Samsung is experiencing a significant boost in pre-sale orders for its latest foldable devices, with a 20-25% increase over previous periods. This surge is largely driven by the Galaxy X Fold 6, reflecting strong consumer interest in the premium model.

Retailers have reported that Samsung’s leadership in AI for mobile devices and tablets is paying off. Enhanced AI-powered features, such as advanced editing and translation capabilities, are enticing consumers to switch to Samsung devices. Samsung’s AI technology, developed in-house, is compatible with both Samsung-manufactured processors and Qualcomm Snapdragon chips. In contrast, Apple relies on third-party AI from OpenAI, with ChatGPT-4 set to be introduced in future iPhone, iPad, and Mac operating systems.

Eric Chou, Samsung’s new Director of Mobile Experiences, has noted that carriers are outperforming retailers in selling the Fold 6, while retailers are having more success with the Flip 6. Chou recently stepped into this role following the sudden departure of Garry McGregor, the former Vice President of Mobile, who has since joined Apple in a sales capacity.

Chou identified two main groups of consumers for the Fold 6, which is priced at $2,187: gamers and productivity users. Gamers are drawn to the device for its impressive display, high speed, and enhanced performance due to the new vapor chamber technology. On the other hand, productivity users, such as those working with spreadsheets or involved in creative professions like video editing, value the larger screen and advanced AI capabilities.

Samsung has also made significant improvements to its Smart Switch feature, making it easier for Apple users to transfer their apps to the Fold 6. This enhancement is part of Samsung’s broader strategy to attract users from other brands by offering superior software innovations.

Apple plans to introduce AI features with their upcoming iPhone release in September, but their AI capabilities have been hindered by bugs in beta testing. Meanwhile, Samsung’s AI functionality is already seamlessly integrated across its devices, and the company is preparing to extend these capabilities to its A Series devices.

The competition between Samsung and Apple in the AI domain underscores Samsung’s advantage in integrating and deploying AI across its device lineup, solidifying its position as a leader in the premium smartphone market.