[Editorial] Setting a New Standard for Smartphones in Our Changing World

By: Dr. TM Roh, President & Head of MX Business

When I look around me, I’m astounded by how much innovation exists in our world today. Yet I am most excited about the evolution of the smartphone. This device gave way to new digital industries – to remote work, schooling, entertainment and fitness – and opened up exploration and communication opportunities with anyone, anywhere, with the touch of a finger. The smartphone is a portal to infinite progress. And at Samsung, we have never taken that for granted.

It’s not enough for mobile innovation to just evolve with the world. We have to be a step ahead, so our technology can help transform the way we experience everything around us and make our lives easier. That’s why at Samsung we constantly push ourselves to break the rules of what a smartphone can do.

Breaking the Rules to Start the Next Chapter in Smartphone History

In 2011, the Galaxy Note merged the convenience and portability of smartphones with the expansive screen and notepad-like functionality of tablets. Some balked at the display — considered enormous then — but Note created a legacy where a large display is now the standard. The S Pen also surprised everyone. It empowered people to bridge creativity and productivity – whenever inspiration struck, they could quickly write down their ideas and thoughts in Samsung Notes.

In 2019, we dared to redefine smartphones once again. We launched our Galaxy Z Fold series and brought an entirely new form factor to the mobile industry. Our cutting-edge foldable design changed how people used their phones. With Flex Mode^[1], video calls are hands-free and more convenient. Multitasking with multiple windows^[2] is also a breeze, with Galaxy Z Fold3 5G unfolding to an expansive, tablet-sized screen^[3].

Innovating by Listening to Consumers and Taking Note

In a sea of smartphone sameness and iterative updates, our ambition remains firm: to detect the signals that transformation is stirring by listening to feedback and continuing to deliver mobile experiences that empower smartphone evolution.

We know many of you were surprised when Samsung didn’t release a new Galaxy Note last year. You let us know that you loved the unparalleled creativity and efficiency of the Galaxy Note series, which enabled you to switch from gaming nirvana to high-octane productivity. You raved about the lifelike S Pen, which many say rivals putting ink to paper. We haven’t forgotten about these experiences you love.

Catalyzing the Next Evolution of Galaxy

For years, Samsung has converted skeptics who thought our ideas were impossible — whether it’s a screen that’s too big, a stylus no one knew they needed, or a pro-grade camera set to bring mobile photography out of the dark. With new Samsung Galaxy devices, we have introduced features that redefine the mobile category, and we’re about to rewrite the rules of industry once again.

At Samsung Unpacked in February 2022, we’ll introduce you to the most noteworthy S series device we’ve created so far. The next generation of Galaxy S is here, bringing the greatest Samsung Galaxy experiences together into one ultimate device.

With it, you will own the night, taking crystal-clear, bright videos, regardless of the lighting. You will also dominate the day, with power, speed and tools to expand the limits of your productivity. You will enjoy cutting edge-innovations made possible thanks to the smartest Galaxy experience yet, all while feeling good about being part of the most sustainable Galaxy ecosystem to date. And, yes, you will help Samsung rewrite the future of smartphones once again.

Get ready for the ultimate Galaxy experience.

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[1] Certain applications may not support Flex mode

[2]Certain applications may not support multitasking. Multi-Active Windows works with select applications; compatible apps growing through third party developers.

[3]Measured diagonally, Galaxy Z Fold3 5G’s Main Screen size is 7.6” in the full rectangle and 7.4” when accounting for the rounded corners; actual viewable area is less due to the rounded corners.