Samsung Electronics today announced the global availability of the Galaxy S26 Series and the Galaxy Buds4 Series. As Samsung’s third generation of AI phones, the Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26 deliver the most intuitive and proactive Galaxy AI^[1] experiences yet, helping users accomplish more with fewer steps. Following Galaxy Unpacked, the newly launched Galaxy S26 Series has generated exceptional early demand, with initial pre-order figures surpassing previous records and marking a double-digit increase. The premium Galaxy S26 Ultra has quickly become the standout model, selected by more than 70% of pre-order customers worldwide.

Galaxy S26 Ultra: Where Innovation Leads

Galaxy S26 Ultra brings together Samsung’s most advanced innovation in a single device – powerful performance, an industry-leading camera system, enhanced intuitive Galaxy AI and an innovative built-in Privacy Display^[2].

Privacy Display, which has drawn widespread praise since its unveiling, changes how privacy can be protected on a phone at a pixel level. Designed for everyday situations, hardware and software are working as one to protect privacy without compromising everyday viewing experiences.

Built for all-day performance, Galaxy S26 Ultra delivers the most powerful performance on a Galaxy S Series yet, powered by a customised mobile processor — Snapdragon® 8 Elite Gen 5 Mobile Platform for Galaxy^[3] — with significant gains^[4] across the CPU, GPU and NPU to support faster, smoother experiences that keep up throughout the day.

Galaxy S26 Ultra also features Samsung’s most intuitive and user-friendly AI experience to date. Features like Now Nudge^[5] provide proactive and relevant context-aware suggestions, while Now Brief^[6] surfaces timely reminders for important events. A choice of agents^[7] also help users to complete tasks easier with a single button press or voice prompt.

Galaxy S26 Ultra builds on Samsung’s industry-leading camera system, seamlessly integrating capture, editing and sharing into one intuitive workflow. Nightography video,^[8] keeps footage vibrant even in low light, and Super Steady, ^[9] which comes with a new horizontal lock option for greater stability, even during dynamic movement. Editing is just as easy and straight forward. With the upgraded Photo Assist,^[10] users can refine images and express their creativity by simply describing what they want in their own words, while Creative Studio^[11] empowers users to easily turn their ideas into polished visuals — from stickers and invitations to personalised wallpapers.

Galaxy Buds4 Series: Superior Hi-Fi Sound with Computationally Designed Fit

Users can enhance the capabilities of the Galaxy S26 with the new Galaxy Buds4 Series which integrated Samsung’s most advanced audio and wearability innovations together in one seamless experience. The Galaxy Buds4 Pro and Buds4 deliver superior hi-fi audio and everyday wearability to achieve the best listening experience across the Galaxy Buds Series to date. The Buds4 Series establishes a new iconic blade design with an engraved pinch control^[12] and ultra-sleek ergonomic fit, achieved by analysing hundreds of millions of global ear data points and running over 10,000 simulations^[13] to optimise for all-day wearability and comfort. Powerful hardware and software innovations on the Buds4 Pro such as a wider woofer and an enhanced Adaptive Equaliser and Active Noise Cancellation^[14] produce rich full-spectrum sound true to the original recording. With the integration of several AI agents^[15] and intuitive hands-free controls, the Buds4 Series becomes a natural companion to Galaxy S26, extending everyday experiences beyond the phone.

Starting 11 March, the Galaxy S26 Series will be available for purchase in Singapore. For details, please visit: https://news.samsung.com/sg/live-on-easy-mode-with-all-new-galaxy-s26-series-buds4-series-now-available-in-singapore 

For added peace of mind, Samsung Care+^[17] offers comprehensive coverage that protects the devices’ value, including fast repairs for accidental damage, extended warranty, and certified expert support available both at home and abroad.

_{^[1] Samsung Account login may be required to use certain 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.}

_{^[2] Must be enabled in settings. Privacy Display feature controls the screen’s viewing range to limit peripheral vision. Some changes in image quality may occur outside the viewing range. When activated, some information may still be visible to others depending on the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information.}

_{^[3] Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated.}

_{^[4] AP performance improvements shown compared to Galaxy S25 Ultra. Actual performance will depend on user environment, conditions and pre-installed software and applications.}

_{^[5] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region, and language. Text message prompts currently available with Samsung Messages and certain third-party messaging apps including Google Messages and Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.}

_{^[6] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection. The description of photos provided by moments may not align with the user’s intent. Notifications must be switched on to be used as the recalled data. Recalled data available from supported app notifications, Messages, Gmail and Samsung Wallet and data collected from Gmail is only applicable if the user consents to Personal Data Intelligent’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages.}

_{^[7] Availability may vary by region/country and language.}

_{^[8] Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects.}

_{^[9] Super Steady results may vary depending on editing method and/or shooting conditions.}

_{^[10] Photo Assist may require a network connection and Samsung Account login. Service availability may vary by country, language or device model. Photo Assist may result in a resized photo. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.}

