AI will be no different.

Where AI Meets People

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

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

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

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

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

Built on Openness and Trust

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

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

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

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

The Next Chapter of Galaxy

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

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

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

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

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

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

The event will be streamed live from 22 July 2026, 9:00PM SGT on Samsung.com/sg/, Samsung Singapore Newsroom and Samsung’s YouTube channel.

Unfold your next adventure

Galaxy fans and interested customers can now register their interest via this site until 22 July 2026, 8:59PM SGT. Complete the pre-registration to unlock a $38 e-voucher and local attraction discounts^[1].

Additionally, consumers who pre-registered their interest and pre-order the next Galaxy devices starting from 22 July 2026 will stand a chance to win a 3D2N Trip.com getaway or a Music Studio 5^[2].

Save more with Samsung Registration+

From 8 July 2026 to 22 July 2026, consumers who are looking to own the next Galaxy devices can purchase a $20 e-voucher to get^[3]:

• $60 off your next Galaxy Foldable or Watch OR
• $100 off when you purchase the next Galaxy Foldable and Watch together

While stocks last. Terms & Conditions apply.

For more information, visit https://www.samsung.com/sg/gift-card/e-vouchers/pre-registration-evoucher-z-code-evoucher

Be the first to unfold a new shape with Samsung Singapore  

On 23 July 2026, join us at Warehouse @ River Promenade, Jiak Kim Street for a first-look celebration of our next generation of Galaxy devices — made to reshape the way your work, create and connect.

What to expect:

• Exclusive First Look: Be among the first in Singapore to touch, feel, and experience the next generation of Galaxy Foldables

• Immersive Experience Zones: Dive into curated spaces designed to showcase how AI and form factor innovation can ease and elevate your everyday.
• Stay for the Vibes: Enjoy live DJ sets, food and drinks throughout the evening.

Register now to secure your invitation. Admission is complimentary.

Stay tuned and make sure to register your interest at samsung.com/sg/unpacked to get all upcoming teasers, trailers, updates, and access to exclusive benefits ahead of Galaxy Unpacked.

_{^[1] This Promotion is valid from 8 July 2026, 7:00 a.m. SGT to 22 July 2026, 8:59 p.m. SGT. Complete the registration form to unlock a $38 e-voucher and 8% off Trip.com local attractions / tours or hotels.}

_{^[2] Pre-order the next Galaxy Foldable after registering for a chance to win a 3D2N getaway from Trip.com (48 winners) or a Music Studio 5 (18 winners). While stocks last. T&Cs apply.}

_{^[3] The $20 Samsung Registration+ e-voucher is available for purchase from 8 July 2026, 7:00 a.m. SGT to 22 July 2026, 8:59 p.m. SGT, and will entitle you to get:}

_{(i) $60 off the next Galaxy Foldable or Watch if bought separately (redeemable from 22 July 2026, 9:00 p.m. SGT to 13 Aug 2026, 11:59 p.m. SGT); or}

_{(ii) $100 off the next Galaxy Foldable and Watch when purchased together (redeemable from 22 July 2026, 9:00 p.m. SGT to 13 Aug 2026, 11:59 p.m. SGT)}

_{(iii) $30 off any other Samsung product (redeemable from 14 Aug 2026, 12:00 a.m. SGT to 30 Sep. 12:00 a.m. 2026).}

_{In respect of the foregoing: redemption of the Samsung Registration+ e-voucher is valid via Samsung Online Store, Samsung Shop App and/or Samsung Experience Stores only.}

_{The Samsung Registration+ e-voucher is available for purchase at $20 and is valid for one-time redemption only. The Samsung Registration+ e-voucher is non-transferable, non-refundable and non-exchangeable for cash. Any unused, expired or forfeited e-voucher will not be refunded or replaced.}

_{Samsung reserves the right to amend these Terms and Conditions and/or amend or withdraw this Promo at any time without prior notice and without assigning any reasons.}

Samsung Electronics has announced the Galaxy A27 5G, a device that refines everyday mobile use with an immersive display, reliable performance and thoughtfully integrated AI features. Building on the popular Galaxy A26 5G, the Galaxy A27 5G introduces meaningful enhancements that make the experience easier and more intuitive for more users.

“The Galaxy A27 5G reflects our commitment to making meaningful innovation more accessible without compromising on quality,” said Ronnie Ng, Vice President, Head of Mobile Experience at Samsung. “As mobile experiences become increasingly central to how people connect, learn and stay productive, users expect technology that is both capable and intuitive. By bringing meaningful upgrades across display, performance and Awesome Intelligence features, the Galaxy A27 5G makes everyday innovation more accessible to people.”

More Screen, Less Distraction

For smoother and more seamless viewing, the Galaxy A27 5G features a 6.7-inch Super AMOLED display with a 120 Hz refresh rate. It also introduces an upgraded Infinity-O display, which minimises the visible camera area through a discreet punch-hole design. Together with a reduced and more balanced bezel, this adds screen space and removes distractions to keep content front and centre. With a slim 7.8 mm body, the Galaxy A27 5G is designed to feel comfortable in the user’s hand throughout the day.

Everyday Performance, Enhanced

Powered by the Snapdragon® 6 Gen 3 Mobile Platform^[1], the Galaxy A27 5G delivers a smoother and more  responsive experience throughout the day, whether users are switching between apps or multitasking on the go. A boost in GPU performance delivers smoother graphics for gaming and streaming, while the latest high-speed memory enables faster data transfer speeds and improved power efficiency. Together, these upgrades help Galaxy A27 5G deliver an everyday experience that users can count on.

