific commercial or expansion plans, we remain committed to improving product availability, customer support and service across the market,” it said after further
Business Observer queries.

Samsung said its Jamaican strategy is not based solely on selling more devices.

“For Jamaica, our priority is not simply unit growth. It is also to help more consumers understand the everyday value of the foldable format, strengthen the in-store experience and ensure that customers have access to the right product, financing options and after-sales support,” the company said.

Samsung has not disclosed the current size of Jamaica’s foldable market. Consequently, the projected 10-to-15 per cent increase cannot be converted into a number of additional devices or expected sales revenue.

The company has separately forecast 25 per cent growth in the foldable segment across Central America and the Caribbean, but did not disclose the size of that market.