_{^[11] Creative Studio feature requires a network connection and Samsung Account login. Service availability may vary by country, language or device model. The accuracy and reliability of the generated output is not guaranteed. Sticker sets only compatible with Samsung Keyboard and can only be shared via Quick Share feature with other Galaxy devices that have One UI 5.0 or later installed and Quick Share app version 13.8.50.x or later.}

_{^[12] Galaxy Buds are available to connect as Bluetooth Audio regardless of OS, but to configure advanced settings, Galaxy Buds must be paired with a smartphone with Android 10.0 or above and a minimum of 1.5GB of memory.​ Advanced settings on the quick panel or Buds menu in Settings include Noise Control, Adaptive EQ, Pinch Control and software update. ​Some features are only available on compatible Samsung Galaxy smartphones.​ Android is a trademark of Google LLC.}

_{^[13]  Based on global ear data research conducted by Samsung Design Innovation Centre.}

_{^[14] Available on Buds4 Pro.}

_{^[15] AI features require a compatible Samsung Galaxy phone.}

_{^[16] Availability may vary by country, region, and carrier. Colour availability may vary depending on country or carrier.}

_{^[17] 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. For detailed Samsung Care+ information, please visit https://www.samsung.com/sg/offer/samsung-care-plus/mobile/}

Experience Galaxy AI with the all-new Galaxy S26 Series and Galaxy Buds4 Series, now available in Singapore starting today, 11 March 2026.

Galaxy S26 Series: Less effort, More life.

The Galaxy S26 Series will be available for purchase at:

• Local telecommunication operators (M1, Singtel and StarHub);
• Samsung Experience Stores;
• Samsung Shop App and Samsung Online Store (Galaxy S26 Ultra and Galaxy S26+ | S26);
• Samsung Official Stores in Lazada, Shopee, TikTok, iShopChangi and KrisShop;
• Major consumer electronics & IT stores;
• And other selected channels, including ZYM Mobile.

From 11 March to 3 April, consumers who purchase the Galaxy S26 Series will enjoy up to $180 e-voucher^[1]. 

For more details^[2] on launch promotions for purchases through local telecommunication operators, consumer electronics & IT stores, and other online retailers, please visit their respective websites:

• M1: http://m1.com.sg/galaxys
• Singtel: https://singtel.com/galaxys
• StarHub: https://starhub.com/samsung
• Samsung Official Store (Lazada): https://lazada.sg/galaxys
• Samsung Official Store (Shopee): https://shopee.sg/m/galaxys
• Samsung Official Store (KrisShop): https://krisshop.com/en/brands/samsung
• Best Denki: https://bestdenki.com.sg/samsunggalaxy
• Challenger: https://www.challenger.sg/pages/samsung-s26
• Courts: https://www.courts.com.sg/samsung/galaxys26
• Gain City: https://gaincity.com/new-galaxy
• Harvey Norman: https://harveynorman.com.sg/promotions/samsung-galaxy-s-series.html
• iShopChangi: https://ishopchangi.com/en/campaigns/samsung
• ZYM: https://zym.sg/promotion/

The recommended retail prices for the Galaxy S26 Series devices are as follows:

* Exclusive to Samsung Online Store and Samsung Shop App

Galaxy Buds4 Series: Unveil true Hi-Fi sound.

The Galaxy Buds4 Series will be available for purchase at:

• Local telecommunication operators (Singtel and StarHub);
• Samsung Experience Stores;
• Samsung Shop App and Samsung Online Store (Galaxy Buds4 Pro | Galaxy Buds4);
• Samsung Official Stores in Lazada, Shopee, TikTok, iShopChangi and KrisShop;
• Major consumer electronics & IT stores;
• And other selected channels, including ZYM Mobile.

From 11 March to 3 April, consumers who purchase via Samsung Online Store, Samsung Shop App, Samsung Experience Store or Samsung Official Stores can enjoy 15% off the new Galaxy Buds4 Series with eligible Galaxy Smartphone or Galaxy Tab purchases^[4].

Meanwhile, consumers who purchase via selected major consumer electronics & IT stores and local telecommunication operators can enjoy up to 15% off the new Galaxy Buds4 Series with any purchase^[5].

For more details on launch promotions for purchases through local telecommunication operators, consumer electronics & IT stores, and other online retailers, please visit their respective websites:

• Singtel: https://singtel.com/galaxys
• StarHub: https://starhub.com/samsung
• Samsung Official Store (Lazada): https://lazada.sg/galaxys
• Samsung Official Store (Shopee): https://shopee.sg/m/galaxys
• Samsung Official Store (KrisShop): https://krisshop.com/en/brands/samsung
• Best Denki: https://bestdenki.com.sg/samsunggalaxy
• Challenger: https://www.challenger.sg/pages/samsung-s26
• Courts: https://www.courts.com.sg/samsung/galaxys26
• Gain City: https://gaincity.com/new-galaxy
• Harvey Norman: https://harveynorman.com.sg/promotions/samsung-galaxy-s-series.html
• iShopChangi: https://ishopchangi.com/en/campaigns/samsung
• ZYM: https://zym.sg/promotion/

The recommended retail prices for the Galaxy S26 Series devices are as follows:

* Exclusive to Samsung Online Store and Samsung Shop App

New Galaxy Club: 50% value protected. Next Galaxy unlocked.

