The new 27-inch Movingstyle Portable Smart Touch Screen. Image simulated for illustrative purposes. Cables are not shown.

The days of the whole family gathering around a single television fighting for control of the remote could be numbered, with Samsung insights revealing a growing appetite amongst Australians for TVs that are portable and flexible enough to move with the household, rather than being anchored to one room.

One in four (26%) Australians say they now reach for their laptop, tablet or smartphone to watch a major broadcast event[1]. This insight reveals the modern device expectation of portability and instant access is extending to the family TV, which is finding itself being used by various members of the family beyond entertainment across the day.

Far from the structured family routines of the 1950’s when Australia experienced its first TV broadcast[2], Australian households today support flexible, fluid lifestyles of work, gaming and fitness alongside entertainment and relaxation at any given time. Of this lifestyle evolution, Samsung insights reveal 24% of Australians now use their TV to listen to podcasts or music, while almost one in five (16%) use their TV for fitness workouts, and 42% turn to it for gaming[3]. Further use cases of the TV also include supporting work at home and displaying art to elevate home décor.[4]

According to Simon Howe, Director – Visual Display, Samsung Australia, the insights show that Australians aren’t necessarily watching less TV, rather they’re watching differently. As Australian lifestyles have evolved, so too must the TV adapt to fit around the way Australians live and the content they’re engaging with.

“The TV has traditionally been designed around the room it sits in and has undergone various transformations over the years to help the TV elevate and optimise those spaces. But Australians aren’t living room by room anymore and the content they’re watching isn’t always shot in landscape formats,” said Mr Howe. “They might be working in one space, streaming vertical social content in another, bonding with family somewhere else, and switching between other activities throughout the day. It’s time to rethink the assumption that a TV has to stay in one place or compromise full-screen experiences to support family life.”

Samsung’s answer is the Movingstyle, a new 27-inch portable Smart Touch Screen TV that rotates between horizontal and vertical orientation and can be moved from room to room,[5] adapting to activities across a household – from a vertically filmed workout video in the morning, to a recipe propped up in the kitchen at lunchtime, to a portable workstation in the afternoon, to an evening relaxation device.

According to Mr Howe, the Movingstyle’s design responds to a broader shift in Australian tastes, not just behaviour. Samsung insights show that 63% of Australians want technology that suits their personal style[6]. Further, one in ten (10%) are craving TVs designed to be rollable, flexible and portable[7].

“Samsung has been the global number one TV brand for 20 years[8] because we put consumers at the heart of our innovations. Looking at these insights, the Movingstyle is a signal of where household screen design is heading, truly made for Australians and how they live.”

Availability

The Movingstyle is available nationwide via Samsung’s online store and leading retailers with an RRP of $1,999.00.

For more information on Samsung’s AV lineup and to access launch offers, please visit https://www.samsung.com/au/tvs/

[1] Pureprofile Research, commissioned by Samsung, September 2024. N=1,001

[2] Source: https://www.naa.gov.au/help-your-research/fact-sheets/introducing-television-australia-1956

[3] Pureprofile Research, commissioned by Samsung, August 2025. N= 1,040

[4] 5.6% displaying art or ambient visuals, 5.6% for work or productivity. Pureprofile Research, commissioned by Samsung, April 2026, n=1,020

[5] Not designed for outdoor use. The MovingStyle is not water or dust resistant. Viewing experience may vary depending on various factors including content type, format and environment.

[6] Pureprofile Research, commissioned by Samsung, April 2026. N=1,020.

[7] Samsung Brand Attitude Study, commissioned by Samsung, 2024. N=1,000

[8] Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

“Galaxy S26 FE is a purposefully designed to deliver the signature strengths of the Galaxy S series, ensuring that every feature makes a meaningful difference in users’ daily lives,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience (MX) Business at Samsung Electronics. “Packed with beloved Galaxy camera and AI experiences, backed by the latest One UI 9, Galaxy S26 FE comes to life as an ideal choice for those who know exactly what matters most to them.”

Sharper Capture, Effortless Editing

Galaxy S26 FE delivers a more capable camera experience from capture to edit, with an enhanced triple rear camera and advanced image processing that help users capture and refine the moments that matter – whether shooting still scenes or fast-moving action.

• My FanCam[1], first introduced on the latest Galaxy foldables, is now available on Galaxy S26 FE. It automatically tracks a selected person and keeps them centred, intelligently reframing video as the scene moves so users can turn dynamic moments into social-ready content with less manual editing.
• For video, Super Steady[2] with Horizontal Lock is a favourite among Galaxy S26 users – helping capture smoother, more level footage while filming fast-moving activities, travel moments and everyday scenes on the go.
• Galaxy S26 FE supports 3x optical zoom, giving users more confidence when shooting from a distance. For selfies, an enhanced 12MP front camera[3] captures more in every frame, making group shots easier to take[4].
• Nightography4, a signature of the Galaxy S series, helps users capture bright and clear shots in low light, with detail preserved even in the most challenging scenes.
• Even after the moment has passed, Photo Assist[5] makes it easier to refine images using natural language prompts – turning day into night adding new elements or restoring missing parts. Plus, edits can be reviewed step by step and revised or undone along the way.

With Gemini Omni[6], users can easily create and edit videos clips based on photo and videos from their Gallery, turning them into polished, ready-to-share videos

Built to Keep Up Throughout Your Day

Galaxy S26 FE brings meaningful upgrades to the everyday essentials users rely on most including a long-lasting battery and a bright display built for work, entertainment and creativity from morning to night.

• A long-lasting 4,900mAh battery[7] keeps users going while maintaining the slim and refined design of the Galaxy S26 line-up. Users can reach up to 69% charge in around 30 minutes with the 45 W adapter powering up quickly to stay connected for longer.
• A 7-inch[8] AMOLED display with up to 120Hz refresh rate provides smooth, immersive visuals with brightness, resolution and clarity for streaming, gaming, browsing and creative work.

Users choosing Galaxy S26 FE as their next device will feel the power of the Galaxy experience from day one. An improved Smart Switch helps users get set up more easily, making the move to Galaxy feel like a warm welcome. Meanwhile long-term software updates and Samsung Care+ provide added confidence over time.