The Galaxy A27 5G also introduces a 12 MP front camera that captures a wider range of brightness and richer colours, resulting in more natural-looking selfies in a variety of lighting conditions.

With a 5,000 mAh (typical) battery^[2], the Galaxy A27 5G is designed to keep up with everyday activities, from gaming and streaming to staying connected throughout the day. Users can enjoy up to 23 hours of video playback on a full charge, while Super Fast Charging provides up to 45% charge in just 30 minutes when a quick power boost is needed.

Awesome Intelligence for Everyday Tasks

The Galaxy A27 5G introduces upgrades to its suite of Awesome Intelligence features, making mobile intelligence more accessible. Circle to Search^[3] with Google now supports multi-object recognition, allowing users to search for multiple items within an image at once, from outfits to accessories, in a single gesture. It also allows outfits to be virtually tried on directly from search results, helping users to explore new styles from anywhere.

Object Eraser^[4] now delivers more precise results, making it easier to remove unwanted distractions with more natural-looking edits. Additionally, Voice Transcription^[5] in the Voice Recorder app can now translate as it transcribes, making it easier to capture meeting notes in 22 languages.

Building on the Awesome Intelligence^[6] experiences introduced earlier this year, the Galaxy A27 5G supports a choice of AI assistants, including Google Gemini^[7] and Perplexity.^[8] Deeper integration across more native Galaxy apps, including Gallery, supports faster and more intuitive everyday interactions. The Galaxy A27 5G now supports Bixby^[9] as a conversational device agent, enabling seamless control of settings and features through natural language.

The Galaxy A27 5G reinforces Samsung’s commitment to long-term support with up to six generations of Android OS and One UI upgrades, as well as up to six years of security updates from the initial global launch date, giving users confidence that they will be able to use their device for longer. Built on Samsung Knox with hardware-backed protection from Knox Vault^[10], the Galaxy A27 5G keeps sensitive data secure, making device protection easier and more intuitive than ever before.

Local Availability

The Galaxy A27 5G is now available in Singapore in Black, Blue and Light Pink^[11]. The device is available in two storage configurations: 128GB (RRP: S$418) and 256GB (RRP: S$498).

For added peace of mind, consumers can also opt for Samsung Care+^[12], which offers comprehensive coverage optimised to users’ needs, including tailored benefits that protect the value of the device.

Consumers can now purchase the Galaxy A27 5G through the following channels:

• Samsung Online Store
• Samsung Shop App
• Samsung Experience Stores
• Samsung Official Store in Lazada, Shopee and TikTok
• Selected Consumer Electronics & IT online stores (Best Denki, Challenger, Courts, Gain City, Harvey Norman)
• ZYM Mobile

Consumers who purchase the Galaxy A27 5G between 3 July and 6 August 2026 can enjoy launch offers worth up to S$116^[13], including savings of up to S$50, a 25W Power Adapter (worth S$38) and a 1-year Samsung Care+ Screen Protect plan (worth S$28), while stocks last. Offers may vary by purchase channel. Terms and conditions apply.

Specification Table

_{^[1] Snapdragon is a trademark or registered trademark of Qualcomm Incorporated. Snapdragon is a product of Qualcomm Technologies, Inc. and/or its subsidiaries.}

_{^[2] Typical value tested under third-party laboratory conditions. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated (minimum) capacity is 4,860 mAh. Actual battery life may vary depending on network environment, usage patterns and other factors. Actual battery life varies by network environment, features and apps used, frequency of calls and messages, the number of times charged, and many other factors.}

_{^[3] Circle to Search is a trademark of Google LLC. Service availability may vary by country, language or device model. Requires an internet connection. Users may need to update Android and Google app to the latest version. Works on compatible apps and surfaces. Results may vary depending on visual matches. Accuracy of results is not guaranteed.}

_{^[4] Results may vary depending on shooting conditions, including multiple subjects, being out of focus or moving subjects.}

_{^[5] Voice transcription feature requires Samsung Account login. Only available on the pre-installed Samsung Voice Recorder app or files recorded using the pre-installed Samsung Phone app. Voice recording feature in the pre-installed Samsung Phone app may not be supported in some countries. Audio files must be under 3 hours in duration to be processed. Accuracy of results is not guaranteed. For details, please visit https://www.samsung.com/sg}

_{^[6] Samsung Account login may be required to use certain Samsung Intelligence Features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by Intelligence Features. Availability of Awesome Intelligence features may vary depending on the region/country, OS/One UI version, device model or phone carrier. Awesome Intelligence service may be limited for minors in certain regions with age restrictions over AI usage.}

_{^[7] Gemini feature requires an internet connection and Google Account login. Service availability may vary by country, language or device model. Features may differ depending on subscription and results may vary. Compatible with certain features and certain accounts. Accuracy of results is not guaranteed.}

_{^[8] Menu names, paths, and screen layouts may vary depending on your device model, software version, or app version. This feature may vary depending on your country, language, model, or app. If the Perplexity app does not appear in the voice wake-up app list, update both the Voice wake-up app and the Perplexity app to the latest version from the Galaxy Store, then try again. Language support for Perplexity may vary by country.}

_{^[9] Service availability may vary by country/service provider/language/device model/OS version.}

_{^[10] Security features or hardware/software architecture of Samsung Knox Vault on Samsung Galaxy A series smartphones may differ from those on Samsung Galaxy flagship devices, including S series, Z series, S FE series smartphones and Tab S series tablets launched from 2021 onwards. Availability of Samsung Knox Vault may vary depending on the device model.}

_{^[11] Colour availability may vary depending on country or carrier.}

_{^[12] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and a deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefits, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/sg/offer/samsung-care-plus/mobile/. Care at home and abroad: When in need of Samsung Care+ services during travel, users should contact the visiting country/region’s local customer services centre in advance for Samsung Care+ availability.}