New Galaxy Club^[6] is a new Samsung programme that allows customers to upgrade to the next Galaxy S Series with up to 50% of their device’s value back and 2-year Samsung Care+ Screen Care, for extra peace of mind.

Available exclusively at Samsung Online Store.

Customers can join the New Galaxy Club at $168 and enjoy:

·       Guaranteed up to 50% of your device’s value back when upgrading to the next Galaxy S Series (up to $1,289); and

·       2‑year Samsung Care+ Screen Care included (worth $168)

For more information, visit: http://www.samsung.com/sg/smartphones/new-galaxy-club/

Cinch: Exclusive Subscription Partner

Consumers looking to purchase the latest Galaxy S26 Series can now consider a subscription of the device instead with Cinch. They can subscribe to the new Galaxy S26 Ultra from $84/month on a 12-month subscription plan.

The subscription programme provides low monthly payments, worry-free protection, with an option for a device-upgrade upon completion of the subscription term.

Consumers can visit http://samsung.cinch.sg to learn more about Cinch subscription programme^[7].

More information on the Samsung Galaxy S26 Series is available here.

_{^[1] This Promo is valid from 11 March 2026, 12:00AM SGT, to 3 April 2026, 11:59PM SGT. While stocks last. The products under this Promo may vary by retail outlet / platform. 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.}

_{^[2] Memory and colour variants differ from store to store. Please check with respective stores for availability.}

_{^[3] Actual user-accessible internal memory is less than specified total memory due to storage of the operating system, the software used to operate device features, and other built-in applications, and may vary after software updates/upgrades.}

_{^[4] This Promo is valid from 11 March 2026, 12:00AM SGT, to 3 April 2026, 11:59PM SGT. While stocks last. The products under this Promo may vary by retail outlet / platform. Enjoy 15% off each new Galaxy Buds4 Series product with purchase of any Galaxy Smartphone or Tab in a single transaction. 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}

_{^[5] This Promo is valid from 11 March 2026, 12:00AM SGT, to 3 April 2026, 11:59PM SGT. While stocks last. The products under this Promo may vary by retail outlet / platform. Enjoy up to 15% off each new Galaxy Buds4 Series product with any purchase in a single transaction. 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}

_{^[6]This Promo is valid from 26 February 2026, 2:00AM SGT, to 3 April 2026, 11:59PM SGT. Terms and Conditions apply. For more information, visit www.samsung.com/sg/smartphones/new-galaxy-club/.}

_{^[7] Full terms and conditions available here.}

Samsung Electronics Co., Ltd. announced today that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.

Samsung has held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.

Samsung led the premium segment priced over US$2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over US$1,500, holding a 52.2% market share.

“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing.
• 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customisable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and colour accuracy in ultra-large screens.

Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED line-ups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its line-up. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimise picture, sound and personalisation in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognised and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine disciplines: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Today, design goes far beyond products or user interfaces. It shapes meaningful experiences that resonate with People.” said Mauro Porcini, President and Chief Design Officer of Device eXperience (DX) Division at Samsung Electronics, “Human-centred design will remain at the heart of our efforts -deepening immersion and advancing responsible innovation.”

Two Gold Awards Recognise Designs That Enriches People’s Lives

Music Studio 5, at first glance is a classic rectangular speaker, but a closer look reveals its unique details such as the finely perforated grille that conceals the high performing audio units. Dynamic front lighting helps the user easily identify key functions and the time-less design integrates seamlessly into any space while capturing the elegance of an objet d’art. Yet the shape is novel and pure, signalling an expressive presence in the room. Music Studio 5 is also prepared to connect to a Samsung TV through the novel Q-Symphony wireless interface resulting in a true cinema-like experience at home.

Advanced Design Concepts for Appliance Accessories – named as ‘Samsung Home Appliances Accessories’ designated three colours for accessories – such as filters for vacuum cleaner and air purifiers – depending on their maintenance requirements and disposal methods. Through this design improvement, users can more easily recognise the needs of their accessories, especially if they have changed or been updated.

77 Awards Ranging from TVs to Home Appliances to Smartphones

Other products and services that were recognised for design excellence include One UI 7, user interface that brings AI-driven enhancement with a bold new design for greater personalisation and control to the user experience; Home Insight’, a smart home feature that analyses appliance status and user patterns to recommend optimal, personalised solutions.

Samsung Electronics Co., Ltd. today unveiled its expanded exhibition at Mobile World Congress (MWC) 2026, being held at Fira Gran Via in Barcelona, Spain from 2 March to 5 March. Samsung’s exhibition space builds on the momentum of Galaxy Unpacked, going beyond mobile by demonstrating how Galaxy AI is evolving into a truly agentic companion and delivering more personalised, intuitive and seamlessly connected experiences across the Galaxy ecosystem. In addition to these mobile advancements, Samsung is also highlighting its AI-driven network innovations, showcasing comprehensive leadership that spans the entire connectivity ecosystem.

