Samsung counters Apple’s iPhone 18 Pro campaign with K-Pop Group “RESCENE x Galaxy Z Fold 8” partnership in South Korea.

Beyond simple celebrity marketing, this collaboration is analyzed as the result of Samsung’s thorough market analysis and strategic execution, aimed at solving the Galaxy series’ long-standing challenge of expanding its young and female customer base, while keeping pace with rival Apple in the “K-pop star showdown.

Korea’s Yonhap reports that Samsung released a black-and-white silhouette teaser image on its social handles, featuring five women presumed to be RESCENE holding the Galaxy Z Fold 8 alongside the caption, “Shall we get started?”

In the past, the Galaxy Z Fold series struggled with the stigma of being an “old man’s phone” or “Dad’s Phone” due to perceptions of being heavy and clunky.

However, the Galaxy Z Fold 8 successfully turned the tide by adopting a sleek “passport-style design.” In fact, during the pre-order period, its sales significantly outperformed the Flip 8, with consumers in their 10s to 30s accounting for half of the total buyers, and the number of female customers surging more than twofold compared to the previous model.

Samsung aims to build on this momentum by featuring RESCENE at the forefront, dismantling the stereotype that “Folds are large-screen phones for men” and further stimulating buying interest among young female consumers.

Following the teaser release, expectations are mounting across online communities, with speculation that a RESCENE signature edition, exclusive special edition, or dedicated custom colorway might be launched.

Countering Apple’s ‘iPhone 18 Pro’ campaign with Rosé

Apple recently brought in Blackpink’s Rosé as the key face of its latest smartphone, the “iPhone 18 Pro,” capturing the minds of young consumers worldwide.

Samsung has countered by choosing RESCENE, a group known for its fresh and stylish appeal, to frame a direct rivalry of “iPhone vs. Galaxy” and “Rosé vs. RESCENE.”

Samsung Display is about to introduce a breakthrough in the mobile display segment, with the next solution potentially going to commercialization between late 2026 and early 2027. Reports suggest Samsung is prototyping a 7-inch FMM-free mobile display using its Micro Patterned OLED technology.

According to a report by TechRadar, Samsung Display has been working on a 7-inch FMM-free OLED prototype using its proprietary Micro Patterned OLED (MPO) technology.

Development reportedly kicked off in March 2026, targeting an engineering sample by the end of the year, though industry insiders expect that timeline could slip into early 2027.

LG Display is already making noise with its FLiPP (FMM-Less innovative Pixel Patterning), targeting laptops and monitors. Meanwhile, Samsung is targeting mobile and smartwatch form factors with this 7-inch sample.

Fine Metal Masks have been the backbone of mobile OLED production for over a decade, but they come with severe limitations, mostly around pixel density, material waste, and high production costs. FMM-free techniques change the equation.

LG FLiPP vs Samsung MPO

LG’s FLiPP relies on covering panels with organic layers and photolithographically etching away unwanted material. Samsung’s MPO takes a slightly cleaner approach, constructing temporary microscopic structures to fence in organic elements before stripping those fences away.

MPO gives Samsung a critical advantage: side-stepping a dense minefield of competitor patents. Whether MPO actually lands in a future Galaxy flagship comes down to yield.

FMM-free processes sound great on paper, but if initial production runs hit 40% or 50% scrap rates, the theoretical cost savings disappear instantly.

Samsung Galaxy S23, S23+, S23 Ultra, Z Fold 5, and Z Flip 5 users in the US have started receiving the Android 17-based One UI 9.0 upgrade. The latest release introduces several new features and October 2026 security patches.

Last week, Samsung started the rollout to its 2023 flagships. The update first landed in Korea, as usual, and then expanded to Europe and India. Verizon has now brought One UI 9.0 to the Galaxy S23 series and Z5 foldables in the US.

This software update provides the latest Android OS 17 and One UI 9.0 features, including Warranty Care, Interpreter, and improvements to user experience, performance, security, and privacy.

