Samsung Week is Samsung’s largest annual promotion for customers around the world. Now in its seventh year, the event is being held under the theme “Discover New Ways to Live Smarter.”

During Samsung Week 2026, the company is offering special purchase benefits on Samsung.com and showcasing new experiences enabled by its latest AI products.

More Benefits, More Choices on Samsung.com

For Samsung Week 2026, Samsung has enhanced its online offers and premium services¹.

Customers can get more out of their Samsung Rewards Points on Samsung.com throughout the event. Samsung Rewards Points can be applied toward purchases of devices and accessories as well as digital content and services including Galaxy Store, Samsung Art Store, and Samsung Food.

Based on devices registered to their Samsung Account, customers can receive personalised product recommendations. Samsung.com may recommend Bespoke AI appliances that connect through SmartThings for a more integrated home experience, or Galaxy Watch models that support health and fitness goals through Samsung Health. Customers can also easily access Samsung Care+, a professional product care service, and trade-in options.

The latest mobile products are also available in Samsung.com-exclusive colors including Galaxy Z Fold8 Ultra in Green Shadow, Galaxy Z Fold8 in Pistachio, and Galaxy Z Flip8 in Mint.

In addition, purchases of the new Galaxy Z series, Galaxy S26 FE, or Galaxy Tab S12 series come with a six-month subscription to Google AI Pro².

Meanwhile, Samsung is promoting Samsung Week 2026 through large digital billboards at iconic landmarks around the world, including Times Square in New York and Piccadilly Circus in London.

Smarter Experiences for Work, Wellness, and Home

Throughout Samsung Week 2026, Samsung is highlighting products featuring AI-powered innovation and enhanced services designed to make everyday life more convenient across productivity, health, cooking, and entertainment.

Galaxy Z Fold8 Ultra makes it easier to work efficiently using Multi Window on a large screen and, when paired with a Smart Monitor, helps users stay focused wherever they are.

Together, Galaxy Watch Ultra2 and Galaxy S26 Ultra support healthier lifestyles with detailed workout data and health insights, while Galaxy Buds4 Pro adds to the enjoyment of exercise with a comfortable fit.

In the kitchen, the Bespoke AI Refrigerator, Bespoke AI Oven, and Galaxy Z Fold8 create a smarter cooking experience — from ingredient management and recipe recommendations to automated cooking settings.

Samsung Micro RGB TV and soundbars deliver immersive viewing and gaming, while the Bespoke AI Laundry Combo simplifies laundry by handling everything from washing to drying.

For more details about Samsung Week 2026, visit Samsung.com/uk/offer/samsung-week.

1. Event pages and details vary by country. Personalised product recommendations are available only to customers who have consented to marketing and cookies. ︎
2. Gemini is a trademark of Google LLC. Terms apply. By subscribing, you agree to terms for Google One, YouTube and offers. Offer ends Aug 1, 2027 at 11:59pm PT. unless canceled earlier, Google One will charge £18.99/mo after the trial ends. Cancel anytime. Return of purchased device may result in cancellation of subscription. See full terms at https://one.google.com/offer/terms-and-conditions/SamsungAIPro ︎

Samsung Electronics today announced it has seen a significant sales increase for the new Galaxy Z8 Series of foldable phones in Europe, driven by exceptional demand for the Galaxy Z Fold8 and Galaxy Z Fold8 Ultra.

The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra together have seen a 45% increase in sales across Europe in the nine weeks following their launch on August 7, 2026, compared with Galaxy Z Fold7 sales a year ago¹.

The incredible success demonstrates the increasing consumer interest in the foldable form factors, including the new Galaxy Z Fold8. The Galaxy Z Fold8 brings a form factor designed to move easily from quick interactions on the cover screen to deeper viewing, reading and gaming on the main display. The new form factor has struck a chord with consumers across Europe.

The increased interest is evident by consumer search trends, which show a significant increase in Google searches for Samsung foldables. Across major European markets, there has been an over 260% increase in searches during September², with the largest increase during the week 6^th – 12^th September with a 460% increase³.

The new Galaxy Z8 Series, including the Galaxy Z Fold8, Galaxy Z Fold8 Ultra, and Galaxy Z Flip8, brings users powerful next-generation Galaxy AI features designed to transform productivity, creativity, and communication on flexible screens:

• Now Brief⁴ helps users stay informed with personalised insights tailored to their routines, interests and daily needs through expanded scenarios, customisable briefing cards and personalised recommendations. It now also surfaces security and privacy insights, helping users stay on top of potential risks and protective actions.
• Now Nudge⁵ turns insights into action. When plans begin to take shape in a conversation, AI can surface relevant next steps such as checking a schedule, finding a place or saving a location. On foldables, users can continue the conversation side by side on larger displays.
• Gemini Intelligence helps users move from request to result with fewer steps. Users can simply describe what they need or even add screen or image context. App automation can now work across 40+ supported apps and services, with capabilities ranging from looking up tickets to finding a nearby restaurant and making a reservation. With Gemini Notebook, users can bring together notes, images, recordings, files and documents in one persistent workspace to collect, organise and develop their ideas. Drag-and-drop support in Split view makes the workflow even more intuitive, allowing users to easily add multiple files and images and turn their content into audio overviews, infographics, reports, meeting recaps, visual summaries, documents and more.

For more information about the Galaxy Z8 series, visit https://www.samsung.com/uk/smartphones/galaxy-z/.

