LONDON, UK – June 25, 2026 – Samsung Electronics Co., Ltd. today announced 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, Galaxy A27 5G introduces meaningful enhancements that make the experience easier and more intuitive for more users.

More Screen, Less Distraction

For smoother and more seamless viewing, 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 center. With a slim 7.8 mm body, 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] Galaxy A27 5G feels more responsive throughout the day, whether users are switching between apps or busily handling multitasking. 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.

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.

Awesome Intelligence for Everyday Tasks

Upgrades to the existing suite of AI features make mobile intelligence more accessible. Circle to Search^[2] 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 step. It also allows outfits to be virtually tried on directly from search results, helping users to explore new styles from anywhere.

Object Eraser^[3] now delivers more precise results, making it easier to remove unwanted distractions with more natural-looking edits. Additionally, Voice Transcription^[4] 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^[5]experiences introduced earlier this year, Galaxy A27 5G supports a choice of AI assistants, including Google Gemini^[6] and Perplexity.^[7]

Deeper integration across more native Galaxy apps — including Gallery — supports faster, more intuitive everyday interactions. Galaxy A27 5G now supports Bixby^[8] as a conversational device agent, enabling seamless control of settings and features through natural language.

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,^[9] Galaxy A27 5G keeps sensitive data secure, making device protection easier and more intuitive than ever before.

Availability

Galaxy A27 5G will be available starting July 3 in select markets in Black, Blue and Light Pink. For added peace of mind, Samsung Care+^[10]offers comprehensive coverage optimised to users’ needs, including tailored benefits that protect the value of the device.

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] Circle to Search is a trademark of Google LLC. Sequences shortened and simulated. Results for illustrative purposes only. Compatible with select languages only. Google Account login and network connection required. If Gemini UI or Google apps are in view: Google and Gemini / YouTube / Maps etc are trademarks of Google LLC. Works on compatible apps and surfaces. Results may vary depending on visual matches. Check responses for accuracy.

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

[4] 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

[5] Compatible with select languages only. Google Account login and network connection required. If Gemini UI or Google apps are in view: Google and Gemini / YouTube / Maps etc are trademarks of Google LLC. Check responses. Setup required. Compatibility and availability vary. 18+.

[6] 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.

[7] Menu names, paths, and screen layouts may vary depending on your device model, software version, or app version. Pre-installed on A27 5G devices. Requires network connection and a Perplexity account. To initiate Perplexity from the side button, users must assign it to the side button in device settings

[8] Service availability may vary by country/service provider/language/device model/OS version.

[9] 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.

[10] 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/samsung-care-plus/. 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 center in advance for Samsung Care+ availability.

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

[12] Galaxy A27 5G is rated as IP64. Based on lab test conditions for spraying 10 liters 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.

Wearable technologies have become a widely available and cost effective way to capture continuous, real-world health data, making them extremely appealing for clinical research. However, many research programs struggle to translate wearable-generated signals into clinically meaningful evidence.

Samsung addresses this challenge through an integrated approach that combines its latest advancements in wearable technology with clinically validated measurements, including bioelectrical impedance analysis (BIA) and electrodermal activity (EDA), as well as Software as a Medical Device (SaMD) features such as obstructive sleep apnea (OSA) and Atrial Fibrillation (AFib) detection, biomarker development expertise, and research-related technical infrastructure designed to support evidence generation across the research lifecycle.

“The future of clinical research is increasingly collaborative and brings together technology, scientific expertise and research partners to generate a deeper understanding of human health,” said Jongmin Choi, Head of Health R&D Group, Mobile eXperience (MX) Business, Samsung Electronics. “Through our collaboration with Alcedis, Samsung is unlocking new opportunities for biomarker development, digital endpoint innovation and evidence generation — throughout the research lifecycle.”

Samsung’s research platform starts with its cutting-edge devices and biosensors featured on Galaxy Watch that enable continuous collection of physiological data in real-world environments for users that have consented. With industry-leading wearable technology and a collaborative approach developing measurement methodologies that provide a foundation for scientifically meaningful digital biomarkers and endpoints, Samsung’s research platform allows for faster study setup with fine-grained control of biosensors and access to participant and device level insights and biosensor data with respect to the study and established protocols.

