Samsung Electronics Co. reportedly will host its third Unpacked event of 2025 on September 29 in Seoul, unveiling devices that remain largely experimental despite years of development, according to Korean media sources.
The event will feature a tri-fold smartphone, the Project Moohan XR headset, and AI-powered smart glasses codenamed Project Haean, representing Samsung’s attempt to diversify beyond its traditional foldable offerings as competition intensifies.
The tri-fold device, potentially priced above 4 million won ($2,930), would compete directly with Huawei Technologies Co.’s Mate XT, though Samsung has provided little evidence of consumer demand for such premium devices. The company confirmed development during its Q2 earnings call but offered few specifics about functionality or global availability.
Project Moohan, Samsung’s collaboration with Google and Qualcomm Inc., targets the mixed-reality market with expected pricing around $2,000, significantly undercutting Apple Inc.’s Vision Pro while facing uncertainty about app ecosystem development.
The smart glasses, running Android XR and powered by Qualcomm’s AR1 chip, would challenge Meta Platforms Inc.’s Ray-Ban partnership, though Samsung has struggled historically with wearable adoption outside smartwatches.
Samsung’s foldable market share has declined from 45.2% in 2024 to a projected 35.4% in 2025, raising questions about whether these experimental products can restore growth momentum or represent costly distractions from core smartphone competition.
