Samsung says Galaxy Z Fold 8’s new shape exists because ‘one size does not fit all’

Ben Schoon | Aug 3 2026 - 12:05 pm PT

In a new interview, Samsung talks about its decisions around the Galaxy Z Fold 8’s new shape, the color choices across its new foldable lineup, and the controversial “cushion” design still in place on Galaxy Watch 9.

Hubert Lee, Samsung’s Executive Vice President and Head of the Design Team for mobile, took to Samsung’s newsroom for a quick interview that goes over the company’s latest products. There are a few key tidbits, but the biggest talking point is, of course, the Galaxy Z Fold 8’s new shape.

While it’s somewhat obvious that the looming threat of Apple very likely played a role in Samsung building out this new form factor, Lee says that Samsung is recognizing that foldables are not a “one size fits all” approach:

Across seven generations of foldable innovation, we’ve gained a deeper understanding of how people use their devices. As user expectations for foldables have become more diverse, we have also recognized that no single foldable can meet every need – One size does not fit all.

Some users prioritize productivity and multitasking, while others value portability. Based on these insights, we expanded the Galaxy Z series lineup so each device could better serve different priorities.

Further commenting on the shape, Lee says that the passport was designed to be “easy to carry, hold with one hand, and read at a glance,” with Fold 8 mimicking those properties.

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On the side of colors, Lee commented on the purple/pink focus of Samsung’s new foldable lineup, with “Violet Shadow” on Fold 8 Ultra being “chic” and “sophisticated.” The Fold 8’s “Lavender,” meanwhile, is described as “fresh” and “soft,” while the Flip 8’s “Pink” is meant to give “vibrant, playful energy.” The green colors, a fan favorite, weren’t mentioned.

The conversation then turns over to Galaxy Watch 9, where Lee calls the “cushion” design – i.e. the “circle on a square” – the “center” of Samsung’s design and its “identity.” This design has been met with mixed opinions since it debuted on last year’s Galaxy Watch 8.

At the center of Galaxy Watch is the cushion design. More than a shape, it defines the watch’s identity by balancing presence with softness and precision with comfort. For Galaxy Watch Ultra2, we brought the screen, bezel and cushion body into a seamless form, creating a cleaner profile and a more premium look. We also carefully refined the spacing and tactile separation between the buttons, making each one easier to distinguish by touch and enabling precise control without looking at the screen.

Samsung also calls out a “new air pocket structure” that makes new Galaxy Watch bands lighter, thinner, and more breathable.