The IFA Innovation Awards are a new global program debuting at IFA 2025 to spotlight products that demonstrate outstanding innovation, design excellence and market impact. Organised by IFA Berlin, the awards mark a new chapter in the event’s century-long legacy as a leading global stage for consumer and home technology. Besides the award certifications, winners also gain licensing rights, media exposure and exclusive opportunities at future IFA events.

Highlighted IFA 2025 Best of Innovation Award Winners

Bespoke AI Laundry Combo Wins Best in Design Award for Sleek Usability

In the home appliance category, the premium all-in-one washer-dryer Bespoke AI Laundry Combo[1] was recognised with a Best in Design award, highlighting the product’s excellence and advanced technology. The Bespoke AI Laundry Combo offers the convenience of washing and drying in a single cycle, while also boasting a sleek design and a 7-inch touchscreen that enhances usability.

The Movingstyle Redefines Portable Display

The Movingstyle[2], a portable smart display that blends form and function, won two IFA Innovation Awards for Best in Home Entertainment and Best in Design. Transforming how people experience entertainment across their living spaces, The Movingstyle’s design is rooted in one simple, elegant idea: mobility should be effortless.

Inspired by the silhouette of a tote bag, the integrated handle is both a distinctive visual signature and a practical tool. With it, users can carry the 27” QHD touchscreen like a personal item, while the soft-wheeled floor stand glides smoothly between rooms. The Movingstyle also comes with a 2-in-1 One Action Stand that allows the screen to detach from the stand in a single motion, instantly becoming a self-supporting display without extra accessories.

The Premiere 5 Provides an Innovative Home Viewing Experience

As Samsung’s most compact triple-laser ultra-short-throw projector[3], The Premiere 5 also won two IFA Innovation Awards for Best in Home Entertainment and Best of Tech Innovation. At just a fraction of the size of conventional projectors, it projects screens up to 100 inches from just 43.3cm away — or 80 inches at 32.7cm and 60 inches at 22.2cm — enabling large-scale visuals even in small, aesthetic-conscious spaces.

Perhaps its most impressive feature is Touch Interaction[4], which is enabled by a built-in IR laser and camera that allows intuitive control of content, games, apps and workouts — creating interactive use cases across education, entertainment and home training.

The Freestyle+ Blends Smart Tech and Portability

The Freestyle+[5] is Samsung’s first portable smart projector to be embedded with both on-device and generative AI, which helped it to win the Best in Home Entertainment award. It is powered by Samsung’s proprietary AI Q Processor — the first AI chipset built into a smart projector — and features a built-in AI OptiScreen that includes seven built-in features that work together to straighten the image, maintain sharp focus, avoid obstacles, fit screen borders, adjust colour for wall tone, enhance visibility in different lighting and dim the light when someone steps into the beam.

The Freestyle+’s built-in generative AI model allows users to create their own ambient visuals directly from the projector, and AI Q-Symphony detects the device’s position and automatically syncs audio with Samsung speakers or soundbars to deliver immersive surround sound.

Galaxy Tab S11 Ultra Allows Users To Create Content and Game Like Never Before

Galaxy Tab S11 Ultra won two IFA Innovation Awards for Best in Content Creation and Best in Computing & Gaming. These awards were won on Galaxy Tab S11 Ultra’s suite of tools for effortless productivity, creativity and immersive gaming experiences. As a product, Galaxy Tab S11 Ultra combines ultra-performance with a thin and light design[6] to elevate creativity and power productivity on the go.

With the redesigned S Pen, powerful Samsung DeX and advanced Galaxy AI[7], it enables users to experience a new level of creativity, while its 14.6-inch[8] 120Hz Dynamic AMOLED 2X display delivers a seamlessly immersive gaming experience.

Galaxy Z Fold7 Combines Design and Next-Level Functionality for an Ultra-Smartphone Experience

Galaxy Z Fold7 won the Best in Communications & Connectivity award by bringing together the best of Galaxy design, camera functionality and AI innovation in the thinnest and lightest Galaxy Z Fold series to date. It delivers premium performance and the experience of an ultra-smartphone with a larger, more immersive display when unfolded. Featuring One UI 8, Galaxy Z Fold7 has optimised Galaxy AI⁹ for larger screens, maximising the benefits of the expansive foldable display to boost productivity.

Highlighted IFA 2025 Innovation Award Honorees

Bespoke AI Washer[9] – precisely controls motor operations to reduce energy consumption to 65 percent lower than a Class A rating,[10] the highest EU efficiency standard. This represents an improvement of 10 percentage points over last year’s A-55%[11] Bespoke AI Washer, revealed at IFA 2024.

Bespoke AI Jet Ultra – featuring a suction power of 400W[12] while reducing overall weight, it is the world’s most powerful stick vacuum cleaner[13]. It also supports AI Cleaning 2.0[14], which automatically adjusts suction power to suit various cleaning environments. Additionally, the Bespoke AI Jet Ultra recognises floor types such as wood, carpet and mats, as well as room structures like corners and walls[15].

Bespoke AI Dishwasher[16] – equipped with AI Wash[17], which uses an improved high-resolution turbidity sensor and AI algorithm to thoroughly clean items by detecting and analysing soil levels throughout the wash and rinse cycles adjusting water temperature and duration. Additionally, it features an Auto Open Door that enables users to open the door with a simple push on the upper area, eliminating the need for handles and allowing the product to blend seamlessly into kitchen furniture.