At the centre of this evolution is the Galaxy S26 Series, Samsung’s third-generation AI phone introduced alongside new ecosystem innovations like the Galaxy Buds4 Series. By unveiling these products together, Samsung is demonstrating how Galaxy AI works cohesively across mobile and wearables to anticipate user needs and enhance everyday experiences.

“MWC is an opportunity to show not only where Galaxy AI is today, but where it’s going next,” said TM Roh, Chief Executive Officer, President and Head of Device eXperience (DX) Division at Samsung Electronics. “From the Galaxy S26 Series to emerging form factors like Galaxy XR and TriFold, we’re pushing the boundaries of what mobile technology can be — while keeping the user experience at the centre of every innovation.”

Galaxy S26 Series: The Most Intuitive Galaxy AI Phone Yet

The Galaxy S26 Series is an AI phone built on performance and engineered for ease. Samsung’s immersive experiences demonstrate how Galaxy S26 uses Galaxy AI to simplify everyday tasks by understanding intent, anticipating needs and taking action on behalf of users.

Key experiences will highlight:

• Hardware-level, built-in Privacy Display^[1]: gives users greater control over what’s visible on their device without compromising the viewing experience in everyday use.
• Powerful performance: built on the most powerful hardware ever on a Galaxy S Series and keeps advanced capabilities running smoothly in the background.
  • Customised mobile chipset: Snapdragon 8 Elite Gen 5for Galaxy delivers best-in-class performance on Galaxy S26 Ultra.
  • Redesigned Vapour Chamber on Galaxy S26 Ultra: supports stable thermal performance for flagship-AI capabilities.
• Galaxy’s industry-leading camera system unifies capture, editing and sharing together in one seamless experience.
  • Galaxy’s brightest camera yet: wider camera apertures on Galaxy S26 Ultra for clearer photos and richer detail in low-light conditions, even when zoomed in.
  • Enhanced Nightography video: sharper and more vibrant low-light footage with improved noise reduction.
  • Upgraded Super Steady video: enables a horizontal lock option to deliver cinematic stability with consistent framing.
  • Photo Assist:^[2] users can simply describe what they want to change in their own words, with the ability to edit day scenes into night or restore missing parts of an object, like a bite taken out of cake — all via natural voice interactions.
  • Creative Studio:^[3] the ability to change images into various styles and turn ideas into personalised sticker sets and wallpapers, unifying creation and customisation.
• Proactive and adaptive AI experiences that make everyday tasks faster and more efficient, laying the foundation for agentic AI.
  • Now Nudge:^[4] timely relevant suggestions that adapt to real-time context, such as automatically suggesting images from the Gallery when a friend asks for photos.
  • Now Brief: personalised briefing based on the user’s daily schedule, surfacing relevant content and enabling timely reminders for important events, based on individual context.
  • Circle to Search with Google:^[5] a smarter image-based search that explores multiple parts of an image at once enabling faster, more intuitive searching.
  • Upgraded Bixby: a conversational device agent for easier and more intuitive interaction with Galaxy devices to navigate and adjust settings in natural language.
  • Choice of agents: alongside Bixby, Gemini and Perplexity can streamline everyday tasks like searching and coordinating actions across apps on the user’s behalf — all accessible through a single, simple entry point.

Expanding the Galaxy Ecosystem Experience

Samsung’s MWC presence demonstrates that with deeper integration across products, Galaxy AI enhances convenience, continuity and personalisation at every touchpoint.

Ecosystem highlights include:

• The ability of visitors to explore Galaxy AI features with AI agents that enhance user convenience through the Galaxy Buds4 Series.
• Galaxy Tab S11, delivering enhanced AI experiences optimised for large-screen viewing and multitasking.
• Health Experiences with the Galaxy Watch8 Series, offering more personalised insights and wellness interactions for running, sleep and mindfulness.

Intelligent Infrastructure 

Samsung is expanding its agentic AI strategy beyond consumer devices and into intelligent infrastructure, extending its leadership from mobile innovation to AI-powered manufacturing and connected health.

Through its AI-Driven Factories initiative, Samsung is accelerating its evolution toward autonomous manufacturing powered by AI. Building on its plan to transition global manufacturing operations into AI-Driven Factories by 2030, Samsung is demonstrating how AI agents, digital twin simulations and real-time data analysis can work together to optimise production, strengthen quality control and enhance operational resilience.

Samsung will also showcase its Connected Care vision, strengthened by Xealth following its acquisition in 2025. By integrating health metrics across the Galaxy ecosystem, Samsung is enhancing Samsung Health capabilities to enable more proactive, personalised and continuous health management. At the clinical level, Xealth enables health systems to integrate digital health tools, care programs and patient data directly into physician workflows across a network of hundreds of hospitals and vendors — allowing clinicians to prescribe, monitor and manage digital care in ways that align with real-world patient needs.

