Samsung Isn’t Afraid of the Foldable iPhone | Fold 8 Interview with EVP Jay Kim

If our market player, you know, player is coming into the market and bringing the fold tight, then it proves that what I've been thinking and what I've been envisioning and what we, how much of the effort that we put it in is actually the right direction that we took. The Samsung Galaxy Z Fold 8 lineup is now out and it's launched, so there's no better person to talk about that than Jay Kim, Executive Vice President for Samsung. Then we also have here Lance Ulanoff from TechRadar. It comes at a great time because another company that shall not be named is going to be entering the market later this year. We have so many questions about all of these new devices and all the innovations you're bringing to it and what it means for consumers. First question, all right. So the, I think the most interesting phone of the bunch in terms of the foldables is the regular Galaxy Z Fold 8 because it's a completely new form factor. A lot of people up until now have been calling it the wide, but it's not called that. It's the Fold 8. So why did you come out with this design at this time and what went into it and what do you see as the target audience for it? First of all, thank you for having me. We went through seven generations of foldables and fold and split and we learned a lot. We were pushing the boundaries and we were always asking why foldables for a long, long time. We made a lot of innovation and technology, not just the display, but hinges and everything around the devices. And when we got to the seventh generation, we actually saw the flip into how consumers are reacting to the device. You know, they were asking about thickness and thinness was the issue, but now they're actually asking, oh, actually I have a phone that actually can be a tablet. And then that full capability of the phone is not compromising anything against the port type. So we felt like, okay, now our consumers are really understanding why we're pushing the boundary for such a long time. And this new phone factor that we looked at it, when we looked at our consumers' sort of insight on how people react to the product, almost over 50% are focused on media. They consume media, whether on outside cover screen or the inside, the main screen. They engage in content. And we thought, why not? And then people who like flip, they like portability. You know, it's sleek and it's, you know, thin and light. You know, they want both sides of that world. So we said, why not? Let's look at it. So we studied a lot, put together the form factor where the media makes the most sense, the content native device in terms of like, how do you engage with the device? So basically we looked at, you know, when you engage with content, what is the best form factor? Yet not compromising anything on the full bar type. I'm just kind of curious, how many designs like different sides did you throw out? So many. I mean, because you need to have a size for the color screen. You need to have a size for the inside. And, you know, you have to look at the display yield and everything around the technology around it. And it's a balance between thickness and weight, performance and everything about the product. And we realized that there's enough segment where consumer are very heavy on media. Basically, you consume social media, you consume video, you play game and you read books in a most similar form factor. So basically, we came up with a phone that's actually a very content native device. And I think it's a timing that we feel like we're confident to add additional lineup. And we feel that Fold 8 is a sort of our full package lineup that we have ever launched in the market. And we're excited about it. And I don't know if you saw it, but, you know, looking at the product, I'm really happy how our hardware and the design team came up with the product because it's beautiful. And when we tested with the market for the preview, you know, everybody's asking about when it's coming to the market. That's a good sign. Yeah, it's a very good sign. Is there anyone who's been polarized by... I feel like when you open it, I definitely get what you're saying about being better for content consumption, especially since you don't have like the black bars that are as big above and below when you're watching video. But on the front, it's definitely a lot wider than, let's say, the regular or the Z Fold 8 Ultra, which I think is good, especially when you're typing. But what about in terms of one hand use? What are people telling you about the wideness of the front display? And does everyone like that? No, I think we have tested. So basically, we said we had a lot of prototypes looking at different widths. But I think what we did was we're testing, like, how do people use on a cover screen? The most of the time they do is communication. So you text a lot. It's a text where it's actually pretty good size for texting. You get a wider keyboard. Yeah, wider keyboard, and you can actually text it really well. And then also now a younger generation, or, you know, short forms are becoming very popular. All those medias are going to the short form, and this is a very good size for flicking through the... All those soap operas, the TikTok soap operas. It's more of a, you know, before, like, when you open it up, it's more you're immersed into the content. But if it's closed, you're actually engaging a lot. And it's actually a pretty good size to be, you know, to be wide. So it's the official, like, foldable for doing scrolling? Is that... So you're kind of, in a way, you're explaining this because you're talking about some of the connective tissue of, like, how people might use this. But I am curious about how, when you're trying to explain to people why you would choose a device like this, a folding device over a standard phone. And then how do you differentiate the marketing between this and, say, the S26 line? The industry is moving into