• Upgraded Smart Switch[9] makes moving to Galaxy easier than ever. Whether switching from an Android or iOS device, users can scan a QR code to wirelessly move data – from passwords and passkeys to call history, accessibility settings and eSIM data – with no extra apps and less setup time.
• Galaxy S26 FE is built to last, with up to seven generations of OS upgrades and seven years of security updates[10] allowing users to enjoy the latest features with confidence for years to come.
• For added peace of mind, Samsung Care+[11] offers comprehensive coverage optimised to users’ needs, including fast repairs for accidental damage, and certified expert support at home With One UI 9, the new Warranty and care settings hub also makes it easy to enrol in, access and manage Samsung Care+, along with other device care support.
• A 6-month free trial of Google AI Pro[12] will bring expanded AI capabilities and 5TB of cloud storage valued at AUD $32.99 per month[13].

Together, these enhancements deliver the Galaxy experiences users rely on every day in one thoughtfully crafted device.

Galaxy AI Experiences, Always One Step Ahead

Powered by the latest One UI 9, Galaxy S26 FE brings a range of intuitive, context-aware Galaxy AI[14] experiences that make daily life easier by adapting to users’ routines to keep them informed and organised. It also handles everyday tasks faster and more seamlessly on the user’s behalf.

• Updated Now Brief[15], first introduced on the Galaxy S25 series, is even more personalised through customisable briefing cards like weather and wellness insights. Users can now create their own cards with a simple prompt, making Now Brief more relevant throughout the day.
• Now Nudge[16] is expanded to select third-party apps and notifications, surfacing timely, relevant suggestions across more of the day helping users turn insights into action and manage everyday routines with less friction.
• Circle to Search with Google[17] now allows users to search for multiple items in an image at once, making it easier to identify products, places, objects and more in a single step.

Pricing and Availability

Galaxy S26 FE will be available in Australia starting September 4 and will come in three colours Blueberry, Graphite and Pistachio[18].

For more information on Galaxy S26 FE, please visit: Samsung Australia Newsroom, Samsung Mobile Press or Samsung.com/au.

Specifications

[1] My FanCam feature requires a Samsung Account login. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed.

[2] Super Steady results may vary depending on editing method and/or shooting conditions.

[3] Compared Galaxy S26 FE to Galaxy S25 FE. (FOV 80˚)

[4] Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects.

[5] Photo Assist may require a network connection and Samsung Account login. Service availability may vary by country, language or device model. Photo Assist may result in a resized photo. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[6] Gemini Omni requires an eligible Google AI Pro subscription. Galaxy S26 FE includes a six-month Google AI Pro trial for eligible users. Offer availability, redemption period, supported features and subscription terms may vary by country, region, language, device model and account. Charges may apply after the trial period unless canceled. Google AI Pro and Gemini Omni are trademarks of Google LLC.

[7] Typical value tested under third-party laboratory conditions. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Typical value is 4,900 mAh for Galaxy S26 FE.

[8] Measured diagonally, Galaxy S26 FE’s screen is 6.7-inch in the full rectangle and 6.6-inch accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

[9] Wired transfers from Android devices require the receiving device to have Android 6.0 or later and the sending device to have Android 6.0 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 6.0 or later and the sending device must have Android 6.0 or later.  Open Smart Switch Mobile in “Settings” on the receiving Galaxy device or download the Smart Switch Mobile app from the Galaxy Store. Data, content and apps available for transfer may vary by transmission method. Wired transfers from iOS require the receiving device to have Android 17 or later and One UI 9 or later, and the sending device to have iOS 26.6 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 17 or later and the sending device must have iOS 26.6 or later. Availability of eSIM transfer may vary by carrier. A detailed list of available carriers can be found at https://samsung.com/esim-support.

[10] Galaxy S26 FE will support seven generations of OS upgrades and seven years of security updates from global launch date. Timing of OS upgrades and security updates may vary by device model, network provider and market.

[11] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefit, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/au/offer/samsung-care-plus/

[12] Gemini is a trademark of Google LLC. Terms apply. By subscribing, you agree to terms for Google One, AI Credits and offers. Offer ends Aug 1, 2027 at 11:59pm PT. Only available for ages 18+. Unless canceled earlier, Google One will charge $19.99/mo after the trial ends. Cancel anytime. Return of purchased device may result in cancellation of subscription. See full terms at https://one.google.com/.

[13] YouTube Premium Lite & AI Top Up Credit not included during trial period. Gemini is a trademark of Google LLC. Terms apply. By subscribing, you agree to terms for Google One, YouTube and offers. Offer ends Aug 1, 2027 at 11:59pm AEST. Unless cancelled earlier, Google One will charge AUD$32.99 /mo after the trial ends. Cancel anytime. Return of purchased device may result in cancellation of subscription. See full terms at https://one.google.com/offer/terms-and-conditions/SamsungAIPro.

[14] Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the country, region, OS/One UI version, device model and phone carrier.

[15] Now Brief feature requires Samsung Account login. Available functions and features may vary by country, region, language, device model and apps. Some features may require a network connection. Customized briefing content provided is based only on the personal information to which the user has consented. Accuracy of generated results is not guaranteed.

[16] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region, and language. On-screen nudge currently available with Samsung Messages and certain third-party messaging apps including Google Messages, Google Chat, KakaoTalk, LINE and Signal. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.

[17] Circle to Search is a trademark of Google LLC. Available on select devices and internet connection required. Works on compatible apps and surfaces. Result may vary depending on visual matches. Check responses for accuracy.

[18] Colour availability may vary depending on country or carrier.

 With wins across TV, Mobile Phones and Home Appliance categories and awards for reliability, quality, performance and value, the accolades reflect a wide-spread consumer belief that Samsung continues to deliver some of the most recommended and most loved consumer electronics products for Australians.

Unchallenged for seven years, Samsung has once again achieved the title of Australia’s ‘Most Loved TV brand’; the only brand to win this award since Finder launched the category in 2020. Samsung’s continued leadership reflects its commitment to offering a diverse range of AI-powered displays – from Micro RGB, OLED and Mini LED panels to TVs featuring Glare-Free coatings, Art Store, and competitive gaming features across various screen sizes – to ensure there is a screen to suit every Australian lifestyle and living space.

Samsung also claimed Australia’s Most Recommended Mobile Phone brand, while retaining the title of ‘Top-Quality’ Mobile Phone brand for the second consecutive year. The winning accolades closely follow the announcement of Samsung’s new expanded Galaxy Z series line-up, opening a new chapter of foldable smartphone experiences built to enhance productivity, discovery, and self-expression for Australians.