Next-Generation Leadership and Innovation

Reinforcing its design heritage, Samsung is presenting a forward-looking vision for next-generation form factors and emerging technologies, underscoring its long-term commitment to pushing the boundaries of innovation. Through exclusive, hands-on experiences with Galaxy XR and Galaxy TriFold, visitors will see how Samsung continues to lead the industry into the mobile AI era.

The company is also highlighting the Galaxy Foundation, emphasising its commitment to privacy, security, sustainability and responsible development — including advancements in Samsung Knox and hardware-based protective technology.

Expanding Satellite Connectivity Through Regional Partnerships

Samsung is expanding satellite communication capabilities for select Galaxy smartphones — including the Galaxy S26 Series — through ongoing partnerships with leading global telecommunications operators in North America,^[6] Europe,^[7] and Japan.^[8] Designed to support emergency response and essential communication when traditional mobile networks are unavailable, Samsung has supported satellite communication on select Galaxy flagship smartphones and Galaxy A Series since 2025 and continuously expanding the number of supported models. With capabilities rolling out in phases based on regional network availability and regulatory requirements, Samsung will continue working with network operators and satellite providers to ensure users have reliable access to critical communication tools at crucial moments.

Visitors can explore these ground-breaking AI innovations first hand at Samsung’s Galaxy Experience Booth in Hall 3 at Fira Gran Via from 2 March to 5 March 2026.

Networks Business’ AI Vision: Bringing AI Into Every Layer of the Network

 Building on the company’s AI leadership across various business portfolios, Samsung is leading the charge in end-to-end software-driven networks. By providing a flexible foundation that seamlessly accommodates high-performance computing platforms (CPUs and GPUs) from leading ecosystem partners, Samsung enables operators to rapidly deploy AI-driven capabilities and scale innovative services. This software-centric approach not only optimises network efficiency and performance but also empowers operators to transform their existing infrastructure into a powerful engine for AI innovation.

Samsung is accelerating the transition toward networks that are fully autonomous by 2027. Central to this vision is Samsung CognitiV Network Operations Suite (NOS), a set of diverse AI-powered network automation solutions featuring Agent Fabric. As a unified, decision intelligence layer, Agent Fabric enables multi-agent systems where specialised AI agents work independently or collectively based on their reasoning. These agents streamline the entire network lifecycle — from planning and installation to maintenance, troubleshooting, optimisation and user experience management, and live demonstrations of multi-agent systems will be presented at the event.

Samsung will also unveil the power and potential of “Network in a Server,” its software-driven, next-gen edge AI solution, opening up new business opportunities for enterprises. By consolidating multiple network functions into a single server powered by the latest processors, enterprises can easily adopt AI services, such as safety monitoring and AR overlays, which require local processing for real-time responsiveness.

The Samsung Networks booth is located in Hall 2, Stand 2M20 and is accessible by invitation only.

_{^[1] Privacy Display feature controls the screen’s viewing angle to limit peripheral vision and can be activated in Settings. Activation for specific apps also available in Settings. Some changes in image quality may occur outside the viewing angle. Some information may still be visible to others depending on factors in the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information.}

_{^[2] Photo Assist requires a network connection and Samsung Account login. Service availability may vary by country, language or device model. Photo Assist may result in a resized photo. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. Accuracy and reliability of generated output is not guaranteed.}

_{^[3] Creative Studio feature requires a network connection and Samsung Account login. Service availability may vary by country, language or device model. Accuracy and reliability of generated output is not guaranteed. Sticker sets only compatible with Samsung keyboard and can only be shared via Quick Share feature with other Galaxy devices that have One UI 5.0 or later installed and Quick Share app version 13.8.50.x or later.}

_{^[4] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts are available with Samsung Messages and certain third-party messaging apps including Google Messages, Google Chat, WhatsApp, WhatsApp Business, KakaoTalk, LINE, Signal, Instagram (DM), Tango, NTT Docomo Messages and KDDI Messages. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.}

_{^[5] 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. 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. Not available on apps that prohibit screen capturing.}

_{^[6] Satellite communication features may begin rolling out in the United States in accordance with each carrier’s rollout plan. Supported carriers may include Verizon and T-Mobile. Device compatibility and supported features may vary by model, network and market. Availability of satellite communication may vary depending on the OS/One UI version.}

_{^[7] Satellite communication features may begin rolling out in the United Kingdom in accordance with each carrier’s rollout plan. Supported carriers may include Virgin Media O2. Device compatibility and supported features may vary by model, network and market. Availability of satellite communication may vary depending on the OS/One UI version.}

_{^[8] Satellite communication features may begin rolling out in Japan in accordance with each carrier’s rollout plan. Supported carriers may include KDDI. Device compatibility and supported features may vary by model, network and market. Availability of satellite communication may vary depending on the OS/One UI version.}

TM Roh, Chief Executive Officer, President, and Head of Device eXperience Division, Samsung Electronics

After the launch of the new Galaxy S Series at the Galaxy Unpacked event in San Francisco, TM Roh, Chief Executive Officer, President, and Head of Device eXperience (DX) Division at Samsung Electronics led a leadership panel session, sharing his insights with media from Southeast Asia and Oceania.

