That’s why Samsung will soon unveil a new layer of privacy to shield your phone from shoulder surfing wherever you go. You’ll have the space to check your messages or enter a password on public transit without thinking twice about who might be watching.

▲ PINs and passwords remain hidden from people nearby, even in crowded public settings.

Flexible Protection Built Over Years

Not everyone needs the same level of privacy. This new layer gives you the choice to decide what works best for you. You can customize it to raise your guard with specific apps, or when entering access details for more private areas of your phone. With multiple settings for adjusting visibility, you can limit what others can see based on the level of privacy protection you need.

▲ Customizable, app-level privacy settings help ensure only the user can see on-screen private information.

You can also choose to protect specific parts of your experience, such as notification pop-ups. It’s a tailored approach that you can fine-tune or switch off entirely, rather than a blanket one.

It took over five years of engineering, testing and refining to get here. We studied how people use their phones, what they consider private, and how security should feel in everyday life. The result is a fusion of hardware and software expertly calibrated to protect you without getting in your way.

▲ Users can control the visibility of notification pop-ups in public.

A New Standard for Mobile Privacy

This is the latest in a series of Galaxy innovations designed to keep you safe. There is no privacy without strong security. For more than a decade, Samsung Knox has established layers of protection for Galaxy devices, from dedicated security hardware like Knox Vault to ecosystem defenses such as Knox Matrix. This latest safeguard builds on that commitment to security, introducing privacy at a pixel level.

This is privacy you can see and security you can feel – and it’s coming to Galaxy very soon.

Galaxy AI is built to understand what you need before you even ask, whether that’s suggesting a change in your routine or pulling up just the right information at the right time.

This level of personalization can be incredibly helpful, but the more your phone knows, the more there is to protect. So, what’s keeping all that personal data secure?

Samsung believes That’s why every Galaxy device is protected from the chip up by a multi-layered approach, which includes on-device personalization, user-controlled cloud processing, and ecosystem-wide protection through Samsung Knox Matrix.

At the core of this system is Samsung Knox Vault, the company’s hardware-based solution for safeguarding your most sensitive information.

Secured at the Hardware Level

Most mobile devices rely solely on software to protect sensitive data. Galaxy devices go further.

is a hardware-level security solution that creates a physical barrier between your most private information and everything else. It works like a locked room inside your phone, with its own processor and memory to encrypt sensitive data, with Knox Vault securing the keys. It pairs a secure processor with dedicated memory, isolating your passwords, PINs, biometrics, as well as financial information and cryptographic keys. These are the kinds of details you don’t want anyone else to access, and Knox Vault is built to make sure they stay private. You don’t need to activate or manage it, as it’s always on, working silently in the background, keeping your data safe while you get on with your day.

This is particularly crucial in the age of AI as user concerns are expanding from traditional cybersecurity threats, like viruses and malware, to worries over leaking personal data, such as conversations with your AI assistant. And as AI becomes part of more everyday tasks, the types of data that need protection are also expanding.

For example, metadata from your most personal photos not only details the resolution and file format, but also shows the exact location where the image was taken. This personal metadata is more than just files — it’s information that is deeply connected to your daily life. And in the era of AI, these types of data used to provide personalized suggestions needs to be kept private.

Knox Vault helps mitigate these growing concerns by safely storing personal information in a secure, hardware-isolated environment designed to block both physical tampering and remote attacks, ensuring your data can’t be accessed without approval.

Personalized AI, Protected at the Core

Knox Vault not only provides protection for today’s threats, it also ensures your privacy as mobile experiences continue to evolve.

As Galaxy AI becomes more useful, it also becomes more personal, learning how you use your device and adapting to your needs. And because these highly tailored AI experiences rely on deeply personal data, Knox Vault plays a crucial role in keeping that information private and secured.

Galaxy AI ensures privacy by processing tasks directly on-device where possible, keeping data in your hands and off online servers. For example, Audio Eraser, removes background noise from videos or voice recordings without the need for any cloud-based processing — so your personal information stays private. Call Transcript[1] operates in the same way, keeping your calls organized while ensuring personal conversations stay private by remaining on-device.