As healthcare shifts toward more connected, data-driven models of care and research, Samsung is helping bridge the gap between everyday health monitoring and scientific discovery — enabling a new era of evidence generation that brings researchers closer to real-world insights and helps accelerate innovation across the healthcare ecosystem.

“The future of clinical research depends on our ability to capture meaningful health data beyond traditional clinical settings,” said Hanno Härtlein, CEO of Alcedis. “Our collaboration with Samsung brings together complementary strengths and scalable infrastructure to help advance endpoints and biomarker development, to accelerate evidence generation and support the development of more patient-centric healthcare innovations.” Under our collaboration, Alcedis will lead study execution and participant engagement, while Samsung will provide its advanced wearable technology and research infrastructure to support evidence generation.

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. Their 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 farther from your mouth than a phone’s, 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 applied 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 recognize 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^[2] to deliver exceptionally rich and natural voice quality.

▲ Before-and-after audio compares voice clarity with and without Galaxy Buds4 Pro’s noise reduction algorithm.

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

To ensure Buds4 Pro delivers exceptional call quality^[3] 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.
[2] Ultra-high-quality audio up to 24-bit/96kHz’ is available on selected Galaxy smartphones and tablets with One UI 6.1.1 or above.
[3] Super Clear Call is available on selected Galaxy smartphones and tablets with One UI 6.1.1 or above..

Samsung Electronics Co., Ltd. today announced a global partnership with Warner Bros. Pictures and DC Studios to mark the theatrical release of this summer’s epic new superhero adventure “Supergirl” on June 26. Through the partnership, Samsung is bringing fans closer to the film through Samsung Art Store, a Samsung Micro RGB TV sweepstakes in collaboration with electronics retailer Best Buy and select U.S. and U.K. experiences in support of its global release.

“Samsung’s display business has long been shaped by the way people engage with film, sports, games and art,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “Through this partnership with Warner Bros. Pictures and DC Studios, we are bringing together the exciting, intergalactic visual world of ‘Supergirl’ with Samsung’s bold display experiences at home.”

Samsung Art Store, the leading digital art platform on Samsung Art TVs, is giving users a new way to experience DC-inspired art at home with a limited-time “Supergirl” collection, available now through March 8, 2027. Featuring 15 digital artworks from DC Comics, the collection brings the character’s comic legacy to life across Samsung’s expanded 2026 Art TV lineup.^[1]

In the U.S., Samsung and Best Buy are launching “Supergirl” sweepstakes at more than 600 participating Best Buy stores nationwide from June 22 through July 19. Special “Supergirl” content will play on Samsung Micro RGB TV displays in each store, where the display’s precise colour expression will reveal a hidden riddle. The answer to this riddle will unlock additional entries to the sweepstakes.

As part of the film’s global press tour, the Supergirl Rest Stop pop-up at Phonica Records in London on June 20 featured Samsung 2026 TV and home audio lineups throughout film-inspired spaces, including Supergirl’s bedroom, Kara’s Ship, the Intergalactic Bus Stop and Space Bar.

“The compelling visual world that Craig Gillespie and his teams bring to life in ‘Supergirl’ is unlike anything we’ve seen in the DC Universe, and Samsung, through their innovative Art Store, brings consumers together with their singular technology to deliver that experience on their screens,” said Julie Moore, Head of Global Brand Partnerships at Warner Bros. Pictures. “Having partnered with them on ‘Superman’, we were eager to work with them again to see how brilliant their ‘Supergirl’ experience would be, and they delivered.”

As the global TV market leader for 20 consecutive years,^[2] Samsung continues to work across film, retail and home entertainment to connect audiences with the stories they follow on screen.

[1]Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, except S90H and S85H.

[2]Source: Omdia, Feb. 2026. Results are not an endorsement of Samsung.

Galaxy XR is optimised for multimodal AI interactions, where users can explore both virtual and real worlds delivering natural and intuitive interactions through voice, vision and gesture. The extended reality device in the form of a headset is designed to support immersive experiences across work, entertainment and discovery^[1].