_{^[13] This Promo is valid from 3 July 2026 12:00 a.m. to 6 August 2026 11:59 p.m. While stocks last. The products under this Promo may vary by retail outlet / platform. Each customer will be entitled to: (i) up to $50 off via e-voucher for each Samsung Galaxy A27 5G 8+256GB smartphone, purchased under this Promo; (ii) a free 25W Power Adapter (without cable) worth S$38; and (iii) one-year Samsung Care+ Screen Protect worth S$28. Not stackable with other promotions. Samsung reserves the right to amend these Terms and Conditions and/or amend or withdraw this Promo at any time without prior notice and without assigning any reasons.}

_{^[14] Memory/storage options and availability may vary by country, region or carrier. Available memory/storage capacity is subject to preloaded software.}

_{^[15] Galaxy A27 5G is rated as IP64. Based on lab test conditions for spraying 10 litres of freshwater per minute from all angles for 5 minutes. Not recommended for beach or pool use. Water and dust resistance of the device is not permanent and may diminish over time due to normal wear and tear.}

Back in the early 2000s, the idea of a folding smartphone sounded like science fiction. It was almost unimaginable, how would a touchscreen even bend? Wouldn’t it just snap or break after a few flips?

Fast forward to 2019, Samsung did just that. When the first Galaxy Fold was introduced, it did more than launch a new device — it opened a new chapter in mobile technology. At a time when most smartphones had similar designs, Samsung took on one of the industry’s most complex engineering challenges: creating a phone that could transform from a compact handheld device into an expansive, tablet-like one.

Since then, the Galaxy Z Series has become a showcase of Samsung’s ability to turn bold ideas into everyday experiences enhanced by innovation. From the book-style Galaxy Z Fold to the pocketable Galaxy Z Flip — and now the multi-folding Galaxy Z TriFold — Samsung has consistently reimagined what a smartphone can be.

With every generation, the formula got sharper –

• Tougher hinge: Refined folding mechanism and strengthen durability
• Sleeker form factor: Reduced thickness and weight, while increasing endurance and maximising screen utility
• Personalised experiences: New AI-powered experiences that made foldables more practical, personal and powerful

Here’s a walk-through of the evolution of Galaxy Z Series Foldables, and how it has evolved to meld innovation with form factor, to fit users’ ever-changing lifestyles.

2019: The Galaxy Fold ushers in a new chapter in smartphone innovation                

A phone that unfolds and folds. The original Galaxy Fold introduced a fundamentally different way to use a smartphone. By applying a never-before-seen hinge technology, Galaxy Z Fold users were able to move between a compact screen which felt familiar, and a large, unfolded screen that provided a large canvas for multitasking and productivity.

2020: Galaxy Z Flip offers new foldable experience

The pocketable Galaxy Z Flip was released one year after. It was a device that folded effortlessly in half and could stand upright on its own, reminiscent of a pocket cosmetics case. It was also the first foldable with a folding glass screen (utilising Samsung’s proprietary Ultra Thin Glass), which enabled the production of this new form factor.

2020: A Hideaway Hinge creates new Flex Mode experiences

In 2020, the Galaxy Z Fold 2 and Z Flip featured a Hideaway Hinge design, which seamlessly connected the body of the smartphone while supporting stable folding and unfolding. This resulted in Flex Mode, where users can securely fold, angle and position their devices, which was helpful for taking hands-free photos or making video calls.

Flex Mode also automatically divides the screen into two when the device is folded. In collaboration with various partners, Samsung was able to enhance the usability if this feature. For example, in the Camera App, users could preview the viewfinder on the top while adjusting the camera modes or lenses on the lower half of the screen.

2021: Making the Galaxy Z Fold3 and Z Flip3 more durable

Foldable devices are more exposed to environmental elements, especially at the hinge. The Galaxy Z Fold3 was the first foldable to be water resistant, with waterproofing technology applied to the outer part of the display and the hinge.

The hinge was further enhanced through the use of corrosion-resistant materials, and other design enhancements were introduced to prevent liquid from entering the device.

The Galaxy Z Fold3 used Armor Aluminium for an even thinner and lighter form factor, but it also helped to withstand shocks and reduces the risk of deformities or scratches.

The Galaxy Z Flip3 also offered improved durability and water resistance through an Armor Aluminium exterior, and Corning® Gorilla® Glass Victus®, safeguarding users’ smartphones for any condition. A new protective film placed on the main display improved durability compared to the previous generation. The Galaxy Z Flip3 was also the first in the Galaxy Z Series Foldable line-up to be equipped with IPX8 water resistance — breaking new ground and granting users peace of mind.

2022: A refined Galaxy Z Fold4, and a bespoke Galaxy Z Flip4

Redesigned to be 21% lighter than the Galaxy Z Fold3, the Galaxy Z Fold4 prioritised a refined experience that feels lighter and easier to grip. This was possible through a redesign of the hinge motion, which reduced the weight, thickness and number of parts, while improving the device’s resilience.

And to address consumers’ desire for personalisation, the Galaxy Z Flip4 Bespoke Edition created new opportunities to express individuality. With 75 potential combinations, they could make their very own Galaxy Z Flip4 from a combination of five glass colours, including Yellow, White, Navy, Khaki and Red, and three frame colour options, including Silver, Gold and Black.

2023: An ultimate self-expression tool is born with Galaxy Z Flip5

The Galaxy Z Flip5 introduced the new Flex Window – a full cover screen that offers greater usability even before unfolding the phone.

