Samsung has confirmed that it will hold a virtual Unpacked event on 4 September, just days before the IFA technology trade show begins in Berlin. The company’s latest announcement follows Apple’s recent invitation to its own annual iPhone launch, scheduled for the following week, setting up a busy start to the month for the tech industry.
Event details ahead of IFA 2024
The Samsung event will take place at 5:30 am. ET (11:30 am CET), just one day before IFA officially opens its doors on 5 September. This timing suggests Samsung is positioning itself to capture attention in advance of one of the year’s largest consumer electronics shows. Viewers can watch the event live on Samsung’s official website or its YouTube channel.
IFA is a major annual technology showcase held in Berlin, where global brands traditionally unveil new products and innovations. By hosting its Unpacked presentation immediately before the show begins, Samsung aims to ensure that its announcements stand out amid the wave of new technology news expected during the week.
Speculation over new product announcements
The invitation to the event has sparked speculation among technology enthusiasts, though Samsung has not revealed any specific details about what it plans to unveil. The promotional material for the event features a cube-like design that some viewers believe hints at an innovative product announcement.
Fans of the brand have speculated that Samsung could use the occasion to introduce a highly anticipated trifold device. This rumour has been circulating in the technology community for months. The imagery in the invitation has only fuelled these discussions, with some interpreting the design as a suggestion of a folding device that operates in more than one way.
Samsung has been a leader in foldable smartphone innovation, having launched several generations of foldable devices over the past few years. A trifold model would mark the next stage of development in this product category, potentially giving the company a competitive edge in a rapidly evolving market.
A global audience for the livestream
While the timing of the livestream may be challenging for audiences in certain regions, Samsung is offering global access through its official website and YouTube channel. Viewers in Europe will be able to tune in at mid-morning, while audiences on the US West Coast will need to watch at 2:30 am PT.
Despite the early hour for some, excitement is building among technology fans, many of whom are eager to see how Samsung will position itself ahead of Apple’s iPhone event. By hosting its presentation just a day before IFA begins, Samsung is aiming to set the tone for the upcoming season of technology launches.
Samsung’s decision to schedule the event for early September underscores the company’s commitment to sustaining momentum in the competitive smartphone and consumer electronics market. Whether a trifold device or another major innovation is revealed, the announcement is likely to attract significant attention from both industry insiders and consumers.
