At last August’s Unpacked event, I shared my strategy to bring more empowering mobile technology to as many people as possible, especially at a time when they needed it most. Now, around one year later, our world is slowly but surely preparing to reopen in many ways. We’re all yearning for freedom and the possibilities that this new world has to offer thanks to advancements in technology that are set to make our world bigger than it ever was.

This past year, new technologies continued to reshape the way we live. Our collaboration with trusted industry partners allowed us to drive seamless experiences that offer more personalization and versatility than ever. As we enter this new era of agile transformation, I believe that open ecosystems are the only way to accelerate innovation and give people more freedom to create their own experiences that are best for their lifestyles.

Samsung Electronics is poised and ready to unveil visionary, purposeful mobile technology for a better world. In a few weeks, we will unleash our latest and greatest Galaxy Z series to reshape the smartphone category and completely reimagine your experiences.

Life Opens Up With Galaxy 

Today, the world needs flexible technologies that give people room to explore. At Samsung, people are at the heart of everything we do. We’re constantly listening to you to ensure that any new device and experience we create really brings meaningful innovations. We want to enrich everyone’s life, not just the lives of a select few. From epic cameras and vivid, immersive viewing experiences to long-lasting batteries and strong security, we’re focusing on what really matters to you.

As we explore new ways to empower you, we often venture into uncharted territory. That’s how we ended up creating a brand-new category with the launch of the Galaxy Fold. And we didn’t stop there. We kept improving the category with our second generation of foldables, the Galaxy Z Fold2 and the Galaxy Z Flip, with more screen and more of the features you now know and love. I’m excited to say our third generation of foldable devices will open up amazing new multitasking capabilities and enhanced durability for even more people around the world.

Samsung Is Bringing More People Into the Fold

This will be especially important as the world leap frogs into new frontiers of connectivity that demand open ecosystems and reliable mobile experiences. At Samsung, “open” and “secure” are never mutually exclusive. In fact, our collaborations with trusted industry leaders like Google and Microsoft are why we are able to deliver mobile technology that is secure and optimized for today’s rapidly evolving and interconnected world. We constantly work with key partners to create cutting-edge security solutions that keep your devices and data safe every step of the way. This allows us to give you even more control over your apps, data and privacy, so that you can curate your own experience — with total peace of mind.

Collaboration enables us to build mobile experiences that make your life easier and better. It fueled the development of a new unified wearable platform, which we built jointly with Google. On top of your favorite Galaxy apps like Samsung Health and SmartThings, there will be so many others in the new Google Play Store. Furthermore, our One UI Watch user interface is deeply integrated with our other Galaxy devices and provides consistent connectivity between your Galaxy Watch and Galaxy smartphone.

We are also working with Google to enrich our foldable ecosystems with popular apps and services. For our third generation of Galaxy Z phones, we have lined up even more partner apps that make the most of the versatile fold-out format. From hands-free optimized video calling with Google Duo and watching videos in Flex mode on YouTube to multitasking in Microsoft Teams, our foldable ecosystem will offer a wealth of seamless and optimized experiences.

A New Chapter in Smartphone Innovation Is Here

The upcoming Galaxy Z Fold combines the very best that smartphones and tablets have to offer and delivers completely new ways of working, connecting and creating, while the upcoming Z Flip exhibits an even more refined style, armed with more durable, stronger materials. I firmly believe these devices will answer the call for the versatile mobile technology we need as we navigate the open road ahead.

We are out to set new heights and open up a whole new world of exciting experiences for even more people. I hope you’ll join us as we debut our next Galaxy Z family and share some foldable surprises — including the first-ever S Pen designed specifically for foldable phones. Instead of unveiling a new Galaxy Note this time around, we will further broaden beloved Note features to more Samsung Galaxy devices. In the meantime, mark your calendars and tune in to our Unpacked event on August 11 to see what unfolds.

