Katarzyna Petru
Samsung isn't slowing down. According to Korean media sources, the company will showcase three groundbreaking devices at its third Unpacked event in 2025. The event will take place on 29 September in South Korea and will focus on the future of mobile technologies – from a new category of smartphones to augmented reality.
Third Unpacked in one year
So far, Samsung has typically hosted two major events a year – one dedicated to the flagship Galaxy S smartphones and the other to the folding Fold and Flip. However, this year they are taking it a step further. On September 29, we will see three new devices in Korea:
triple-folding smartphone,
XR set “Project Moohan” – a collaboration with Google and Qualcomm,
AI smart glasses “Project Haean”.
Triple Foldable and XR Set – Long Anticipated
Talk of the triple foldable has been ongoing for months – the prototype was already showcased at MWC 2025, and Samsung has made no secret that this is its next big step in the development of foldables. Project Moohan is also no surprise – the XR set has been in the works for a while and was presented at Google I/O in May, where it left a very good impression on testers.
The biggest surprise – AI smart glasses
A new product that may surprise many is the Project Haean glasses. This is Samsung's answer to the popular Meta Ray-Ban. According to leaks, they are expected to be audio-only, powered by the Qualcomm AR1 chip, and operate based on Android XR. The debut of such glasses marks Samsung's entry into a new segment where no one besides Meta has gained a clear advantage.
Why a separate event?
Anshel Sag, an analyst from Moor Insights & Strategy, believes that a separate Unpacked is a great move:
“It allows Samsung to talk about the future – XR and new forms of foldable smartphones – without detracting attention from mass-selling products like Fold7 or Flip7.”
Release Dates
According to NewsPim, the XR set will debut in Korea on 13 October. The triple-fold device is expected to be available for sale in the coming months, with smart glasses set to arrive before the end of 2025. However, it is unclear whether they will be released locally first or globally.
Samsung previously only held an Unpacked event in Korea once – in the summer of 2023, during the launch of the Fold and Flip. Now, it aims to draw the world's attention back to Seoul by showcasing the most experimental devices in its history.