Bespoke AI Refrigerator with Hybrid Cooling[18] – utilises two power sources — the compressor and Peltier module — to offer efficient and precise cooling. It also comes with the upgraded AI Vision Inside, which can recognise up to 37 fresh food items and 50 processed foods.[19] Lastly, the refrigerator includes a 9” smart screen that allows it to become a hub for connected appliances, show food items and recommended recipes and provide various forms of entertainment.[20]

Bespoke AI WindFree[21] – creates a comfortable environment without cold drafts by dispersing air through micro holes. AI Fast & Comfort Cooling analyses user habits and indoor/outdoor climate data to seamlessly switch between Fast Cooling mode and WindFree mode, providing energy-efficient comfort. It also combines comfort and energy savings through its Comfort Drying feature, which precisely controls humidity and temperature. When connected with wearable smart devices like watches and rings that detect when the user is asleep, it automatically turns on WindFree cooling and adjusts the temperature to better allow for deep sleep.[22]

Micro RGB – the world’s first display to feature micro-sized RGB LED backlighting in a 115-inch screen. Unlike conventional LED TVs that rely on white or blue backlights, Micro RGB is engineered with individually controlled red, green and blue LEDs to deliver true, full-colour local dimming. It also achieves 100% of the BT.2020 colour gamut[23] and has earned VDE certification for its Micro RGB precision colour.

Odyssey 3D[24] – immerses users in a diverse array of 3D experiences from games to videos with stunning 3D effects[25] — all without the need for dedicated glasses — thanks to advanced eye-tracking technology and a proprietary lenticular lens.

Spatial Display[26] – creates realistic depth and dimension to 2D visuals and 3D effects, without the need for 3D glasses. Slim and lightweight, this innovative signage brings brands to life and is suitable for any space and setting, including retail, events and luxury experiences.

Galaxy S25 FE – a gateway to the latest Galaxy AI⁹ experiences with multimodal capabilities that makes everyday interactions feel more natural and intuitive. Galaxy S25 FE is equipped with One UI 8 and also brings the AI-powered ProVisual Engine with advanced tools like Generative Edit[27], as well as an upgraded 12MP front-facing camera that delivers an enhanced photo experience.

Galaxy Z Flip7 – comes with an edge-to-edge FlexWindow[28] that allows users to express themselves, access key features at a glance and stay connected without opening the device. Now Bar and Now Brief[29] deliver helpful, personalised information on the FlexWindow, and FlexCam makes it easier than ever to capture the perfect selfie.

Buds3 FE – brings a larger speaker[30] that delivers rich, powerful sound with deep bass and clear treble. Enhanced ANC²⁵ reduces ambient noise, creating a more immersive listening experience, and Enhanced call clarity technology uses a pre-trained machine learning model to isolate the user’s voice.

[1] Availability of the new Bespoke AI Laundry Combo has not been announced in Australia.

[2] Australia is yet to confirm the availability of the Movingstyle locally.

[3] A minimum distance from the wall is required for product placement, and this distance may vary depending on the size in inches of the screen to be projected.

[4] Touch Stand required.  Touch Interaction features may not be supported on all apps or content. Functionality may vary depending on the specific application, content, format or device compatibility.

[5] Product availability has not been announced in Australia

[6] Galaxy Tab S11 Ultra measures 5.1mm, excluding the camera bump. The 5G variant weighs 695g and the Wi-Fi variant weighs 629g.

[7] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties, at the end of 2025.

8 Measured diagonally, Galaxy Tab S11 Ultra’s screen size is 14.6″ in the full rectangle and 14.5″ accounting for the rounded corners. Actual viewable area is less due to the rounded corners and the camera hole.

[9] Availability of the new Bespoke AI Washer has not been announced in Australia.

[10] Based on Samsung internal testing dated 14 August 2025, in accordance with EU Regulation No. 2019/2014, EU Regulation No. 2019/2023, EN 60456:2016/A11:2020-12, CLC/TS 50677:2019, and CLC/TS 50707:2020. The energy consumption of this 9KG model is EEI 17.5, which is 66.3% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Tested with Eco 40-60 program. Samsung Australia has not announced availability of this product locally.

[11] Based on Samsung internal testing dated 20 August 2024, in accordance with EU Regulation No. 2019/2014, EU Regulation No. 2019/2023, EN 60456:2016/A11:2020-12, CLC/TS 50677:2019, and CLC/TS 50707:2020. The energy consumption of this 9KG model is EEI 22.3, which is 57.1% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Tested with Eco 40-60 program.

[12] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

[13] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

[14] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or WiFi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. In such cases, it operates in AI Cleaning mode 1.0. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep the Wi-Fi in the house on at all times.

[15] The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.

[16] Availability of the new Bespoke AI Dishwasher has not been announced in Australia.

[17] Based on an AI-created algorithm. Actual results may vary depending on individual use.

[18] Availability of the Bespoke AI Refrigerator with Hybrid Cooling has not been announced in Australia.

[19] As of April 2025, AI Vision Inside can recognise 37 food items, such as fresh fruits and vegetables. If the food is not recognisable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the refrigerator door bins or freezer. It recognises food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognises packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form.

[20] A Wi-Fi connection and Samsung account are required.

[21] Availability of Bespoke AI WindFree has not been announced in Australia.

[22] A Wi-Fi connection and Samsung account are required.

[23] BT.2020 is an international standard for colour accuracy established by the International Telecommunication Union (ITU)

[24] For more information on the Odyssey 3D (G90XF – LS27FG900XEXXY) visit https://www.samsung.com/au/monitors/gaming/odyssey-3d-g90xf-27-inch-165hz-uhd-ls27fg900xexxy/?srsltid=AfmBOorHWm13IUUoKnsa1lci8hlVUhLFqigbjwLSXpBDwWWRwOjk950y

[25] 3D effects may vary depending on content and PC capabilities. AI 3D video conversion is not available for DRM content or when HDR mode is enabled. Odyssey 3D Hub must be installed. The app can be downloaded from Samsung.com or Microsoft Store. Only the games that are specified in the Odyssey 3D Hub can be transferred for 3D gaming.

[26] Availability of Spatial Display has not been announced in Australia.

[27] Samsung Account may be required to use certain AI Photo Assist features. Edit results may vary depending on the photography or filming condition. Editing with Generative Edit results in a resized photo up to 12MP. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. Accuracy of results is not guaranteed.

[28] Certain applications may not support FlexWindow widgets

[29] Now Brief requires Samsung Account login, app compatibility and user’s consent to access certain information. Service availability may vary. Energy Score requires health data tracked from Samsung Galaxy Watch or Galaxy Ring and is intended for general wellness and fitness purposes only.