The Flex Window allows users to easily check and control Widgets, including weather, stock market, music and other apps. The wider Cover Screen and fully accessible QWERTY keyboard make checking and responding to phone calls and messages even easier.

The new Flex Window found on Galaxy Z Flip5 provides an innovative, versatile camera experience. To snap a selfie with the rear camera, users can conveniently check their smile on the Flex Window before capturing stunning, hands-free photos from creative angles before correcting the colour and tone. The camera-stabilising Super Steady feature also ensures that users take smooth shots on the go. With improved Nightography capabilities to optimise photos in low lighting and digital 10X zoom, users can unleash their creativity anywhere, anytime and at any angle.

2024: A slimmer, AI-packed foldable

2024 was the first year Galaxy AI was introduced. Built on the foundation of Samsung’s history of form factor innovation, Galaxy AI uses powerful, intelligent, and durable foldable experience to accelerate a new era of communication, productivity, and creativity.

Galaxy Z Fold6 and Z Flip6 brought together AI and a more refined design that made it even more comfortable for users to operate. Galaxy AI features such as Note Assist, Sketch to Image and more offers consumers access to easy productivity and creativity tools that significantly reduces time spent on menial tasks like notes taking or brainstorming.

Through Samsung’s longstanding partnership with Google, the new Galaxy Z Fold6 and Z Flip6 offered consumers an AI-powered assistant that could help address everyday queries.

AI also extended to the ways consumers could customise their phones. Photo Ambient on the Galaxy Z Flip5 allowed users to have wallpaper that changes in real-time based on the time and weather.

2025: Raising the bar for foldable smartphones

In 2025, Samsung delivered its thinnest and lightest Galaxy Z Fold to date^[1]. The Galaxy Z Fold7 carried “Ultra” features with Galaxy  S Series’ pro-grade experience, starting with a 200MP wide-angle camera, a first in the Galaxy Z Series.

The Galaxy Z Fold7 is 8.9mm thick – almost half the thickness of the original Galaxy Fold and weighs just 215 grams (or the weight of a block of butter). It is even easier to operate with one hand, and have quick actions via the Cover Screen.

It also carried AI-powered experiences with the integration of Gemini Live, as well as Now Bar and Now Brief, which helps consumers stay on top of their day, or even be a helpful assistant to address their questions.

With the Galaxy Z Flip7, an edge-to-edge FlexWindow was introduced where consumers can see a summary of updates or address quickly messages with suggestions. The 50MP wide and 12MP Ultra-Wide lens also help consumers to capture important moments with clarity. This includes taking a high-quality selfie, right from the cover screen.

2025: A new foldable entrant enters – the Galaxy Z Trifold

Samsung introduced a new foldable form factor – the Galaxy Z Trifold. The unique multi-folding experience uses an inward-folding design to protect the main display against unforeseen incidents.

But beyond the unique form factor, the Galaxy Z Trifold has a 10” screen (when unfolded), perfect for cinematic content or multi-tasking. In fact, the Galaxy Z Trifold performs like three 6.5-inch smartphones, empowering users more room to multitask.

It goes without saying the hinge on the device has undergone rigorous testing, as Galaxy Z TriFold’s main display undergoes a 200,000-cycle multi-folding test — equivalent to folding the device approximately 100 times a day for five years, along with a series of scenario-based evaluations.

The Galaxy Z Trifold was initially sold out in Singapore as early adopters wanted a piece of the innovation.

2026: What’s next for Samsung Galaxy Z Series?

The evolution of the Galaxy Z Series reflects Samsung’s long-term commitment to meaningful innovation. What began as a bold rethinking of the smartphone, has become a steadily refined platform for productivity, creativity and mobile freedom.

Each generation has solved a different challenge: making the hinge smoother and more durable, the body thinner, the display stronger, the experience more versatile and the device more intuitive.

So, what’s next for Samsung’s Galaxy Z Fold and Flip smartphones?

You’ll have to wait just a little longer. But if history has taught us anything, it’s that there’s always another side waiting to be discovered.

_{^[1] Weight may vary by country or region. The thickness of Galaxy Z Fold7 when unfolded does not include the frame of the Main Screen.}

For anyone who relies on wireless earbuds on a daily basis, struggling to be heard on a phone call can be an all-too-familiar frustration. Whether you’re navigating a busy street or just dealing with ambient chatter, background noise can make clear communication nearly impossible.

When developing the new Galaxy Buds4 Pro, Samsung focused heavily on completely reimagining how an earbud captures and transmits the human voice. The first objective was to develop a brand-new Sensor Fusion technology — ensuring a user’s speech can cut through the noise with absolute clarity.

What is Sensor Fusion and How Is it Important for Call Quality?

When it comes to taking calls, an earbud’s microphone is much further from your mouth than a phone’s microphone, making your voice highly susceptible to being drowned out by ambient noise. For traditional earbuds relying on a single sensor, this physical limitation often means compromised call quality, especially when ambient noise is louder than the user’s voice.

To overcome this, Samsung engineered an environment-aware Sensor Fusion technology^[1]  for Galaxy Buds4 Pro. Instead of relying on one input, Samsung’s technology intelligently combines multiple sensors to recognise and adapt to the surrounding environment.

Buds4 Pro is equipped with three microphones — two external microphones directly capture a user’s voice, while a third internal microphone detects speech transmitted within the body. Importantly, a Voice Pickup Unit (VPU) sensor based on bone conduction also detects the head’s physical vibrations when a user speaks.

A cutaway of Galaxy Buds4 Pro — three microphones and a VPU sensor work in harmony to precisely reconstruct voice data.

