Samsung Electronics is set to flood the market with Galaxy ecosystem devices this fall. In October, the company will unveil a tablet, clip-on wireless earbuds, and a smart tag, followed by the official launch of AI glasses co-developed with Google in November. The strategy aims to extend the Galaxy ecosystem — built around smartphones — to users’ eyes and ears, expanding AI touchpoints.

According to industry sources on September 2, Samsung Electronics will introduce the Galaxy Tab S12 series, the new clip-on wireless earbuds Galaxy Buds On, and the location-tracking device Galaxy SmartTag3 next month. In November, the company plans to release AI glasses, which it has designated as its next-generation AI interface.

This second-half offensive is backed by strong Galaxy smartphone sales. According to market research firm Counterpoint Research, the Galaxy S26 series saw U.S. sales increase 29% in the first three weeks after launch compared to its predecessor. The latest foldable Galaxy Z8 series also recorded a 30% increase in global pre-orders versus the previous series. The passport-style Galaxy Z Fold8, in particular, drew significant attention, setting an all-time Galaxy smartphone record with 1.44 million units in South Korean pre-sales.

October: Expanding Daily Touchpoints with Three Companion Devices

The Galaxy Tab S12 series, to be unveiled in October, is expected to maintain a design similar to its predecessor while boosting internal performance. The Ultra model will retain its 14.6-inch display and 11,600mAh battery, while the Plus model is expected to see a 4–5% increase in battery capacity. Both models are reported to feature MediaTek’s Dimensity 9500 processor and include S Pen support as standard.

The Galaxy Buds On adopts a clip-on open-ear design that wraps around the outside of the ear, rather than the traditional in-ear design that blocks the ear canal. Its key feature is allowing users to naturally hear ambient sounds while listening to music or taking calls. Open-ear earbuds that can be worn for extended periods without disconnecting from the surrounding environment are considered well-suited as “always-wearable devices” for frequent use of AI features such as real-time translation and voice assistants.

The Galaxy SmartTag3 arrives approximately three years after the SmartTag2 launched in 2023. It is expected to feature dust and water resistance, with Bluetooth 6.0 adoption being discussed for more precise location tracking. The device is expected to enhance everyday utility, such as tracking pets or travel luggage.

November: AI Glasses, an AI Experience Without a Smartphone

In November, Samsung Electronics will officially launch its AI glasses. The company previously showcased physical prototypes of the AI glasses co-developed with Google in May and July. By combining Google Gemini with a camera, microphone, and voice interface, the device represents a next-generation form factor that allows AI to recognize what users see and hear in real time without taking out a smartphone.

Samsung Electronics has also invested effort in enhancing design and comfort through collaborations with global eyewear brands such as Gentle Monster and Warby Parker. Kim Jung-hyun, Vice President of Samsung Electronics’ MX Division, said, “AI glasses are an important milestone in expanding Samsung’s AI vision,” adding, “We will focus on extending the Galaxy ecosystem experience to deliver more meaningful user experiences.”

The keyword running through Samsung Electronics’ strategy is “Galaxy AI ecosystem expansion.” While the company has previously launched smartphones, smartwatches, tablets, and earbuds sequentially, this year adds new form factors including clip-on earbuds and AI glasses. The strategy is to extend the smartphone-centric ecosystem to users’ eyes and ears to secure leadership in the AI companion device market. An industry insider commented, “With Meta, Apple, and Chinese companies intensifying their AI device push, the key question is whether Samsung Electronics can differentiate itself with products that offer both price competitiveness and performance.”

The Path Paved by the Fold8: A Head-to-Head Battle with Apple

Samsung Electronics’ second-half momentum stems from the success of the Galaxy Z Fold8. Survey results show consumers cited the revamped design, lighter weight, and versatile features leveraging the large screen as key strengths.

In a survey commissioned by iNews24 from Agenda Book, conducted among 510 adults aged 18 and older nationwide, 67% of all respondents agreed that the Fold8 has shed the “dad phone” image associated with previous Fold series models. Among those aged 18–29, 77% responded positively, and 70% of female respondents also said the image has improved.

When asked what factors influenced the image change, “the new passport-style design” was cited most frequently at 49%. The thinner profile and lighter weight followed at 46%, with bright and diverse colors such as lavender at 34%.

Interest in how to utilize the large screen was also high. Multitasking features such as multi-window and Samsung DeX were selected by 67% of respondents, with the rate rising to 76% among those in their 30s. Expectations for AI features were also confirmed, with cross-app task automation ranking highest at 27%, followed by real-time interpretation and translation at 25%, and AI image editing at 21%.

Purchase intent also showed a shift. When asked which device they would consider buying between the Galaxy Z Fold8 and the new iPhone, 63% chose the Fold8. The new iPhone accounted for 11%, while 20% said they would decide after comparing both products.

However, challenges remain. The most cited factor causing hesitation in purchasing a foldable phone was “expensive price” at 51%, followed by concerns about the screen crease at 43%.

Apple is also throwing down the gauntlet against Samsung Electronics’ dominance. Apple will hold a special event under the slogan “Surprise and shine” at 10 a.m. U.S. Pacific Time on September 9 at Apple Park in Cupertino, California, to unveil its first foldable phone. This event marks the first major stage for new CEO John Ternus, who officially assumed the role after former CEO Tim Cook transitioned to board chairman. Ternus previously oversaw hardware development.

Based on foreign media reports and industry leaks, Apple’s foldable phone is likely to feature a book-style design that opens left and right like a book. When folded, it measures approximately 5.5 inches, similar to a standard passport, and when unfolded, it offers a large screen of approximately 7.8 inches (4:3 aspect ratio), comparable to a small iPad. The device is reportedly designed to be ultra-thin at approximately 4.5mm when unfolded.

The launch price is expected to exceed $2,000 (approximately 2.7 million won), reflecting semiconductor supply chain impacts and new form factor development costs. Pre-orders are expected to begin on September 12 U.S. time, with the official release anticipated on September 18.

Counterpoint Research projects that Apple’s entry will boost global foldable phone shipments by 21% year-over-year. The analysis suggests Samsung Electronics will maintain its lead with a 32% share, while Apple will quickly secure 25% market share in its first year, rising to second place.

Lee Yoon-jung, Research Director at Counterpoint Research, said, “Apple’s entry will raise the bar for premium foldables, but Samsung still holds clear strengths in product maturity and user experience.” She added, “Samsung Electronics’ new products with the wider design will be able to more naturally deliver the foldable experience to users who want to display multiple tasks simultaneously on screen, monitor progress, and leverage AI features across multiple apps.”