Rolling Into the Future: SAMSUNG's Next Big Innovation May Change Phones Forever

With new smartphones on the market every week, the race to invent the next big thing is never-ending. From the original flip phones to high-tech foldables, leading the charge has been the one company that never stops innovating – SAMSUNG. But now, SAMSUNG is set to rock our mobile world once more, with reports suggesting the company is poised to enter a new era, and this time with a rollable phone that takes the mobile experience to levels we’ve never seen before.

SAMSUNG's Journey with Foldables

With the Galaxy Z Fold and Flip series, SAMSUNG has taken foldable technology to the next level. The SAMSUNG Galaxy Z Fold 6 and the SAMSUNG Galaxy Z Flip 6 are examples of how SAMSUNG has combined top-notch design and latest technology into practical devices. They have not only created a buzz in the tech enthusiast community, but have also catapulted foldable phones into the mainstream.

The Next Frontier: A Rollable SAMSUNG Device

Yet, it positions SAMSUNG to throw another wrench into the works, as it’s said to be pivoting its attention to a rollable phone. Sources from South Korea’s The Elec say that SAMSUNG is engineering a 12.4-inch rollable-screen device, presumably for a mid- to late-2025 launch. Another rumoured feature is an under-display camera that allows for an uninterrupted screen.

SAMSUNG's Rollable Concept: A Glimpse into the Future

Despite being something of an open secret – a variety of rollable prototypes have emerged from the various corners of industry – the idea of a rollable phone has also remained something of a vicarious fantasy so far, promising the opportunity for tablet-sized portability but seemingly more distant than something that could actually fly off a production line. All that could change if SAMSUNG’s Galaxy Z Fold-4 (or a similar iteration of the technology, perhaps branded with a different name and number) does indeed hit the shelves shortly. SAMSUNG already has a track record of adventures into the fringes of the unfamiliar and the seemingly improbable, and the company could have a distinct advantage as a manufacturer that has both the nerve and the resources to make such an ambitious idea a reality.

Competing in Innovation: How SAMSUNG Stays Ahead

SAMSUNG’s rollable phone dip also might be a bold step to leave others in the dust. In the days after we wrote the first version of this article, Huawei unveiled plans to release a tri-fold ‘Mate XT’, leaving SAMSUNG racing to beat it to market with a rollable phone of its own. But unlike any previous phone, SAMSUNG has committed to developing rollable phones with an even vaster canvas simply to exceed what other phones could offer.

What This Means for SAMSUNG Fans

For SAMSUNG fans, this is super exciting. The notion of a rollable SAMSUNG phone coming alongside what’s next for the Galaxy Z Fold series demonstrates the brand’s determination to push the boundaries, and there’s always SAMSUNG Galaxy S25. Anticipating the future helps keep the excitement alive for next year.

A Closer Look at What's on the Horizon

But, while we wait for its arrival, a crucial question hangs in suspension: if it eventually rolls out, is it too good to be true? Is a rollable phone a worthy successor to the infamous Edsel, the once-innovative self-destructive car from the late 1950s? Indeed, the way that the phone is supposedly engineered – with motors woven into its ceramic screen and a simple flick of your thumb doing the magic – pulls the rug out from under all mighty user-interface metaphors. We don’t know yet if any company will be able to produce such a product. We don’t know if it will be durable, or if it will feel the same way in your pocket or your backpack as other devices made by SAMSUNG. The truth is, the phone of 2025 is still far off – but, even if it doesn’t crest the horizon, speculation will continue to be swirled about, I’m sure.

Why SAMSUNG's Innovations Matter

But SAMSUNG isn’t content to allow such arbitrary rhythms to dictate how we interact with our devices. Foldable phones like its acclaimed Galaxy Z Fold3 made headlines as the ‘next big thing’ in smartphone design when they hit the market last year. As a rollable phone from SAMSUNG will no doubt do, they established new benchmarks for what’s possible by collapsing the barriers between technology and function.

The Future is Rollable

Now, with what marks the third decade of the smartphone (and the apparent verge of a revolution based on foldables), SAMSUNG seems equally unwilling to sit still and let its Fold lie fallow, or wait and see if the rumoured rollable phone could be delayed even longer. Folding devices come closest to a future in which our technology adapts to us, rather than the other way around

About SAMSUNG

SAMSUNG Electronics is a global leader in technology and digital innovation that transforms the world’s most cutting-edge ideas into reality. SAMSUNG takes pride in the fact that, from its founding, the company has been at the forefront of innovation, continuously pushing the envelope on what’s technically possible while increasing its portfolio of innovative mobile devices, home entertainment systems, monitors, sensors, network systems, appliances, cameras and more. SAMSUNG is sometimes considered a veritable manifestation of human ingenuity, backed by its commitment to and excellence in innovation, quality, and design, all characteristics that have made the company a global household brand name.

Even as we look forward into a future filled with rollable screens and devices that bend themselves to fit around our lives, SAMSUNG’s journey of innovation is sure to keep us looking, waiting and wondering what’s next. It is not just SAMSUNG’s own future that bends with each breakthrough; the entire global tech industry is being guided into uncharted possibilities. Listening to Gear’s crackling sounds, I am reminded that the impossible is now eminently possible.