"Even unfolded, what kind of benefit does that give compared to the tablet?" he said. "So when the end customer uses it, (they think) "wow, this is the reason Samsung made it", said Koh at the IFA 2018 consumer electronics and home appliances trade show in Berlin, which started in August 31 and will run until September 5.
"In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end", said Koh in an interview with CNBC.
Chinese phone Huawei is also rumoured to be working on a foldable smartphone, with insiders saying that the Chinese company is willing to release a less advanced device than Samsung if it could get to market first.
Foldable phones have been talked about for a long time, but so far we haven't really seen a worthwhile entry into the category. Koh mentioned that market research showed enough interest in this type of product and that their development of it is "nearly concluded".
On the one hand Samsung is preparing for the Galaxy X launch in November. To review, a foldable OLED smartphone was already additionally declared to be a piece of Samsung's 2018 guide.
Samsung is set to unveil a foldable smartphone this year
For Samsung, one challenge is to create a device that will appeal to users over a normal tablet or jumbo-size phone.
Koh didn't say when the foldable phone would actually be available to buy, though he has previously thrown out vague hints that it could be this year or 2019.
Unlike the ZTE Axon M, Samsung's own phone is expected to have a flexible screen and not a hinge connecting two screens. Koh didn't share the technical details of how the device worked but shared how Samsung plans to differentiate the experience from a tablet once it is unfolded.
Samsung isn't the only company developing foldable devices.
Sign us up and take our money, Samsung. Surprisingly, Huawei may also unveil its foldable smartphone in November.