Fashion follows function: what’s next for the phone industry

Fashion follows function: what’s next for the phone industry


The Galaxy Z Flip 3 in Samsung’s stylish new case. | Photo by Vjeran Pavic / The Verge

The Galaxy Z Flip 3 is a totally normal phone with One Weird Trick: it folds. As Dan Seifert explained in our full review, it’s the beginning of a new phase for foldables, one where buying a folding phone is something that could appeal to anybody, not just techies.

Samsung is promoting the phone in the ways Samsung usually does, touting features and spec improvements. But it’s also doing another thing: promoting the phone as something stylish. A full-on music video ad with BTS joins online vertical video ads that are as focused on the clothing and pockets the phone fits in as the phone itself. In essence, it’s the latest in a long time of tech companies trying to make the case that their phones are fashion.

That’s nothing new, but it’s…

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