Samsung unveiled a highly anticipated smartphone with a foldable screen in an attempt to break the innovative funk that has beset the smartphones market.
But it's far from clear that consumers will embrace a device that retails for almost US$2000 (NZ$2914), or that it will spark the creative renaissance the smartphone market apparently needs.
The Galaxy Fold, announced today in San Francisco, will sell for US$1980 (NZ$2885) when it is released April 26.
Consumers willing to pay that hefty price will get a device that can unfold like a wallet so it can work like a traditional smartphone with a 4.6 inch screen or morph into something more like a mini-tablet with a 7.3 inch screen.
When fully unfolded, the device will be able to simultaneously run three different apps on the screen.
"Get ready for the dawn of a new era," declared DJ Koh, who oversees Samsung's smartphone division. The new phone, he said, "answers skeptics who said everything has already been done."
Samsung is hoping the Galaxy Fold will spur more people to upgrade their phones and reverse a recent slump that saw its smartphone sales fall 8 per cent last year. But some analysts were skeptical.
Phones like the Galaxy Fold "are likely to sell to a very limited market of technology aficionados who like big screens and have big wallets," said IDC analyst Ramon Llamas.
Samsung also released new Galaxy S10 phones that boast fancy cameras, sleek screens covering the entire front of the devices and at least 128 gigabytes of storage — important features to consumers shopping for phones.
The new phones are able take wider-angle shots than previous models and can charge other devices, including wireless headphones and smartwatches. A fourth S10 model, due out this spring, will have faster wireless speeds through the emerging 5G cellular network.
But those improvements aren't a big leap from the smartphones released during the past few years by Samsung, Apple and other top manufacturers. With the pace of smartphone innovation seemingly locked in baby steps, consumers are holding on to their existing devices for longer periods than they have in the past.
That's the main reason worldwide smartphone sales dropped 4 per cent last year, according to the research firm International Data Corp.
Consumers' reluctance to upgrade has been compounded by smartphone sticker shock, which the Galaxy Fold seems unlikely to alleviate. Prices for some existing phones models have soared above US$1000 (NZ$1457).
Samsung is offering a slightly smaller S10 model for US$750 (NZ$1092) in an attempt to make smartphones more affordable, but the higher-end models sell for US$900 (NZ$1311) and US$1000 (NZ$1457).
Two of Samsung's new models, the S10 and the S10 Plus, are largely incremental upgrades of last year's S9 and S9 Plus, although they are designed differently. They are about the same size as last year's models, but will have more display space, as Samsung found additional ways to eliminate waste around the edges. As a byproduct, the top right of the display has a circle or oval cut out for the front-facing cameras.
The lowest-priced "essentials" model, the S10e, has most of the same features, but is 5 percent smaller than the S10 in volume. The S10e also lacks curved edges, a signature feature for many Samsung phones.
All three S10 models will come out March 8, with pre-orders starting Thursday.