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Bangkok Post

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Premium smartphones buck market slowdown

Samsung GREG BAKER Apple Thailand the Bangkok Post

SKOREA-TELECOMMUNICATION-SAMSUNGAFP_C2X393P.jpgCustomers try out newly-released Samsung Galaxy Z Fold8 smartphones at a Samsung store in Seoul on July 23, 2026. South Korean technology giant Samsung unveiled new, sleeker smartphone models on July 22, priced more than previous models as artificial intelligence raises component costs. (Photo by GREG BAKER / AFP)Greg Baker

Thailand's premium smartphone market is emerging as one of the few bright spots in a sluggish sector, while Samsung's latest launch of foldable devices on July 22 intensifies competition despite weakening consumer spending and rising device component prices.

Samsung released three new models -- Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 -- positioning foldables as the next major artificial intelligence (AI) device.

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