What you need to know

• Samsung confirmed this evening that Galaxy Unpacked will take place on July 22 at 9 am ET/6 am PT in London, U.K.
• The company brings its next foldables into the spotlight, stating a new era is coming for their intelligent capabilities and more, to make them feel personal.
• Samsung's marketing campaign took over its Instagram, wiping all of its posts, as clues went up that users needed to decode.

The time has come. Samsung reveals the date for its summer Unpacked event and everything the keynote will discuss.

Samsung announced this evening that its 2026 summer Unpacked event will take place on July 22 in London, U.K. Interested parties can watch the event, which begins at 9 am ET/6 am PT, from Samsung's YouTube, Samsung.com, or its Newsroom. Of course, consumers are expecting to see what's next from the Korean OEM's many hardware series. Samsung states it will highlight the next era of its foldables.

It states these devices "combine intelligent capabilities and new form factors to deliver more personal, adaptive experiences and set a new standard for the AI era."

What's more, Samsung has kicked off its reserve program ahead of Unpacked, as usual. Consumers can "reserve to receive a $30 Samsung credit during pre-order for up to $1,230 in total savings. Customers can also enter a sweepstakes for a chance to win one of ten $500 Samsung.com gift cards."

Set a reminder (and get up early)

It goes without saying that Samsung is keeping things a little hush-hush. Its announcement places its foldables front and center, and that's not something we're surprised about. These are its phones, and we're expecting them every (mid) year. Teases started late June when Samsung kicked off a viral marketing campaign that wiped every Instagram post it had.

The company is looking forward to revealing the Galaxy Z Fold 8 and Flip 8 to consumers, but it wants to tell a story along the way. On Instagram, Samsung's been posting images, which serve as clues that we must decode. There's nothing like a bit of hype, and that's what Samsung's trying to cultivate. There's more to Galaxy Unpacked than its foldables.

We're also looking forward to the Galaxy Watch 9. We know there are some new health features, but what else? All will be revealed in two weeks.

Android Central's Take

This is the Galaxy Unpacked waiting room, please take a seat. We're two weeks out, and Samsung building up to something interesting (we hope, right?). What else other than foldables could we see? Also, what about these foldables are going to keep me interested and make me think about laying down some cash? I've got a lot of questions, but I'm curious by nature.