The introduction follows a recent software update that expands both everyday usability and enterprise capabilities, building on the platform first introduced in October 2025.

New dimensions of discovery and entertainment

Features designed to make digital experiences feel more connected to real life and unlock new levels of immersion. These include:

• Travel and search with Google Maps: Users can explore the world in stunning 3D with Immersive View, use Gemini as a guide to navigate to any place on Google Maps and ask for personalised suggestions about nearby places while exploring the world in immersive 3D^[2].
• Deep-dive into content with AI: With YouTube, users can dive into the world’s largest library of immersive 180 and 360-degree VR content, or check out the new spatial tab with content that creators have converted to 3D. As users are watching videos, they can naturally ask Gemini about what they see and get more information about the video they are watching, unlocking richer learning and discovery experiences³.
• See more with video pass through and Circle to Search^[3]: In pass through mode, users can see the physical world around them and draw a circle with their hand to instantly search for information about anything in front of them.
• Auto-spatialize videos and photos into 3D^[4]: Bring photos and videos to life, turning memories into immersive experiences or reimagining them in entirely new ways.
• Immersive viewing experiences: Users can stream their favourite shows on a 4K Micro-OLED screen that feels like a personal theatre.
• Powered by Snapdragon® XR2+ Gen 2 platform^[5]: Galaxy XR combines advanced AI processing, immersive sound and ultra-high-resolution displays to place users at the centre of extended worlds optimised for XR.
• With up to 2.5 hours of battery life^[6], users can stay immersed for longer.

Enterprise capabilities via Android Enterprise support

Galaxy XR supports Android Enterprise, enabling organisations to deploy and manage devices using established Android management frameworks.

With enterprise-grade controls, security features, and deployment options like managed application distribution and device enrolment, IT admins can reliably deploy devices for use cases across retail, healthcare, and manufacturing, sectors where immersive environments are increasingly being explored for training, productivity, and collaboration.

Annika Bizon, Vice President, Product and Marketing, Mobile Experience, Samsung UK & Ireland, commented:

“The UK launch of Galaxy XR marks a significant milestone for Samsung, introducing a new category of AI-native devices. Our ongoing collaboration with Google and Qualcomm Technologies reflects our long-held belief that an open ecosystem accelerates innovation and creates seamless, connected experiences across the Galaxy ecosystem.

Consumers want technology that is intuitive and enhances their entertainment experiences, whilst organisations across sectors from healthcare to manufacturing are beginning to explore what immersive environments can do for productivity and collaboration. Galaxy XR is designed to meet both of those needs.”

Samsung has confirmed continued software and security support for Galaxy XR, reflecting Samsung and its partners’ commitment to platform development for Android XR devices.^[7]

The latest update follows Samsung’s initial launch of Galaxy XR in October 2025 as the first device built on the Android XR platform.

Availability

Samsung Galaxy XR is available for Pre-order now and will be on sale from 8^th July on Samsung.com/UK and in select Samsung Experience Stores later in the month. The device will also be available for hands-on demonstrations at Samsung’s London KX Experience store, in addition to Samsung Experience Stores in Westfield London, Westfield Stratford City and Manchester Trafford Centre from June 17^th.

Samsung will also be hosting a livestream at 12:30 on samsung.com and @SamsungUK socials on Friday 19^th June, where customers can ask questions, see the Galaxy XR device in action, and experience Samsung’s first AI-native headset themselves.

Specifications

[1] Children under the age of 13 should not use the Galaxy XR. If you are pregnant, elderly, have had a seizure, loss of awareness, or other symptoms linked to an epileptic condition, have pre-existing binocular vision abnormalities or psychiatric disorders, user a pacemaker or other implanted medical device, or suffer from a heart condition or other serious medical condition, please consult a doctor before using the Galaxy XR.

[2] Requires Google account. Results may vary based on input; check responses for accuracy. Google and Gemini are trademarks of Google LLC.

[3] Circle to Search is a trademark of Google LLC. Results for illustrative purposes only. Available on select devices and internet connection required. Works on compatible apps and surfaces. Result may vary depending on visual matches. Check responses for accuracy.

