Samsung is set to unveil its latest innovations, including a tri-fold smartphone, the Project Moohan XR headset, and AI-powered smart glasses, at a third Unpacked event on September 29 in South Korea.
The announcement of the tri-fold phone comes as no surprise, as Samsung has been hinting at its development throughout the year. ZDNET captured video footage of the device at Mobile World Congress in March 2025. Similarly, the Project Moohan headset, a collaborative effort with Google and Qualcomm, has been teased for several years. Google further showcased Project Moohan at its I/O event in May, where ZDNET’s Kerry Wan and Sabrina Ortiz were given a hands-on demonstration and expressed their positive impressions.
A more unexpected addition to the lineup is Samsung’s entry into the smart glasses market, directly competing with Meta’s Ray-Ban smart glasses. This device, reportedly codenamed “Project Haean,” which translates to “seaside” or “coast” in Korean, was initially reported by ETNews earlier in the year. These smart glasses are expected to be audio-only and powered by Qualcomm’s AR1 chip designed for AI-enabled smart glasses, operating on the Android XR platform.
This Unpacked event marks an unprecedented third for Samsung within a single calendar year. Anshel Sag, Principal Analyst at Moor Insights & Strategy, believes this strategic move is logical. “It’s a good idea, mainly because it allows the company to focus on these riskier bets and newer, more experimental platforms without drawing attention away from product lines likely to have higher volume,” Sag stated.
Sag further elaborated, “Having XR devices and a tri-fold in their own event allows Samsung to talk more about the future and not affect its products already shipping in higher volumes, like the Fold7 and Flip7. It’s also crucial for Samsung to set the tone for Android XR and to do it right, which means giving it more attention in its own event.”
NewsPim reports that the September 29 event will be held in South Korea, with the XR headset launching first in the Korean market on October 13. Additional Korean sources indicate that the tri-fold phone will also debut in Korea within the following months, while the smart glasses are slated for release before the end of 2025. However, it remains unclear whether the smart glasses will launch initially in Korea or internationally.
