Samsung is showcasing its Z TriFold foldable just as chatter intensifies around Apple’s first foldable, expected in 2026, per The Verge. The TriFold unfolds into a 10-inch display—essentially a tablet that folds down into a phone—clearly aimed at productivity, multitasking, and Samsung’s vision of pocketable computing. Brands should prepare for content to stretch across larger, flexible canvases. Build adaptable layouts, vertical-first creative, and productivity-friendly experiences that respond to multi-window use. Those who design for these hybrid screens will gain an early advantage in a premium, high-engagement segment.

The news: IDC has nearly doubled its worldwide smartphone forecast for 2025. Once projected at 0.6%, growth is now expected to hit 1%, fueled by iOS momentum, replacement demand, and a premium-device push, per 9to5Mac. Our take: Smartphones are entering a new cycle of innovation and moving upmarket. AI-first features and foldables will reset consumer expectations, open premium price tiers, and change which brands consumers choose and build loyalty toward. Advertisers and marketers should plan for richer, device-native experiences. Build campaigns that tap into AI-driven personalization, visual search, and generative content creation.