Katarzyna Petru
Samsung is not slowing down. According to Korean media sources, the company will unveil as many as three breakthrough devices during 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 usually held two major events a year – one dedicated to the flagship Galaxy S smartphones and another for the Fold and Flip models. This year, however, they are taking it a step further. On 29th September in Korea, we will see three new devices:
triple-folding smartphone,
XR set “Project Moohan” – a result of collaboration with Google and Qualcomm,
AI smart glasses “Project Haean”.
Triple Foldable and XR Set – Long Anticipated
The triple foldable has been talked about for months – a prototype was already showcased at MWC 2025, and Samsung did not hide that this is its next big step in the development of foldables. Project Moohan is also no surprise – the XR set has long been in the plans and was presented at Google I/O in May, where it made a very good impression on testers.
The Biggest Surprise – AI Smart Glasses
The new product that may surprise many is the Project Haean glasses. This is Samsung's response to the popular Meta Ray-Ban. According to leaks, they are expected to be audio-only, powered by the Qualcomm AR1 chip, and operate on Android XR. The debut of such glasses signifies Samsung's entry into a new segment where no one, apart from Meta, has gained a clear advantage yet.
Why a separate event?
Anshel Sag, an analyst from Moor Insights & Strategy, believes that a separate Unpacked is a great move:
“This allows Samsung to talk about the future – XR and new forms of foldable smartphones – without taking attention away from mass-selling products like the Fold7 or Flip7.”
Release Dates
According to NewsPim, the XR set will debut in Korea on 13 October. The triple foldable is expected to go on sale in the coming months, with smart glasses coming before the end of 2025. However, it is not yet known whether they will first appear locally or globally.
Samsung has only held an Unpacked event in Korea once before – in the summer of 2023, during the launch of the Fold and Flip. Now it wants to once again draw the world's attention to Seoul by showcasing the most experimental devices in its history.