[30] When compared to previous Buds FE model.

Samsung Electronics Co., Ltd. today unveiled Vision AI Companion at IFA 2025, introducing the next evolution of AI-powered displays across compatible Samsung TVs and monitors. With a smarter Bixby voice assistant, Vision AI Companion aims to deliver a more natural and conversational interaction as it integrates Samsung’s most advanced AI features into a single, intuitive AI experience that effortlessly helps users discover content and get contextualised answers.

Vision AI Companion will be available in Australia on eligible 2025 Smart TVs and announced at a later date.

With consumers around the world seeking devices that do more than just stream content, Vision AI Companion reflects the increasingly central nature of TVs in the connected home. By integrating AI into the heart of the viewing experience, Samsung is enabling personalised recommendations, smarter multi-device interactions and intuitive support for your daily life.

“At Samsung, we’re investing in technology that makes experiences more personal, more intuitive, and built for the future,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display Business of Samsung Electronics. “With Vision AI Companion, we are redefining what a TV can do, going beyond picture quality and sound to deliver an experience that understands you, interacts with you and evolves with you over time.”

Conversational and Visual Intelligence

What’s special about Vision AI Companion  is its ability to answer questions and requests with visualised, intelligent responses through multiple AI agents.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience by understanding context and following-up questions to enable more fluid interactions that feel like a real conversation.

Vision AI Companion integrates Samsung’s key AI innovations into one experience, making them easier than ever for consumers to access:

• Generative Wallpaper offers dynamic visuals customised to the user’s preferences.
• AI Picture, Active Voice Amplifier Pro and AI Upscaling Pro automatically adjust picture and sound to optimise the viewing environment across content sources.
• AI Gaming Mode delivers responsive, immersive gameplay with AI-powered optimisation
• Copilot by Microsoft and Perplexity, available as standalone AI agent apps, enable task support and productivity directly from the TV to extend Vision AI Companion’s functionality[1].

By unifying these functions, Vision AI Companion eliminates the need to switch between multiple apps or menus, becoming a central hub for entertainment, productivity and connected experiences.

From Concept to Reality

The concept of Samsung’s Vision AI was first introduced at CES 2025, where Samsung outlined its ambition to enhance the home screen experience across compatible TVs, monitors and other displays. At its core, Vision AI enhances display and audio quality, enables seamless communication between Samsung devices and delivers tailored content through advanced AI agents. Vision AI is backed by Samsung’s long-term commitment to consumers, offering seven years of software upgrades through the One UI Tizen platform. This ensures that supported models will always have the latest updates and AI features as well as the latest security updates from Samsung Knox.

With the launch of Vision AI Companion, those ideas now take shape with a new level of personalisation, device integration and user support.

Vision AI Companion will begin rolling out as a software update in late September, starting in Korea, North America and select European markets, with additional regions to follow including Australia at a later date To learn more, visit samsung.com/au/

[1] Copilot is currently available in Australia on 2025 Smart Monitors M9, M8 and M7. Copilot will be available on 2025 TV models including, Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame in Q4 2025. Availability will expand to additional regions and models over time and may vary by market.

At Innovation for All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

“At Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs, and care for what matters most,” said Cheolgi Kim (CK), Executive Vice President and Head of Digital Appliances (DA) Business. “This is the beginning of a new era – where technology supports your life in the background so that you can live it more fully.”

Samsung’s AI Home experience is designed to make everyday living more convenient, efficient, healthy, and safe.

Samsung Electronics research[1] reveals that 66% of European consumers find the idea of an AI-enabled home appealing, with many envisioning streamlined daily tasks (44%) and greater control via phone or voice commands (45%). AI Home, with SmartThings automated routines, delivers on this vision – automating lighting, temperature, and even syncing blinds with the weather for effortless living[2].

The home is a sanctuary for 93% of people and a social hub for 80%[3]. As families spend more time together, AI Home enhances shared moments with wellness checks, personalised sleep settings, and meal planning.

Energy efficiency is one of the main benefits consumers look for from AI. Sixty-six per cent of European consumers believe an AI enabled home can help track costs and save money[4]. With SmartThings Energy[5], AI Home helps users manage their washing machine energy use.

Security remains critical, with 40% expecting AI to improve home protection through timely alerts[6]. Samsung Knox Vault and Knox Matrix help safeguard sensitive data and extends protection across connected devices with ecosystem-wide security[7].

Bespoke AI Enhances AI Capabilities

Samsung’s latest Bespoke AI appliances have taken AI features to a new level, offering a better living experience in both the kitchen and other spaces:

• Bespoke AI Jet Bot Steam Ultra: Upgraded with improved AI Object Recognition[8], it can now detect liquids[9], even transparent ones. Samsung Australia is yet to announce availability for this product locally.
• Bespoke AI Washer: AI Wash+ enables a laundry experience that better fits your clothes. It clears the minimum threshold for a Classe A in energy efficiency testing by 65% based on requirements in the European market[10]. Samsung Australia has not announced local availability of this product however has confirmed that it will expand its local range of energy efficient laundry appliances in Q3 2025.
• Bespoke AI Dishwasher: AI Wash optimises the cleaning cycle based on how dirty the dishes are[11], and Auto Open Door allows steam to escape, accelerating the drying process. This appliance is available in Europe only at this time.
• Extractor Induction Hob: Integrating the extractor into the hob maximises kitchen space.This appliance is available in Europe only at this time.

Vision AI Expands to Larger Displays

Samsung’s Vision AI Companion is designed to feel more like a trusted companion – someone you can engage with naturally, and that responds in a human-like way – redefining home entertainment. Pursuing an open platform approach, Samsung is strengthening its partnerships with global AI technology leaders, including Google, Microsoft and Perplexity.