Highlighting the region’s strong demand for technology, he noted that 9 out of 10 young people in Southeast Asia use AI on their mobile devices daily.^[1]

He said, “Southeast Asia and Oceania is one of the most dynamic markets in the world and the region that adopts AI innovations the fastest”, emphasising that with its openness and enthusiasm towards technological advancements, the region holds immense potential and will be a key area for future AI development.

Noting the region’s diverse population and landscape, TM Roh reiterated the importance of localisation, sharing that Samsung is optimising Galaxy AI for local languages, contexts and environments at three R&D centers in Indonesia, Vietnam, and the Philippines.

“Our customers in Southeast Asia and Oceania have very high expectations for the latest technology,” he said. To meet the needs and demands of consumers in the region, he shared that “the Galaxy S26 is built to deliver the most powerful mobile performance to date, elevating the camera experience to the next level and is designed to help users complete daily tasks more quickly and naturally with enhanced Galaxy AI.”

CU Kim, President & CEO for Samsung Electronics Southeast Asia and Oceania, TM Roh, Chief Executive Officer, President, and Head of Device eXperience Division, Samsung Electronics, and Carl Nordenberg, Vice President, Regional Head of Mobile eXperience, Samsung Electronics Southeast Asia and Oceania at the Leadership Panel Session

The Galaxy S26 Series represents an important step forward in Samsung’s agentic AI approach by reducing effort from users to get things done and having AI quietly assisting in the background to make daily life simpler.

TM Roh revealed that 67% of the Galaxy S25 Series sold in Southeast Asia and Oceania were the Galaxy S25 Ultra, reflecting consumer demand for premium mobile experiences. He also shared that the sales of the Galaxy S25 Series in the region surpassed its predecessor, with momentum growing through real-use case reviews and word of mouth recommendations. He expressed heartfelt appreciation for the strong support from consumers in the region.

As consumers in Southeast Asia and Oceania anticipate and look forward to the arrival of the new line-up, general availability for the Galaxy S26 Series in Singapore will be on 11 March 2026.

_{^[1]Samsung Youth Survey on AI}

Samsung Electronics announced its strategy to transition all manufacturing operations into ‘AI-Driven Factories’ by 2030. This initiative aims to fully integrate AI across the entire manufacturing value chain — from inbound material logistics and production to quality inspection and final shipment — to establish a next-generation autonomous production environment.

As part of the transition, Samsung will implement digital twin-based simulations throughout its manufacturing processes and deploy specialised AI agents dedicated to quality control, production, and logistics. By strengthening data-driven analysis and pre-validation through these agents, the company seeks to elevate quality standards, operational efficiency, and productivity across its global manufacturing network.

Samsung will also expand AI integration into Environmental, Health, and Safety operations. Though proactive detection and automated hazard prevention systems, the company intends to further enhance workplace safety standards across its production facilities worldwide.

At the centre of this transformation is ‘Agentic AI’ —first introduced on the Galaxy S26 series — which is capable of autonomously planning, executing, and optimising decisions to achieve defined objectives. Building on its advanced AI capabilities developed in the mobile sector, Samsung is extending its expertise into manufacturing to create a robust foundation for on-site autonomy.

Through purpose-built AI agents, Samsung will optimise production workflows, predictive maintenance, repair operations, and logistics coordination — enabling standardised, world-class excellence across every global site.

To accelerate the transition from automation to advanced autonomy, Samsung is progressively introducing humanoid and task-specialised robotics across its production lines, including Operating Robots for line operations and facility management, Logistics Robots for autonomous material handling and transport, and Assembly Robots for precision manufacturing tasks. In infrastructure environments where human access is limited or hazardous, the company will further deploy digital twin-integrated Environmental Safety Robots designed to systematically monitor conditions, identify potential risks and proactively mitigate on-site hazards.

“The next phase of manufacturing innovation lies in building autonomous environments where AI truly understands operational contexts in real time and independently executes optimal decisions.” said YoungSoo Lee, Executive Vice President and Head of Global Technology Research at Samsung Electronics. “We are committed to leading the transformation toward AI-powered global manufacturing innovation.”

Global Industry Engagement

Samsung will showcase its industrial AI strategy and digital twin-based manufacturing innovation vision at MWC 2026 in Barcelona, demonstrating how industrial AI enhances both safety and efficiency in real-world environments.

Additionally, at the Samsung Mobile Business Summit (SMBS) — which is celebrating its 10th anniversary this year — the company will introduce its ‘governance strategy for expanding AI autonomy’. This strategy consists of Samsung embedding safety mechanisms from the initial design stage, ensuring the responsible and trustworthy expansion of industrial AI for its customers and partners worldwide.

SMBS is a private, invitation-only event for key B2B customers and partners, where Samsung shares its B2B strategy, latest technology direction, while also exploring collaboration opportunities across industrial sectors.

Marking the third-generation of Samsung’s Galaxy AI phone, the Galaxy S26 Series combines the most powerful performance in Galaxy S Series history with the most intuitive AI experience to date.