where, you know, there's AI, there's videos and games, and there's so many things that you can do with the phone. I think most conservative consumers are just happy with the BarType. They will just continue to use it. But at the same time, BarType is very confined to the screen size. So everything has to be squeezed into the size. But I think there's more consumer who would love to leverage different size of the display. You know, you have a size, but you can actually expand it to a bigger screen. You can actually engage content better, or you could be more productive. You can actually play a game in a bigger screen. But I think the only condition is, you cannot compromise anything that you have on the BarType. So on top of not compromising from BarType, if you can actually provide an additional screen experience, I think there is a need for the consumers. It almost sounds like the marketing is, you don't know what you're missing, right? Because you have a single screen you're looking at, but this always has the foldables have the secret of the bigger screen experience. But it is sort of like that communication of how you communicate to the consumer, especially because I think that that fold is in some ways the most consumery fold of the entire line, even more so than the flip. And I don't know if it's just the, I keep saying that the shape is kind of cute. And so, you know, like what in your head, maybe we have a new segmentation where somebody's looking for a cute device. To your point, like if someone's walking into, like, let's say a carrier store in the US, you know, where are the consumers going to gravitate? Because like now you're giving them more of the options than ever, right? So like, where do you feel like people are going to gravitate based on what their needs are? We're happy for our consumer to make a choice. You know, we're looking at, we're not asking consumer to make a single choice out of their needs. There's more needs on where do you spend most time on the phone? If you're more towards the productivity, you would like split screens, you want to have two phones side by side to be very productive, then you go with Ultra. If you use a lot of media consumption, you read books or you play games, if that's like your focus area, then you take the Fold 8, the all new Fold 8. And then if you're more very expressive and you feel like you want to have a small phone that's in the pocket and you want to be glanceable, and then you want to have more of an AI native type of friends, then you go with the Flip. So we're providing sort of option for consumer to take it based on your needs. And I think that's very important because I think that shows our confidence on we can actually build various type of foldables for consumer. At the same time, we can actually provide the same experience that regular bar tech provides. Just one question on the naming, just because I think it's very interesting that for this, right, this is ostensibly a replacement, the Z Fold 8 Ultra for the Z Fold 7, but now the wide format design gets the Z Fold 8 name. What was the thinking behind that? Because I think there might be some confusion on the part of customers because they're like, okay, so what's the difference between the Ultra and the regular? How did you land on those names? And I'm just curious about that. We had a lot of discussion, but our S-series bar type lineups, the Ultra is the highest, most premium, most advanced technology product. Fold, we tried a lot of different things, but we see a lot of Ultra consumers coming over to Fold asking for same similar performance in camera. So basically, we put a lot of effort to match that capability, yet actually improving the display size and everything that we can actually have as a Fold and even making it lighter and even bumping up the battery and not compromising anything, actually providing more. So actually putting that in the Ultra. Which happened first? Did you rename the Z Fold to the Ultra? And then while you were doing all that, eventually you got to working out the name of this. I mean, I assume that that was called the Z Fold Wide for a long time, but I am curious about the moment of going, oh, this is really our Ultra device now. We looked at the most advanced performing product is Ultra, which is same as what we have on the bar type. Now on the foldable, I think this is more of an essence of our Fold, reshaping how consumers interact with Fold. Instead of naming a new, I think we just went back to basic saying it's a Fold 8 and you have a choice to have a most advanced, you know, more productivity driven and then this is more content. But yeah, it's a Fold sort of type. We'll work with our industry and go through the process to understand why we went through this process to actually name it, you know, Fold 8. I think it will be simple. We'll see how market reacts and we'll see. I mean, simpler is better as opposed to like, you know, Fold Wide. So I think instead of just saying what it looks like, but also like establishing it as the new baseline, you know, also potentially gets people used to the fact that going into a book style foldable can be more approachable and affordable because this will be more affordable than the Ultra, right? So was that part of the thinking also? We went through a lot of process of thinking how would market react to this, right? We have many different reactions to it, but definitely we're getting a lot of attention, whether it's a form factor, whether it's a name and anything, it's a good sign that we were very happy that consumers and, you know, market is very interested to get hands on it. I don't know how your process works for product development, but at some point, are you asking, because I'm curious about the reaction that might've occurred with consumers who got an early look or were maybe shown sort of like a shape, did they reinforce if that happened, reinforced what you were thinking was going to be the reaction, or are you