Samsung confirmed its next Galaxy Unpacked event for July 22 at 9 am ET in London, where the company plans to unveil its latest foldable lineup. The keynote will stream live on YouTube, Samsung.com, and the Samsung Newsroom, with the Korean OEM promising a "new era" of devices that "combine intelligent capabilities and new form factors to deliver more personal, adaptive experiences and set a new standard for the AI era." Industry watchers expect the Galaxy Z Fold 8 and Galaxy Z Flip 8 to headline the show.

Ahead of the event, Samsung opened its reservation program offering a $30 Samsung credit during pre-order toward up to $1,230 in total savings, plus a sweepstakes for ten $500 Samsung.com gift cards. The company also wiped its Instagram feed in late June, replacing posts with cryptic clues as part of a viral marketing push to build anticipation.

Beyond foldables, the Galaxy Watch 9 is widely rumored to debut with new health-tracking features. Samsung's decision to host the summer Unpacked in London marks a shift from its typical New York or Seoul venues, signaling a broader European push for its premium mobile portfolio.

The reserve incentives suggest Samsung wants early commitment on high-margin foldables before reviewers weigh in. With Google's Pixel 9 Pro Fold and OnePlus's Open 2 looming, the Z Fold 8 and Flip 8 need meaningful hardware upgrades — not just AI software — to justify their price premiums.