Samsung targets 2028 launch of rollable‑screen smartphone

Samsung Display is accelerating development of its first commercial rollable‑screen phone, aiming for a market debut in the first half of 2028. The device, which may join the Galaxy S28 lineup or be released as a separate model tentatively called Galaxy Z Slide, is rumored to feature a 10‑inch 16:9 display with around 440 ppi resolution. A second‑generation version is projected for 2030.

The move seeks to counter a sharp decline in Samsung’s foldable‑screen market share, which fell from about 41.8 % in Q4 2025 to 27 % in Q1 2026, as Chinese manufacturers increase competition. Rollable technology is technically more demanding than folding, requiring a durable mechanism that can withstand thousands of extensions without creases or distortion. Samsung has showcased prototypes such as the Flex Hybrid at CES 2023 and a Rollable Flex demo at SID Display Week, which expanded a 49 mm panel to over 254 mm.

If successful, the rollable phone would offer a pocket‑size device that can expand to a tablet‑like experience, potentially setting a new design standard for high‑end smartphones.