The voice data then activates a noise reduction algorithm that allows Buds4 Pro to precisely isolate and comprehensively reconstruct the user’s voice from surrounding noise with pinpoint accuracy, ensuring clear communication even in the most chaotic environments.

How Sophisticated Is the Buds4 Pro’s Noise Reduction Algorithm?

An AI-based system called a Deep Neural Network (DNN) — modelled loosely on the structure of the human brain — serves as the core noise reduction technology within Buds4 Pro’s sensor fusion architecture. Typically, software this powerful requires massive computing power that simply cannot fit inside a tiny earbud. However, Samsung meticulously optimised its algorithm for on-device processing, slashing the processing load to roughly 10% of the original computational requirements and shrinking the model size to just 30%, successfully bringing powerful AI voice processing to a compact earbud form factor.

But blocking noise isn’t enough to guarantee true call clarity — the earbuds must also make sure your voice sounds natural. To do that, Buds4 Pro analyses past, present and predictive sound data to instantly adapt to rapidly changing environments. Samsung also upgraded its algorithm to capture 16 times more vocal detail than previous models. Because of this massive boost in precision, every part of your speech — from high-pitched tones to sharp consonants and subtle word endings — remains crisp and easy to understand, no matter how loud your environment gets.

Buds4 Pro even accounts for natural body movements that can cause the earbuds to shift, causing ‘fit leakages’ that allow unwanted background noise to seep in. To counter this, Buds4 Pro continuously analyses signals from the inner and outer microphones to estimate leakage in real time, dynamically adjusting the audio to keep the call crystal clear.

Furthermore, Buds4 Pro’s superior DNN-powered voice clarity is truly maximised when paired with a Galaxy smartphone, harnessing a Super Wideband (SWB) connection of up to 16 kHz to deliver exceptionally rich and natural voice quality.

How was Buds4 Pro’s Call Quality Tested for the Real World?

To ensure Buds4 Pro delivers exceptional call quality in the real world, Samsung brought the real world into the lab using massive wind generators to recreate acoustic scenarios based on actual location recordings.

This image is AI-generated and is for illustrative purposes only. It depicts a lab used to test the technology behind Galaxy Buds4 Pro’s crystal-clear calls

In addition to lab testing, Samsung conducted extensive field tests in the noisiest everyday environments including bustling cafes, loud department stores and echoing train stations. They even tested call quality while walking outdoors late at night and riding in cars with the windows rolled down — all to perfect the earbuds’ performance in truly authentic, real-world scenarios.

Ultimately, Galaxy Buds4 Pro proves relentless engineering and technological innovation can shatter the physical limitations of true wireless earbuds. By merging an intricate sensor fusion technology with highly optimised algorithms — and validating it through exhaustive real-world testing — Galaxy Buds4 Pro offers an unprecedented level of call clarity, helping you find your voice, anywhere.

^[1] Supported on Galaxy Buds Live and subsequent models. 

Designed to expand the narrative beyond the film, the experience bridges the world of Spider-Man: Brand New Day with real world campaign moments that include cast appearances and interviews, spotlighting live activations, content drops, hidden easter eggs, and fan-submitted sightings. Fans can join in on the interactive campaign, follow Spider-Man sightings and engage with the story in real time, while connecting to a shared community experience at SpideyTracker.com and on X @SpideyTracker. The Spidey Tracker is available in 35 countries worldwide.

Spidey Tracker powered by Samsung Galaxy as seen in the upcoming Spider-Man: Brand New Day film. © & 2026 MARVEL. ©2026 CPII & TSG

Galaxy Technology in Action

Through integrated storytelling, moviegoers will see the portability of Galaxy Z Flip on full display in the hands of Spider-Man and the multitasking benefits of Galaxy Z Fold and Galaxy Watch as Ned Leeds tries to locate the elusive Spider-Man.

Reflecting the reality that even our closest relationships can evolve as life takes us in new directions, Samsung is highlighting how its technology helps people stay close to those who matter most. It celebrates the importance of human connection and self-expression, bringing together Samsung’s ethos with the inspiring characters and timeless stories that make Spider-Man one of the world’s most iconic heroes.

“Spider-Man has always been a hero defined by his connection to his community. Teaming up with Samsung helped bring that spirit to life both on screen and beyond, integrating the technology people use every day into Spider-Man’s world while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker,” said Jeffrey Godsick, Executive Vice President, Global Partnerships, Sony Pictures Entertainment.

Unfolding online and in real-world spaces throughout the summer, see Spidey pop up on the map, at live events and venues, popular creator videos — keep your eyes peeled!

Learn more about the latest Galaxy innovations keeping your favourite heroes connected at Samsung.com/sg/ and don’t miss Sony Pictures’ Spider-Man: Brand New Day exclusively in theatres 30 July 2026.

About Sony Pictures’ Spider-Man: Brand New Day
It’s a BRAND NEW DAY for Peter Parker. Fighting crime full-time as Spider-Man in a world that doesn’t remember him—and the pressure of seeing his old friends move on without him—sparks a change in Peter he may not have the power to control. But that transformation might also be the only thing that can stop a shocking new threat to the city and those he loves – a powerful villain no one can even see.

The world may have forgotten Peter Parker, but he hasn’t forgotten them.

Directed by Destin Daniel Cretton, the film is written by Chris McKenna & Erik Sommers and Justin Kuritzkes. Based on the MARVEL Comic Book by Stan Lee and Steve Ditko, serving as producers are Kevin Feige, p.g.a., Amy Pascal, p.g.a., Avi Arad, and Rachel O’Connor, p.g.a. Executive producers are Louis D’Esposito and David Cain. The film stars Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo. Credits not final.

