Microsoft product innovations with foldable but not flexible displays

October 10, 2019 | Case Study

Market demand for devices with both larger screens and portability is behind Samsung's release and then re-release of its inward-folding Galaxy Fold phone. While it is an appealing idea, the quality-price combination is unfavorable for mass adoption. Many brands have demonstrated their interest in this market gap, with prototypes Royole FlexpaiHuawei Mate X, and Xiaomi MI MIX Alpha featuring all-around displays that do not fold. Due to the materials challenges of truly flexible displays and customers' expectations, there is a very lucrative market opportunity that Microsoft tried to capture with last week's Surface product line upgrades. While driven by technology innovation, Microsoft's move is a good strategy and product innovation.