“It’s an honour to be recognised by Australians for making smartphones that consumers are proud of and can confidently recommend to their friends and family,” said Eric Chou, Vice President of the Mobile eXperience (MX) Division at Samsung Australia. “At Samsung, we are proud to bring a range of smartphones and tablet devices that offer features and form factors to suit every Australian, offering consumers choice and reliability via devices designed to continually personalise and optimise to user needs over time.”

Samsung also delivered an exceptional performance in home appliances, with Samsung’s Refrigerator line-up securing a sweep across four categories including ‘Top Value’, ‘Most Reliable’, ‘Top Performance’ and ‘Most Recommended’. Furthermore, Samsung’s Top Load Washing Machines were voted ‘Most Loved’ by Australians’, demonstrating a preference by Australians for large capacity connected appliances that can support individual and family routines and lifestyles easily, intelligently and reliably over a long period of time.

Beyond these wins, Samsung also collected a further 48 Highly Commended awards including three in Mobile Phones, five in Tablets, one in TV, eleven in Refrigeration, eighteen in Laundry and four in Air Purifier categories.

“Samsung is focused on developing innovations across the home that feel like they have been made for Australians. It’s incredibly reassuring to see our TVs and home appliances recognised so strongly by the people who use them every day,” said Phil Gaut, Director of the Consumer Electronics Division at Samsung Australia. “Collecting consecutive wins in TV and laundry categories tells us we’re delivering real value, whether that’s via TVs designed to deliver art in bright Australian living rooms or appliances built to care about what Australians do like saving time, money and energy everyday.”

According to Taylor Blackburn, personal finance specialist at Finder, Samsung continues to stand out year after year as a brand that continues to deliver products Australians trust, recommend and genuinely love.

“Our Finder Customer Satisfaction Awards survey 50,000 people – this is not a small sample size. Samsung’s repeated success across multiple categories across multiple years shows a clear pattern; Australians value reliability, quality and performance,” said Blackburn. “Whether it’s TVs, mobile phones or home appliances, consumers are rating Samsung highly. It’s no mean feat to be loved, trusted and recommended..”

In 2026, Finder independently surveyed over 50,000 Australians, asking them to rank the products and brands they use everyday across categories of most loved, best value, most reliable, great performance, easy to clean, easy to use and most recommended. Australian’s preferences are recognised as part of Finder’s Customer Satisfaction Awards program, helping further Australian consumers identify the products and brands that may suit their lifestyles as voted by like-minded consumers.

For further information on Samsung’s range of consumer products, visit: https://www.samsung.com/au.

 To view further results from Finder Australia’s 2026 Customer Satisfaction Awards, visit: https://www.finder.com.au/finder-awards/customer-satisfaction-awards

Note to the Editor:

Samsung Australia – Full list of 2026 Finder’s Customer Satisfaction Awards

Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8

Samsung Electronics Co., Ltd. has announced that Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9, and Galaxy Watch Ultra2 are now available in Australia.

The local availability is live as Samsung Electronics Australia sets a new record – its most successful foldable pre-order to-date, with solid double-digit growth year on year. Attracting its highest number of new to Samsung switchers, with Galaxy Z Fold8 leading the mix. The latest Galaxy Z series have also seen an increase in younger Australians, influenced by the portability and pocketability of the foldable form factor. By colour, Graphite and Lavender were the most popular among Australians who opted for the Galaxy Z Fold8, while Violet Shadow and Graphite were preferred for the Galaxy Z Fold8 Ultra. Pink and Graphite were the top colour picks for the Galaxy Z Flip8.

Eric Chou, Vice President of Mobile eXperience at Samsung Electronics Australia, said, “We are committed to delivering Australians a mobile experience that goes beyond the hardware – spanning security, service, software and Galaxy AI – reflected in our latest, most complete Galaxy foldable and wearable line-up yet. Our all-new Galaxy devices are anchored by AI that aims to make everyday life more convenient and meaningful, while paired with our strong privacy assurance via our Knox-defence grade security solution. Most importantly, Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9 and Galaxy Watch Ultra2 each offer distinct experiences, designed for different Australian lifestyles, proudly reinforcing we invest in a holistic mobile experience that goes beyond the core use of a smartphone or smartwatch.”

Samsung Expands its Foldable Leadership with Galaxy Z Fold8, Galaxy Z Fold8 Ultra, and Galaxy Z Flip8

With seven generations of foldable innovation behind it, Samsung’s latest Galaxy Z Series offers devices designed for immersive entertainment, powerful productivity, and on-the-go creativity.

The all-new Galaxy Z Fold8 introduces a first-of-its-kind passport-inspired form factor that transforms how users consume content, seamlessly shifting between quick interactions and immersive viewing, reading and gaming. Lightweight and ready for everyday use, it combines Galaxy AI, powerful performance and an advanced dual 50MP camera system[1] in Samsung’s lightest Galaxy Z Fold device yet.[2]

For those seeking the ultimate foldable experience, Galaxy Z Fold8 Ultra delivers Samsung’s most advanced foldable yet. Featuring an expansive 8-inch display,[3] Ultra-grade camera capabilities, all-day battery life[4] and flagship performance, it is designed for Australians who want to create, multitask, and stay productive from anywhere.

Meanwhile, Galaxy Z Flip8 is Samsung’s slimmest and lightest flip phone ever,[5][6] weighing just 180g[7], and it brings together style, convenience and self-expression in a compact design. With a reimagined AI-powered FlexWindow, enhanced camera capabilities, and Samsung’s signature Flex Mode[8] experience, Galaxy Z Flip8 makes it easier to capture and stay connected on the go.

Across the new Galaxy Z Series, Samsung continues to enhance content creation with Galaxy AI-powered tools and camera features, including My FanCam[9] making it easier to capture, edit, and share content. The lineup also benefits from Samsung’s new Flex Titanium technology, delivering slimmer, stronger, and a more refined foldable.[10]

“For almost a decade, we have proudly pioneered the foldable category, and are thrilled with Australians’ overwhelmingly positive response to our latest Galaxy Z series, especially our Galaxy Fold8,” said Nathan Rigger, Head of Product, Mobile eXperience at Samsung Australia. “Our record foldable pre-order performance solidifies our continued confidence in the category, and drive to meet Australians evolving needs. With Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 we strive to transform the way Australians consume media, connect and express themselves, by setting new standards in performance and functionality.”

