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TL;DR

• The launch prices of the Galaxy Z Fold 8 Ultra and Fold 8 in the US and Europe are far higher than the launch prices in Korea.
• Off to the side of the launch event, CEO TM Roh reportedly explained why the pricing is so much lower in the company’s home country.
• The executive described the Korean market as the “foundation for strengthening the Galaxy brand’s global competitiveness.”

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Yesterday, Samsung held its long-anticipated summer Galaxy Unpacked event, where it introduced the Galaxy Z Fold 8 series and Galaxy Z Flip 8. While a price hike was expected, given the current state of the industry, it didn’t hurt any less to learn that we would be paying $100 more for the Fold 8 Ultra this year. What has taken some by surprise is the launch prices in South Korea, which are far more affordable than those in the US and Europe. If you’re wondering why there’s such a price gap between these markets, CEO TM Roh has offered an explanation.

During the festivities, Roh reportedly took a moment to talk about the Fold’s pricing strategy off to the side. According to The Korean Times, Roh described Samsung’s home market as a foundation for strengthening the Galaxy’s global competitiveness. The executive added that the lower prices in Korea will remain the company’s direction and goal.