not doing that and you really don't know how consumers are going to react to this? No, actually we did a lot of internal testing, different form factors and different sort of usage and how do you use it. So we hope the market reacts the way we planned originally, and it's all based on the planning. When we did our internal testing, I think it was very aligned with our original plan. So I think we're pretty confident the market will react to that. With the Ultra in particular, we talked about why you're naming it the way you are, but it's not just about marketing. There's been serious improvements because if you actually see it up against the Z Fold 7, you might at first glance, you might think that they're kind of just like an iterative jump, but there's some serious innovations on the inside, like from the titanium that's being used, it's even thinner than before, especially the crease is almost gone. So in your mind, what are the few upgrades that really justify the jump to the Ultra name? A lot of things. We don't just pinpoint one thing to be Ultra. I think it's a combination and the balance of the experience. I think definitely the camera is one aspect, performance of the chipset is another, yet even the design, how do you unfold and fold, that was one of the biggest feedback we got from the market. So we changed that. And then also minimizing the crease, titanium sort of, because that's not just to make it thinner, it actually helps you be durable and stable in a way that how you fold and unfold. So it's a combination of a lot of things coming together, even the hinge and everything to call it as an Ultra. And customers were really happy with Full 7, but we're very confident that once it gets hands-on before 8 Ultra, you will love it. It occurs to me now that, because development cycles and product planning is long. And so I'm kind of looking at you, you guys have gotten to 4.1 millimeters thick and you are changing and iterating so many different things, including the hinge, but you're also reaching a tolerance level, right? And you probably have looked beyond what's going to happen here. So the 4.1 millimeters seems to be about the thickness of a USB-C port. I mean, it just fits. So what happens after this? Do you go, have you talked at all about if you wanted to go thinner? Because you kind of have a good structure underneath and it's almost like you could, but you'd have to get rid of the port. Would you consider doing that? Would you, have you thought a little bit about a full wireless? Yeah, definitely we look at all the options. But I think the most important thing is, do you need to make it thinner? That question is more important. We made it thinner and lighter because that was the biggest feedback we got for many, many years throughout the last seven years into the journey of foldables. And Fold 7, surprisingly, that never came up as a sort of major issue. So I think now consumers are asking for different things. So it's more of a looking at the live market data, consumer feedback, and our technology involvement on a lot of different components. And then we'll prioritize where to focus. Our sort of approach was providing a foldable that's actually not compromising anything on the bar type. This is even lighter and thinner than bar type. So you need to get thinner. I think now consumers will probably ask for different needs. So we'll probably focus there too. Like ever bringing back the S-Pen? S-Pen! You know I haven't asked that yet. Yes, I mean, S-Pen is, it's interesting. In order for us to focus on S-Pen, we had to make sort of trade-offs. I think that's always it. It's a layer, right? It's a digitizer, it's a layer that you have to pull out. So basically in order to put that, do you sacrifice thickness or, you know, different aspects? But I think we wanted to address the most important sort of feedback that we got from the market. And I think we changed the priority into that. And definitely we'll not forget your sort of needs. I'm going to just quick follow up on that. So would you consider, now that you're kind of expanding the lineup, that we'd have a Galaxy Z Fold 8 artist? And that would be the one that includes the digitizing layer. And it'd be one millimeter thicker. It'd go back to 4.2. I mean, we'll definitely consider your sort of suggestions. But where does the S-Pen go in that scenario? It's on the case. It's the same as on the 6. It went on the case. It was okay. I did not mind that. For me, it's like actually like the little details that matter. Like you were talking about just like how easy it is to open with the Z Fold 8 Ultra versus, and that's actually one of the few complaints that I have about the Fold 7 is that, especially if you haven't used it for like a day or so, sometimes it could take a while just like to, you know, to pry it open. This is so easy to do. And yet, I'm sure it wasn't easy to implement. So how did you do that? And the other thing is, the other complaint that people had is that it doesn't like the Fold 7 didn't fold like or unfold to be fully flat. But now it does. So can you just talk about those two things? Because I feel like they're, they might seem small, but they're a big deal. The unfolding and folding, that feedback was one of the most important feedback that we got. I praise our design team. They spend days and nights actually figuring out how to change the angles, yet making it a little bit thinner and then yet making it easy. So basically they looked at all the angles of how to grasp the device and then, you know, easy to actually put your hands between it. So it's more of a lot of effort from our design team to figure that out. I think that was the most important part of it. And then, you know, being flat, I think, you know, we talked about titanium and flex titanium and that actually helps to be more stable and being not just make it thinner but it actually puts more strength and stability behind our display. So I think that is the most important