Samsung Newsroom got an early hands-on look at the Galaxy S26 Series during Galaxy Unpacked 2026.

▲ The Galaxy S26 Series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

Design: Sleeker and Lighter Than Ever

The Galaxy S26 Series makes a strong first impression with its refined, modern aesthetic, featuring a rounded curvature and cohesive colour palette that create a unified design identity across the line-up.

▲ The Galaxy S26 Series showcases a unified look. (From left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

The slimmer, lighter build is equally notable. Galaxy S26 Ultra is 0.3 mm thinner than its predecessor and weighs 214 grams. Its slimmer profile enhances portability while maintaining a secure, comfortable grip.

▲ The Galaxy S26 Series comes in Cobalt Violet, Black, Sky Blue and White.

Display: Privacy From Every Angle

Debuting on Galaxy S26 Ultra, Privacy Display limits side-angle viewing without the need for a separate screen protector. The display remains clear from the front while restricting visibility from the sides to help shield on-screen content from nearby onlookers.

▲ Privacy Display is the result of more than five years of research and development, blocking views from the sides, above and below.

Users can also assign the Privacy Display to the side button’s double-press function for greater convenience. Even when viewed from the side, content stays concealed — making it especially useful on crowded public transportation or in elevators.

▲ Users can adjust the level of privacy protection in the settings and apply it selectively when entering a PIN, pattern or password, or when notification pop-ups appear.

Galaxy AI: Intuitive AI for Everyone

Galaxy AI stands out on the Galaxy S26 Series, combining enhanced contextual awareness with proactive suggestions to simplify everyday tasks.

The new Now Nudge feature reduces app switching by surfacing relevant information in context. When a friend asks about evening plans on messaging apps, Galaxy AI checks the calendar, detects conflicts and displays a tailored “Nudge” pop-up.

▲ Now Nudge presents timely information through context-aware icons.

A fan favourite since its debut on the Galaxy S24 Series, Circle to Search has evolved to support multi-element searches. Circling a celebrity’s outfit, for example, generates curated pieces to recreate the look.

The Galaxy S26 Series further expands its AI ecosystem with Bixby, Gemini and Perplexity. For example, users can use natural language commands to adjust settings, allowing them to effortlessly control their device even without knowing exact setting names or specific commands. Saying “My eyes feel tired,” for instance, prompts Bixby to suggest activating Eye comfort shield — eliminating the need to navigate complex menus. Together, these agents understand user intent and context to streamline daily routines, reducing steps and delivering a more seamless, efficient mobile experience.

▲ Bixby interprets user intent and instantly recommends relevant settings.

Camera: Pro-Level Capture, Powered by AI

The Galaxy S26 Series marks another leap in mobile photography. Powered by advanced AI, the device enables effortless capture and editing of high-quality content — no expertise required.

Galaxy S26 Ultra features a 200-megapixel (MP) wide-angle camera and a 50 MP telephoto camera with 5x optical zoom and 10x optical-quality zoom, complemented by a wider aperture for enhanced low-light clarity. With upgraded Nightography, even a recreated San Francisco nightscape inside the exhibition hall appeared vivid and detailed despite dim surroundings. The AI ISP (Image Signal Processor), previously used in the rear camera, also extends to the front camera, capturing fine details — from individual hair strands to eyebrows — while preserving natural skin tones.

▲ Enhanced Nightography ensures clear filming even in low-light settings. A view of the exhibition space (top) and a video taken with Galaxy S26 Ultra. (bottom).

Beyond capture, the Galaxy S26 Series expands creative possibilities. Powered by Galaxy AI, it provides an intuitive environment that turns ideas into finished results in moments.

The upgraded Photo Assist goes further — removing unwanted objects and naturally adding new elements. When prompted to restore a cake with a bite taken out, AI seamlessly reconstructs it as if untouched. The feature can also transform day into night or adjust wardrobe details to match the mood, enabling faster, more effortless editing.

▲ Photo Assist restores images using AI-powered editing.

With Creative Studio, edited photos can be turned into polished content. Users can simply type a prompt — such as “Please draw me a dog” — to generate a context-based sticker set, ready for use in messages or when editing photos. The feature also supports invitations, profile cards and wallpapers, expanding everyday creative possibilities in the future.

▲ Users can create images from simple text prompts and turn them into custom stickers with Creative Studio.

Starting with the Galaxy S24 Series, the Galaxy S Series has ushered in a new era of AI phones. With the Galaxy S26 Series, Samsung introduces its third-generation AI phone — delivering personalised experiences that go beyond intent recognition. Featuring the most powerful performance and the most intuitive Galaxy AI to date, the Galaxy S26 Series opens a new chapter in mobile innovation.

Reimagined as a personalised audio assistant, the Galaxy Buds4 series marks a significant evolution in wearable audio — combining intelligent sound with all-day comfort.

Samsung Newsroom got an early hands-on look at the Galaxy Buds4 series during Galaxy Unpacked 2026.

