Mobile Week in Review

A new form factor might roll out of 2025

The tech space is aflutter with news of a Samsung rollable smartphone that could enter the market in late 2025. This information comes after Huawei’s launch of a tri-fold phone, bringing a larger 10.2-inch screen onto the field. The rollable Samsung’s display would measure 12.4 inches, made possible by its flexibility. The device is not yet confirmed, and specific plans or images have not been released.

The Circana Take:

• The race to larger handset screen sizes is taking on many shapes. The question is whether consumers warm up to them. Our data demonstrates the importance of a useful and aesthetic form factor, rather than prioritizing shock factor or competitive innovation. According to our August Connected Intelligence Mobility survey, 38% of smartphone owners who are interested in purchasing a foldable smartphone want a compact phone with a larger screen, and 47% report interest in foldables because they like the design. A much smaller proportion wants to stand out from the crowd, so innovative change should not leave behind the core utility of the device.
• To further this point, we look to the other side of the equation at the consumers who are not interested in foldable smartphones. Of this group, 49% report not having a need for a foldable, 48% are deterred by the price, and 36% cite durability concerns. Innovation cannot reach the mainstream without buy-in from consumers, so easing their concerns is important if these new form factors plan to become the way of the future. In any case, it is always exciting to see what innovations might come next.