Samsung may be preparing to take its phone design playbook one step beyond folding. According to reports, Samsung Display is in advanced talks to supply rollable OLED panels to Samsung MX for a rollable smartphone, with a possible launch in the first half of 2028.
That timing would fit Samsung’s habit of turning display experiments into products only after the hardware has been squeezed through years of refinement. The company has already shown off dual-folding, rollable, and stretchable panels, but its phones have so far stayed in foldable territory.
What Samsung’s rollable phone could look like
Market research firm Omdia says the Samsung rollable phone is expected to use a 10-inch OLED panel with a 16:9 aspect ratio and 440ppi pixel density. That combination points to a device that should be far more useful for work and video than a standard slab phone, while also avoiding some of the awkward compromises that come with current foldables.
- Display size: 10 inches
- Panel type: OLED
- Aspect ratio: 16:9
- Pixel density: 440ppi
- Expected launch window: first half of 2028
Samsung’s next form factor race
The strategic logic is obvious: Samsung already dominates the foldable segment, so the next battleground is whatever comes after the book-style phone. A rollable handset would let the company claim another first while competitors are still trying to close the gap in folding hardware, and that matters because premium smartphones are increasingly about differentiation, not just faster chips and brighter screens.
If Samsung does ship this device around the tenth anniversary of its foldable lineup, the company will be using its own history as a launchpad. The bigger question is whether a rollable phone will feel like a real upgrade or just another expensive demo product with excellent industrial design and a terrifying repair bill.