Samsung's cryptic Unpacked teasers hint at new foldable shapes

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Samsung launches cryptic social media campaign

It appears to be about the next generation of foldables

More specificially, Samsung is trying to tell us about shapes

Samsung is slicing up pizza, smearing paint, and playing with puzzles all in an effort to hint about what's to come in its next big Unpacked product event this month, which we all expect to be about foldables.

After clearing out its social media accounts, Samsung returned with a handful of social, almost ASMR videos that focus on sound and visuals but offer little in the way of concrete information.

The social media campaign starts with a photo booth printout that features four images of a woman and her dog. The print includes a substantial top border with the word "Snapply." Someone cuts that off before we see the words, "Cut to what matters."

Next, there's a pepperoni pizza where someone uses a rolling pie cutter to slide out a small, rectangular shape. They remove the slice, slide away the remaining pie, and the words "A whole new slice" appear. Next, there's a tiny dog puzzle. Someone removes the top row of pieces, and the words "Feels just right" appear. The last one, though, might be most telling.

It starts with some paint drops on a white palette. A squeegee slides over them to mix the colors and reveal the number 8 with the words:

"Bold stroke

New shape"

One thing we can glean here is that all of these social media bits are talking about design, shape, or aspect ratio. After all, the word "shape" and words that apply to shape appear throughout.

The "8" makes sense. We're still sporting our Samsung Galaxy Z Fold 7 and Z Flip 7 devices, and the Galaxy Z Fold 8 and Z Flip 8 are, presumably, the next phones in line. There are rumors of a new wide device, too, which fits the "new shape" idea Samsung is teasing here. Beyond that, though, we don't know much.

This is different

Samsung told us via email that the company is "hitting reset."

"After seven generations of pushing the boundaries of foldables, Samsung is taking a different approach to how it builds anticipation this year," the company wrote.

This new social media campaign is purposely devoid of product details and encourages guesswork. The recurrent shapes and patterns are intentional.

Clearly, all these videos are not just about the shape. They might be trying to tell us about some of the new features coming with the next generation of Galaxy Z foldables. For instance, there is another hint, perhaps unintentional: both the puzzle and the paint video are, according to the fine print, AI videos with edits. Were they created on the new devices? Only time will tell.

Take our advice and keep watching all of Samsung's social media channels for additional hints and details.