Knox Vault ensures your data is protected, confidential, and secure. Building on its role in Galaxy AI as the trusted foundation for security and privacy, Knox Vault will expand across Samsung’s growing AI ecosystem as AI becomes more deeply integrated into the user experience.

Knox Vault is more than a security feature, it’s Galaxy’s promise that no matter how advanced your devices become, or how much AI evolves, your privacy is secured.

[1] Call Transcript feature requires Samsung Account login. Call recording may not be supported in some countries. Currently available on pre-installed Samsung phones and Voice Record app. Service availability may vary by language or region. Certain languages may require language pack download. Accuracy of results is not guaranteed.

[1] Results may vary per video depending on sounds present in the video. Samsung Account login required. Certain types of sound can be detected such as voices, music, wind, nature, crowd and noise. The actual sound detection may vary depending on audio source, and the condition of the video. Accuracy of results is not guaranteed.

[2] Call Transcript feature requires Samsung Account login. Call recording may not be supported in some countries. Currently available on pre-installed Samsung phones and Voice Record app. Service availability may vary by language or region. Certain languages may require language pack download. Accuracy of results is not guaranteed.

Looking for a reason to get the latest Galaxy S25 Ultra? Look no further.

The all-new Galaxy S25 Ultra is not just another smartphone – it is your personal AI companion, powered by advanced AI technologies and serious hardware upgrades that set new standards for what a phone can do for you.

Your second brain that lets you work smarter

Ever wish that you could clone yourself when juggling multiple tasks? Fret not, the Galaxy S25 Ultra easily steps in as your multimodal AI agent, thanks to the revolutionary Snapdragon^® 8 Elite Mobile Platform for Galaxy chipset, powering Galaxy AI^[1] experiences that make every task easier, together with smoother performance, faster app launches, and enhanced energy efficiency^[2].

This is not just about raw power – it is about intelligent assistance that feels natural and intuitive. For instance, checked out a great deal on flights to Bali? The new AI Select function recognizes vital details from your inbox and suggests next actions like adding them to your calendar so you can avoid tedious copying and pasting between apps, with this highly efficient personal secretary who never misses a beat.

Galaxy AI searches through your Samsung Gallery via voice command to find the photo you’re looking for

Finding that perfect sunset photo from your last holiday with your besties does not mean scrolling endlessly through your photo album anymore. Simply say what you are looking for – “Find me that sunset photo I took with my friends at Mount Batur” – and watch as your Galaxy S25 Ultra instantly understands and retrieves what you need. This natural language search capability works across your Galaxy S25 Ultra, from Gallery to Settings, making navigation feel more like a conversation than a hunt.

Your personal information hub that knows you better

Imagine waking up to Now Brief^[3], your personalized morning briefing that integrates essential information such as weather updates and Samsung Health insights. The innovative Now Bar^[4] keeps you updated on everything that you use most frequently on your smartphone, from live sports scores, notifications, music controls, or modes and routines. These are consolidated and accessible on your lock screen – so you get your need-to-know updates with just a glance.

Get personalized briefs throughout your day with Now Brief

Want to know when your favorite sports team is playing next? Simply press and hold the side button to activate Google Gemini^[5] and the schedule can be added to your Samsung calendar with a single command. Heard a catchy tune while grabbing your morning coffee? Circle to Search^[6] lets you search with Google for a song that you hear in the moment without switching apps.

You can also rest assured your personalized data is securely guarded by Knox Vault. The Galaxy S25 Ultra’s Personal Data Engine^[7] powers customized AI features by safely analyzing your data on-device to deliver highly tailored experiences based on your preferences and usage patterns.

Your trusted supercharged companion

Unleash your ultimate gaming potential with the Galaxy S25 Ultra

All these new Galaxy AI experiences and more run smoothly without compromise, thanks to the new Snapdragon^® 8 Elite for Galaxy chipset which boasts a 40% boost in NPU performance, 37% uplift for CPU performance^[8], and 30% faster GPU compared to its predecessor. This is not just an incremental upgrade in processing power on the Galaxy S25 Ultra – it is the most powerful processor you can get on Galaxy S series devices yet.