Galaxy Watch Ultra2 and Galaxy Watch9 Deliver Intelligent Health and Wellness Experiences

Galaxy Watch9, Galaxy Watch Ultra2

Samsung’s latest Galaxy Watch lineup offers Australians two distinct smartwatch options, designed to support everything from everyday wellbeing to high-performance training. Across both devices, Samsung’s latest AI-powered health features help users proactively manage key areas such as activity, recovery, cardiovascular health, and sleep.

Built for adventurers and high-performance athletes, Galaxy Watch Ultra2 is Samsung’s most advanced smartwatch yet. Designed to perform in demanding environments, it combines specialised sports tracking, health and wellness monitoring, and Samsung’s brightest watch display ever with up to 5,000 nits of peak brightness.[11] With a larger battery, enhanced durability, and powerful performance, Galaxy Watch Ultra2 is engineered to help users push further whether they’re training, exploring or tackling everyday challenges.

For those seeking an everyday wellness companion, Galaxy Watch9 delivers powerful insights in a lightweight and comfortable design. Featuring lasting battery, a bright display, and AI-powered health insights through Samsung Health[12] and Galaxy AI, Galaxy Watch9 helps users build better habits through effortless all-day tracking, and actionable insights.

“Health and wellness look different for everyone, which is why we’ve designed our latest Galaxy Watch line-up to support a broad range of Australian lifestyles, goals, and routines,” said Kylie Mason, Head of Wearables, Mobile eXperience, Samsung Electronics Australia. “Whether it’s pushing your limits outdoors with Galaxy Watch Ultra2 or building better everyday habits with Galaxy Watch9, these devices combine advanced health insights, AI-powered coaching, and all-day comfort to help Australians build better habits and stay on track.”

Australian Launch Events, Activations and Campaigns

To celebrate the Samsung collaboration with Sony Pictures’ “Spider-Man: Brand New Day”, Spider-Man recently paid a visit to two friendly neighbourhood Samsung Experience Stores in NSW and VIC.

At the Samsung Experience Store Chadstone on Saturday, 8 August, and the Samsung Experience Store Parramatta on Sunday, 9 August, fans had the opportunity to meet Spider-Man and capture the moment on the latest Galaxy Z Series devices.

Galaxy Experts were on hand to showcase why Samsung foldables are breakout stars, bringing the innovation and excitement of the Galaxy Z Series to life for customers.

See how Samsung flips into action for Sony Pictures’ “Spider-Man: Brand New Day” with a cinematic spot starring Jacob Batalon.

Samsung’s launch of the new Galaxy Z Series, Galaxy Watch9 and Galaxy Watch Ultra2 is supported by a national integrated marketing campaign expected to reach 96.7% of Australia’s Gen MZ audience.

The launch will feature landmark outdoor advertising across Melbourne and Sydney, including premium digital placements at Melbourne’s Emporium and Sydney’s Broadway & George precincts, complemented by more than 3,300 out-of-home panels nationwide spanning retail, transit and street furniture.

Samsung will also bring the Galaxy experience to consumers through a major retail presence at Melbourne’s Highpoint Shopping Centre, alongside content partnerships with leading creators and publishers across Twitch, ARN’s Footy & Friends and Mamamia’s The Spill, integrating Galaxy devices into entertainment, lifestyle and sporting conversations across Australia.

Availability

From August 14, Samsung Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy Watch9, Galaxy Watch Ultra2 are available to order in Australia, with pricing and colour options listed below:

Pricing

Additionally, New Galaxy Club in Australia – an upgrade and protection program – offers up to 50% of an eligible device’s recommended retail price back when customers move to an eligible next-generation Galaxy phone between 9 to 13 months after signing up. The program also includes Samsung Care+ for repairs and support, and it’s available with the Galaxy Z Series via Samsung.com/au on a monthly or one-year upfront plan.[13]

For more information about the Galaxy Z Series, Galaxy Watch Ultra2, and Galaxy Watch9, please visit: Samsung Australia Newsroom, and Samsung.com/au.

[1] Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects.

[2] Weight may vary by country or region.

[3] Measured diagonally, Galaxy Z Fold8 Ultra’s Cover Screen size is 6.5” in the full rectangle and 6.5” accounting for the rounded corners. The Main Screen size is 8.0” in the full rectangle and 8.0” accounting for the rounded corners; actual viewable area is smaller due to the rounded corners and camera hole.

[4] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, the number of times charged, and many other factors.

[5] Compared to previous Galaxy Z Flip models. Galaxy Z Flip8 measures 13.1mm when folded and 6.1mm when unfolded. Thickness measured from top to bottom of the glass at the thinnest point. The Z Flip8 measures 180g in weight and the Z Flip7 measures 188g.

[6] Compared to previous models.

[7] Weight may vary by country or region.

[8] Flex Mode supported at angles between 75° and 115°. Some apps may not be supported in Flex Mode.

[9] Results may vary depending on shooting conditions and environment. Accuracy of results is not guaranteed.

[10] Compared to previous Galaxy Z Fold models.

[11] Based on market research of globally released smartwatches as of June 2026. The 5,000-nit specification refers to the localised peak brightness achieved under high ambient light and full-screen brightness may differ. Actual brightness may vary or be limited depending on environmental factors, device temperature and usage conditions.

[12] Samsung Health is not a medical/therapeutic device. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[13] The ability to purchase New Galaxy Club (generally) is available to consumers only via Samsung.com and through the Enhanced Partnership Program (excluding the Samsung Staff Portal). It is not available to customers shopping on Samsung Business Shop. New Galaxy Club and Samsung Care+ are not insurance products. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply. To be eligible for Samsung Care+ and New Galaxy Club promotion benefit, registration may be required. For detailed information, please visit https://www.samsung.com/au/new-galaxy-club/.

L-R: CU Kim, President & CEO of Samsung Electronics Southeast Asia and Oceania, Won-Joon Choi, President and COO of Samsung Electronics’ Mobile eXperience (MX) Business and Head of R&D Office, and Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business for Southeast Asia and Oceania

Following the launch of the new Galaxy Z series at the Galaxy Unpacked event in London, Samsung leaders engaged with media from Southeast Asia and Oceania, sharing insights about how AI is evolving from a technology that people experiment with into one that is woven into everyday life.

