Katarzyna Petru
Samsung is not slowing down. According to Korean media sources, the company will unveil as many as three groundbreaking devices during its third Unpacked event in 2025. The event will take place on September 29 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
Until now, Samsung typically organized two major events per year – one dedicated to the flagship Galaxy S smartphones, and the other for the foldable Fold and Flip. However, this year they are taking it a step further. On September 29 in Korea, we will see three new devices:
triple-folding smartphone,
XR kit “Project Moohan” – the 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 appeared at the MWC 2025 trade show, and Samsung made no secret that this is its next big step in the development of foldables. Likewise, Project Moohan is not a 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
A novelty 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 supposed to be audio-only, powered by the Qualcomm AR1 chipset, and operate based on Android XR. The debut of such glasses signifies Samsung's entry into a new segment where no one besides Meta has yet 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:
“This 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 October 13. The triple-foldable is expected to go on sale in the coming months, and the smart glasses are anticipated to be released before the end of 2025. However, it is not yet known whether they will appear locally or globally first.
Samsung has previously only organized 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, showcasing the most experimental devices in its history.