Enjoy binge-watching marathons with the Galaxy S25 Ultra’s enhanced battery usage time of up to 31 hours of viewing time^[9]. For gamers, enjoy smoother and more realistic mobile gaming with the Snapdragon^® 8 Elite Mobile Platform for Galaxy’s Vulkan Engine and improved Ray Tracing. All intense device usage and AI processing run smoothly thanks to an improved heat dissipation structure with a 40% larger vapor chamber.

Your professional photographer upgraded

A more stunning videography experience on the Galaxy S25 Ultra

The Galaxy S25 Ultra’s ProVisual Engine reimagines what is possible in mobile photography. Whether you are shooting landscapes at sunset, portraits in a dim restaurant, or trying to capture that perfect selfie, AI improvements are ready to enhance every shot.

Shoot videos with improved 10-bit HDR for four times richer color and contrast^[10] while after-dark scenes are brought to life without the grain with advanced noise removal^[11]. Built-in ProScaler technology^[12] also boosts display image scaling quality by up to 40%^[13], making every photo and video more vibrant and true-to-life than ever before. It is like having a professional photography studio at your fingertips.

More dependable than before

Galaxy S25 Ultra features durable titanium and the new Corning® Gorilla® Armor 2, a first-of-its-kind material that is more durable than glass

From day to night, the Galaxy S25 Ultra is also as tough as it is smart. Protected by the new Corning® Gorilla® Armor 2, which combines Corning’s glass-ceramic with a proprietary anti-reflective surface treatment, this helps to ensure advanced drop protection alongside anti-reflection surface treatment and scratch resistance^[14]. This means you can count on your digital companion throughout your busy day, from morning to night.

The Galaxy S25 Ultra is here for the long haul, with seven generations of OS upgrades and seven years of security updates^[15] that enables it to perform reliably over a longer lifespan.

Get your personal AI companion

Samsung’s cutting-edge Galaxy AI technology is now more accessible with exclusive installment offers from select banking partners. Purchase the Galaxy S25 Series and take advantage of flexible payment options designed to fit any budget. UnionBank cardholders enjoy up to 10% off with convenient 24-month installments, while PNB customers receive an exclusive 5% discount plus their first month installment absolutely free across 24 months. EastWest Bank cardholders can also save with up to 10% off on qualifying purchases. Don’t miss this limited-time opportunity—promotional offers are available from April 29 to June 30, 2025 at participating Samsung authorized stores nationwide.

Whether you are a busy professional, a creative enthusiast, or someone who simply wants to make the most of their day, the Galaxy S25 Ultra is ready to be your ultimate personal AI companion. Welcome to the future of mobile technology, where your phone does not just keep up with your life – it helps you lead it.

To know more about the Galaxy S25 Ultra, visit https://www.samsung.com/ph/smartphones/galaxy-s25-ultra/.

*Terms and conditions apply. DTI Fair Trade Permit No. FTEB-223095 Series of 2025

[1] Samsung Account login may be required to use certain Samsung AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the region/country, OS/One UI version, device model and phone carrier. Some function availability may vary by device model. Galaxy AI service may be limited for minors in certain regions with age restrictions over AI usage. Galaxy AI features will be provided for free until the end of 2025 on supported Samsung Galaxy devices. Different terms may apply for AI features provided by third parties.

[2] AP performance improvements compared to Galaxy S24 Ultra. Actual performance will depend on user environment, conditions and pre-installed software and applications.

[3] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection

[4] Availability of functions supported within the apps may vary by country / region. Some functional widgets may require a network connection and/or Samsung Account login.

[5] Gemini Live feature requires internet connection and Google Account login. Service availability may vary by country, language, device model. Features may differ depending on subscription and results may vary. Compatible with certain features and certain accounts. Only available to users 18 years or older. Accuracy of results is not guaranteed.

