Ten years after launching its Galaxy line of smartphones, Samsung Electronics unveiled a new form of the ubiquitous device — a phone that seamlessly turns into a tablet — to create some new excitement in the sluggish global smartphone market.

At an event in San Francisco on Wednesday, Samsung unveiled the Galaxy Fold, its long-awaited foldable smartphone. Only FlexPai, by Royale, a U.S.-based Chinese company, has anything like it on the market, but the FlexPai has garnered mixed reviews.

Samsung ignored the FlexPai’s existence and unveiled the Galaxy Fold as if it were the first of its kind.

“The size of our screens is still fundamentally limited by the size of our devices until now,” said Justin Denison, Samsung senior vice president of product marketing. “With the Galaxy Fold, we are creating a new dimension for your phone and your life. We are giving you a device that doesn’t just define category, it defies category.”

WATCH: Samsung Rolls Out New Smartphones

Three apps at once for multitasking

When closed, the Galaxy Fold is a smartphone. When opened, the Fold turns into an expansive tablet.

The device is for the impatient multitaskers because users can run three apps at the same time and continuously use the apps while moving from phone to tablet.

The Galaxy Fold is slated to go on sale in late April. It will cost nearly $2,000. That price tag caused sticker shock at the event, eliciting gasps and some grumbling among the audience.

But it appears the Galaxy Fold is in keeping with Samsung’s aim to generate buzz for the smartphone market, while also aiming for the market’s high end, where Apple and its iPhone dominate.

Slumping smartphone sales

The challenge smartphone makers have faced in recent years is that consumers hold on to the devices for longer and longer, seeing few reasons to upgrade.

The leader in worldwide smartphone sales, the South Korean electronics firm is hoping to give consumers a few reasons to trade in their older ones, and generate buzz about what smartphones can be in the future.

Samsung’s new line of Galaxy smartphone, the S10, comes in three models, S10e, S10 and the S10+. The S10 models have bigger screens, more battery life and more cameras packed in each device than earlier Galaxy lines.

​Ultrasound fingerprint scanner

The S10 has the world’s first “ultrasonic fingerprint scanner,” which uses sound waves that bounce from a user’s fingertip to unlock a device. It’s unclear if the fingerprint scanner will work through screen savers. And the S10 can act as a charger for other devices such as watches.

The S10 line, with a price starting at $749, will start shipping March 8.

Samsung executives say that with the firm’s foldable phone and new S10 line, it is ushering in the mobile era for the next decade.

“For those who say everything possible has already been done,” said DJ Koh, president and CEO of Samsung’s IT and mobile communications division. “I say open your mind and get ready for the dawn of a new mobile era.”
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