Won-Joon Choi, President and COO of Samsung Electronics’ Mobile eXperience (MX) Business and Head of R&D Office, CU Kim, President & CEO of Samsung Electronics Southeast Asia and Oceania, and Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business for Southeast Asia and Oceania discussed changing consumer expectations in the region and what comes next for mobile AI experiences.

As Samsung introduced an all-new form factor this year, CU Kim revealed that sales of the Galaxy Z7 Series have increased by almost 15% year-on-year compared with the previous generation, indicating growing consumer interest in foldable experiences across Southeast Asia and Oceania.

Highlighting the region’s growing adoption of AI, CU Kim shared that AI usage among Galaxy Z Fold7 and Galaxy Z Flip7 users in Southeast Asia and Oceania has increased from 84% in August 2025 to 96% in June 2026^[1]. He noted that consumers often utilise AI for practical daily tasks, with Circle to Search, Now Brief and Photo Assist among the most frequently used features.

CU Kim, President & CEO, Samsung Electronics Southeast Asia and Oceania

CU Kim said “The next phase of AI will not be about more features. It is about relevance”, emphasising that as AI works across the various Galaxy mobile devices and other Samsung appliances and screens, it will be able to better understand user needs and become more helpful and personalised over time.

Galaxy AI also currently supports 22 languages, including Filipino, Indonesian, Thai and Vietnamese, reflecting Samsung’s commitment to delivering localised experiences for consumers across this diverse region.

The session explored how AI is changing the way people interact with their mobile devices as well, with CU Kim reiterating that in this region, mobile phones are the primary gateway to AI.

When discussing the future of mobile AI, Won-Joon Choi highlighted that the value of AI will be determined by how well it can remove friction in the background while giving users greater flexibility and choice.

“From a consumer’s perspective, there is no single AI that’s right for everyone. We want users to have the flexibility to use the right one at the right time, and that’s why we’re building Galaxy AI as a platform, with multiple AI agents working together to deliver the most seamless experience,” he added.

Building on the foundation established with the Galaxy S26 series, the Galaxy Z8 series and One UI 9 will provide an enhanced agentic AI experience through deeper system-level integration and more intuitive user controls. With multiple agents working seamlessly across apps, services, and device features, users will enjoy greater flexibility and choices for how they interact with AI.

Looking ahead, Won-Joon Choi shares that Samsung’s foldable portfolio is evolving to meet more lifestyles and needs. “Since we launched this category in 2019, we’ve studied closely how consumers interact with their foldables. Our broader, more diverse portfolio lets us better meet each user’s needs, and we are excited about what that will bring to Southeast Asia and Oceania,” he said. The Galaxy Z8 series will give users more ways to experience AI across productivity, content, creation and self-expression.

Through this 8th generation of foldables, Samsung is moving the category into its next chapter, one where foldables are no longer a niche choice, but a mainstream mobile experience that more consumers can confidently choose as part of their everyday lives.

As consumers in the region await the arrival of the new line-up, Galaxy Z8 Series will be available in Australia on 14 August.

[1] Samsung Internal Big Data Portal

To explore that vision, Samsung hosted a Health Forum panel, “Rewriting the Rules of Preventive Health.” Moderated by Dr. Hon Pak, Senior Vice President and Head of the Digital Health Team, Mobile eXperience (MX) Business at Samsung Electronics, the session brought together leaders across nutrition, fitness, clinical research and AI to examine how technology can close the gap between knowing and doing in everyday health.

[PHOTO] (From left) Otávio Penatti, Kevin Duffy, Moderator Dr. Hon Pak. Rohit Ail, Kartik

The Paradox — and the “Missing Miles” of Health

Opening the discussion, Dr. Pak described a paradox at the heart of modern health: innovation and technology today has been transformational and accelerating, yet chronic disease continues to rise around the world.

“We live in the most measured era in human history — billions of people track their sleep, their stress, their heart rate every single day. And yet chronic disease keeps rising. More data, it turns out, hasn’t resulted in better health.”

He framed the disconnect as two “missing miles.” The first mile is detection and monitoring: much of what shapes our health happens outside the clinic, and until recently, continuous monitoring was neither available nor connected to the physician. The last mile is action: even after a diagnosis and a care plan, it is the individual who has to act day after day — and life is busy, and change is hard.

[PHOTO] Dr. Hon Pak

Samsung, Dr. Pak argued, is uniquely positioned to close both gaps. With technology that stays with people throughout their daily lives — across wearables, mobile phones, and a connected ecosystem — Samsung can understand not just raw biometric numbers, but the context behind them.

“We don’t just see a number — we see what’s around it: whether this is a moment you’re ready to change something, or a moment you need a bit of support. Being there, at the point where personal decisions actually get made, is hard for a hospital, or any other company, to measure or act upon.”

But no single company can do this alone. That, he said, is why Samsung is building Connected Care together with partners — closing the first and last mile to scale prevention, with AI as the enabler across both. He introduced the three focus areas that would structure the conversation: everyday behaviour; clinical credibility and privacy; and advanced AI and research.

Everyday Behaviour: Closing the Last Mile at the Dinner Table and the Gym

Diet and exercise are two of the biggest levers on long-term health — and two of the most within our control. They are also, Dr. Pak noted, where the gap between knowing and doing is widest.

Kartik Poria, Head of Product at Samsung Food, located that gap in a moment everyone recognises.

“It’s Tuesday, six o’clock. You’re tired, you’re staring into the fridge, and everything you know about eating well loses to whatever’s quickest. That moment is what we’re going after — because what you eat, day after day, is one of the biggest levers we have on preventing chronic disease.”

He described how Samsung Health and Samsung Food are coming together to tackle two halves of the same problem: Samsung Health surfaces what is happening beneath the surface — indicators such as BMI, the Antioxidant Index and the AGEs Index[1] — while Samsung Food’s global recipe library facilitates meal planning and its food intelligence reflect how people actually like to eat. Sitting on top is a nutrition experience grounded in behaviour change science rather than tracking alone — learning a person’s habits and working with them so the healthier pattern becomes the easier one.

“We’re not adding another thing to manage — we’re making the healthy choice the easy one, for the night you’ve got the energy to cook and the night you don’t.”