[6] Circle to Search is a trademark of Google LLC. Sequences shortened and simulated. Results for illustrative purposes only. Service availability may vary by country, language, and device model. Requires internet connection. Users may need to update Android and Google app to the latest version. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off.

[7] The Personal Data Engine functions under the condition that the Personal Data Intelligence menu is on. Analyzed data will be deleted once the Personal Data Intelligence menu is turned off. Personal Data Engine recognizes select languages and certain accents/dialects, including but not limited to, Arabic, Chinese (Simplified), Dutch, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish, and Vietnamese. Personal Data Engine currently analyses Samsung native applications.

[8] AP performance improvements compared to Galaxy S24 Ultra. Actual performance will depend on user environment, conditions and pre-installed software and applications.

[9] Based on Samsung internal lab test conditions with pre-release version of given model connected to earphone via Bluetooth under default settings over LTE. Estimated against battery capacity and measured current over battery power consumption during video playback (video file resolution 720 p, saved on device), respectively. Actual video playback times vary by network connection, settings, file format, screen brightness, battery condition and many other factors.

[10] Results may vary depending on shooting conditions including multiple subjects, being out of focus or moving subjects.

[11] Compared to previous models.

[12] ProScaler feature is supported on Galaxy S25+ and Ultra models. Image quality can be enhanced up to QHD+, depending on the screen resolution setting of the device.

[13] Compared to Galaxy S24 Series. Based on PSNR (Peak Signal-to-Noise Ratio) test.

[14] Compared with Corning® Gorilla® Armor on Galaxy S24 Ultra.

[15] Galaxy S25 Series will support seven generations of OS upgrades and seven years of security updates from global launch date. Timing of OS upgrades and security updates may vary by device model, network provider and market.

A few weeks ago, we launched the One UI 7 beta program. It marked the start of a new era with the first AI-integrated operating system, a true AI platform that vastly improves mobile experiences for users through unprecedented personalization.

Galaxy’s approach to AI personalization, from our launch of the first AI phone to our continuous innovation of on-device AI, is to never compromise on privacy. We know you want the benefits of mobile AI that truly understands you. You want a phone, tailored to your lifestyle, that adds to what you can do while removing everyday barriers – all with no risk of personal information being misused.

In anticipation of the next standard-setting Galaxy S series smartphones, we’re giving Galaxy users greater peace of mind alongside greater personalization. That’s why we’ve created the Personal Data Engine, a powerful privacy advancement that ensures on-device, cross-app personal data protection.

Personalized data is stored in a secure space, carefully safeguarded by an encryption key that’s managed by Knox Vault. That’s the same trusted platform used to secure the most sensitive information on your smartphone, such as your biometric data. And as an added layer of protection, post-quantum cryptography future-proofs the security of your data against rising quantum computing threats.

[1]

On this fortified foundation of privacy, we’re opening up more possibilities for mobile experiences tailored to your life, only with Galaxy.

One defining element of One UI 7 is Now Bar, which gives personalization a new meaning by seamlessly integrating your everyday actions and most-used apps into your lock screen. It’s where you’ll control your entertainment, time your next personal best workout, get directions to your next meeting, or start communicating in other languages.

Now Bar will also be an access point for the most comprehensively insightful experiences ever on Galaxy. Now your phone won’t just ping you, it will power your lifestyle.

Imagine you’re packing for a trip from Seoul, Korea, to San Jose, California. While you get ready, your phone offers a prompt to create a folder of your essential apps for quicker access. So you don’t miss your flight, it lets you know when it’s time to leave for the airport. It even provides a curated travel playlist to set the mood for your long flight.

With a single swipe, you can access the weather forecast – no need to search or check various apps. Throughout your trip, your phone captures the magic of each moment, and as each day winds down, it helps you relive the highlights.

Morning and night, Galaxy AI will keep you both informed and inspired with actionable tips and recommendations[2] uniquely tailored to your life. Game-changing personalization with privacy you can always trust. This is the next evolution of Galaxy AI.

[1] Actual UX/UI may vary.

[2] Some features may require Samsung Account login. Service availability may vary by country, language, device model, apps.