Samsung Electronics Co. has announced plans to launch its first triple-folding smartphone by the end of 2025, a strategic move aimed at strengthening its position in the high-end device market amid intensifying competition from Chinese brands like Huawei.

The President and Head of Samsung’s Mobile Experience Business, TM Roh, disclosed the development during a press conference held alongside the Galaxy Unpacked 2025 event in Brooklyn, New York, on Wednesday.

He also revealed that Samsung is working with Google to develop an extended reality headset, which is expected to debut later this year.

“We are preparing new form factors to lead in the era of AI,” Roh said, confirming that Samsung’s long-teased trifold phone, previewed as the Flex G and Flex S at Mobile World Congress (MWC) earlier this year, is in the final stages of development,” he said.

“We haven’t yet settled on the (triple-folding smartphone’s) name, but we’ll decide soon as the product nears completion.”

Samsung’s upcoming trifold smartphone, set to launch as the Galaxy G Fold, is expected to go head-to-head with Huawei’s Mate X2 Tri-Fold, which debuted last year.

Analysts view the device as a strategic response to Huawei’s aggressive comeback in the premium smartphone market, despite ongoing U.S.-led chip sanctions.

Roh also confirmed that Samsung will launch its long-awaited XR headset this year, codenamed Project Moohan — a name meaning “infinite” in Korean.

He described the device as a “breakthrough innovation” in immersive technology, highlighting Samsung’s commitment to next-generation experiences.

Project Moohan, a collaborative effort between Samsung and Google, aims to launch an Android XR-based headset by the end of this year.

The device will tap into the growing extended reality, market—a broad category that includes virtual reality, augmented reality, and other immersive technologies.