Other highlights included:

• Micro RGB: A 115” display delivering cinema-like visuals at home with incredible colour, bringing every scene to life with stunning depth and vibrancy. Samsung Australia has confirmed Micro RGB will join its TV line up over the coming months.
• The Movingstyle: A portable touchscreen TV with built-in battery and adaptive AI – perfect for any room or on the go. Samsung Australia is yet to announce availability of this product locally.
• Samsung Sound Tower: Powerful, portable sound- You can strengthen the party mood with customisable lighting and sound effects via the dedicated app. Samsung Australia will range the Sound Tower in 2026.

Galaxy AI Expands with New Devices

Starting with the Galaxy S24 series and a commitment to democratise Galaxy AI[12] to over 200 million devices in 2024, Samsung Galaxy has defined a new era of mobile AI innovation.

Now, the latest Galaxy AI experience comes to new products, designed to ensure a seamless mobile experience on a wider range of devices with multimodal capabilities.

By the end of 2025, Samsung aims to bring the Galaxy AI experience to over 400 million devices worldwide.

Experience Future Living, Now at IFA 2025

The Samsung exhibition at IFA will be open from September 5 – 9 at the CityCube, Berlin.

Samsung Electronics is also showcasing a large-scale media art installation created in collaboration with world-renowned digital artist Maotik on a massive 50-meter-wide digital façade at the entrance of the exhibition hall.

The video, themed around “wind,” features dynamic waves formed by the organic movement of data, symbolising how Samsung’s AI technology contributes to enhancing everyday life for its customers.

For more information on the products mentioned within this release, please visit the Samsung Newsroom here

[1] All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.

[2] Requires a wireless network, a Samsung account and the Samsung SmartThings App. AI Home routines must be manually set up by the user before AI Home can assist with their automation. SmartThings app available on Android and iOS devices.

[3] All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.

[4] [4] All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.

[5] SmartThings Energy on the SmartThings app. Additional in-app module download may be required.

[6] [6] All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.

[8] Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.

[9] A liquid spill is defined as a coloured or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, colour of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.

[10] Based on Samsung internal testing dated 14 August 2025, in accordance with EU Regulation No. 2019/2014, EU Regulation No. 2019/2023, EN 60456:2016/A11:2020-12, CLC/TS 50677:2019, and CLC/TS 50707:2020. The energy consumption of this 9KG model is EEI 17.5, which is 66.3% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Tested with Eco 40-60 program.

[11] Based on an AI-created algorithm. Actual results may vary depending on individual use

[12] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties, at the end of 2025.

Samsung Electronics Co., Ltd. has announced the official launch of its Micro RGB Technology offering its first display to feature a micro-scale RGB LED backlight behind a large 115-inch screen. This breakthrough display establishes a new benchmark for colour accuracy, contrast and immersive viewing in the ultra-premium TV segment.

Samsung’s Micro RGB is built on Samsung’s proprietary Micro RGB Technology, which arranges individually controlled red, green and blue micro RGB LEDs — each less than 100µm in size[1] — in an ultra-fine pattern behind the panel. Unlike conventional backlighting, the architecture enables precision control over each red, green and blue RGB LED.

“Micro RGB achieves new levels of precision for controlling micrometer-sized RGB LEDs, raising the bar for colour accuracy and contrast in LED consumer displays,” said Taeyong Son, Executive Vice President and Head of the R&D Team of the Visual Display (VD) Business at Samsung Electronics. “With this launch, we’re setting the standard in the large-sized, ultra-premium TV market and reinforcing our commitment to next-generation display innovation.”

Micro RGB is powered by Samsung’s Micro RGB AI engine, which uses AI processing to fully optimise both picture and sound. This advanced technology analyses each frame in real time and automatically optimises colour output for a more lifelike and immersive picture. With this AI engine, Micro RGB Colour Booster Pro recognises scenes with dull colour tones and intelligently enhances colours across all content for a more vivid and immersive viewing experience.

Additionally, Samsung’s Micro RGB features Micro RGB Precision Colour, ensuring colours are delivered as intended for maximum accuracy and vividness, with precisely controlled colours that achieves 100% colour coverage of BT.2020, an international standard for colour accuracy established by the International Telecommunication Union (ITU). The display also received ‘Micro RGB Precision Colour’ certification from the Verband der Elektrotechnik (VDE), a leading German electrical engineering certification institute.

Apart from providing next-generation performance, Micro RGB’s super slim metal design achieves a sleek, minimalistic profile to compliment various interiors.

With Samsung Vision AI integrated, Samsung’s Micro RGB brings the latest state-of-the-art AI technologies including AI picture and sound[2], and a smarter Bixby voice assistant[3], powered by generative AI, which offers a more conversational and personalised experience for TV users to get more from what they’re watching without leaving the screen.

Samsung’s Micro RGB is also secured by Samsung Knox[4], the industry-leading security solution designed to protect users’ sensitive personal data, and Samsung’s 7-year free Tizen OS Upgrade program[5], which ensures ongoing software enhancements and long-term support.

Samsung Australia has confirmed the 115-inch Micro RGB display will join its 2025 AV line-up over the coming months.

To learn more about Micro RGB, visit, samsung.com/au/.

[1] Certified by VDE Germany for RGB Micro LED size ≤ 100 μm, Certificate ID: 40060498, 9-7-2025

[2] Compared to 2024 Samsung Smart TVs. Viewing experience may vary according to types of content and format.

[3] Compared to 2024 Samsung Smart TVs.

[4] Samsung Knox applies to Samsung TVs powered by Tizen, launched since 2015. Security software update is guaranteed for at least three years from TV product launch. Latest TV software update is required. Evaluated by IT Security and Certification Center, Republic of Korea (Feb 2023, 2024) using the Common Methodology for IT Security Evaluation, Version 3.1 R5 for conformance to the common criteria. Certification No: KECS-CISS-1291-2024.

[5] 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. Tizen OS upgrades will be provided for 7 years, starting from release year 2025.

New Bespoke AI Washer brings industry-leading A-65% energy efficiency with AI-enhanced features like AI Wash+. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd. has unveiled its latest laundry innovations at IFA 2025 in Berlin, including a new Bespoke AI Washer with A-65% energy efficiency[1] and the second-generation Bespoke AI Laundry Combo[2]. These new models demonstrate Samsung’s ongoing commitment to delivering energy savings, intelligent features and stylish designs that align with the evolving needs of users around the world.

