In an all-too common (and annoying) tactic these days, Samsung has been drip teasing its "Ultra-experience" for more than a month prior to Unpacked, despite the lack of anything named "Ultra" besides a new blue version of the Watch that bears the name.

Samsung is expected to unveil the new Galaxy Z Fold, Galaxy Z Flip, Galaxy Watch and more at 10AM ET on July 9. We're covering the event and announcements live right here.