New York CNN  —  Samsung on Wednesday announced three new foldable phones in its latest push to popularize what the company believes is the future of smartphones. The new $2,000 Galaxy Z Fold 7, $1,100 Galaxy Z Flip 7 and $900 Galaxy Z Flip 7 FE launch on July 25, with preorders beginning July 9. Meanwhile, Samsung faces increased competition from Android rivals and is bracing for the potential arrival of Apple’s first foldable iPhone. Samsung’s foldables give it another card to play against