[PHOTO] Kartik Poria from Samsung Food

Turning to movement, Kevin Duffy, CEO of iFIT, described exercise as foundational to both physical and mental wellbeing, and explained how iFIT’s expert-led programs are becoming more accessible through Samsung Health.

“Exercise is vital for both physical and mental wellbeing — cardiovascular health, strength, mobility, sleep quality, stress management.”

Through Samsung Health, users can discover and subscribe to iFIT’s premium fitness programs, while iFIT workouts integrate with Galaxy Watch so users can track key metrics during guided sessions. With Fitness Index[2], they receive a holistic view of their physical fitness in a single, easy-to-understand score, with personalised recommendations. Looking ahead, Duffy pointed to Samsung’s Health Assistant as a way to bring a user’s Fitness Index, goals and activity history together to surface the most relevant workout at the right moment.

“Exercise is not just about being active — it’s about understanding your body, building sustainable habits, and having the right guidance at the right time. By combining iFIT’s expert-led experiences with Samsung Health’s connected insights, we can help more people make movement a meaningful part of their everyday lives.”

[PHOTO] Kevin Duffy from iFIT

But content and insights alone, Dr. Pak noted, don’t close the last mile. The harder question is how to move from engagement to activation. Samsung designs for real life, recognising that people slip and miss goals most of the time — and that those moments are precisely when timely, well-contextualised support matters most.

The real measure, he argued, is not how often the system nudges someone, but how many healthy actions actually happen — a doctor’s low-salt advice quietly showing up as items in a grocery cart, or a workout that meets a person where they actually are that day. Poria added that this is the true shift: from nudging people to changing the choice in front of them.

Clinical Credibility and Privacy: Trust Earned Through Evidence

Dr. Pak turned next to the question of trust — noting that wearable data is now something most clinicians have seen, but far fewer have been able to build into their day-to-day care. Closing that gap, he said, is a matter of evidence, workflow and trust.

Rohit Ail, Head of the Technology Incubation Lab at Samsung R&D Institute UK (SRUK), spoke to how his team works to generate clinical evidence in real-world settings.

“Our goal is to meet the standards expected by clinicians, researchers and regulatory bodies, and that means generating evidence in real-world clinical environments. This commitment builds on Samsung’s growing body of clinical research and validation evidence.”

He referenced ongoing collaborations across Europe, including partnerships with the NHS and clinical validation studies with leading hospitals. With San Cecilio University Hospital in Spain and Gemelli in Italy, Samsung is working on identifying and managing cardiovascular disease (CVD) risk using AI and decision-support technologies; with Fondazione IRCCS in Italy, the focus is on understanding and addressing the late effects faced by adolescent and young adult (AYA) cancer survivors through AI-based digital phenotyping and a non-invasive, holistic approach.

On privacy, Ail noted that Samsung considers user data to belong to the user, with Samsung acting as custodian.

“Trust begins with protecting users’ data. Samsung takes a three-layer approach: Samsung Knox for device-level security, GDPR-compliant infrastructure, and alignment with the European Health Data Space framework.”

He added that SRUK has also developed a Decentralised Clinical Trial framework, in which participant identities remain under the control of healthcare organisations and data is pseudonymised from the outset.

[PHOTO] Rohit Ail from Samsung R&D Institute UK

Advanced AI and Research: Reading the Body’s Signals

If everyday reach and clinical trust are two of the three pillars, intelligence is what binds them together. Dr. Pak introduced foundation models as a genuine turning point — a shift from population averages to something truly personal.

Otávio Penatti, Head of the Health AI R&D Team at Samsung R&D Institute Brazil (SRBR), explained what a foundation model for health actually means.

“A health foundation model is an AI model that uses self-supervised learning to learn meaningful features from unlabeled biosignal data. At Samsung, we are advancing health foundation model research across multiple global research teams, combining expertise in biosignal intelligence, wearable AI, and personalised health insights. Building on the success of large language models, we can now interpret body signals not as isolated data points, but as a structured biological language. These signals can be measured through wearable devices in everyday situations, and by applying foundation models to understand these biological patterns, we have the potential to provide continuous, personalised health insights.”

[PHOTO] Kevin Duffy from iFIT

Three Focus Areas, One Goal

To close, Dr. Pak asked each panelist for a one-sentence vision of Connected Care in the era of AI five years from now.

• Kartik Poria (Samsung Food): “In five years, eating well won’t run on willpower — it’ll feel like having a chef and a dietitian in your pocket, turning what your body needs into what’s for dinner, day after day.”
• Kevin Duffy (iFIT): “A coach that knows your body and adapts every workout to who you are that day.”
• Rohit Ail (SRUK): “Care that clinicians trust and patients control — evidence-based and private by design.”
• Otávio Penatti (SRBR): “AI that understands the body’s language and acts before problems begin.”

Dr. Pak closed by tying the threads together: everyday behaviour, clinical trust and personal AI — three focus areas, one goal of closing the first and last mile to scale prevention while meeting people where they are.

“The future of health is connected, trusted and proactive — and it’s a road we’re glad to be traveling together.”

[1] Samsung Health is not a medical/therapeutic device. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[2] Fitness Index on Galaxy Watch9 is available on Android phones (Android 13 or above) and requires the Samsung Health app v7.0 or above. Samsung account login required. To use the feature, BIA and VO2Max each need to be measured at least once, along with 2 days of activity records and step count data. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

Across Southeast Asia and Oceania, consumers have been quick to embrace technology that makes everyday life simpler. From digital commerce and mobile payments to super apps and connected services, digital experiences are now integral to how people shop, communicate, work and manage daily life.

That same expectation is shaping how people approach artificial intelligence. As the world commemorates AI Appreciation Day this July, the shift is clear: AI is moving from experimentation into everyday use. In Southeast Asia and Oceania, where mobile-first lifestyles and digital adoption are among the highest in the world, people are beginning to expect AI to help them work, communicate, make decisions and move through daily life with greater ease.

The more embedded AI becomes in our lives, the more its value will be measured by how meaningfully it improves everyday experiences. The next phase of AI, which we will be unveiling at Unpacked on 22 July in London, will not be defined by technical capability alone, but by how naturally it fits into different lifestyles, understands individual needs and removes friction from daily routines.

From AI Tools to Connected Experiences

For years, technology evolved device by device. Each served a specific role: mobile phones for communication and productivity, wearables for health and activity insights, televisions for entertainment, and appliances for household routines.