Join Samsung this August 11 for a Galaxy Unpacked event to unfold the next chapter in mobile innovations designed to help you make the most of every moment, no matter where you are. The event will stream live at www.samsung.com/my, Samsung Malaysia YouTube, Samsung Malaysia Facebook and https://news.samsung.com/my/ at 10PM (Malaysia Time), so make sure to tune in for a close-up look at the latest Galaxy devices.

From now until August 11, be sure to register your interest at www.samsung.com/my/unpacked/ to receive firsthand updates on Samsung’s newest innovations. Plus, receive an additional RM300 Samsung e-voucher which you can use after you pre-order the next Galaxy![1]

Stay tuned to Samsung Malaysia Newsroom for regular updates ahead of the event.

[1] Terms and conditions apply. Customers must complete the registration of interest form and pre-order the new Galaxy to be eligible for one (1) RM300 Samsung e-voucher.

Can’t wait to get your hands on these devices? Don’t worry, we’ve got a special surprise for you.

Check out the videos below for the Galaxy S21 series unboxing experience.

Given just how jam-packed this particular Unpacked was – and how feature-packed Samsung’s newest flagships are – those who tuned into the livestream event may still have a few questions about what the Galaxy S21 series is all about. If so, you can rest assured that Samsung Newsroom has you covered.

The Q&A below includes exclusive insights on all things Galaxy S21, S21+ and S21 Ultra from TM Roh, President and Head of Mobile Communications Business, Samsung Electronics, as well as Patrick Chomet, EVP and Head of the Customer Experience Office, and KJ Kim, EVP and Head of the Mobile R&D Office. Read on to learn more about Samsung’s goals for the Galaxy S21 series and the process behind the smartphones’ bold designs.

Q: What is Samsung’s mobile strategy in 2021?

Response by TM Roh, President and Head of Mobile Communications Business

“2020 was a year of change — but through it all, technology kept us connected. In 2021, our top priority is to bring the benefit of technology to more people. We introduced the most powerful and versatile flagship lineup ever at the Galaxy Unpacked. From the ultimate experience of super-intelligent, industry-leading pro-grade camera and video capabilities for S21 Ultra, to a core flagship experience available across the S21 series, we look forward to offering amazing experiences at a greater value to our consumers.

We will also help enrich our users’ lives and their everyday experiences through deeper and more enhanced collaborations with industry leaders, in order to open an exciting new era of mobile ecosystems and experiences beyond mobile, including seamless connections at home and even in the car.”

Q: What are your sales goals for the Galaxy S21 series?

Response by TM Roh

“At the Galaxy Unpacked, we introduced the most powerful and versatile Galaxy experience yet. Early feedback from carriers and partners was fantastic, with many stating they are excited about the bold new design, advanced pro-grade camera, seamlessly integrated ecosystem experience and best-ever performance, at a great value. During this challenging time, our consumers need the latest innovations more than ever. We feel confident that the Galaxy S21 series and its ecosystem devices such as Galaxy Buds Pro and Galaxy SmartTag will continue to drive category growth this year.”

Q: Samsung’s signature S Pen experience is now available with Galaxy S21 Ultra. What does this mean for the Note Series?

Response by TM Roh

“We are committed to innovating new mobile experiences that flow seamlessly and continuously to make our consumers’ lives easier and better. We’ve made the bold decision to expand the S Pen experience to Galaxy S21 Ultra, and plan to expand the S Pen experience across additional device categories in the future. We remain committed to providing the best mobile experience to our consumers and will continue to actively listen and consider consumer feedback in our product innovations.”

Q: What audience is the Galaxy S21 series targeted towards?

Response by Patrick Chomet, EVP and Head of Customer Experience Office, Mobile Communications Business

“Galaxy S21 series is built for those who want premium mobile innovations to capture and share their world. With a head-turning, iconic design, an epic pro-grade camera, a super smooth, immersive display and the most advanced processor ever in a Galaxy device, the Galaxy S21 series offers unrivaled connectivity, power and performance.

