But it's still a good sign that Samsung will be able to release a major software upgrade for its latest Note smartphone alongside the Galaxy S flagship. Foldable devicesOLED display technology is now making inroads in the TV market but it also has the potential to change how we use our handheld devices.
Samsung on Wednesday said the move was in line with the company's goal of building a scalable, open Artificial Intelligence (AI) platform where developers and service providers can access tools to bring Bixby to more people and devices around the world.
Analyst Bob O'Donnell with Technalysis Research said while the bendable screen provided a wow factor, shoppers may not like the thickness of the folded phone or its price tag. The company unveiled a foldable Android smartphone with a 7.8-inch screen.
"The foldable display lays the foundation for a new kind of mobile experience", said Koh Dong-jin, president and CEO of the IT and mobile communications division at Samsung. Google's support for Samsung's foldable phone is key, because it widens support for multiple active Android windows on this type of hybrid device. Google is working with Samsung to help launch a device next year.
Of course, this could equally be another handset or just a generic device that Samsung has mocked up to show the color-matching feature, so we wouldn't read too much into it.
Samsung has embarked on a tasteful overhaul of how its phones look and work.
Samsung is promoting the idea of "share app ideas and share alike"; write an app for a smartphone and modify it using Developer Studio into a home-based app for the Samsung platform, if desired.
Bixby started as an intelligent interface, a practical way to use voice to interact with your phone.
She said Royole told her the issues were "due to the adhesive used in the engineering samples". The Infinity O display, meanwhile, sits offset to the left side of the screen.
Samsung is also adding five additional languages to Bixby in the coming months - such as British English, French, German, Italian and Spanish.