Samsung's latest Galaxy Z foldable phones, especially the Galaxy Z Flip 6, have attracted more Gen Z phone buyers than any of the previous models. In truth, Samsung's foldable phones haven't always tried to win over Gen Z buyers, but in the meantime, the Galaxy Z Flip series changed gears. The new strategy appears to be paying off, and here's where I think it all began.
Samsung's first foldable phone, the Galaxy Fold, was released in 2019 for high-tech fans who wanted to be on the cutting edge of mobile technology no matter the cost. It was an enthusiast's phone with a high price tag – far from a device designed for the Gen Z crowd. It didn't even carry the letter Z in its name.
Nevertheless, even when Samsung's foldable phones adopted the new Z-centric naming scheme a year later, the original Galaxy Z Flip wasn't aimed directly at Gen Z buyers, either.
Samsung UK's Head of Mobile Marketing, Rebecca Hirst, introduced the original Galaxy Z Flip at an exciting presentation at Unpacked in 2020. To top it all off, the executive also introduced the exquisite Thom Browne edition at the end of the presentation, all the while wearing a stylish Thom Browne blazer.
The message was clear. The original Galaxy Z Flip wanted to please people who could pay extra to stand out and leaned toward customers with a fashion sense and disposable income — business women included.
That core strategy appears to have worked in the initial phases of the Flip series but seems to have changed last year. If not in terms of pricing, then virtually in almost every other aspect. As a result, and thanks to new technological advancements related to AI, the Galaxy Z Flip 6 might have the potential to win over Gen Z-ers like no other Flip before it.
When did it become ‘a Z for a Z?'
Samsung's shift in strategy is apparent in its special edition releases and its Galaxy Z Flip ads over the years. The Galaxy Z Flip debuted as a fashion-oriented phone, and Samsung sold a handful of special editions over the years, ranging from Thom Browne to the Bespoke Edition, the latter of which enabled 75 color combinations for the Galaxy Z Flip 4.
Fast forward to last year, and none of that seems to matter anymore. Granted, Samsung released the Maison Margiela Galaxy Z Flip 5 in limited quantities, but the bold new foldable flip phone everyone could buy was already setting a different tone. Samsung's ads for the standard Flip 5 had a different approach and tried to attract the Gen Z crowd directly. Here are some examples:
Last year, there were no special edition Z Flip 5 models, and instead, Samsung reserved the Thom Browne partnership for the Galaxy Z Fold, which you could say is now the company's most business-oriented smartphone series.
Why Samsung's new strategy seems to be working?
It's been said that people from Generation Z are more engaged in interactive content and digital experiences, including video games, than people from previous generations. And, come to think of it, that might be precisely why the Galaxy Z Flip 6 attracts more Zoomers.
The Galaxy Z Flip 6 is nothing if not a phone that enhances digital experiences. There's so much to like about Galaxy AI. Plus, the new One UI 6.1.1 update for the Z Flip 6 brings extra Generative Edit tools that are quite fun and engaging.
The Galaxy Z Flip 6 also enables unique experiences through its form factor. Its clever design enables things like Flex Mode — something no slab-type phone can emulate — and AI-powered dual Interpreter.
And now, the Galaxy Z Flip 6 rocks a vapor chamber for the first time in the series' history, ensuring that the new Snapdragon 8 Gen 3 chip has what it needs to tackle mobile and cloud gaming with relative ease.
Plus, unlike other foldable flip phones from different brands, the Galaxy Z Flip 6 offers a completely unique user experience through its cover screen widgets and optimized apps.
All things considered, the clever cover screen and the addition of Generative features through Galaxy AI may have tipped over the scales for Gen Z phone users. The Galaxy Z Flip 6 seems to tick the most boxes and might be the best phone for anyone who wants new ways to engage with mobile tech, Generative AI, mobile photography, and even people who don't speak their language.
Dare I say, the Flip 6 could be the only worthwhile answer for anyone who's gotten bored of the longstanding iPhone formula but doesn't want to compromise at all or too much.