Galaxy S21 and Galaxy S21+ are for people who want to take and share high quality photos and videos, to enjoy a premium viewing experience, plus powerful connectivity no matter where you are. Galaxy S21 Ultra is the ultimate premium, cutting-edge smartphone that delivers top-of-the-line mobile innovations that bring you closer to the people and things that matter most. This device is available for people who want the best of the best and demand to be a step ahead, as can be proved by its groundbreaking features.”

Q: Why did Samsung choose to remove wired headphones and in-box chargers for Galaxy S21?

Response by Patrick Chomet

“We discovered that more and more Galaxy users are reusing accessories they already have and making sustainable choices in their daily lives to promote better recycling habits. To support our Galaxy community in this journey, we are transitioning to removal of the charger plug and earphones in our latest line of Galaxy smartphones.

We believe that the gradual removal of charger plugs and earphones from our in-box device packaging can help address sustainable consumption issues and remove any pressure that consumers may feel towards continually receiving unnecessary charger accessories with new phones.

We’ve also been implementing standardized USB-C type charging ports since 2017, so older chargers can still be compatible with our newest Galaxy models.”

Q: What was the main focus when developing the camera for the Galaxy S21 series?

Response by KJ Kim, Chief Technology Officer, EVP & Head of Mobile R&D Office, Mobile Communications Business

“At Samsung, our goal is to help everyone take pro-quality photos and videos, no matter if you are in a low or bright light environment, near or far away from the subject. When innovating the camera for the Galaxy S21 series, we focused on capturing the best, high-quality photos and videos at any time, making it easy for consumers to enjoy professional looking, cinematic results powered by improved on-device AI. There is a lot of new technology and innovation required to achieve this and it starts with our most advanced image sensor. We also built the Galaxy S21 Ultra with our most advanced pro-grade camera system. It raises the bar for professional photographers and tech enthusiasts looking for the best in mobile camera performance and future-proof innovations.”

Q: Why is seamless connectivity important to consumers, and how is Samsung bringing seamless connectivity to life?

Response by KJ Kim

“An ecosystem of connected and intelligent devices helps improve the mobile experience. It provides greater access to information, better communication, smarter ways of working, and access to entertainment at any time, any place. Now, we are further powering mobile experiences – when you are moving between your house, office and even on-the-go in your cars with Android Auto – so you have the flexibility to access key features, and share and stay connected with the people and things that matter most.”

Q: You’re expanded UWB capabilities to the Galaxy S21+ and S21 Ultra. What are your future plans for UWB in Galaxy products?

Response by KJ Kim

“We recently launched SmartThings Find to help you quickly and easily locate your Galaxy devices, even when offline. We took this a step further with Galaxy S21+ and S21 Ultra, which uses expanded UWB capabilities to utilize the AR finder so you can send virtual messages to other Galaxy users during your search. We’re also excited to announce our partnership with major car companies, providing the opportunity to enjoy a next-generation car experience starting this summer. We’re actively working to expand our automobile partnerships with the goal of offering this feature across a wide variety of car makes and models.”

Since debuting in 2010, the Galaxy S series has brought users closer to the world around them, made their lives more convenient, and offered them unprecedented mobile experiences with one groundbreaking innovation after another.

Today, 11 years since its official launch, the series remains as innovative as ever. Join us as we take a trip down memory lane and revisit each and every model in the Galaxy S series’ rich history.

The first Galaxy S device was announced in 2010 under the tagline “Super Smart.” The culmination of 20 years of hard work in the mobile industry, the Galaxy S introduced three S’s, as it were: ‘super’ applicability to users’ daily lives and needs, the then-latest version of a Super AMOLED display panel, and a 9.9mm-thin ‘super’ design.

The success of the Galaxy S paved the way for the release of the Galaxy S2 in 2011, which introduced improvements in build quality. The device, which is still regarded as a masterpiece, launched with an upgraded Super AMOLED Plus display as well as the then-most powerful smartphone processor on the market, the Exynos 4 Dual (4210). While the Galaxy S2’s 4.27-inch display was larger than the Galaxy S’s 4-inch panel, the device itself was thinner than its predecessor, measuring just 8.49mm thick. The smartphone’s camera also introduced a convenient flashlight function.

