When Samsung debuted the Galaxy Z Fold 7 last month, the spotlight was on how thin and light that foldable phone is. On Wednesday, Google took a different approach when unveiling the Pixel 10 Pro Fold, focusing more on internal upgrades like a larger 5,015-mAh battery and an IP68 rating for dust and water resistance — a major step in the world of foldables — while sticking roughly with the design of the Pixel 9 Pro Fold. 

Both Samsung’s and Google’s updates are designed to make foldable phones feel as «normal» as possible. In an ideal world, foldables would be the full package: slim, tough and powered by a big battery. But in the real world, where these niche devices are still finding their footing, you still have to choose between sleekness and durability. And Google is betting you’ll pick the latter.

«The foldable market has matured to the point where one-[size]-fits-all does not apply anymore,» said Francisco Jeronimo, vice president of devices at IDC. «Some users will value a device that feels as sleek, light and portable as a traditional flagship phone.» That’s where the 215-gram Galaxy Z Fold 7 comes in, which is just 4.2mm thick when open and 8.9mm when closed. 

«Some other users will prioritize function, reliability and peace of mind over aesthetics,» Jeronimo continued. «The Pixel 10 Pro Fold addresses the top concerns that have historically held consumers back: durability and battery life. Its IP68 rating — a first for this type of foldable — offers a level of confidence for anyone who is less careful using the phone in environments more prone to damage. This user is willing to accept a heavier device in exchange for a more resilient one.»

Ultimately, it comes down to personal preference. My preference, of course, would be to have it all, but we’re just not there yet. 

A different approach to standing out

If you’re spending a lot of money on a phone, you want to make sure it ticks all the key boxes. And foldable phones are far from cheap. The Galaxy Z Fold 7 starts at a whopping $2,000 ($100 more than last year’s Z Fold), while the Pixel 10 Pro Fold maintains its $1,799 price tag from last year (still not pocket change). 

Phone manufacturers have to set their offerings apart to lure your precious dollars. Loading a bunch of AI features, which both Samsung and Google do, is only half the battle. The main appeal of a foldable, after all, is the innovative design. Finding ways to make that design more practical can be a huge selling point, hence Samsung’s and Google’s (varied) efforts. 

Samsung slimming down its Z Fold 7 helps it feel like a standard slate phone when closed, at 8.9mm thick and just 4.2mm when open, weighing 215g. The 200-megapixel main camera adds to the premium feel and puts it on par with the top-of-the-line S25 Ultra. But there is a major trade-off: the Fold 7’s battery is a meager 4,400mAh. Plus, it has an IP48 rating, meaning it’s only protected against solid objects larger than 1mm — not smaller granules like finer sand. 

The Pixel 10 Pro Fold solves for those battery and IP shortcomings, but with the trade-off of strongly resembling last year’s model rather than slimming down. It’s 1 gram heavier than the 9 Pro Fold, clocking in at 258g. The 10 Pro Fold is 10.8mm thick when closed and 5.2mm thick when open. For those who would rather opt for day-to-day longevity and sturdiness, it’s not too bad an exchange. But it does admittedly feel like less of a flex, once you’ve seen and held a thinner phone like the Z Fold 7. 

There is one key area where I feel like Google isn’t quite living up to the «Pro» name in its Pixel 10 Pro Fold: the cameras. I have yet to test the phone’s cameras, but at least on paper, the Fold’s specs are a step down from what you’ll get on the Pixel 10 Pro and 10 Pro XL. 

The 10 Pro Fold has a 48-megapixel wide-angle (like the much cheaper Pixel 9A), 10.5-megapixel ultrawide and 10.8-megapixel telephoto camera, while the non-folding Pro models have a 50-megapixel wide-angle, 48-megapixel ultrawide and 48-megapixel telephoto camera. The Fold also lacks the impressive Pro Res Zoom feature that uses generative AI to snap sharper images at up to 100x zoom, sticking with the Super Res Zoom that delivers acceptable images at 20x zoom. 

I may be spoiled by Samsung’s loading of its top-end camera onto its thin foldable, but I feel like Google could have also pushed to add those truly Pro specs to the Fold, especially since they had more room to play with. But again, you can’t have it all. 

A growing niche

A CNET survey from July found that 64% of people aren’t interested in buying a foldable smartphone in the next year, but a notable 13% said they were keen to make that leap. As foldables become sleeker, more powerful and more durable, it’s likely that a growing number of people will consider them when purchasing their next smartphone. 

«The hardware and software advancements in the Pixel 10 Pro Fold and Galaxy Z Fold 7, as well as other devices such as the Honor Magic V5, signal that the foldable category is rapidly maturing and knocking down the barriers that have prevented mainstream adoption,» Jeronimo said.

IDC predicts the foldable market will grow 6% year over year in 2025 (compared with 3.9% in 2024). In 2027, it could jump to 11% year-over-year growth. 

«The stronger performance will be driven by stronger demand for foldable devices overall, Apple’s potential launch of a foldable iPhone and more models at lower price points from Samsung, Huawei, Motorola and other Chinese brands,» Jeronimo said. «Nevertheless, we expect foldables to continue representing less than 3% of total sales by 2029.»

And as competition inevitably ramps up, so, too, will innovation. And maybe someday, you won’t have to choose what to prioritize.