Samsung's Galaxy Z Flip is promising, but let down by software

A different kind of foldable

Samsung’s Galaxy Z Flip is unlike any other foldable phone I’ve seen. It flips open in portrait mode, like the flip phones of old. Not like the folding book models we;;e seen to date. That flip-phone sense of nostalgia is hard to ignore.

The Flip feels satisfying to hold and fold. The screen copes well with repeated folding. You can tell Samsung has put serious engineering into the device. It’s technically impressive and cool looking.

Yet hardware prowess don’t automatically make a great phone. You could spend the NZ$2400 elsewhere and get more traditional value. The folding itself adds about NZ$1200 to the price. In practice, the Flip occupies about the same pocket volume as other premium phones — just redistributed. Tight pockets can still be a problem.

Despite that, the Flip grows on you. It feels right. Futuristic even. There’s an emotional pull here. Phones are personal devices; if it doesn’t feel right, you won’t enjoy it.

A smarter way to handle notifications

Notification relief: A tiny screen on the front helps reduce distractions.

The Flip has a tiny display on the front. It lights up for incoming notifications, so your main screen stays dark. You have to physically open the phone to read full messages.

This creates a small pause, giving you a chance to ignore alerts or check them later. It’s not a full solution to “notification hell,” but it eases cognitive load enough to notice. Small, clever touches like this make the Flip stand out.

Strong hardware, but not perfect

The main display is tall and narrow. Watching widescreen video leaves black bars, but everyday tasks are fine. The crease in the fold is noticeable to touch, less so to the eyes.

Durability is solid. Open or shut, the phone feels robust. Dirt and pocket fluff can get caught in the fold, but this is minor for now. Unlike most modern phones, there’s no water or dust resistance.

The camera tech is the same as the Galaxy S10. It’s good, but not at iPhone 11 level. Few people will buy the Flip for its camera. The external display can act as a selfie viewfinder, which is handy.

Ads on a $2400 phone

Here’s the problem. Samsung has loaded the Flip with ads. Not just in web pages or apps you download. Ads appear in core apps: the dialler, weather, Galaxy Store, and notifications.

Examples: Yelp suggestions for distant cafés, gambling ads in the store offering free chips, Vodafone broadband, Spotify promotions. You cannot disable them.

For a NZ$2400 device, this feels wrong. The premium hardware is undermined by cheap-feeling software. It’s jarring every time you see it.

Crapware echoes

This is reminiscent of the old Windows PC era. Remember when new PCs came with unavoidable preloaded software? That “bloatware” frustrated users and hurt the experience. Samsung is repeating the mistake. Ads on a flagship phone erode trust.

The bigger picture for Samsung

Short-term, ad revenue per device is small. Long-term, the impact could be hundreds of dollars in lost hardware sales per user. Word of mouth will hurt. Even with stellar hardware, these choices make you pause.

Verdict - Samsung Galaxy Z Flip

Samsung has got foldable screen technology right. The Flip is fun, feels premium, and has thoughtful touches like the front notification screen.

But software choices — particularly the ads — make it hard to fully enjoy. On paper, the device is expensive for what you get. In practice, the experience matters more than specs.

I find myself coming back to it, day after day. Yes, I’d like one. But not while the ads are unavoidable.