The gentle curves of the Galaxy S3’s pebble-inspired design broke the stereotype that smartphones were all sharp-edged. The device featured a 4.8-inch display and a 2,100mAh-capacity removable battery, and introduced a variety of convenient functions. These include Smart Stay, which uses the front camera to sense when you are looking at your device and prevents the screen from turning off; Direct Call, which allows you to call a contact immediately when you bring your phone to your ear; and Live Video List, which offers a thumbnail view of video clips in the video player.

Announced a year later, the Galaxy S4 featured a design that resembled a Galaxy S3 with thinner bezels. It took Samsung just 6 months to sell more than 40 million units of the newer model. Weighing 130 grams and measuring 7.9mm thick, the device was thinner and lighter than the Galaxy S3. It also featured a larger display, which measured 4.99 inches and was the first to be made of scratch-resistant Gorilla Glass 3. In addition to enhancing the smartphones’ hardware, Samsung introduced key software improvements in the form of convenient features such as Smart Scroll, which allows you to scroll through content by slightly tilting your device forward or backward, and Smart Pause, which allows the video player to pause playback when you look away from the screen.

The Galaxy S5 was an optimal device that did everything that a smartphone should do while maintaining the Galaxy series’ unique design identity. It was the first device in the industry to feature an ISOCELL camera, which made it more useful for recording moments from everyday life. It was also the first smartphone to feature a heart rate sensor that could be linked with other devices to monitor users’ fitness levels. On top of that, it was the very first Galaxy S model to offer IP67 water and dust resistance, which allowed users to stay connected without worrying about rain or splashes damaging their device.

Released in 2015, the Galaxy S6 marked a new chapter for the series by introducing yet another innovative design element. Its first-of-its-kind display, which was curved on both sides, fostered a unique three-dimensional effect and a more immersive viewing experience. Crafted from metal and glass, the device was both remarkably original and beautiful. The Galaxy S6 models were also the first in the series to support wireless charging and the Samsung Pay service.

The Galaxy S7 was introduced as a series that included two distinct models: the Galaxy S7 and S7 Edge. Both featured IP68 water and dust resistance, and for users’ convenience, both included a hybrid Nano SIM and microSD card slot that supported microSD cards of up to 200GB. The devices were the first to introduce a dual pixel image sensor, which delivered crisp and clear photos even in low-light conditions. The camera also featured a Motion panorama mode, which allowed users to take pictures of wide scenes that could be viewed as moving photos.

The year 2017 was a time when the Galaxy S series underwent significant changes in terms of both design and performance.

For a start, the Galaxy S8 series was the first to feature Samsung’s edge-to-edge, bezel-less Infinity Display, which introduced a new 18.5:9 aspect ratio. The S8 models were also the first in the series to swap physical keys for on-screen buttons, which accentuate their sleek designs, in addition to being the first to feature Samsung’s virtual assistant, Bixby, which has proven particularly useful for managing your device when your hands are full. Moreover, the incorporation of facial recognition technology made the Galaxy S8 the only smartphone series to offer fingerprint, iris and facial recognition-based biometric authentication.

The Galaxy S8 added a fun new element to users’ daily routines by enabling them to interact with Bixby. The Galaxy S9 added to that fun by offering a unique user experience that encompassed photos, videos and emojis. The camera’s AR Emoji feature allowed users to create their own augmented reality avatars that could be used to snap selfies, while its Super Slow-mo function enabled it to track objects’ movement to record epic super slow-motion videos. Other new additions included support for SmartThings, which turns your smartphone into a handy remote control for managing connected devices, and Samsung DeX, which allows you to use your smartphone or tablet to power a PC-like experience.

