I know there’s a lot of hype about the impressive Galaxy Z Fold3 from Samsung, it’s reduced price, under-screen camera and S-Pen support are well worth the headlines. But folks, the Galaxy Z Flip3 5G is just as impressive, because it’s priced at just $1,499.

Let me put that in perspective, the standard iPhone 12 – the second cheapest of the four iPhone 12 models – starts at $1,349, The iPhone 12 Pro starts at $1,699. So what we have here is a flip phone with a folding screen at the price of the most popular iPhone on the market. It’s a shot across the bow. And it finds its mark.

The third generation of the Samsung Flip phone has a new look – it’s not that different, but it’s enough of a change that it looks new, its a better feel in the hand, and the materials and colours used all make this a step up for the product, and it hits the target market just where it needs to.

While the screen inside is still 6.7 inches, that little preview screen on the outside when folded is now four times larger at 1.9 inch. It makes a huge difference, actually reading messages, plus a whole range of widgets.

You can even use Samsung Pay on the cover screen, so tap and go is as easy as a fingerprint touch on the side button.

The re-design flattens edges that were round, while keeping a curved style, and while it is to the naked eye a very similarly sized device, it’s ever so much smaller. A millimetre in every direction basically.

The main smartphone screen is also now 120Hz, meaning a smoother experience is available across the device.

So what the hell am I talking about with this being the phone of the year? Well, its a folding screen smartphone – a technology that itself is just a couple of years old – ye it’s priced at $1,499.

That’s going to make it very appealing to a whole new range of people – a smartphone that’s a flip-phone, and one that’s priced just like many other phones, that’s going to get a lot of attention.

The accessories Samsung is making will create hype in their marketing and through influencers and social media – it’s a range of stylish protection for a device you want to show off the fancy new folding phone.

The Samsung Galaxy Z Flip3 5G is the best chance Samsung has ever had to convert a younger generation from the iPhone. It’s impressive as a phone, but it’s a standout at the price.

Pre-orders start today, the Galaxy Z Flip3 5G goes on sale September 10. We’ll have a full review soon.