SEOUL — Samsung has reportedly kicked off negotiations with its display subsidiary, Samsung Display, aiming to commercialize its first rollable smartphone by the first half of 2028.

According to South Korean media, the company’s mobile division is actively discussing panel supplies for the highly anticipated project. An internal source confirmed that the device is currently in development, with Samsung Display’s panels positioned as the top choice for the new lineup.

The move is widely seen as a strategic push to secure a dominant foothold in the emerging rollable market. It comes at a crucial time for Samsung, as its foldable phone dominance faces mounting pressure from aggressive Chinese competitors. Because rollable technology is still in its infancy, mastering the supply chain early could allow the tech giant to dictate future industry standards.

Unlike foldable phones, rollables present a significantly more complex architectural challenge. The display panel must withstand continuous bending from a motorized rolling mechanism. These components require exceptional durability to stretch repeatedly, all while maintaining an absolutely flat surface to ensure pristine image quality when fully extended.

The biggest hurdle for Samsung's engineers is eliminating creases and optimizing the device's overall thickness and weight, without compromising the internal mechanical rollers. According to recent leaks, the upcoming smartphone is expected to feature an 8-inch display with a 16:9 aspect ratio when fully unfurled.

Samsung has already hinted at its ambitions in this space. At SID Display Week 2023, the company showcased the "Rollable Flex" prototype, a screen capable of unrolling to five times its original size, much like a scroll of paper. How exactly Samsung plans to adapt this bleeding-edge technology for a commercial release, however, remains to be seen.