The launch of the Galaxy S10 underlined Samsung’s commitment to offering consumers the freedom to pick the perfect smartphone for their needs. The series featured a total of four unique models: the Galaxy S10, S10e, S10+, and S10 5G. Each boasted an Infinity-O Display, which featured an all-screen design that included a tiny circular cut-out for the front camera, as well as Dynamic AMOLED technology that had been certified to deliver 100 percent mobile color volume in the DCI-P3 color range. In all, the Galaxy S10 introduced a variety of intelligent features including Wireless PowerShare, which essentially lets users use their phone as a wireless charging pad.

By incorporating 5G support into each model, the Galaxy S20 series marked the beginning of a new era for mobile devices. The combination of the series’ largest image sensor yet and powerful AI tools guaranteed clear photos and videos, while a 120Hz AMOLED display opened the door for more immersive viewing and gaming experiences. The Galaxy S20 Ultra’s pro-grade, 108-megapixel camera represented a massive leap forward for resolution, allowing users to zoom in up to 100x to capture moments and details that they may have missed. Samsung also enhanced the devices with a secure processor that worked in conjunction with its mobile security platform, Knox, to ensure that users’ data would remain protected even from advanced hardware attacks.

The Galaxy S21 Ultra is the first device in the series to include support for Samsung’s signature S Pen. The combination of the S Pen and the available S View Flip Cover allows users to take full advantage of the S Pen experience. The Galaxy S21 Ultra is also the first Samsung smartphone to feature two telephoto lenses offering 10x optical zoom and up to 100x Space zoom. With a large, 6.8-inch display, the Galaxy S21 Ultra offers users a more immersive and enriching mobile experience.

The device’s front and rear are seamlessly integrated to complete the camera’s eye-catching design. Advanced AI technology makes the Galaxy S21’s camera Samsung’s smartest yet, enabling features that make every day epic by helping users capture the best possible photo or video. In addition to producing clearer selfies, the technology offers users the ability to snap portrait photos that look like they were taken by a professional, and lets them enhance their shots with various background effects. It also supports a new Zoom Lock feature, which compensates for smartphone users’ tendency to shake the camera slightly when zooming in to take a picture at high magnification. The new Director’s View feature, meanwhile, helps users pick the perfect lens for their recording by placing three preview screens beneath the camera’s viewfinder. It allows users to capture multiple moments and points of view within the same video, without the need for additional editing.

Other convenient enhancements include the ability to record 8K videos that are longer than one hour, an upgraded blue light filter, a fingerprint sensor that’s not only larger than the previous model but also twice as fast, and a feature that allows users to mirror websites on virtually any device after logging into their Samsung account.

What started in 2009 with the launch of the Samsung Jet, has now blossomed into one of the most anticipated tech events of the year. Since then, Unpacked events have generated excitement among consumers around the world, helped set the pace for the industry and cemented Samsung as a leader in mobile innovation.

Samsung has showcased its innovative spirit with new product and partnership announcements and exciting, interactive presentations. At Galaxy S7 Unpacked in February 2016, audiences were provided with their own Gear VR set to see the demonstration via an immersive viewing experience. And at Unpacked in 2019, Samsung announced that it was partnering with Microsoft on Note10 as part of its efforts to create a more seamless Galaxy ecosystem experience.

Unpacked has undergone a digital transformation to keep media and Galaxy fans informed about upcoming mobile innovations throughout the pandemic. Virtual Unpacked events since the Galaxy Note20 series in August 2020 have allowed Samsung to reach a wider global audience and experiment with stunning new visuals and stage effects.

As the world continues to change in the face of new challenges, so too, will Unpacked events. Let’s take a walk down memory lane and look at Samsung’s most celebrated product launches. Check out the infographic to see a history of Samsung’s Unpacked events and the main products they revealed to Galaxy fans.

“Each Unpacked is a milestone in Samsung’s year,” said Stephanie Choi, Senior Vice President and Head of Marketing Team of Mobile Communications Business at Samsung Electronics. “As a leading pioneer of new mobile experiences, we’re always excited to unveil the groundbreaking innovations that will set the standard for what our devices can do in our mobile-first world. Unpacked is our opportunity to share our vision for the future with millions of people around the globe.”