Securing computational design data through 4D scanner

Developing wearables with the optimal fit and comfort remains a difficult yet crucial challenge. Not only do these factors make the device feel more seamless to use, but they are directly tied to maximising overall performance and sensor accuracy. However, the fact that each person’s anatomy is completely unique presents a major hurdle. But what if there was a way to meticulously engineer comfort, fit and sensing so precisely, it could deliver the optimal experience for nearly everyone?

Samsung’s solution is Computational Design. This multidimensional process harnesses AI and advanced computing to analyse hundreds of thousands of quantitative and qualitative data points to generate, test, and refine product designs with greater precision. The result is a fundamental shift from subjective feedback to objective, data-driven engineering, creating superior products with the optimal fit for the widest range of users.

That description captures computational design in the abstract—like a dictionary definition. To understand how computational design is actually used to create superior wearables, Samsung Newsroom visited the Samsung Design Innovation Center (SDIC) in San Francisco, home to the Computational Design Lab.

Federico Casalegno, EVP and Head of the Samsung Design Innovation Center

Spearheading the SDIC is Federico Casalegno, Executive Vice President and Head of the Samsung Design Innovation Center, who has spent the past two decades mastering the practice of computational design and leading the implementation of this core concept into Samsung’s product development. We sat down with Federico to discuss how SDIC employs computational design as a primary tool to create and optimise experiences for Samsung’s wearables, particularly the Galaxy Buds4 Series.

1. Tell us about SDIC’s role.

At SDIC, our mission is to deliver meaningful experiences by understanding people and their evolving lifestyles—always in the context of human-centered design. Ultimately, we want to delight customers and create products that help people live happier, healthier, more creative, and more productive lives, while building a better future for all and preserving the environment. To achieve this, SDIC brings together the power of design and creativity with data-driven decision-making. Supported by AI, machine learning, robotics, and advanced computing, our talented, multidisciplinary team of designers is constantly pushing the boundaries of what’s possible, delivering unparalleled user experiences and real, tangible benefits.

At SDIC, design is combined with AI, data, and computing to achieve maximum comfort for wearable devices.

2. What exactly is computational design, and what is the philosophy behind it?

While we live in a unique era of technological innovation, Samsung’s approach to design was always deeply human-centered as we believe that technology without humanity is merely perfection without purpose. Computational design is how we bring this philosophy to life—it is the process of harnessing the immense power of AI, data, and computing to design products for people, rather than expecting people to adapt to our products. This approach helps us to create devices that are fundamentally functional, intuitive, comfortable and beautifully crafted. Today, this methodology is applied all across our wearable portfolio, including Galaxy Watch8 and Galaxy Buds4 Series.

The computational design process involves various state-of-the-art testing equipment, including 4D scanning.

3. How does computational design turn the ‘fit’ of a device into an objective, measurable metric?

For developing something as personal as a wearable that remains in contact with you for extended periods, fit is an essential element. It’s not just about comfort though; a secure fit is also needed for maximising the precision of the device’s sensors. However, traditional design methods fail to measure wearability objectively, as they only rely on a small sample of people for product testing.

Computational design fundamentally changes this. By leveraging massive, digitalised datasets and advanced AI simulations, it transforms wearability into a quantifiable metric that allows Samsung to measure comfort and fit like never before. By being able to consider all the unique shapes and curves of the human ear or the wrist through computational design, our designers are equipped with trustworthy, objective insights that are difficult to attain through traditional methods.

Optimal design parameters are derived through AI and physics-based simulations, which are then cross-verified with robot testing.

4. Tell us in detail how the computational design process works in the lab, and how it was implemented in the Buds4 series.

Our computational design process relies on three elements: real people, digital twins, and robots. We capture 3D and 4D scans of a diverse global audience, integrating precise anatomical data to create ‘digital twins.’ We then run AI and physics-based simulations, cross-validating the results with physical robot testing.

For the Buds4 series, we applied this exact process to achieve perfect wearing comfort and premium sound. We analysed hundreds of millions of global ear data points and ran more than 10,000 simulations to perfect the new blade design. This objective data led us to subtly reduce the size of the main head^[1] and refine the angle of rotation—minor adjustments that resulted in a dramatic, universally validated increase in stability and comfort.

5. How does Samsung’s computational design ultimately benefit the users?

Samsung’s computational design process is powered by a unique proprietary dataset built exclusively from within Samsung, and our team has developed several specialised AI programs based on this data. This combination gives us unique insights while we constantly innovate our design processes and methods. For Galaxy Buds and Watch specifically, this translates into improved wearing comfort, stability and sensor accuracy—key factors that elevate both the user experience and product performance.

Samsung’s lineup of wearables, such as Galaxy Buds4, Galaxy Watch8, and Galaxy Ring, all incorporate computational design in its development process.

6. Looking ahead, how do you see Computational Design evolving over the next decade?

Computational design is now a foundational element of Samsung’s development process across all our wearable products. Our goal remains to maximise wearability, fit, comfort and sensor performance to ultimately serve the people using it.

Looking ahead, the true power of this process is its continuous evolution. As our dataset continues to grow, custom AI tools will drive more accurate simulations and deeper insights. These advancements will not only further improve product wearability, but also unlock exponential innovations down the line that lead to an entirely new category of wearables that can redefine the boundaries of user experience. Ultimately, this symbiotic partnership between computational design and AI frees our designers to be more creative, empowering us to deliver measurably superior products and experiences for the people who use them.

_{^[1] Galaxy Buds4 only}

Samsung Electronics today announced a major update to the Samsung Health app, transforming the upcoming Galaxy Watch into a proactive, intelligent health partner. Starting 8 June, Samsung will begin rolling out the app update to showcase the key health features included in the upcoming Galaxy Watch. The update^[1] makes daily health management effortless by translating complex biometric data — from overnight sleep to daily activity — into simple, actionable guidance.