[4] Quality and availability of spatialisation may vary based on original media. Subject to usage limits.

[5] Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated.

[6] Video playback tested in a virtual environment using 2D video content from YouTube. Actual battery life varies by network environment, features and apps used, and many other factors.

[7]mAvailability and timing of Android OS upgrades and security updates may vary by model and market.

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 and with popular creator videos — keep your eyes peeled!

Learn more about the latest Galaxy innovations keeping your favorite heroes connected at Samsung.com and don’t miss Sony Pictures’ Spider-Man: Brand New Day exclusively in theaters July 31.

Samsung Electronics (UK) Limited has launched a Summer Cashback promotion, offering customers the opportunity to receive up to £300 in cashback when purchasing selected Galaxy products^[1]. The promotion, running from June 3rd through June 23rd, 2026, is designed to provide exceptional value for consumers looking to upgrade to Samsung’s latest mobile technology during the summer season. Customers can visit Samsung KX or shop online at Samsung.com/uk and participating retailers^[2] to enjoy these limited-time deals.

The Summer Cashback promotion applies exclusively to SIM-free Galaxy devices purchased during the three-week promotional window. Customers who take advantage of this limited-time offer will receive their cashback credit directly to Samsung Wallet, providing access to funds that can be used for future Samsung purchases.

Samsung Wallet is a digital wallet platform secured by Samsung Knox, designed to store everything in one easy-to-use app, from bank cards, loyalty cards, boarding passes and train tickets.

To participate in this promotion, customers must purchase an eligible Galaxy device from the list below. The cashback amount varies by device model, with the Galaxy Fold7 qualifying for the maximum £300 reward.^[3]

Eligible products and rewards ^[4]

Full promotion details can be found here. For the latest news from Samsung UK & Ireland, please visit: https://news.samsung.com/uk/

[1]SIM-free Purchases only

[2] Participating retailers can be found on the Samsung Redemption website:  www.samsungoffers.claims/walletcashback2026

[3]One (x1) claim per product up to a limit of four (x4) per household. 10 claims per company participant.

[4]Purchase a selected new Samsung Device by 23/06/2026 and claim a cashback reward in the form of a Virtual Mastercard® Prepaid Card to be used in Samsung Wallet by visiting www.samsungoffers.claims/walletcashback2026 and be registered with a Samsung account. All claims to be made within 30 days of purchase.

UK 18+ only. Sim-Free Purchases only. For full T&C’s, See www.samsungoffers.claims/walletcashback2026

Samsung Electronics’ Music Studio, a wireless Wi-Fi speaker, was born from this evolution. Drawing inspiration from an orb and a dot, visual representations of how sound expands, its design stands out as a distinctive presence in any space. Meanwhile, its finely tuned acoustics flood a space with lush, immersive sound, elevating the fundamental value of audio.

▲ Music Studio 5 (left) and Music Studio 7 (right) feature an object-inspired design that visualises how sound expands to complete the aesthetics of a space.

Samsung Newsroom spoke with Jongmin Kim of the Product Planning Group, Jongbae Kim of the Sound Lab and Minsun Kang of the Product Design Group — all within the Visual Display (VD) Business Division — to explore how Music Studio series redefines the boundaries between sound technology and design.

▲ (From left) Jongbae Kim (Sound Lab), Minsun Kang (Product Design Group) and Jongmin Kim (Product Planning Group), all from the VD Business Division

From Casual Listeners to Immersive Listeners: Tailoring the Listening Experience

The reasons people choose audio devices are more varied than ever, shaped by personal tastes and how they enjoy content. As immersive spatial audio from movies to games becomes a staple beyond just music, more listeners seek products that blend cutting-edge performance with inspired design.

Jongmin Kim explained the thinking behind Music Studio: “We focused on preserving the essence of sound while ensuring the product blends naturally into its surroundings, optimising the overall user experience.” The decision to introduce two distinct models was based on in-depth consumer analysis.

“We identified different needs between ‘casual listeners’, who enjoy background music in their daily lives and ‘immersive listeners’, who focus on the finer details of sound and fully engage with content,” Kim added. “Based on this, we differentiated the core value of each model to better serve each listening style.”

