Samsung Electronics is experiencing a surge in momentum in Australia, thanks to the successful launch of its latest premium foldable smartphones — the ultra-thin $2,899 Galaxy Z Fold 7 and the Galaxy Z Flip 7.

Retail sources, including JB Hi-Fi, report that Samsung’s overall sales are up 40% year-on-year, driven by strong early demand for both new models. Pre-orders for the foldable range are believed to be up by nearly 25%, cementing Samsung’s dominance in the foldable category.

Eric Chou, head of Samsung’s Mobile Experience Division, attributed the surge in demand to consumers recognising Samsung’s continued leadership in smartphone innovation.

“The momentum we’re seeing mirrors what’s happening in other key markets,” he said.

While the previous Galaxy Z Flip 6 struggled—losing ground to Motorola’s Razr—the new Flip 7 is significantly outperforming its predecessor in pre sales.

Combined pre-orders for both the Fold 7 and Flip 7 are up more than 25%, a trend echoed in the U.S., where Drew Blackard, Samsung’s Senior VP of Product Management, confirmed similar results despite new tariffs.

“This is the strongest launch ever for a Z Fold device in the U.S.,” Blackard told Bloomberg News. “Consumers are responding positively — they’re seeing the benefits of foldables rather than the trade-offs.”

U.S. President Donald Trump recently announced a 15% tariff on imports from South Korea, down from a proposed 25%, as part of a broader trade agreement. Industry analysts suggest Samsung may respond by adjusting global pricing to absorb the U.S. impact without passing costs directly to American consumers.

In Australia, Samsung appears to be gaining ground on Apple, especially in the premium segment. While the overall number of foldables sold is still small compared to standard smartphones, models like the Galaxy S25 Ultra continue to perform strongly.

Among the standout performers in Samsung’s new lineup: the blue Z Fold 7 accounts for half of global pre-orders, while the $1,799 coral red Z Flip 7 has exceeded expectations, making up 25% of all Flip pre-orders.

Samsung is also seeing growing interest from female consumers. “Since 2024, we’ve seen a notable increase in women purchasing Fold devices, and we expect this trend to continue,” Blackard said.

The Galaxy Z Fold 7 has undergone a complete redesign, offering a thinner, lighter body that feels like a regular smartphone when folded. The Z Flip 7, meanwhile, features a larger external display that wraps around an upgraded camera system.

Chou remains confident that this early success will carry through the rest of the year, with Samsung’s foldable lineup setting a strong pace for the premium smartphone market.