Samsung CEO, D.J. Koh, interviewed by CNET,  insisted that the upcoming foldable Samsung phone which Samsung has been teasing will not be a “gimmick product” that will “disappear after six to nine months” and unlike previous innovative products, like the Galaxy Round, it will be available worldwide.

The long-rumoured foldable phone still hasn’t surfaced since at the CES 2013 Samsung showcased a device with a flexible OLED display.

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Speaking to CNET, Koh said that they are aiming for the device to work as a tablet when unfolded and as a smartphone when folded. But before a concrete announcement, it will have to pass his standards.

“When we deliver a foldable phone, it has to be really meaningful to our customer,” Koh said in the interview at the Samsung Galaxy A9 launch. “If the user experience is not up to my standard, I don’t want to deliver those kinds of products.”

A foldable phone would be a huge leap in device design. While it’s unlikely to be the device most consumers would opt for, it could get people excited about phones again. However, Koh insists that this model will not be a “gimmick” that will disappear.

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Plus, he also promised that it will also be available worldwide, unlike previous innovative products like the Galaxy Round, Samsung’s first device with a curved screen that was not available outside of Korea.

Numerous other phone manufacturers have also announced their intentions to release a foldable smartphone. Huawei reportedly plans to release a foldable phone in 2019. It is the next big leap in the smartphone market.

Koh confirmed last month that Samsung’s upcoming device will be launched this year and could debut as early as next month at Samsung’s Developer Conference. With the 10th Anniversary of Samsung’s Galaxy smartphones in 2019, the time is right for Samsung to unveil a cutting edge design.