sort of technology improvement that actually we made. I mean, the distance that you've gone, I've followed the entire journey of the foldable line since the very first one. Then the distance you've gone from that first one to this is just remarkable. I mean, it's a period of what, nine years that you guys have been doing roughly? More than nine years. And the hinge was huge and fat and not waterproof. And it's just, it's really remarkable because you forget that there's not only an OLED panel that's bending, but a piece of glass as well. I think it's important that we push the industry and it's not just our effort. We work with our display team. We work with the industry. And we work with all the ecosystem to actually make this work. And it's a collaborative effort. And I don't think we could have done it just by ourselves. It's actually a lot of different companies that are working together to make this possible. I want to switch gears a little bit and bring sort of the elephant into the room. We're months away from a big launch by Apple where everyone thinks they're going to enter the market you basically created, right? You created, you started this foldable market. You stuck with it for years. Apple's been nowhere. But every rumor says that they're about to bring out something that oddly enough might be called the iPhone Ultra, something like that. So, I know that you will probably say, yeah, sure, competition's great. But you can, it's just us. You can just tell us. How do you really feel? What do you think? What do you think the expectation should be? And what does that do to the market? Just because of us. As a planner, like, I plan products. I look at products and experience throughout all the products. If I, when we're first coming out with the product, you know, foldables, a lot of people ask why. At that time, it was why foldables? And, but we stick to it. We believed in it. We had a vision that this will one day become, it could be a major sort of lineup. We worked with so many partners to make it work. And I was really personally happy that when Fold7 came, you know, market reacted very positively. And that was very hard work. If our market player, you know, players coming into the market and bringing the Fold type, then it proves that what I've been thinking and what I've been envisioning and what we, how much of the effort that we put it in is actually the right direction that we took. If not, they wouldn't really come into the market. And at the same time also, there's a lot of things that we have done previously on the hardware and on form factor, and they come into the market. And we see at the end of the day, we welcome it because I think the industry will grow. The value chain will grow. Ecosystem will grow. And then eventually there's going to be more innovation in the market. And, you know, at the end, the consumer will have the benefit to that. I mean, it's, analysts are going to project, right? But there's some that are saying, I've seen a couple of different reports. I think one was from IDC that said Apple could have as much as 22% market share in the first year, which would be pretty amazing. And then another one that was like 44% market share in North America within the first year. When you like hear those things, do you feel like that that's realistic given all the momentum and like the history that you've had in like the space up until now? Or do you feel like that that's possible? Like in their very first go that they could take up to almost half of the market in the U.S., is that even possible? It's hard to comment because I don't know what product they're coming up with. But I'm very confident that our product will be, the consumer will appreciate. We have been studying the product for a long time. We have a live market data. Our consumer is already using the product every day in the market. There's actually about more than 30% are coming back to the foldables now. They're coming back to the foldables. So basically we have a lot of learning on people coming back to foldables or coming back to flip. And we know how to react to and what consumer wants. At the same time, they will look at it and we'll see how they react to the product. But unless I see the product, I have the product in the market. It's hard to predict what would come. But just to follow up on that. So when you kept saying people coming back to the foldables, back to the flip, does that mean that there were some people who tried that, weren't quite into it, went back to maybe the S25 or something like that. And then with this, the most recent iteration, obviously not counting this, they returned? So I think there's a lot of ultra users coming into the foldables because they hear about it. They have friends using it. So they say, oh, this is very positive. And then also cycle where they need to repurchase the product. They have been using the fold. Now they want to go back to the fold. So basically we're seeing returning our customer based on our Galaxy users. And if you're using the flip and fold, and then if you're coming back to the flip and fold, then it means that they're actually happy with the product. And maybe there'll be a good trade-in for a flip owner, a previous flip owner to get the full value. Yeah, that would be pretty cool. And then there's a new option that can actually look at it. Yeah, that's gonna be so fascinating to see how this market develops. The market is actually moving pretty fast and there's a lot of different needs and we're trying to adapt to that. And the product needs to be, you know, consumer should not be adopting to the single sort of size. We should be providing the option. I feel like that was a subtle jab because there's only gonna be one size for that other company. That's what we think, you know, who knows what they're gonna do, but yeah, I agree. It's probably gonna be the one. There are external pressures for all tech companies right now, in particular, the sort of RAM crisis