“Samsung Health is evolving to connect health data measured by Galaxy Watch with AI-based insights, enabling users to understand their physical and mental conditions more easily and intuitively,” said Hon Pak, Senior Vice President and Head of the Digital Health Team for the Mobile eXperience (MX) Business at Samsung Electronics. “Samsung Electronics will continue to expand proactive and personalised health management experiences based on the connected Galaxy ecosystem and digital health innovations.”

This advancement is a key milestone in Samsung’s overarching vision for a truly AI-powered health platform designed to help users stay ahead of their health. The newly announced health features will first be available on the upcoming Galaxy Watch.

Features Transforming Galaxy Watch into an Intelligent Health Partner

The Samsung Health update comes with the following features:

• Vitals: A Better Understanding of the Body’s Signals — Previously, Samsung Health monitored specific health metrics to help measure users’ daily Energy Score. Now, Samsung Health is taking this a step further. When users wake up, the new Vitals feature analyses five key overnight bio-signals — heart rate, heart rate variability, respiratory rate, skin temperature and blood oxygen — against their true resting baseline. It sends notifications only when it detects meaningful deviations, helping users determine if they need more rest or are fighting an illness, without causing alert fatigue.

• Heart Health Score: Improved Long-Term Wellness — Last year, Samsung introduced Vascular Load to help users monitor vascular stress and adopt a more holistic approach to health. Today, that vision evolves into the Heart Health Score. This single daily metric takes the insights previously found in Vascular Load — such as sleep, stress and activity — and combines them with body composition data. The result is a unified score that clearly identifies the habits impacting users’ long-term well-being, giving them immediate clarity on their heart health.

• Daily Cardio Load: Smarter Cardiovascular Training — When users are deciding how hard to push during aerobic exercise, Daily Cardio Load measures accumulated cardiovascular strain. By calculating daily load and maximum training capacity, it recommends optimal training targets and rest times to ensure users reach their goals without risking burnout or injury.

• Fitness Index: Seamless Progress Tracking — The Fitness Index ensures exercise routines are working by analysing metrics like heart rate, VO₂ max (a key measure of aerobic fitness) and daily steps against users’ peers. By clearly identifying individual physical strengths and weaknesses, it delivers tailored content and personalised goals so users can make continuous, targeted improvements.

New Samsung Health Design for a Simplified, Personal Experience

To make these proactive insights easy to find, Samsung Health introduces a streamlined layout organised into five core pillars: Sleep, Activity, Nutrition, Mindfulness and Vitals. Within the Home screen, users can now easily access their daily wellness tips alongside their AI-powered Energy Score. This centralised view removes guesswork from health management, allowing users to quickly understand how different aspects of their routine interconnect at a single glance.

Upgraded Capabilities for Proactive Wellness

 Samsung Health is also significantly advancing the core features users already rely on, delivering deeper personalisation with greater precision. As users navigate their day, Antioxidant Index now provides an even clearer roadmap of their nutritional intake. With new trend charts and daily history logs, it visually connects users’ dietary choices to physical responses over time. Behind the scenes, the AGEs index has been enhanced to quietly work in the background, capturing automatic overnight measurements to build a long-term picture of how lifestyle choices accumulate in users’ bodies. This helps users uncover health insights that truly matter for their well-being.

Comprehensive wellness extends to external environments as well, with Samsung offering a brand-new Hearing Health feature that integrates seamlessly across the Galaxy ecosystem. By monitoring surrounding ambient noise through Galaxy Watch, it delivers personalised analytics to help protect the user’s ears — whether they are on a loud commute or dialling up the music during a workout.

Together, these advanced refinements and new ecosystem-connected features turn everyday data into simple, practical guidance, setting the perfect stage for the future of Samsung Health.

A Seamlessly Connected Health Ecosystem

Samsung’s expansive ecosystem unlocks the true power of these new features, seamlessly managing health across users’ Galaxy mobile phones and connected devices. This frictionless integration ensures that personalised insights are always accessible, providing a unified view of user well-being. These advancements offer a glimpse into the future of Samsung Health — a future that will be fully realised with the launch of Samsung’s next generation of Galaxy Watches, engineered to bring this proactive intelligence to life like never before.

_{^[1] New health features are for wellness only, not for the diagnosis or treatment of any medical condition. If concerned about health, be sure to see a medical professional. Available on Android phones (Android 10 or above) and requires the Samsung Health app (v7.0 or above). Samsung Account login required. Certain features may require user activity and data accumulation over time to enable personalised results. Feature availability, supported devices, and rollout timing may vary by market, model, and other factors and are subject to change.}

It’s every traveller’s worst nightmare and yet such accidents are more common than you think. According to Samsung Care+^[1] data, claims submitted in July and August were 30% higher than the annual average^[2]. With your phones holding everything from boarding passes and hotel reservations to maps, a damaged device could be a potential trip-ender.

Accidental damages during travel can cause a stressful situation.

That is, unless you have Samsung Care+. Here’s how the comprehensive care service helps keep your devices protected throughout the vacation, giving you peace of mind throughout your trip.

Reliable Support Across Major Destinations

First things first, there’s no need to panic or cancel travel plans. Samsung Care+ offers comprehensive coverage both at home and abroad^[3] through a network of Samsung-authorised service centres across major cities worldwide. Whether you’re in London, Seoul, Los Angeles, or Barcelona, your protection travels with you.

Samsung Care+ users can receive professional care through nearby Samsung-authorised service centres both at home and abroad.