Each device only supports one part of the user’s day. But when connected through AI, they can work together in ways that are more responsive to context and easier to act on.

SmartThings is central to making this possible. By bringing devices, services and partners into one connected ecosystem, it helps turn the intelligence offered by individual features into seamless experiences that are more natural and relevant in real-world scenarios.

Consider a young professional managing a fast-paced day, where even small decisions can add to the mental load. With AI Vision, our Bespoke AI Refrigerator Family Hub can help track fresh produce and packaged goods[1], alert users[2] when frequently used items are running low, and make grocery planning easier.

That same support extends to well-being. SmartThings integrates with Samsung Health to provide insights through Galaxy devices like the Galaxy Ring, while Galaxy Watch features such as Running Coach can analyse running performance data and customise training programs for users working towards their fitness goals. And as the user unwinds after a long day by watching their favourite shows on TV, Samsung Vision AI extends intelligence to the screen, helping the TV adapt to viewer preferences and make entertainment easier to discover, personalise and enjoy.

Together, these experiences show the broader promise of AI: making daily life easier not through one device acting alone, but through an ecosystem that understands context and can offer personalised responses to people’s needs.

Mobile as the Primary Gateway

Although AI now connects more devices across daily life, mobile remains the primary gateway. The mobile phone links people to the services, content, devices and relationships they rely on daily.

This is where agentic AI becomes especially important. As intelligence grows more contextual, mobile devices are evolving from a tool people use to search, message and browse, into an interface that helps them understand what matters, suggests the next step and completes everyday actions with less effort.

Galaxy AI is designed for this next phase of mobile AI. Instead of asking users to manage every task manually, it surfaces suggestions for what comes next. Mobile AI becomes most useful when its intelligence is built directly into the device experience itself.

Consumers in Southeast Asia and Oceania welcome the benefits and recognise the potential of AI but their trust needs to be earned. To deeply embed AI into daily life, consumers must feel that their data stays safe and that they are in control. Galaxy AI is designed to help protect personal information by keeping sensitive data close to the user, while giving users clear visibility and choice over how their data is used to power AI experiences. As AI expands across the connected ecosystem, Samsung has also extended Knox Matrix, its cross-device security platform, to provide a unified layer of protection across home appliances, mobile devices and TVs.

We are still in the early stages of this transformation. With AI becoming more widespread in daily life, new form factors will shape how people see, use, and act on information. Foldables are an important part of that future. A screen that flexes and unfolds gives AI greater flexibility to support multiple tasks, richer content and more contextual experiences at once.

At the upcoming Galaxy Unpacked, we will share more on how this vision is coming together.

The next chapter of AI will not be defined by how much more technology people must manage. It will be defined by how naturally intelligence fits into everyday life, helping people live, work, and connect more easily.

[1] A Wi-Fi connection and Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. User may need to manually check and adjust the list to ensure its accuracy.

[2] Available through the SmartThings app, available on Android and IOS devices. A Wi-Fi connection and Samsung account are required. Both devices must be signed in with the same Samsung account.

On July 22, Samsung Electronics will host Galaxy Unpacked in London, U.K. — a city that moves forward, not by chasing trends, but by setting them.

Join us as we unveil the newest additions to the Galaxy portfolio, which has defined the foldable category. Combining intelligent capabilities with innovative form factors, the next generation of Galaxy devices are set to deliver more personal and adaptive experiences and set a new standard for the AI era.

The event will be streamed live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel beginning at 11pm AEST and 2 p.m. BST.

Stay tuned and make sure to register at samsung.com/au/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

AI will be no different.

Where AI Meets People

AI is getting smarter faster, and this will continue. But to change how people live, it must answer: where, how and into whose hands does this intelligence reach? This will define AI’s next chapter.

AI no longer merely answers. It is entering an agentic age, taking action on our behalf while the person carries the final decision. But to act for someone, it must first know them.

That is why it matters where AI meets people. The entry points are where AI understands a person and builds trust. The best AI experiences will come from the devices that know the user best.

This is what Samsung has spent years building. The phone is closest to us, with us daily. The tablet is where we create and learn. The watch reads signals like sleep and heart rate. The TV and connected home appliances add context from where we live. And new form factors, from foldables to intelligent eyewear, expand where AI meets us. Together, a fuller picture of a person’s needs forms.

These entry points are powerful together. Signals from across devices become timely assistance: sleep tracked by your watch shapes tomorrow’s schedule, with information always available. AI at its best works quietly in the background, bringing these moments into a cohesive experience. That is why we have spent years building an ecosystem not just to reach, but to connect more moments.

Built on Openness and Trust

Samsung does not do this alone. The platforms that changed the world were the most open. The web was. So were mobile operating systems. With SmartThings, we brought devices, services and partners into one connected experience, shaping industry open standards. Openness lets the best ideas reach people faster. And we don’t simply layer intelligence on top, but design how AI works at the center so it serves each person in context.

But openness alone is not the goal. The harder task is turning intelligence into something personal and trustworthy. The best intelligence in the world should reach people through their everyday devices. But what makes it personal is understanding the user and keeping that understanding safe. That is our responsibility.

As AI becomes more personal and agentic, trust becomes the foundation. People need to know what AI is doing for them and remain in control.

This is why trust isn’t added at the end. Samsung Knox protects each Galaxy device and now the connections between them. As intelligence moves across devices, protecting what flows between them is crucial. The most personal data stays on the device so people can understand how AI is working and remain in control.

The Next Chapter of Galaxy

That same understanding shapes the devices we build. The more personal and capable AI becomes, the more form matters. As AI helps us with more at once, a screen that flexes and folds expands what is possible. This is what makes foldables special: they fold into your hand or open a larger stage. On this journey, Samsung has continued to make foldables thinner, lighter, stronger and more immersive.

AI is also essential in health. How we sleep, recover and look after ourselves—daily choices add up. A device close to us, like a watch, tracks these signals ensuring a better day.

The upcoming Galaxy Unpacked is where we will show what’s next in bringing all this together: more personal, natural AI experiences on a foundation more partners can build on. The question that opens the next era is not who has the smartest AI, but who understands people best, and turns that understanding into experiences they can trust.

We intend to take this path with openness and responsibility, beginning with the device already in your hand. We open this next chapter together at Galaxy Unpacked.

