In an unprecedented move, Samsung is preparing to hold a third Unpacked event this year on September 29. According to Korean media reports, the event will feature the unveiling of three of its most ambitious devices: a trifold smartphone, an extended reality (XR) headset, and new AI-powered smart glasses.
Article Contents:
- Introduction: A third event focused on the future
- The three anticipated devices
- 1. The trifold phone: The next generation of foldable devices
- 2. Project Moohan XR headset: Apple Vision Pro competitor
- 3. Smart glasses (Project Haean): Challenging Meta Ray-Ban
- Why a third event? The strategy of separating bold bets
- Analyst view: A smart move
- Launch details: Korea first
- Conclusion: Samsung shapes the future of mobile devices
Introduction: A third event focused on the future
Samsung is scheduled to unveil three new, advanced devices at an Unpacked event on September 29 in South Korea, according to multiple Korean media sources. This will be Samsung’s unprecedented third Unpacked event in a single year, indicating that the company has a lot to show and wants to give these innovative products their own platform.
The three anticipated devices
The company is expected to reveal a next-generation foldable phone and two wearable devices powered by Android XR.
1. The trifold phone: The next generation of foldable devices
The trifold phone is not a huge surprise, as Samsung has been talking about it all year and showcased its concepts at previous conferences. This device represents a natural evolution of the Fold family, offering a larger screen in a still-compact form factor, further blurring the line between phone and tablet.
2. Project Moohan XR headset: Apple Vision Pro competitor
The Project Moohan headset is also no surprise, as Samsung has been promoting it for years as a collaboration with Google and Qualcomm. This headset marks Samsung’s official entry and direct competitor to the Apple Vision Pro. The device demonstration given by Google in May impressed attendees, raising the bar for expectations for this launch.
3. Smart glasses (Project Haean): Challenging Meta Ray-Ban
The biggest surprise is that Samsung is about to announce its competitor to the market-leading Meta Ray-Ban glasses. This appears to be what was codenamed “Project Haean.” These glasses are rumored to focus on audio only, powered by Qualcomm’s AR1 chip, and supposedly run on Android XR. This places Samsung at the heart of the fast-growing smart glasses market.
Why a third event? The strategy of separating bold bets
Analysts believe that holding a third event this year makes a lot of sense. Anshel Sag, principal analyst at Moor Insights & Strategy, says: “It’s a good idea because it allows the company to focus on these riskier bets, new platforms, and experimental hardware without distracting from product lines that are more likely to drive higher sales volume.”
Analyst view: A smart move
Sag adds: “Having XR devices and a trifold phone at their own dedicated event allows Samsung to talk more about the future and not impact products they are already shipping in larger volumes, like the Fold7 and Flip7. It is crucial that Samsung sets the tone for Android XR and does it right, which means giving it more attention at its own event.”
Launch details: Korea first
The latest report mentions that the September 29 event will be held in South Korea, and the XR headset will launch first in Korea on October 13. Other sources indicate that the trifold phone will also launch first in Korea in the coming months, and the smart glasses will launch before the end of 2025.
Conclusion: Samsung shapes the future of mobile devices
This upcoming event represents more than just a new product launch; it is an announcement of Samsung’s vision for the future. By pushing forward in three new, advanced sectors simultaneously, Samsung is making a huge bet that the future of computing will be more foldable, immersive, and wearable. September 29 will be an important day to watch how Samsung plans to lead this transformation.