Unpacked’s Meaningful Heritage

In the weeks leading up to Unpacked, media coverage and social platforms are always abuzz with anticipation as people speculate about what will be announced.

Unpacked is more than a press conference or flashy showcase of new technology. Each one is the culmination and meaningful celebration of the hard work of thousands of people at Samsung Mobile. It brings Samsung employees, fans, partners and key members of the tech industry together and allows us to demonstrate new experiences in relatable and engaging ways that cannot be replicated by rumors and speculation.

And while each Unpacked is unique, they are all built on the heritage of what the event means to all those involved. Planning and successfully executing each one is a massive undertaking that is many months in the making.

Samsung is well-versed in pulling off sensational moments to launch its products, but the pandemic posed a host of new and unusual challenges to the making of Galaxy Unpacked 2021. Mary Lee has led the production of Unpacked events for the last five years — since the launch of Galaxy S7 — and she shared some behind-the-scenes details on how she and her team brought the 2021 event to life, in spite of the hurdles along the way.

“Unpacked is the first time we show off everyone’s hard work, so I consider it to be a great privilege, honor and responsibility to oversee these launch events,” Lee said. “With the 2021 event, communication was key to maintaining collaboration and keeping workstreams moving forward — we had an amazing team that helped push things along.”

The January 2021 event saw the return of Unpacked’s famous giant, cube-shaped symbol. The iconic emblem has represented Unpacked since the first event in 2009 but has been noticeably absent the last few years. As a nod to the legacy of Unpacked, and to generate excitement for the show, this year Samsung brought the well-known 3-D symbol back to the stage for the unveiling of the Galaxy S21 series.

Pandemic Production Challenges

The familiar icon may have returned, but the format of this year’s event was a vast departure from the 2009 Unpacked where it first debuted. The ongoing COVID-19 pandemic required the show to be virtual and made the production process complex. There were limits on the number of people allowed inside during filming and all participants had to wear latex gloves and face shields on top of their face masks. Stringent social distancing practices were also enforced, including a mandate that all meals be taken in isolation. Though these protocols presented logistical challenges, Lee credits the careful measures with ensuring everyone remained healthy throughout production.

“COVID-19 restrictions varied enormously around the world, so creating the Galaxy S21 Unpacked required a huge team effort across many countries and time zones,” she said. “Despite the challenges, we worked hard to deliver the best possible unveiling experiences for our audience. We brought the Galaxy ecosystem to life with engaging visuals and product demonstrations and we recreated the hands-on moments of a live event with hands-on videos that examined the devices in detail.”

The Upside of Going Digital

Going virtual and shooting in advance also helped transcend some of the typical limitations of a physical event. It afforded the event’s speakers, some of whom were Samsung employees stepping outside of their comfort zone when talking on stage, the benefit of multiple takes. Presenters were able to practice and work through their nerves, so they could have a more natural presence on camera.

Galaxy Unpacked 2021 debuted a slew of new products and experiences designed to make everyday life epic and, although it just wrapped, Lee and her team are already masterminding Samsung’s next event.

“We’re always looking at new and exciting ways to evolve Unpacked going forward,” she said. “Right now, we’re gathering feedback and lessons learned, so we can begin planning our next launch.”

2021 is just getting started and more exciting Samsung innovation lies ahead. Stay tuned — the next epic unveiling may be happening sooner than you think.

Galaxy Buds Pro have been built to provide truly holistic and intelligent sound experiences, featuring a range of innovations and functionalities designed for the way you use your earbuds today – for work, for play, and for everything else in between. Galaxy Buds Pro’s long-lasting battery life, IPX7 water resistance rating, design fine-tuned for optimal day-to-day usage and more are here to help make your everyday audio experiences more epic.

Take a look at the infographic below to learn more.

For more information about Galaxy Buds Pro, please visit: samsungmobilepress.com, https://news.samsung.com/my/ or www.samsung.com/my.

Join Samsung Galaxy Unpacked 2021 on January 14, 2021. Check out the trailer to get a glimpse of the surprises that lie ahead.