On July 22, Samsung will host Unpacked in London, U.K. Join us as we unveil the next chapter of Galaxy innovation. 

The event will be streamed live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel beginning at 11pm AEST and 2 p.m. BST.

Entertainment is no longer confined to a single place. Today’s viewing journeys unfold across different screens, moments and contexts.

A show may begin with a clip, a trailer shared in a group chat, or a recommendation that arrives mid-scroll. This is not fragmentation. It is how modern viewing works. The more interesting question is not how many screens we use, but what each screen does best, and why despite the plethora of display options made available to consumers, the TV continues to hold a special place in how people experience entertainment at home.

According to Samsung’s 2025 Southeast Asia and Oceania (SEAO) TV Awareness Survey[1], 65% of the region’s consumers watch TV daily. It’s clear that even as viewing journeys happen across more screens, TV remains part of the everyday rhythm in many households.

From Discovery to Presence

Mobile plays an important role in the viewing journey. It is always within reach, making it suitable for discovery, quick viewing, social sharing, and entertainment on the go.

At the same time, some viewing moments are especially suited for the big screen as TV brings scale, comfort and shared presence to entertainment experiences at home.

For instance, watching a live sports match on the big screen can bring the excitement from the stadium into living rooms. With features like AI Soccer Mode[2], sound and picture are optimised so viewers can enjoy every single bit of the gameday action from the comfort of their homes. This is why close to 40% of SEAO Smart TV users mirror, cast or stream from their phone to the TV1, showing how consumers value the flexibility of mobile viewing while appreciating the big screen experience.

Rather than choosing between screens, consumers are moving fluidly across them. Mobile devices offer mobility and immediacy, while TV brings scale, comfort, and presence.

A Smarter Way to Navigate Entertainment

Modern viewing no longer begins only when someone turns on the TV. It often starts elsewhere, before making its way there. The role of the Smart TV is to make that transition feel seamless, intuitive and coherent.

That is why the interface matters as much as the display. Viewers should be able to move easily between entertainment, apps and experiences.

Samsung’s One UI Tizen[3] reflects this shift by making everyday entertainment smoother to navigate. Viewers can easily access apps, customise the home screen, stream content, and enjoy gaming through built-in smart features, creating a TV experience that feels intuitive, personal and connected. With up to seven years of OS upgrades[4], our TVs are kept up to date with security enhancements and performance improvements.

Furthermore, Samsung Smart TVs support the way people move between screens. They allow users to conveniently mirror mobile content on the TV, use Multi View to watch TV and mobile content at the same time, display personal photos, and use the phone as a remote control.

Where the Moment Comes to Life

Once the journey reaches the TV, the screen determines how the moment lands. This is where pictures, sound and intelligence work together.

Features[5] such as Glare Free, HDR10+, and Object Tracking Sound+ (OTS+) help shape how entertainment feels on the big screen. For instance, whether with daylight or indoor lighting, our certified Glare-free technology reduces reflections, so that viewing experiences stay clear and comfortable. Meanwhile, HDR10+ uncovers delicate details across deep shadows to vibrant highlights, bringing greater dimension and immersion to each scene. Additionally, OTS+ helps sound follow on-screen movement for a more immersive audio experience.

Samsung Vision AI[6] adds another layer by enabling the TV experience to adapt more intelligently to content and environment. Through AI Customisation Mode, AI Optimised Mode and AI Sound Controller, the TV can enhance visual detail, fine-tune audio and adjust settings to better match what viewers are watching and where they are watching it.

As a result, films feel cinematic, with light, shadow and colour carrying depth. Live matches feel immediate, as motion and sound bring the room closer to the action. Gaming feels immersive when the screen keeps pace with every moment. At its best, TV quietly enhances the experience, helping viewers stay immersed in the content and the moment.

On Samsung 2026 TV models[7] supporting Vision AI Companion[8], users can easily pull up related information and content recommendations, activate AI-powered picture and sound enhancements, and access AI apps and features directly on the TV with a click of the AI button or long-press of the Home button on the remote control.   

The journey does not have to end when viewing stops. Samsung’s The Frame extends the role of TV beyond entertainment by allowing the screen to remain an integral part of the room when not in use.

The Frame can display renowned pieces that transform the screen into a personal gallery, reflecting individual tastes and complementing the style of the home. Through the Samsung Art Store[9], users can access more than 5,000 selections from world-famous artists and institutions, with collections that continue to evolve and expand across different genres and themes.

Recent collaborations include the partnership with the San Francisco Museum of Modern Art, which bring celebrated works by artists such as Diego Rivera and Piet Mondrian into the home. The Art Basel Hong Kong 2026 Collection also features works from emerging and established contemporary artists, imbuing the energy and creativity of their work into everyday living spaces.

This makes The Frame more than a screen for watching content. It becomes part of how people shape their spaces and appreciate art as another form of everyday entertainment.

The Right Screen for the Right Moment

The modern viewing journey does not depend on one screen doing everything. It is contingent on each screen playing its role at the right moment. Mobile helps the journey begin through discovery, immediacy and spontaneous moments. TV is where that journey becomes more focused, immersive and present.

In the multi-screen era, the TV complements the way we use devices. It gives entertainment a place to land and its presence can elevate a space. The journey may start anywhere and the big screen is where it all comes together.

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025

[2] AI Soccer Mode sound optimisation only available when audio is played directly through the TV, not through a separate sound device. Turn off AI Mode to use this feature. AI technology designed to detect and optimise soccer content only. Availability and performance will vary according to several factors including source content and application in use

[3] Internet connection and Samsung Account required. Data and subscription charges may apply. Apps and UI may be subject to change without notice. Agreement of the Smart Hub Terms and Conditions and Privacy Policy is required before use. Kayo & BINGE not available for use in Very Remote regions of Australia.

[4] Tizen OS upgrades will be supported for up to 7 years starting from release year, for TVs released in the year 2026.

[5]Features and availability may vary by model and region.

[6] Supported models may vary depending on the feature.

[7] The Vision AI Companion is available on 2025 TV models Q7 and above, QN60F (Only ZA/ZC), The Frame LS03F(W), Smart Monitor M7 and above, and The Movingstyle. This feature’s availability may vary by model or region.

[8] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Availability of features may vary, depending on the source content and privacy settings. Requires internet connection. Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[9] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.