Samsung appears to be planning something big for the foldable market. When the company teased the Galaxy Z Fold 7 for the first time a week ago, it stamped the “Ultra” label all over the press release.

That doesn't mean the Galaxy Z Fold 7 will be called “Ultra,” but it should mean that Samsung's next-gen foldable phone is more than a yearly refresh. And according to a new rumor (via @UniverseIce), the Galaxy Z Fold 7 will be the industry's first in… something. Or some things.

The source states that the Galaxy Z Fold 7 will introduce “some industry-first technologies” and adds that “Samsung finally got serious.” Exactly what these industry-first technologies are is unknown.

Samsung described the Galaxy Ultra experience for the upcoming Galaxy Z Fold 7 by the following criteria: “Industry-leading hardware, cutting-edge performance, and seamless AI integration optimized for the foldable format.”

Previous rumors hinted at bigger screens and improved camera hardware, but there is a pretty big leap from improvements to claiming “industry-first technologies.”

All in all, Samsung might be keeping an ace or two up its sleeve. It didn't say much about the Galaxy Z Fold 7 yet, but that's by design. For now, the company is trying to generate hype before the Unpacked launch event without revealing too much about the phone.

This bold strategy could indeed indicate that the Galaxy Z Fold 7 has some exciting hidden secrets few people know. Samsung might be guarding them closely until it thinks the time is right for a bigger reveal. All in all, there might be more to the Galaxy Z Fold 7 than everyone thought.

Samsung hasn't officially confirmed when or where the Galaxy Z Fold 7 will be announced, but rumors claim that the next Unpacked launch event should be held in New York City in early July. The Galaxy Z Fold 7 should be accompanied by the Galaxy Z Flip 7 on the big stage, and rumors say that the company's first Fan Edition Flip phone might also be announced on the same day.