Hassle-Free Repairs

Every minute counts on a vacation and the last thing you want is a long wait. That’s why Samsung Care+ is designed to get you quickly back on track through its streamlined claims process, helping you save time.

• No Complex Paperwork: You can get support through a clear, easy-to-follow system without complicated paperwork.
• Priority Queue^[4] Access: Once enrolment is verified, you’ll receive support with clear guidance.

Within minutes of arriving, your repair is authorised and underway to ensure minimal disruption to your vacation.

Professional Service by Certified Technicians

Once the device is submitted for repair, Samsung-certified technicians take over. These professionals, who know Samsung Galaxy devices better than anyone, only use genuine parts. This ensures repairs go beyond fixing visible damage, returning devices to optimal condition so they maintain their performance and value.

All repairs are handled by certified experts using original parts.

Continuing Your Journey With Complete Peace of Mind

Thanks to Samsung Care+’s service network and professional care, you are good to go. What could have ruined your long-awaited vacation becomes just a minor mishap. Samsung Care+ gives you complete peace of mind throughout your trip so you can focus on creating lasting memories.

Samsung Care+’s comprehensive coverage offers peace of mind for Galaxy users.

_{^[1] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefit, registration may be required.}

_{^[2] Based on Samsung Care+ claims submitted in 2025.}

_{^[3] When in need of Samsung Care+ services during your travel, contact the visiting country/region’s local customer services centre in advance for Samsung Care+ availability.}

_{^[4] Availability may differ by country. Please contact the visiting country/region’s local customer service centre in advance for service availability.}

Samsung offers a range of features designed to make switching simple whether you’re exploring Galaxy for the first time, setting up your new device, or just starting to use it day to day.

Try Galaxy – Test the Galaxy Experience Before You Switch

If you’re curious to see what Galaxy is all about, you can start by trying it on the device already in your hand.^[1] Try Galaxy lets you preview the latest^[2] One UI experience on your current phone. It simulates key features, so you can explore how Galaxy works before making the switch. You can get a feel for what it’s like to navigate, customise, and use a Galaxy device at your own pace.

Smart Switch – Bring Everything You Need with You

There’s nothing more frustrating than powering up your new phone only to realise you can’t find what you need. Smart Switch^[3] helps you move your contacts, photos, messages, apps, calendars, settings, and more from your old phone to your new Galaxy device.^[4] The improved experience is now faster. It walks you through everything step by step and you have the option to transfer wirelessly,^[5] with a cable, or from a cloud backup. That means you aren’t starting from scratch with your new phone, it’s already set up with the things you rely on, so you can pick up right where you left off.

Quick Share – Share Easily Across Devices

Need to send a file or photo to friends using different devices? Once you’re up and running with Galaxy you can take advantage of Quick Share, Samsung’s built-in file sharing feature that lets you send photos, videos, and other files seamlessly between Galaxy phones, tablets, and PCs. Plus, share files in full quality using nearby sharing, links, or QR codes across devices and ecosystems.

Quick Share also recognises nearby Apple devices, making it AirDrop® capable,^[6] for a more seamless photo, video, and file transfer experience. That means you don’t have to think about who you’re sharing with — it just works.

Switching Made Easy

With the ability to test fan favourite features with Try Galaxy before you buy, keep the information that matters to you, and stay connected across ecosystems, the entire Galaxy onboarding experience is designed to be straightforward, so you don’t miss a beat.

Ready to explore something new? Discover the latest from Galaxy, including the new Galaxy S26 Series, and see how easy it can be to make the switch at samsung.com.

_{^[1] Internet connection required. Try Galaxy is available on supported Android OS smartphones with the latest version of Samsung Internet or Chrome browser, and iPhone 8 and above with the latest version of safari or Chrome browser. iPhone and Safari are trademarks of Apple Inc.}

_{^[2] Phone features may differ depending on model. Network connection my effect experience. Try Galaxy is a simulation of Samsung’s One UI. Actual UX/UI on Samsung devices may differ. You are not accessing actual apps on your device’s functions or hardware when running this app.}

_{^[3] Wired transfers from Android devices require the receiving device to have Android 6.0 or later and the sending device to have Android 6.0 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 6.0 or later and the sending device must have Android 6.0 or later. Open Smart Switch Mobile in “Settings” on the receiving Galaxy device or download the Smart Switch Mobile app from the Galaxy Store. Data, content and apps available for transfer may vary by transmission method.}

_{^[4] Wired transfers from iOS require the receiving device to have Android 6.0 or later and the sending device to have iOS 5 or later. Transfers can be completed without a cable through a wireless connection or iCloud. For wireless connections, the receiving device must have Android 6.0 or later and the sending device must have iOS 12 or later. iCloud transfers require the receiving device to have Android 6.0 or later and the sending device to have iOS 5 or later. Open Smart Switch Mobile in “Settings” on the receiving Galaxy device or download the Smart Switch Mobile app from the Galaxy Store. For wireless transfers, download Smart Switch for iOS from the App Store on your iPhone or iPad. Data, content and apps available for transfer may vary by transmission method. Contacts, gallery, videos, calendars and reminders can be transferred wirelessly from an iOS device.}

_{^[5] It is recommended to use a wired connection when transferring diverse sets of data at once.}

_{^[6] Quick Share available between select Galaxy devices and compatible Apple devices, subject to change without notice, and provided by Google. Quick Share available between Galaxy smartphones and tablets with Android OS version 10.0 (Q) and One UI 2.1 or above, Galaxy Books released in 2020 or later. Requires Bluetooth connection. AirDrop® is a registered trademark of Apple Inc.}