Click For Photo: https://techcrunch.com/wp-content/uploads/2019/09/CMB_8157.jpg?w=600https://twitter.com/GooglePlay/status/1171177740160163847
. In my latest @TechCrunch
, I was honored to speak with her at length. https://t.co/92dF6wh2XT
— Greg Epstein (@gregmepstein) September 12, 2019https://twitter.com/AmanuellaM/status/1174120831296782336
The Galaxy Fold comes in a nice box. It’s a thing I rarely, if ever, mention in product write-ups, because, if done right, shipping containers are generally the least interesting thing about a product. But Samsung, to its credit, has taken great care. That’s been one of the constants across this admittedly bungled product launch: presentation.
The first time I saw the device, it was well lit, in an elaborate display behind several layers of glass on the floor of Mobile World Congress. Samsung wasn’t letting anyone go past a literal velvet rope a few feet from the device.
Hands - Fold - Samsung - Boxes - Effect
When we finally got our hands on the Fold, Samsung had laid out several large boxes, which, when opened, had the effect of raising the device up, toward the viewer. It was a fun thing for a room full of journalists who had largely been engaging with the product through guarded curiosity, wondering aloud whether it would ever actually see the light of day.
That skepticism was warranted, as it turned out. The Fold came back broken from several reviewers. After placing the blame at the feet of users, Samsung eventually changed tack, pushed back the April release date indefinitely and tried to get to the bottom of what was going on with the product.
Week - Fold - Returns - Store - Shelves
This week, the Fold returns to North American store shelves — or, rather, it finally debuts, about five months after initially planned. And once again, Samsung’s delivering the device in a nice box. The purpose of this one, however, is as much about setting expectations as it is providing a splashy debut.
Really, it’s like the analog version of the “Caring for Your Fold” video the company debuted on YouTube last week. It was as flashy and well-produced as we’d expect from Samsung, right down to the dramatic piano music while...
Wake Up To Breaking News!