▲ Music Studio tailors the listening experience to user preferences, differentiating the core value of each model for optimised everyday use.

Collaboration with global partners was also a key factor in expanding the listening experience. “To deliver meaningful value to users, we worked closely with our partners,” Kim said. “As a result, we were able to introduce Spotify Tap — a Wi-Fi-based feature that allows users to start music with a single button press without using a smartphone — to Music Studio for the first time globally, creating a differentiated user experience unique to Samsung audio products.”

Bringing Live-Like Immersion to Everyday Spaces With Music Studio 7

Creating an immersive audio environment requires highly sophisticated sound engineering. Designed specifically for spatial audio, Music Studio 7 underwent nearly two years of development and validation. At its core is a 3.1.1 Channel system that delivers sound in four directions — front, left, right and upward — along with advanced acoustic technologies that precisely control each channel.

▲ Music Studio 7 uses Waveguide and Pattern Control technologies that precisely control sound directivity, delivering immersive spatial audio reminiscent of a live performance.

Jongbae Kim emphasised, “To create a sense of space from a single device, it is essential to control each channel so that sounds do not blend together. The ‘Waveguide’ and ‘Pattern Control’ technologies applied to Music Studio 7 are core technologies for spatial audio sound.”

The high-frequency range, which has strong directivity, can be easily controlled using the physical structure of the Waveguide. However, the mid-frequency range, which has relatively longer wavelengths, is difficult to narrow down in directivity using only the Waveguide.

Pattern Control is a technology that suppresses specific sound areas using phase control signals. By inputting phase control signals based on Left, Right and Top channels into the front channel, it prevents the directivity of each channel from spreading unnecessarily. This enhances channel separation and delivers a more immersive sense of depth and 3D moving effects, even with a single speaker.

Kim explained, “With these technologies, we have made it possible to clearly perceive the precise location and movement of sound using just one speaker.”

▲ With precise acoustic engineering that delivers distortion-free sound at both high and low frequencies, Music Studio 7 produces deep, rich, high-quality audio despite its size.

To push performance even further, AI Dynamic Bass Control tackles the low-frequency distortion often found in compact speakers. This technology automatically analyses and fine-tunes the woofer’s nonlinear movement, delivering deep, powerful bass from a surprisingly small package.

Music Studio 5 Balances Design and Sound Through Refined Aesthetics

Music Studio 5 offers harmonious sound wrapped in sculptural elegance and lifestyle-oriented design. Minsun Kang shared, “One of our biggest challenges was preserving Music Studio’s unique look while making sure it excelled as a speaker.”

A key influence was the collaboration with acclaimed furniture designer Erwan Bouroullec, which helped define Samsung Audio’s design language. Kang noted, “Blending Bouroullec’s artistic vision with Samsung’s practical approach, we crafted a look that feels at home as part of daily life.” Early on, the team experimented with bold forms to spark creativity, but turning these ideas into a high-performing speaker brought unique technical hurdles in arranging components and perfecting the acoustic structure.

▲ Music Studio 5 features a micro-perforated structure that balances object-like design and acoustic performance within an interior-friendly aesthetic.

Kang shared, “To achieve both sculptural refinement and rich sound, we used a micro-perforated design on the front of the product. From afar, it stands out as a striking piece, but up close, its structure reveals the essence of audio.”

In recognition of its design brilliance, Music Studio 5 was honored with the Gold Award at the prestigious iF Design Awards 2026. Kang added, “This achievement is the result of close teamwork with Bouroullec and the relentless dedication of our entire design team. We feel a special connection to this product, as it truly captures the meeting point of technology and aesthetics.”

In addition, Samsung’s proprietary Bluetooth audio codec, SSC (Samsung Seamless Codec), ensures stable, high-quality sound even without wires, perfectly uniting sleek design with top-tier performance.

Expanding the Sound Ecosystem With Q-Symphony

Rather than functioning as a standalone device, Music Studio offers an integrated entertainment experience through seamless connectivity and optimized sound synchronisation across devices.