“With the new A-65% washer, Samsung has pushed the boundaries of convenience and energy efficiency once again,” said Jeong Seung Moon, EVP and Head of the R&D Team, Digital Appliances (DA) Business at Samsung Electronics. “With AI-driven features like the new AI Wash+, innovative hardware upgrades, and a wider choice of design options, we aim to deliver personalised experiences that reduce effort and maximise satisfaction.”

A-65% Bespoke AI Washer: A New Milestone in Energy Efficiency

Samsung will unveil its new A-65% washer at IFA 2025. Image simulated for illustrative purposes. Cables not shown

Following the A-55% Bespoke AI Washer[3] introduced at IFA 2024, Samsung will unveil its new A-65% washer¹, which consumes 65% less energy than the minimum energy efficiency requirements for a Class A rating in the European market¹. This elevated performance is achieved through enhanced motor efficiency, improved circulation, and refined washing algorithms.

The new washer also features the enhanced AI Wash+[4], which now intelligently adapts to an expanded range of fabric types, including outdoor wear and denim. By detecting the weight, soiling level and fabric type, AI Wash+ automatically adjusts the amount of water and detergent, along with the wash time to deliver optimal results.

This model will feature Samsung’s intuitive 7” touch screen for an elevated user experience with innovative features and functionality, as well as seamless integration with SmartThings[5].

To complement the washer, Samsung is also introducing a matching dryer that includes AI Dry+, which detects fabric type[6] and moisture level to optimise drying time.

Availability of the new Bespoke AI Washer and matching dryer has not been announced in Australia.

Second-Gen Bespoke AI Laundry Combo: Taking Convenience One Step Further

Samsung to showcase a second generation Bespoke AI Combo at IFA 2025. Image simulated for illustrative purposes. Cables not shown

At IFA 2025, Samsung has also showcased the second-generation Bespoke AI Laundry Combo, building on the popularity of the globally launched first-generation model. First launched to the Korean market earlier this year, this new model exemplifies the latest advancements in Samsung’s AI-powered laundry solutions.

Retaining the same external dimensions, the updated Combo delivers a 3kg increase in drying capacity[7]. These improvements were made possible through structural enhancements, including a more densely arranged heat exchanger fin layout that expands the heat transfer surface area and a more powerful preheating capability from the heater system.

The second-generation model also introduces a range of practical upgrades aimed at enhancing everyday usability. Upgraded from the first generation’s AI Wash & Dry, the second-generation model’s AI Wash & Dry + adds denim and outdoor to the list of detectable fabric types.[8] Auto Open Door+ – a feature unique to the Combo – automatically opens the door after washing or drying to help reduce moisture and odour, while blowing air into the tub after wash-only cycles to lower humidity and keep the interior fresh. The model also offers optimised cycles for modern routines, including a 79-minute Super Speed cycle, a 49-minute single garment cycle, and a 39-minute shirt cycle[9]. To make navigating these options easier, the 7” touchscreen features a new Dial Theme interface that prominently displays six frequently used cycles in a clean, circular layout for more intuitive control.

Availability of the new Bespoke AI Laundry Combo has not been announced in Australia.

For more information, visit: https://www.samsung.com/au/washers-and-dryers/washer-dryer-combo/

[1] Based on Samsung internal testing dated 14 August 2025, in accordance with EU Regulation No. 2019/2014, EU Regulation No. 2019/2023, EN 60456:2016/A11:2020-12, CLC/TS 50677:2019, and CLC/TS 50707:2020. The energy consumption of this 9KG model is EEI 17.5, which is 66.3% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Tested with Eco 40-60 program. Samsung Australia has not announced availability of this product locally.

[2] Samsung Australia has not announced availability of this product locally.

[3] Based on Samsung internal testing dated 20 August 2024, in accordance with EU Regulation No. 2019/2014, EU Regulation No. 2019/2023, EN 60456:2016/A11:2020-12, CLC/TS 50677:2019, and CLC/TS 50707:2020. The energy consumption of this 9KG model is EEI 22.3, which is 57.1% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Tested with Eco 40-60 program.

[4] AI Wash+ detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.

[5] SmartThings available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[6] Based on an advanced AI algorithm, utilising weight, moisture content and drying temperature data, it can detect four types of fabric: normal, denim, towels and delicates. May yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.

[7] Previous model WD25DB****** is 15kg, new model WD90F25*** is 18kg.

[8] Fabric type detection is available in the AI Wash+ cycle (wash mode) for loads up to 3kg. When multiple fabric types are mixed, the machine detects either general or the most similar characteristics. Optimal results may be achieved when washing items made of similar materials.

[9] Listed cycle times based on default product settings. Actual results and time required may vary depending on fabric type, moisture content, laundry composition, and usage conditions.

One UI shown on Bespoke AI Family Hub + French Door Refrigerator. Image simulated for illustrative purposes.

Samsung Electronics Co., Ltd. has announced the expansion of its proprietary One UI platform to its home appliance lineup, delivering a unified and intuitive software experience across compatible smartphones, TVs and now smart appliances. As a part of this initiative, some smart appliances will receive software updates for up to 7 years after launching[1], starting from 2024-launched home appliances being updated in September[2].

“By bringing One UI to smart appliances, we are transforming the way people interact with technology in their homes,” said Jeong Seung Moon, EVP and Head of the R&D Team of the Digital Appliances (DA) Business at Samsung Electronics. “This consistency ensures that the experience feels natural and familiar across all our devices.”

A Unified Software Experience Across Connected Samsung Products

With One UI, Samsung is unifying the user experience for the product categories of mobile devices, TVs and home appliances through the application of consistent design elements and functionality. This includes Apps & Services like Bixby[3], Gallery, and Samsung TV Plus[4], which are being made available across various types of screens to enable seamless device interaction and media consumption.