Additionally, the October 2026 security patch brings fixes for 79 vulnerabilities. As per Samsung, the full package has a total of 83 items, including 4 provided by Samsung’s Semiconductor division.

Software build versions:

• S911USQU8GZIF: Galaxy S23
• S916USQU8GZIF: Galaxy S23+
• S918USQU8GZIF: Galaxy S23 Ultra
• F946USQU8HZIJ: Galaxy Z Fold 5
• F731USQU8HZIJ: Galaxy Z Flip 5

Here are the biggest upgrades in One UI 9.0

Warranty and Care

Warranty and Care brings device support and protection directly into the Settings menu. You can now check warranty coverage across devices, run self-diagnostics, view repair estimates and manage Samsung Care+ or book a service appointment.

Interpreter

Interpreter introduces a new History View that allows you to better follow translated conversations by quickly referencing earlier exchanges. In addition, faster translation in Conversation Mode and quicker playback with compatible Galaxy Buds help reduce delays, making conversations feel more natural and continuous.

Security Brief

Security Brief brings key security and privacy updates like alerts for malware, apps from unknown sources, and unnecessary permissions to Now Brief, helping users identify potential issues earlier and determine when action is necessary.

Privacy Alerts

Privacy Alerts use on-device AI to identify potential privacy risks, including unnecessary attempts to access permissions in the background, giving you greater awareness of how your information is being accessed.

Read more:

• One UI 9 stable update has these 14 new features, 5 changes, and 10 improvements

You can download the update through Settings > Software update > Download and install.

Samsung is reportedly working on new wireless over-ear headphones that may be called the Galaxy Studio. The headphones could offer good sound quality and useful features for everyday listening.

The upcoming Galaxy Studio headphones have received certification from South Korea’s National Radio Research Agency (RRA). The listing appeared on October 23, 2026, with the model number SM-U700. This suggests that Samsung is moving closer to launching the new product.

The Galaxy Studio headphones may support Bluetooth 6.1 and advanced audio technology for better sound. They could also feature Buds Auto Switch, which would make it easier to switch audio between compatible Samsung Galaxy devices. A USB Type-C port may be included for charging and wired listening.

Image via Sammobile

Samsung may also add Active Noise Cancellation to reduce unwanted background noise. Long battery life and comfortable ear cushions could make the headphones suitable for daily use.

Samsung has released several wireless earbuds, but it has been more than ten years since the company launched wireless over-ear headphones. The Galaxy Studio could mark its return to this market.

The new headphones may compete with Apple AirPods Max 2 and Sony WH-1000XM6, along with products from Bose and Sennheiser. However, Samsung has not confirmed the name, price, features, or launch date. More details may be announced in the coming months.

Samsung is set to unveil W27, a China-exclusive foldable phone next week. The company has already launched three foldables in August, with the next model bringing a luxury gold-accented design to the Chinese market.

Recently, Samsung released a new teaser through its Weibo account in China. The picture showcases two foldable phone units, completing the W character. This is a clear sign that it’s going to debut as the next W series foldable.

What’s more, the Korean tech giant mentioned October 29, 2026, as the launch date. That said, the Chinese smartphone market is set to welcome its luxury foldable phone with a gold-accented design and Z Fold 8 Ultra specs next week.

Earlier, Samsung leaker IceUniverse posted a picture of the W27 foldable phone in a Blue colorway. Even though the Galaxy Z Fold 8 is more popular than its Ultra sibling, the company has customized the latter for the W27.

The device features a Dark/Royal Blue on the back panel. Meanwhile, the phone’s frame and camera bump showcases luxury gold accent. That’s going to be a masterpiece, but with the least selling potential in the market.

Image via IceUniverse

Apple has also begun selling its first foldable device, the iPhone Duo. Pre-orders are open, with the latest orders getting estimated delivery through January 2027. The iPhone Duo starts at $1,999 in the US, giving tough competition to Samsung.

Samsung W27 is not intended to generate sales at scale. This is just the company continuing the legacy of its W series foldable in China. Galaxy Z Fold 8 is doing the heavy lifting to generate revenue in a struggling market.