As a Wi-Fi speaker with fully wireless connections except for power, it offers the flexibility to place it freely throughout the home. Jongmin Kim emphasised, “Regardless of where it is placed, Music Studio delivers sound optimised for the user’s listening environment, whether for music or video content.”

The Q-Symphony feature, which wirelessly connects with Samsung TVs, further enhances this experience. Supporting up to five devices simultaneously — including 2026 Wi-Fi speakers and soundbars — creates a more immersive surround-sound environment without limitations across product types.

Kim explained, “Users can freely configure the system to suit different spaces and use cases — for example, by connecting up to five Music Studio 7 units or pairing a Q-Series Soundbar with four Music Studio speakers. In such a configuration, the system supports up to 19.1.8-channel output, delivering dense, room-filling sound.”

He continued, “Our ultimate goal is to expand connectivity to a wide range of platforms — including partner products, TVs and mobile — so that users can experience optimal sound throughout every moment they engage with content.”

▲ Music Studio 7 (left) delivers immersive spatial audio, while Music Studio 5 (right) offers a refined, object-inspired design — together creating an integrated sound experience through seamless device connectivity.

Going beyond the conventional speaker form, Music Studio sets a new standard for both performance and design. Samsung Audio’s innovation continues to enrich everyday spaces with immersive sound and refined aesthetics.

S99H, the latest flagship OLED TV, recently earned Pantone Validated ArtfulColor certification, a designation awarded to TVs, displays, cameras and printers that reproduce colour with a high degree of fidelity under controlled lighting conditions. That means stunningly precise colours when watching content and a realistic, museum-like experience when displaying art.

▲ 2026 OLED TV S99H has earned Pantone Validated ArtfulColor certification for faithful colour reproduction. S99H displays The Pink Cloud by Henri Edmond Cross.

The certification is a particularly significant milestone for Samsung OLED, as S99H is engineered to deliver deep contrast, precise color expression, and an unparalleled, distraction-free viewing experience. The TV’s deeper blacks and Glare Free technology^[1] help preserve textures and tonal variation, making art feel more immersive on screen.

To learn more about what this means for the art-viewing experience, Samsung Newsroom spoke with Ed Hattenberger, OEM Senior Colour Scientist, and Matt Knoll, OEM Technical Director, at X-Rite Pantone. They share how Pantone Validated ArtfulColor is evaluated, why colour fidelity matters for viewing art, and how display performance can shape the way artwork is experienced at home.

Q. Could you tell us a bit about your role at Pantone and the work you do?

Hattenberger: As an OEM Senior Colour Scientist at X-Rite Pantone, I’ve spent more than 15 years specialising in Pantone colour development standards and in bringing real-world colours into the digital realm. I also led the innovation of various digital colour products at Pantone, including the Pantone Validated program.

Knoll: I’m an OEM Technical Director for X-Rite Pantone. I have more than 20 years of experience in hardware and firmware development at X-Rite, with much of my work focused on reflective colour measurement and display calibration products.

▲ Pantone evaluates display performance under controlled lighting conditions as part of the Pantone Validated ArtfulColor process.

What Art Can Reveal About a Display

Q. What does Pantone Validated ArtfulColor evaluate and what does the validation mean for a display?

Hattenberger: Pantone Validated ArtfulColor evaluates the ability of displays to faithfully render on-screen colours to match an extensive range of physical Pantone Colours and Skin Tones under controlled lighting conditions. For displays, Pantone Validation means that a product’s colour reproduction has been measured against Pantone’s reference colour data and meets defined performance thresholds for colour fidelity and consistency.

Knoll: Displays that earn ArtfulColor status reproduce the test colours with a high degree of visual accuracy, resulting in a close perceptual match between the on‑screen image and the physical colour sample.

▲ Pantone ArtfulColor certification tests and confirms that the display can reliably reproduce real-world Pantone colours under controlled lighting conditions, similar to actual exhibition environments..

Q. What differences can viewers actually see when viewing a Pantone Validated ArtfulColor TV versus one that is not?

Hattenberger: A Pantone Validated ArtfulColor TV delivers more precise, trustworthy visuals, especially for artwork and photography. Viewers can expect cleaner neutrals, more lifelike skin tones and colour saturation that better reflect the artist’s intent. These displays also preserve shadow detail, so every brushstroke and color appear more natural and consistent.