and price hikes. And how is Samsung navigating that? And how does it make you think about products, in particular, maybe these products? And while you may not be able to talk about the pricing, like is it a pressure that you guys are dealing with and are you navigating it? The sort of cost of the components going up is not only our problem, it's actually industry-wide problem. When we plan a product, we approach in a way that, you know, what is the best optimal sort of feature that you need depending on the product. You have to think about different ways to actually plan a product. So we also take it pretty seriously and also look at what consumers are asking for. So we're looking at the balance and we'll see how to adjust based on the market situation. But it's more of an industry issue and, you know, we're not free from that and we're addressing very actively. Do you think, just on that note, do you feel like the regular Galaxy Z Fold 8 could potentially bring more people into the market because of its potentially more affordable pricing? Probably depends, I think. I think the consumer will look at the product and they'll make the decision based on what's best for them. We're looking at the premium segment and, you know, there's different programs how you manage the product. So we need to work with our partners to figure out how to provide this product in different ways. So we're looking at many different options how do you bring this product to the market. Just wanted to segue real quick to AI because it's very important. You know, Galaxy AI is something you guys have been talking about for years now. I think what's most interesting to me with the new lineup is how you're talking about AI and how it evolves the foldable experience. So in terms of like the features that we've seen, the one that really stood out is NowNudge, right? So you're looking at like a message, something comes in and then it prompts you, do you want to open this in your calendar? And then, boom, it opens up on that, you know, the right side of the display. So you're combining, you know, the AI with the hardware in that particular case. So can you just like talk us through like, you know, how you're thinking about AI when it comes to foldables in particular and how you're evolving that experience? Yes, I think it's a very important question because we don't want to overwhelm AI to the consumer. I think now the AI technology is very important. It's changing how, you know, we deal with software, how we deal with operating systems, everything, it's important. But I think now throughout many cycles of coming up with the S24 as an AI device and, you know, S25 as a GenTech device and we're actually making a lot of progress on how do we bring the AI to the consumer in a way that it actually makes sense. You know, a lot of industry focus on AI as a sort of itself, a technology. But now I think it's shifting, the industry is kind of shifting into technology to benefit. We're looking at how do you make this meaningful? How do you make this more easy access? How do you make this safe? So we have been studying that and NowNudge is a very good example where it actually suits the large screen because you're looking at the screen and then it actually understands what you're looking at and then it actually provides the next action. It suggests your actions and then once you look at, when you press it, then it becomes a split screen. You know, before you have to go through the step to make that work, but it's instant. So I think we're trying to provide that information based on how, you know, consumer use our foldables and if it's flipped, you know, it's a screen outside, there's a now brief where it actually gives you information based on the timing and, you know, it's actually very glanceable and then you use apps based on the screen and it's a quick in and out. The foldable is more engaged and you have to be productive and get things done and we're just trying to help consumer to get things done in a more easy way. With that NowNudge sort of agentic part of it, what I noticed is the subtlety of it, that it's not, you're not taken to another place, you're not told that it's really AI, that it's sort of just happening. I mean, it's got a little of the glow of AI still, but it's definitely, there are two steps that happen in there very quickly. One, it's give the nudge. Two, you've got the ability to pop it into split screen immediately, so it all feels very kind of fluid. Do you envision a time, because I know you talked, you know, some of the demos we've had, we've been talking about agentic AI, but do you envision a time where AI really falls to the back and you're really just talking about these features that where things are just happening and, you know, how are you navigating that right now? Because it sounds like it's a little bit of a struggle to sort of know when these products are coming out, how much to really talk about that AI is powering these things, as opposed to these things are happening, look at all the cool features you have. Even for myself, like, I use AI a lot every day. It helps me get things done, but a lot of people don't need to think about AI. You know, it has to be part of the system, it has to be part of the device. We're looking at a consumer and we're looking at their, how they behave and how they sort of use a device. And, you know, we're looking at the pattern and then, you know, we just want to make sure that they get what they need at the right timing without sort of thinking about too much, whether it's coming from AI, whether it's coming from different source and consumers don't need to know about that. And I think that's important because the AI is becoming more of a infrastructure in a way. It's part of the device. And we're working with, you know, definitely Google to think about how to transform operating system into the intelligent system. You know, we discussed a lot how to bring that platform into the, you know, device