Cruelly timed for just after The Morning After newsletter yesterday, Samsung’s latest Unpacked media event was a first for the company. It’s the first time the company has launched over five devices in a single day. Ah wait, no. Was it the first time K-Pop superstars BTS helped promote Samsung’s latest smartphone? Nope, that’s been done before, too. No, this July event was the first Unpacked in the company’s native South Korea, in Seoul.
The move speaks to the confidence Samsung has about its newest smartphones, which includes its fourth-generation foldables. For me, those devices are the exciting part, even though the company is bringing back the bezel to its wearables and has made its premium tablets water resistant.