Q. Why does colour fidelity matter more when a TV is used to display art and photography?

Knoll: In creative work, colour is never incidental. Colour, balance and slight variation all shape how a piece is experienced. That is why colour fidelity matters so much. Even slight shifts can alter the mood, depth and overall intent of the original work.

▲ Pantone’s validation process measures how faithfully a display reproduces colour under standardised viewing conditions.

The Science Behind Colour Fidelity

Q. How does the ArtfulColor validation process work from start to finish?

Hattenberger: The process evaluates a display’s ability to match Pantone Colours under controlled lighting conditions. This involves measuring a set of Pantone colours and skin tones in a light booth, then assessing how faithfully the display reproduces them on screen under those same conditions.

Q. Why does controlled lighting matter when evaluating a display for art? 

Knoll: Reproducing true real-world colours on screen depends on matching the light source, colour sample and rendered content for the intended observer. Displays are typically measured against D65, an industry-standard white point that approximates neutral daylight, so it gives Pantone a consistent point of reference.

It also helps reduce the influence of warmer or cooler room lighting, which can change how white, contrast and colour are perceived. Using controlled lighting helps ensure the display is evaluated as accurately and consistently as possible.

▲ By comparing digital images with physical colour references, Pantone helps verify faithful colour reproduction across a range of hues.

Q. How does Pantone make sure the results apply to real artwork and photography, not just lab test patterns?

Hattenberger: Pantone goes beyond digital test patterns by using physical colour samples that behave more like real artistic media. That helps verify whether a display can accurately reproduce gradients, subtle tonal transitions, textures and near-neutral tones across artwork and other visually complex content.

At the same time, the home viewing environment can influence how colour is perceived compared with a controlled test setting. Ambient light, reflections, viewing angle and even wall colours can all affect perception, so while validation confirms the display’s underlying performance, the room still plays an important role in what people see.

How Samsung OLED S99H Helps Art Look Its Best at Home

Q. From Pantone’s perspective, what makes Samsung OLED S99H well-suited to display art with high colour fidelity?

Knoll: OLED is particularly well-suited to high-fidelity art reproduction because its pixel-level luminance control delivers true blacks and very high contrast, preserving fine detail critical to art. S99H’s wide colour gamut supports accurate reproduction of saturated pigments, paints and digital art colours, while stable viewing angles help colour and luminance remain consistent across the screen.

▲ S99H displays Apples and Cloth by Paul Cézanne.

Q. Samsung OLED S99H features award-winning Glare Free technology that eliminates distracting reflections. How do glare and reflections affect the way art is seen on screen?

Hattenberger: Glare and reflections can interfere with the way art is seen on screen. They lift black levels and soften contrast, which can reduce depth and colour fidelity, especially in darker parts of an image. They can also introduce colour casts from the surrounding environment, affecting neutrals and shifting hues.

When people view art, they expect a clear, unobstructed image. Reducing reflections helps preserve tonal accuracy and the integrity of the work.

Q. How has Pantone’s validation approach evolved alongside newer display technologies like OLED, HDR, and wide colour gamut?

Knoll: Pantone’s evaluation approach has evolved with display technology itself. With OLED, that includes evaluating pixel-level luminance control, deeper contrast, wider colour reproduction and consistency from bright highlights to near-black areas.

Q. When viewers see the Pantone Validated ArtfulColor mark on a Samsung TV, what does it say about the viewing experience?

Hattenberger: The ArtfulColor mark signifies that S99H has been carefully evaluated to confirm a high level of colour fidelity, including consistent hue rendering, stable grayscale performance, and repeatable colour behavior under controlled lighting conditions.

Ultimately, it gives viewers greater confidence that the art they see on screen is being presented faithfully to the original work.

S99H newly joins The Frame Pro and The Frame in receiving the certification, as Samsung remains the only TV brand to offer Pantone Validation ArtfulColor and continues to expand Samsung Art Store^[2] across more screens.

S99H features the new FloatLayer Design, with a slim metal bezel that mounts flush to the wall for a floating effect. This gallery-inspired look makes the display a striking centerpiece, particularly when displaying art.