so that it works on the bar type, but also on the, you know, sort of larger screen. And how do you optimize that against it? And we did a lot of experiments on how to make that work. And I think it will be more becoming an infrastructure in a way how the device works as it is. I do think like when it comes to agentic AI, I think we've learned that there's going to be like 50 plus, you know, apps that'll be available to, you know, do things for you on your behalf, maybe in combination with Gemini. Do you feel like developers are embracing this like fast enough, you know, in your eyes? Or do you feel like they're being aggressive enough? And are you working with them directly or are you going through Google or a little bit of both? I think we're working together. We actually, you know, work together to think about how does this work on the platform? How does it work on different form factors? How do you work with the partners? And, you know, it's a collective effort. It's not just the Google and us, it's actually including the partners. So when we put, you know, automation in place, it has to work, right? Consumer needs to understand how it works. So we're taking one step at a time to say, this works on this occasion, and then we're expanding that. And we're not rushing in a way, because I think the experience is more important than rushing the experience. So we'll see how consumer react to it, but it's gradually sort of looking at that consumers are using it more. I think part of it, like the issue is the discoverability. Like people don't necessarily know that, like, A, what agentic AI is, and B, like, how do you surface it to users without seeming pushy? Like, did you know your phone could do this? Like, how do you sort of like, like walk that tightrope, I guess? We first sort of announced it as 26. And then we say this is more of a sort of first step towards becoming an agentic phone. And then the Google Android team started to have that in Android 17. And that's expanding into the operating system that actually changing into an intelligent system. And we're actually making that sort of step. And it takes time because it's not just the device and platform, it's actually the ecosystem. So ecosystem needs a time to adopt and gradually get into the environment where they also feel comfortable how the consumer are interacting with their services. So, you know, we're taking approach where, you know, it actually is comfortable for everyone. So when do you consider this category, the foldable category of success, and how do you measure it? And maybe, perhaps you think it is a success already. Depending on how you define success. How do you, do you see it as a success? An engineering one, a desirable product, absolutely. From a pure marketing standpoint, no. It's just a tiny slice. But see, again, my measurement of true success for a tech product, I think ultimately is gonna be different than the people who are building it. For me, I think it's a little bit of a dichotomy, right? So I think for the users who have the phones, who are enjoying them, especially those who like enjoyed like the leap from, let's say the six to the seven, I think they definitely get it. Like there's finally less trade-offs or penalties for owning a foldable phone, right? So like in that way, it's a success. On the other hand, like the market share for foldables as an entire category is like maybe four or 5% of the entire market. So maybe, is it like one out of every 10 phones being sold? Is that maybe like the next threshold for success? So like I sort of thinking in two ways, I guess. I think you guys made it pretty good statements on the question. As a product, I think we're getting to the level where we're becoming very confident. That our consumer will appreciate and love and use it every day. I think we're in a verge where it could actually become a mainstream going forward. It has a potential because, you know, we had this two form factor for a long time. Introducing another one is a bold move actually. Because that shows that we're pretty confident on the category and they were confident how the market are reacting to it. So I'm more excited about what's to come than what we have of cheap. And I'm very happy with our team built this product and I'm ready to actually to see how our market react to it. I would say that if commitment was a measure of success, you are a very big success because you guys are committed to the foldable category. We're very excited about the category and then we'll probably push forward more. And I don't know which one is your favorite, but probably still that. I just, I love, love now the ultra. In terms of multitasking, I think the ultra, but I think in terms of like the newness and just like media consumption, I think I might gravitate towards the regular fold eight. As long as you still get the multitasking, I think you do of the ultra. The question is like, what am I willing to give up? Like the telephoto zoom, I think is maybe not something I'd be willing to give up. So that's my like wishlist for the next fold nine. Let's put it there. We're very excited about the foldables and lineup coming. We also have new watch lineup that's coming together. We have a new 6R product, glasses product coming in the future. So a lot of new stuff. And, you know, this is what we do. We try to innovate, push boundaries and try to provide new experiences to the consumer. And we're not afraid to do that. And, you know, we'll continue to push. That's great. Awesome. Well, I just wanted to thank you for your time, Jay Kim. It's been an excellent conversation. And, you know, if you really liked this interview, make sure you follow and subscribe on Tom's Guide. And stick with techradar.com. And if you want to comment on this or follow our channel, do all of those things. For Tom's Guide, this is Mark Spoonhauer. Thanks for watching. Thank you for having me. And thank you for coming to Suwon. Yeah, it's great. Yeah, thank you.