Device Connectivity is also enhanced through SmartThings[5], integrating the home’s devices into a unified ecosystem with easy access to helpful services like Family Care, Pet Care and Home Care[6]. When it comes to Common UI, users will get the benefit of familiar interfaces like Now Brief[7], which delivers personalised and relevant information at a glance. Now Brief offers family members a curated selection of useful content, including daily weather updates, family schedules, tailored recipes, and home insights such as how much time is left on the washing machine.

Up to 7-Year Software Support for Select Smart Appliances

Wi-Fi-enabled Samsung home appliances will be eligible for software updates for up to seven years after launching, starting from models launched in 2024[8]. This supports Samsung’s commitment to provide good value by enhancing functionality and prolonging security updates throughout the product lifecycle.

From September 2025, eligible 2024 launched models[9] will receive various software updates that bring enhancements in usability, intelligence and security:

• Upgraded Security: Knox Matrix[10], Samsung’s security solution extending protection across compatible devices based on private block chain technology, will be extended to compatible Wi-Fi[11] enabled refrigerators, washers and dryers, and air conditioners[12]. These products will be protected through Knox Trust Chain[13], which allows connected appliances to monitor each other’s security status. Screen-equipped models like the Bespoke AI Family Hub + French Door Refrigerator, AI Home Side By Side Refrigerator with a 9-inch AI Home screen and Bespoke AI Heat Pump Combo with a 7-inch AI Home screen will also receive updates like encrypted Credential Sync and Passkey support. These screen appliances will also be updated with the Knox Security dashboard provided on 2025 models, which allow users to easily monitor the security status of connected appliances in real time.

• Smarter Features: Select Family Hub appliances and refrigerators with 9-inch AI Home screens will benefit from the upgraded AI Vision Inside applied to 2025 products, which now supports the recognition of frequently used packaged foods in addition to a larger number of fresh foods[14]. Bixby[15] is also upgraded to support Voice ID, allowing it to recognise user voices and provide personalised experiences on shared devices. Users can also enable Bixby quickly and intuitively by simply double tapping on the screen.

• Refined Interface: A refreshed One UI design — first seen on 2025 appliances — will come to 2024 models like refrigerators, washers, and ranges, offering intuitive navigation and region-specific settings.

By expanding One UI across product lines, Samsung is realising its vision of a cohesive, intelligent and secure home — where users enjoy familiar interfaces, personalised services and consistent control regardless of screen or device.

For more information on Samsung’s latest AI-powered home appliances and SmartThings innovations, please visit www.samsung.com/au

[1] Software updates are provided for up to 7 years from each appliance project’s initial launch, regardless of the local launch date.

[2] One UI 7.0 software will roll out from September. Software updates are provided to appliances excluding cases where hardware limitations, such as memory or chip performance, may restrict the updates.

[3] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language and dialect. Bixby updates include Voice ID and double tap initiation, available on 2024 Family Hub and AI Home refrigerators and washing machines.

[4] Coming to Australia via 2024 Family Hub and AI Home refrigerators and washing machines in September 2025.

. Ad-supported streaming service with content subject to change without notice. Internet connection and Samsung account required.

[5] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit www.samsung.com/au/apps/smartthings/ for a list of current compatible devices.

[6] To utilise Family Care, Pet Care and Home Care, appliance must support Wi-Fi and connect to SmartThings to activate service. The availability of each care service may vary by country.

[7] Now Brief will be available on home appliances from 2026. Now Brief feature requires a Samsung Account login. Service availability may vary by country, language, device model or apps. Some features may require a network connection.

[8] Products include SRF9400BFH, SRF9800BFH, SRFX9400BG, SRL4200S, SRL4200B, SRL4600BD, SRL4600SD, SRL4600S, SRL4600B, and WD18DB8995BZ.

[9] Products include SRF9400BFH, SRF9800BFH, SRFX9400BG, SRL4200S, SRL4200B, SRL4600BD, SRL4600SD, SRL4600S, SRL4600B, and WD18DB8995BZ.

[10] Knox Matrix is applied to all global regions uniformly, with the exception of China.

[11] May vary by model

[12] Product availability varies by country.

[13] Trust Chain enables connected devices to monitor each other for security threats. In case of an attack, it isolates compromised devices to safeguard the rest of the ecosystem, reconnecting them once the issue is resolved. Learn more here: https://news.samsung.com/au/the-knox-journals-the-passwordless-future-of-security

[14]AI Vision Inside in Australia can recognise 33 food items like fresh fruits and vegetables. This expands to 37 food items in other global regions If the food is not recognisable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognises food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognises packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form.

[15] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby only recognises certain accents and dialects of English (India), English (UK), English (US), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Portuguese (Brazil), Spanish (Spain) and Spanish (Latin America).

Microsoft Copilot with its 2025 lineup of TVs and Smart Monitors

Samsung Electronics Co., Ltd. today announced a new integration of Microsoft Copilot with its 2025 lineup of compatible TVs and Smart Monitors,[1] building on Samsung’s commitment to offering even more personalised and intelligent features on screen with Samsung Vision AI.

With Copilot built into the display, users can access Microsoft’s powerful AI companion through a simple voice command or click of the remote, making it easier to search, learn and engage with content directly from their screens.

“Through our open AI partnerships, Samsung is setting a new standard for AI-powered screens,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display (VD) Business of Samsung Electronics. “Copilot makes it fun and easy to quickly get what you need through tailored experiences, whether you’re learning something new, enjoying entertainment, tackling everyday tasks or more.”

A More Connected AI Experience

Copilot’s integration expands on a richer, more contextual smart display experience. The integration also enables Copilot’s conversational AI in Samsung Daily+, Samsung’s lifestyle hub that offers services across entertainment, wellness, food and more.

Copilot can be accessed through the Samsung Tizen OS home and Samsung Daily+, enabling conversational AI support for a range of scenarios[2]. Through natural voice interaction, Copilot offers personalised recommendations, relevant information and interactive learning experiences. Whether viewers are curious about something they’re watching or looking to explore a topic further, Copilot can respond instantly— all from the largest screen in the user’s home.