For the first time on a Samsung OLED TV^[3], Samsung Art Store subscribers can access over 5,000 works by more than 800 artists, including exclusive collections from MoMA, Musée d’Orsay, Art Basel, and others.

[1] Measured against Unified Glare Rating (UGR) testing standard, validated as ‘Glare Free’ by UL.

[2] Art Store subscription and Samsung Account connection required to access full selection of artwork.

[3] S99H only.

As fans gathered to watch the England game around the newly installed Samsung TVs and audio equipment, Joe delighted punters by surprisingly turning up to join in the pre-match build up.

11,000 Brits cast their votes in a nationwide search before The Lord Byron was crowned the ultimate winner this weekend. As the recipient, the pub will be equipped with thousands of pounds worth of cutting-edge TVs and audio tech, ensuring an unparalleled viewing experience for fans on match days.

Samsung’s Raise the Bar campaign shines a spotlight on one of Britain’s most important and increasingly pressured institutions, the local pub. The initiative comes at a time when research shows 87% of pubs say events like the World Cup are crucial for boosting revenue, with earnings rising by a monthly average of £10,985 during these periods.

Tony Palmer, a full-time firefighter and community champion, has transformed The Lord Byron into a welcoming hub for Margate residents, hosting a wide range of initiatives for locals, community groups and sports teams. Nearly 2,000 regulars frequent the pub, making it a cornerstone of local life after it was saved from closing during Covid by local residents clubbing together to support the institution.

Joe Cole, Ex England Football Legend, said: “There’s something truly special about pubs like The Lord Byron. It’s not just about watching football – it’s about the energy, the camaraderie, and the shared passion that brings people together. Being here with Tony and the locals this weekend reminded me why these places mean so much to fans. When you’ve got the right crowd in the right venue, every match becomes unforgettable.”

When it comes to pub-goer’s most iconic match moments, its proven lasting memories are made from game day celebrations. According to Samsung’s latest data, the most memorable football moments to watch on TV include:

1. Ronaldo’s Hat-Trick vs Spain (2018)
2. Messi’s Copa Redemption (2021)
3. Mbappé Announces Himself (2018)
4. Ronaldinho’s Lob Over Seaman (2002)
5. Messi Lifts the World Cup (2022)
6. England vs. Germany 5-1 (2001)
7. Maradona’s “Goal of the Century” (1986)
8. Spain’s Tiki-Taka Era (2008–2012)
9. Portugal Wins First Major Trophy (2016)
10. South Korea’s Historic Run (2002)

Tony, landlord of The Lord Byron and full-time firefighter, said: “The past few years have been incredibly challenging for pubs like ours. With costs rising across the board, keeping the doors open has taken real determination. From darts teams to live music nights, we put everything into creating a place where people can come together, so to receive this recognition and support genuinely means the world to us. Having Joe Cole here to mark the occasion has been the icing on the cake and moment our whole community will remember.”

Samsung’s Raise the Bar campaign created a golden opportunity for multiple venues to upgrade their tech in time for kick-off and ten other runners up⁲ are also receiving a brand-new Samsung TV to help drive footfall and bring communities together.

By combining premium TV technology with local marketing support, the initiative does more than just upgrade screens, it helps pubs thrive during this key time and encourages communities to come together to watch, celebrate and connect.

With a ‘team’ of eleven chosen from the consumer voting process, ten shortlisted venues will also receive a brand-new Samsung TV worth up to £3,000⁳, alongside local marketing support to help drive footfall.

Zeena Hill, Senior Director of Marketing at Samsung UK, said: “We’ve been blown away by the amount of people across the country that have taken part in our campaign, demonstrating the importance pubs play within our communities.

“The significance of high-quality screens and sound are essential to the matchday experience and those shared moments simply don’t have the same impact without them. The Lord Byron is a shining example of a pub that unites a community, and we’re thrilled to support Tony and his team with an upgrade that guarantees locals won’t miss a single moment of the action this summer.”

Keep up with The Lord Byron’s journey this summer of football on Facebook and with all the winners that can now #WatchitonaSamsung.