This is the new Google Pixel folding phone

() — Just days before its product launch, Google unveiled a first look at its first foldable smartphone.

In a video posted to Twitter and YouTube, the company showed off a Pixel phone with a vertical hinge that can be flipped open to reveal a tablet-like display.

The company will host its annual developer conference at its Mountain View, California, headquarters next week, where it is also rumored to unveil a budget Pixel 7a phone, its latest Android operating system, and advances on its AI-powered Bard chatbot.

Although the company did not reveal the specifications of the Pixel Fold, it is increasingly common for companies to show off products before their own events in an effort to build excitement and set expectations at a time when it is difficult to surprise viewers with something unexpected. .

Despite the great interest in foldable phones, and the resurgence of foldable phones 90s-style among TikTok celebrities and influencers, the market for flip phones is relatively small. Samsung dominates the category, followed by others like Motorola/Lenovo, Oppo and Huawei. According to ABI Research, foldable and flexible displays made up about 0.7% of the smartphone market in 2021, and in 2022 it is expected to fall just below 2%.

High prices have also limited consumer adoption. The Pixel Fold is rumored to start at $1,700.

It’s no surprise that Google is diving into the world of foldables, but it may be that it will wait to release its own version until the technology is more advanced. Early versions of the Samsung Galaxy Z Fold, for example, had screen issues and most apps weren’t well-optimized for the layout.

“Google has been working to bring better user experiences to foldables from a software perspective, so along with the improvements on the hardware side, market conditions are now in a state where it makes sense for us. a Pixel Fold,” said Michael Inouye, an analyst at ABI Research.