Highlights

• Samsung Mobile President Won-Joon Choi welcomed Apple’s rumoured entry into foldables in a recent interview.
• Choi confirmed the Galaxy Z Flip 7 will feature an Exynos processor, first for a Samsung foldable.
• Samsung plans to integrate multiple AI agents into future phones.

Caption – A still from Samsung President and Mobile Experience COO Won-Joon Choi’s interview with Bloomberg Tech. (Image credit – Bloomberg Technology on YouTube)

Samsung Mobile President Won-Joon Choi recently shared some insights on Samsung’s plans in a recent interview with Bloomberg. Choi touched on multiple topics including how the Korean brand will stay competitive as Apple prepares to enter the foldable market, the company’s broader AI strategy and chipset choices for future devices like the Galaxy S26. Here are some key takeaways.

Samsung Mobile President Won-Joon Choi

With Apple’s first foldable device rumoured to be on the way, Choi was asked how Samsung intends to “keep its edge” in the foldable segment. He responded (edited for clarity), “We’ve been doing this for many years and we have accumulated a lot of technologies and know-how. And, having another global technology company in this category is good for the industry and is going to be great for the consumers.”

Choi also addressed the Galaxy Z Flip 7, which is notable for being the company’s first foldable to use an Exynos processor.

When asked about the reasoning behind the chipset selection, Choi said Samsung follows a “rigorous process” that weighs factors like performance, power efficiency, and user needs. Regarding future models, such as whether the Exynos 2600 will be used in the next Flip, Choi said Samsung will “consider every option.”

On the topic of the potential 25% U.S. tariff on smartphones not manufactured domestically, Choi emphasised Samsung’s global manufacturing flexibility.

He said the company operates multiple production facilities across key regions, which gives them the agility to respond to changing trade policies. While acknowledging the uncertainty around U.S. tariffs, he reassured that Samsung is already working to ensure that U.S.-bound devices can be manufactured in “multiple locations.”

Shifting the focus to AI, Choi confirmed that Samsung’s AI vision extends well beyond Google’s Gemini. He stated, “Gemini will not be the only AI assistant we’re going to integrate with Galaxy. We’re going to integrate multiple AI assistants and AI agents with this framework that we’ve built…. It could be anything, as long as these AI agents are competitive, and AI agents can provide the best user experience, we are open to any ideas. We are talking to multiple vendors. I think at the time of [Galaxy] S26 you’re going to see more. In addition to Gemini, you’re going to see more at the time of [Galaxy] S26.”

While Choi didn’t confirm specific partners, Perplexity and ChatGPT were name-dropped by the interviewer. Choi reiterated that “anyone” is welcome under their AI integration strategy. He hinted that by the time the Galaxy S26 is released, users can expect to see multiple AI assistants embedded in Samsung’s ecosystem.

He wrapped up the conversation by reinforcing that Samsung views the smartphone as the central hub for AI going forward.

You can check out the full conversation below –

FAQs

Q1. What is Samsung’s response to Apple’s rumoured entry into foldables?

Answer. Samsung welcomes Apple’s presence, stating it’s “good for the industry and great for consumers.” Choi emphasized Samsung’s years of experience and accumulated know-how in foldable technology.

Q2. Will the Galaxy Z Flip 7 use an Exynos processor?

Answer. Yes, Samsung President has confirmed that the Galaxy Z Flip 7 will be the first Samsung foldable to feature an Exynos chipset. The company weighs performance, efficiency, and user needs in its processor selection.

Q3. What is Samsung’s AI strategy for future Galaxy phones?

Answer. Samsung plans to integrate multiple AI assistants beyond Google’s Gemini. Choi hinted at partnerships with various vendors like ChatGPT and Perplexity, with expanded AI support expected in the Galaxy S26.

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