In short: Samsung is planning to advertise its first foldable smartphone as “the future,” with the firm previously coming up with a “the future is here” slogan which it filed to protect with the European Union Intellectual Property Office (EUIPO). The agency’s established review practices suggest Samsung’s trademark will be approved in early 2019, just in time for the release of the unconventional Android device which is widely expected to be officially announced this fall and accompanied by a massive marketing campaign.
Background: Recent reports suggest the bendable handset may be called the Galaxy F and be introduced at Samsung’s annual developer conference taking place in November. Besides a foldable OLED panel, the smartphone may also be the first Samsung-made product to launch with an ultrasonic fingerprint reader integrated below its display. Its other specifications should put it on par with the rest of the company’s high-end offerings but likely won’t be confirmed closer to its 2019 release. Previous rumors indicated the device’s screen may be 7.3 inches in size when fully folded out and Samsung itself said it’s looking to differentiate the gadget from tablets, though it’s still unclear how it intends to go about doing so.
Impact: The filing of the trademark described above has two major implications; one, despite the widely reported fact that Samsung sees its first foldable handset as a niche product that likely won’t sell in the millions, the company will be bringing it to numerous European markets and possibly go for global availability (as Europe-exclusive Samsung devices essentially don’t exist). Two, the EUIPO application gives further credence to the notion that the bendable smartphone is being positioned as the start of an entirely new product family and even though Samsung has yet to see how the market will react to its seminal device, it’s convinced the demand will be great enough to warrant a standalone lineup, i.e. believes the concept of foldable handsets is here to stay.