The Galaxy Buds4 series unveiled at Galaxy Unpacked 2026. (From left) Galaxy Buds4 and Galaxy Buds4 Pro

Design: Data-Driven Comfort for the Perfect Fit

The Galaxy Buds4 series embodies precision engineering. Developed using more than 100 million global ear-shape data points and 10,000 fit simulations^[1], the earbuds feature a refined ergonomic design that delivers lasting comfort, even during extended wear.

The pinch control area — recessed where the fingers naturally rest — enhances tactility and enables intuitive control.

A semi-transparent charging case lets users easily check the earbuds and charging status. Beyond aesthetics, the device reflects thoughtful attention to everyday practicality.

Colour: Modern Classics With a Signature Finish

The Galaxy Buds4 series stands out visually. Classic White and Black colours for both Galaxy Buds4 and Buds4 Pro feature a smooth, modern finish, while the online-exclusive Pink Gold for Galaxy Buds4 Pro adds a refined touch. With its subtle sheen and rosy hue, Pink Gold brings warmth and sophistication — doubling as a stylish accessory.

(From left) Galaxy Buds4 in Black, Galaxy Buds4 Pro in White and Galaxy Buds4 Pro in the online-exclusive Pink Gold 

Sound: Immersive Audio That Fills the Senses

Galaxy Buds4 Pro reveals its true capability in a listening session. For the first time, Samsung has introduced a bezel-less woofer that expands the speaker’s vibrating surface area by about 20% compared with the previous model. The result is deeper, more resonant bass paired with clear, refined highs from the tweeter — all in ultra-high-resolution 24-bit/96kHz audio true to the original recording.

Noise cancelling is also more advanced. Enhanced Active Noise Cancelling (ANC) creates an optimised algorithm tailored to each user’s fit and ear shape. Even in a loud exhibition hall, ANC delivers an immersive experience — as if stepping into a quiet, personal listening space. An expanded equaliser adjustment range further ensures consistent sound quality without tonal shifts, regardless of how the earbuds are worn.

Call quality has improved as well. Powered by machine learning, Super Clear Call delivers crisp audio in noisy environments. With 16kHz bandwidth support, voice comes through clearly, free from surrounding noises.

(From left) Galaxy S26 Ultra and the Galaxy Buds4 series

The Galaxy Ecosystem: Seamless, Hands-Free Control

The Galaxy Buds4 series reaches its full potential when paired with a Galaxy smartphone. Opening the charging case instantly triggers a connection pop-up for seamless pairing. Users can adjust noise cancelling levels or change settings directly from the Quick Panel — even without the Galaxy Wearable app.

▲ A connection pop-up appears on a Galaxy smartphone when the charging case is opened.

Another highlight is the newly introduced Head Gestures feature. A simple nod allows users to answer calls hands-free — ideal when exercising or carrying items.

Voice commands also launch AI agents such as Gemini and Perplexity, minimising the need to take the smartphone out of a pocket.

▲ Demonstration of Head Gestures

Moving beyond hardware innovation, the Galaxy Buds4 series delivers a personalised audio experience tailored to individual lifestyles.

_{^[1] Based on global ear data research conducted by Samsung Design Innovation Centre.}

Samsung Electronics Singapore unveiled The Easy Mode Club, which will allow 126 Singaporeans to try the new Galaxy S26 Ultra in a fuss-free programme over 26 days.

The Easy Mode Club provides those curious about Galaxy the opportunity to try out Samsung’s newest AI phone, packed with advanced hardware and intuitive AI features that help users get through life’s demands on easy mode. This includes enhanced camera and Galaxy AI features that help users confidently create without the need for technical skills, secured by established layers of protection for Galaxy devices, from dedicated security hardware to ecosystem defenses.

Participants of The Easy Mode Club will be issued the Galaxy S26 Ultra to try over 26 days, with opportunities to participate in community events hosted by Samsung’s local #TeamGalaxy members. Sessions will include:

• Productivity hacks with Galaxy AI and partnering AI tools
• Capturing the best photos with ease, thanks to advanced camera tools
• Gaming effortlessly with Galaxy

“The Easy Mode Club is our way of reducing the friction for consumers who have been curious about Galaxy,” said Lynn Chong, Head of Marketing of Samsung Electronics Singapore. “We’ve come across many who are interested to find out what’s new in the market, but are hesitant to make the switch due to habit or familiarity. The Easy Mode Club presents an easy way for them to try something new, and out of their comfort zone, which we hope will help them uncover what we can offer to bring everyday productivity and creativity to the next level, effortlessly.”

How to participate

Interested participants can apply via www.samsung.com/sg/offer/easy-mode-club/. Selected participants will be notified by 9 March 2026 if they are selected for the programme.

Post-26 days, participant can decide to keep the device at an exclusive price, or to return it – no questions asked^[1].

Participants will also be required to provide three testimonials over the course of 26 days, as well as an official product review for samsung.com/sg.

Learn more about The Easy Mode Club here: www.samsung.com/sg/offer/easy-mode-club/.

_{^[1] Terms and conditions apply. Device returned to Samsung must fulfil set criteria listed.}