“Copilot on Samsung TVs is designed to feel like an AI companion in your living room,” said David Washington, Partner General Manager, Microsoft AI. “Together with Samsung’s leadership in display technology, we’re bringing people a shared experience that helps them discover something to watch, ask questions, make plans, or simply enjoy a moment together, all on the biggest screen in their home.”

As global leader in the TV market for 19 consecutive years[3], Samsung is in a unique position to create the most intuitive and supportive AI companion for the home.

To learn more, visit www.samsung.com/au

[1] Copilot is currently available in Australia on 2025 Smart Monitors M9. M8 and M7 models. Copilot will be available on 2025 TV models including, Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame in Q4 2025. Availability will expand to additional regions and models over time and may vary by market.

[2] In Australia, Copilot can currently be accessed through the Samsung Tizen OS home and Samsung Daily+ on 2025 Smart Monitor M9, M8 and M7 models. Select Samsung 2025 Smart TV owners will follow the same route in Q4 2025 when Copilot expands to the following TVs: Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame. Availability will expand to additional regions and models over time and may vary by market.

[3]  Source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

Pictured: Samsung’s Home Appliances within the SmartThings ecosystem. Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

Samsung Electronics Co., Ltd is expanding it Home Appliances Remote Management (HRM) service globally, enhancing the remote diagnostic and troubleshooting experience for smart appliances users around the world. The service is now active across 122 countries including Australia, with support for 17 languages, enabling seamless support for a wide global customer base.

HRM is a service that connects SmartThings-connected appliances to Samsung’s service network, maintaining a continuous record of device conditions and enabling real-time monitoring through the service center[1]. With customer consent, advisors at service centers can remotely access diagnostics data – including refrigerators’ inner temperature levels, dryers’ moisture levels, or air conditioner cooling performance – and provide solutions or guidance to solve issues[2].

HRM has been used in remote customer support since 2020 in Korea, and was piloted across 10 countries in 2024. This year, the service has officially rolled out globally across 122 countries, supporting refrigerators and washing machines. To facilitate successful global rollout, Samsung has expanded HRM’s multilingual support from English and Korean to 17 languages in total – including Spanish, Portuguese, German, French, Russian, and Czech[3].

“Samsung’s HRM service exemplifies our commitment to proactive, smart customer care,” said Miyoung Yoo, EVP and Head of Global Customer Satisfaction Team, Digital Appliance (DA) Business at Samsung Electronics. “Thanks to the combination of seamless connectivity and real-time insights, this service helps to reduce complexity for our customers, ultimately enhancing their overall satisfaction.”

Enhancing Service for Screen Appliances

In line with the expansion of screen-equipped appliances like Bespoke refrigerators and washing machines, Samsung has also introduced a screen-sharing feature to enhance diagnostic capabilities. For various screens of 7-inch, 9-inch, and Family Hubs[4], Australian users can share their device screens in real time with service center advisors, allowing diagnosis of display-related issues, app malfunctions or multimedia playback problems. First introduced in 2021 with Family Hub refrigerators, screen sharing expanded to refrigerators with the 9-inch screen in July 2025, with support for washing machines with the 7-inch screen to follow in September[5].

Immediate Solutions and Reduced Service Visits through Remote Assistance

Samsung’s HRM service will help to improve the efficiency of customer care by enabling real-time remote solutions for simple product issues that previously required in-home technician visits. For instance, if a customer is reporting that their washing machine’s buttons are not responding, an advisor will be able to diagnose whether the Child Lock setting is active through the HRM system. With simple guidance on how to disable the setting, the problem could be solved without a technician visit.

In cases when an on-site visit is ultimately necessary, HRM improves the experience by allowing technicians to review detailed diagnostic data in advance. They are able to arrive at the site prepared with the correct parts and tools, reducing repeat visits and significantly shortening repair time. This makes HRM especially effective in regional towns where traditional technician visits may face delays.

With the continued expansion of customer support solutions like HRM, Samsung is realising more convenient and efficient ways to care for home appliances – helping to reduce downtime, enhancing the user experience and setting new Samsung standards for global service. As HRM reaches more countries, languages and product categories, Samsung remains committed to delivering smarter, more connected care for the homes of the future.

[1] HRM is supported on SmartThings-enabled models released after 2019. Users must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[2] In Australia HRM supports refrigerators and washing machines only. Support varies across regions.

[3] Supported languages include Korean, English, French, Italian, Spanish, Portuguese, German, Vietnamese, Hebrew, Turkish, Chinese, Polish, Arabic, Indonesian, Thai, Russian, and Czech.

[4] SRF9900BFH, SRF9800BFH, SRF9400BFH, SRS7900BFH, SRS6800BFH, SRS6500BA, WD18DB8995BZ, WF90F19ADSSA, and DV90F17CDSSA

[5] Available in countries selling each product.

Pictured: Samsung Bespoke AI Home Side By Side Refrigerator. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd. has announced that two series of robot vacuum cleaners, the Bespoke AI Jet Bot Steam[1] and the Bespoke Jet Bot Combo,[2] in addition to Bespoke AI Refrigerators[3] have received IoT security certification from TÜV Nord, a global certification organisation based in Germany.

This marks the first time Samsung’s digital appliances have received TÜV Nord security certification, further underscoring the company’s leadership in both home appliance technology and data security.

“As the global focus on smart home security intensifies, Samsung continues to deliver robust protection through our Knox security platform,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “This certification validates the strength of our security technologies, and we will continue to enhance differentiated protection to safeguard customer data.”

TÜV Nord is a globally renowned institution, acknowledged as an IECEE-accredited National Certification Body. The certification is based on the ETSI EN 303 645 standard, established by the European Telecommunications Standards Institute (ETSI), which defines security and privacy requirements across the lifecycle of consumer IoT devices — from design and development to distribution and operation. Key criteria include data encryption, authentication and access control, secure software updates, personal data protection and vulnerability management.

