Huawei may have won brownie points for making the world's first tri-fold phone. It has generated enough hype online and got people talking. Sure, it got the bragging rights, but that doesn't do anything for the industry's growth.

While it may be one of the top smartphone makers in China, Huawei can't sell its phones in many of the world's key markets, including the United States. The lack of a full-fledged Android experience also makes it a less desirable option in the markets where it may be offered.

Other Chinese manufacturers are believed to be working on similar devices and while their access to Android is not restricted, they'll run into similar problems in trying to sell the device in western markets. They'll never capture the attention of the average person who doesn't spend their time reading tech news online or watching YouTube reviews.

That's why these devices won't play a significant role in making tri-fold phones matter. They may serve domestic needs but their impact on driving the industry forward will be limited. There's only one company that can play the role of torchbearer, one that will propel tri-fold phones to the limelight and capture the public's attention. It's Samsung.

It's a familiar role for Samsung. It went against the grain with the Galaxy Note series and pushed the industry to adopt larger displays. It single-handedly drove global adoption for foldable phones after unveiling the original Galaxy Fold back in 2019. Six years later, its Galaxy Z series dominates the market.

Samsung has the ability to inspire confidence among consumers. The company has a truly global presence, it has a vast sales and service network, and it has a reputation of delivering quality products. People took a chance on its foldables because they had confidence in its technology and trust in its support.

Despite sustained growth in the segment, foldable phones still make up only a fraction of global smartphone sales that continue to be dominated by conventional bar-style phones. The majority of phone buyers are still not sold on the idea of foldable phones.

They can't be expected to jump at the first tri-fold offered to them because whatever concerns prevent them from buying a foldable today will only be exacerbated. Tech enthusiasts and brand loyalists may jump at the opportunity but mass-market appeal will require time, effort, and trust to be established.

The one Samsung makes will be the only tri-fold phone that matters. The average person may not know the Huawei tri-fold exists, but they may see an ad for Samsung's during their favorite sports broadcast, they may get to experience it in person the next time they go into a Best Buy just to look around, or they may see ads plastered all over their public transport on the way to work.

Recognition gives birth to curiosity. Samsung is a well-known brand, even if someone has never owned a Galaxy phone, it's hard to believe someone who watches TV or uses the internet these days hasn't heard about Samsung.

So they'll know the brand has a good reputation and that it has created a new phone that's just bonkers. They might become curious to see what the hype is all about. Maybe they don't end up buying one, but perhaps they bring it up over dinner with their friends, that there's a new Samsung phone that's just unreal.

Everyone knows Samsung, most of them know it already makes foldable phones, and now some of them will become really interested in the whole tri-fold concept.

That's how the market will take root. Samsung's tri-fold will be the only tri-fold phone of consequence. It doesn't matter how thin everyone else can make theirs or what specs they can cram inside. Their products will hardly move the needle on mass market adoption.

Samsung has done well by not rushing into it. The company understands the crucial role it has played over the years to unlock new dimensions for the global smartphone industry. Nobody will remember a tri-fold failure from a company they've barely heard of, everyone will remember a tri-fold failure from Samsung.

History will only remember the one that made people care, and that will be Samsung's.