The European market is already tightening security requirements with updates to the Radio Equipment Directive (RED) and upcoming implementation of the Cyber Resilience Act (CRA). Against this backdrop, TÜV Nord certification demonstrates Samsung’s readiness to meet evolving international standards and its commitment to protecting users in connected environments.

Samsung continues to strengthen its home appliances with a wide range of Knox security technologies that safeguard user data through multiple layers of protection. These include the verification of unauthorised firmware modifications when the device is turned on. Additionally, all monitoring video footage and user commands from the Bespoke AI Jet Bot Steam and the Bespoke Jet Bot Combo are encrypted and only decrypted at their intended destination.[4]

Bespoke AI Refrigerators launched in 2025[5] further enhance security capabilities by integrating Knox Matrix and Knox Vault. Knox Matrix enables mutual security checks between devices, helping ensure users are promptly alerted in the event of data theft risks. Additionally, Knox Vault helps secure sensitive personal information, such as passwords, by processing and storing it on a dedicated hardware subsystem.

The Bespoke AI Jet Bot Steam will be unveiled at IFA 2025 in September[6]. The Bespoke Jet Bot Combo and Bespoke AI Refrigerators already being rolled out in select markets globally, including Australia.

[1] Samsung Australia is yet to confirm the availability of this product. Only includes the VR90F*****, VR80F*****, and VR7MD9771** models of Samsung Bespoke AI Jet Bot Steam. Tested independently by TÜV NORD in accordance with ETSI EN 303-645:2020. Test Report No. 3540 2897, expiry 16 July 2030.

[2] Only includes the VR7MD96****/** model of Samsung Bespoke Jet Bot Combo. Tested independently by TÜV NORD in accordance with ETSI EN 303-645:2020. Test Report No. 3540 2898, expiry 16 July 2030.

[3] Only includes the RM90F**B***, RF90F**A***, and RF90F**E*** models of Samsung 2025 Family Hub refrigerators, RM90F**C**, RM90F**D**, RM90F**E**, RM90F**X*, and RF90F**B*** models of Samsung AI Home refrigerators, and RF**DB99***, RF**DB95***, and RF**DG9H*** models of Samsung 2024 Family Hub refrigerators. Tested independently by TÜV NORD in accordance with ETSI EN 303-645:2020. Test Report No. 3539 5526, expiry 29 April 2028.

[4] Available on Samsung devices running Android 11 or later, and may not work on some devices.

[5] Models include SRS6500BA, SRS6800BFH, SRF9900BFH

[6] Samsung Australia is yet to confirm local availability.

Samsung announces a new Sound Tower range – coming to Australia in 2026. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd. today introduced its new Sound Tower range – ST50F and ST40F models – its latest innovation in portable audio. Built for large gatherings, these new models combine acoustic technology with a dynamic, modern design to deliver an immersive party experience through both light and sound.

“The new Sound Tower sets a new standard in how consumers experience entertainment in both indoor and outdoor settings,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With customisable lighting effects and an upgraded form factor that produces fully encompassing sound, it underscores Samsung’s commitment to providing innovative audio solutions for the diverse lifestyles of customers.”

Powerful Party Sound

The Sound Tower’s acoustic structure delivers rich, room-filling sound with exceptional clarity and deep bass. With Samsung’s Waveguide technology applied to its dual dome tweeters, audio is distributed and enhanced to ensure a wider, more even soundstage. This optimisation provides crisp treble that can be heard clearly, while dual woofers deliver customisable bass with Deep, Punchy and Gentle modes, which allow listeners to tailor their experience to their preferences. Four additional sound modes — Standard, Wide, Stadium and Outdoor — let listeners further fine-tune their audio to match any setting, from backyard barbecues to packed dance floors.

Whether indoors or outdoors, users can enjoy long-lasting battery performance. A replaceable battery also ensures the party can continue without interruption. For an even more immersive soundscape, users can connect multiple compatible units through Auracast Group Play or pair two compatible Sound Towers via Stereo Play with True Wireless Stereo (TWS) for true left-right channel audio.

Vibrant Party Lights + For Every Mood

The Sound Tower’s Party Lights + system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can set the perfect vibe using the Samsung Sound Tower App. The system reacts in real time, analysing music beats and frequencies to activate dozens of LEDs in sync with the rhythm. Customisable mood options include a wide range of effects, movements and colours, including Wave, Trail, Spark, Breeze, Flow and Flare — making it easy to create atmospheres that range from “Festival” to “Chill.”

LED lighting extends across five key areas of the speaker to deliver a 360° effect:

• Track light: an iconic LED racetrack-style light that surrounds the two woofer units to display vivid patterns.
• Ring light: LED lights highlight powerful colours around the two tweeter units.
• Line lights: four perimeter line lights that frame the body of the speaker for a moody effect.
• Crystal lights: centered at the base and the foot of the speaker to produce an energising atmosphere.
• Handle light: doubles as a functional detail, illuminating the control panel and providing support for a tablet or smartphone for easy interaction and control of music and settings

For added entertainment, built-in DJ Booth and Karaoke modes — as well as a guitar input — turn any space into a live stage, combining powerful sound and lighting for a true party-ready experience.

Portable and Built for Performance

Designed for versatility, the Sound Tower’s bold, geometric form, integrated lighting and transport-ready build make it as visually striking as it is functional. It redefines portable party audio with a balance of power, design and convenience. The new models also feature Samsung’s Grip & Roll design, with a bottom grip slot and integrated handle on the ST40F model, and the addition of wheels and a telescopic handle on the ST50F model for effortless mobility. Each model has been designed to deliver an elevated audio experience that matches a variety of needs:

• Sound Tower ST50F: 240W output, long lasting battery life, 6.5” dual woofers, 25mm dual dome tweeters, telescopic handle + wheels,.
• Sound Tower ST40F: 160W output, long lasting battery life, 5.25” dual woofers, 20mm dual dome tweeters, integrated handle.

The new Samsung Sound Tower will roll out to global regions from today. Australia will range the Sound Tower locally at a later date in 2026. For more information, visit www.samsung.com/au