1. Comparison with sales of Galaxy Fold7 in equivalent weeks in 2025. ︎
2. Searches for Samsung foldables during September 2026 in Germany, UK, France, Spain, Portugal, Italy, Sweden, Denmark, Finland, Norway, Netherlands, Belgium, Austria, Switzerland, Poland, Hungary, Czech, Latvia, Estonia, Lithuania, Romania, Bulgaria, Croatia, Serbia, Slovenia, North Macedonia, Albania, Bosnia and Herzegovina, Kosovo, Montenegro, Greece, Ukraine. Increase September 2026 vs. August 2026.  ︎
3. Searches for Samsung foldables during September 2026 in Germany, UK, France, Spain, Portugal, Italy, Sweden, Denmark, Finland, Norway, Netherlands, Belgium, Austria, Switzerland, Poland, Hungary, Czech, Latvia, Estonia, Lithuania, Romania, Bulgaria, Croatia, Serbia, Slovenia, North Macedonia, Albania, Bosnia and Herzegovina, Kosovo, Montenegro, Greece, Ukraine. Increase during 6-12th September 2026 vs. 30th August – 5th September 2026. ︎
4. Samsung account login and network connection required. ︎
5. Samsung account login required. Supported apps only. Accuracy of results is not guaranteed. ︎

It can be tempting to stick with what we know, even when something better could be out there. But new research commissioned by Samsung UK for Galaxy Z Fold8 reveals that taking the plunge can be worth it, with many Brits finding that making a change feels better than they expected.

A poll of 2,000 adults¹ found that 63% have kept possessions, habits or commitments beyond their useful life, while 42% have stayed with something longer because it felt easier to do nothing. Yet when people do make a change they’ve been putting off, the experience can be a positive one.

Among those who had delayed a change before eventually making it, 43% wished they’d done it sooner, 38% felt relieved to have made the change and 36% wondered why they’d waited so long. Almost a third (30%) felt happier with their decision than they’d expected, while 28% found the change easier than anticipated and nearly all (93%) stating they had no regrets.

The findings suggest that the uncertainty before a change can be a significant barrier, even when the outcome turns out better than expected.

And it’s not just the big decisions we put off. More than a quarter (27%) have held onto a mobile phone or brand for longer than necessary, while 56% admit to having a designated drawer for old tech, including phones, tablets and charging cables. A further 32% say they find it difficult to replace something familiar with something new.

The research also reveals how familiarity can influence decisions about changing phones. Of those who stick with the same phone brand or type because it feels familiar or easier, 53% gave little or no thought to whether a different option might suit them better.

Yet the experience of switching suggests there can be benefits to exploring something new. More than half (54%) of respondents said they were glad they had switched to a different phone brand or type, while 52% said their new phone better suited their needs. Almost half (48%) found switching easier than expected, and 35% wished they had made the change sooner.

So why do we find it so difficult to move on, even when something may no longer be right for us?

Nicole Everingham, Accredited Relationship Coach, explains: “We’re often drawn to what feels familiar, even when it isn’t necessarily making us happy. Change brings uncertainty, effort and the possibility of regret, while staying where we are can feel like the safer option. Sometimes, we become so accustomed to a situation rather than questioning whether something different might suit us better.

“This can be particularly true in relationships, where we’re not just attached to a person or a routine, but also to the time and energy we’ve invested. We can end up holding onto what we hoped it would become, rather than looking at whether it’s meeting our needs today.”

The findings show how difficult it can be to call time. Almost half (47%) say they have stayed with something for longer than they should have, while 40% have stayed in a job or career and 36% have held onto a friendship for too long.

Of those who stayed in a relationship longer than they wanted to, 46% hoped things would improve, while 35% said leaving felt harder than staying. The same proportion cited comfort or familiarity as a reason they found it difficult to leave.

Our attachment to the familiar extends to the things we own, too. More than half (52%) say they hold onto things because they might need them one day, while 47% keep possessions because they still work and 40% because they have sentimental value. Meanwhile, 41% admit to putting off making a decision.

So what gives us the confidence to make a change? For 43%, knowing that a replacement is genuinely better would make them more likely to let go of what they have.

When it comes to phones, knowing a different option would better suit their needs and lifestyle would encourage 30% to consider switching brands or types. The same proportion said knowing the process would be quick and easy, including transferring data, apps and contacts, would make them more likely to make the change. A further 35% said confidence in a new phone’s reliability and durability would encourage them to consider switching.

Nicole adds: “Making a change can feel daunting, but once we’ve made a decision, there’s often a real sense of relief. We no longer have to carry the weight of being stuck between different options. Even when the future is uncertain, taking action can restore a sense of confidence and control. Sometimes we don’t realise just how much energy staying put was costing us until we finally move forward.”

For Samsung, the findings come amid growing momentum for its foldable smartphones, which offer consumers a different type of phone experience.

Charlie Nordfeldt, Director of Media and Marcomms, Mobile Division, Samsung Electronics UK & Ireland, said: “It’s easy to get comfortable with what we know, but there are billions of reasons to try something new. We’re seeing real momentum behind our foldables since the launch of the Galaxy Z Fold8 with Google searches up 300%, suggesting people are actively considering making a switch.  

“Galaxy Z Fold8 brings together a bigger screen, a thin and light design and new ways to experience your phone. And switching doesn’t have to mean starting from scratch. With Smart Switch making it easy to transfer your data, apps and contacts, moving to a new Galaxy device can be simpler than you think.”

With Galaxy Z Fold8, Samsung continues to refine the foldable experience, bringing together a distinctive form factor and a design made for everyday discovery. With billions of reasons to try and Smart Switch helping make the move easier, now could be the time to explore what a different phone brand or type has to offer.

TOP 10: THE THINGS BRITS HOLD ONTO FOR TOO LONG

• A romantic relationship
• A job or career
• Worn-out underwear
• A friendship
• Instruction booklets for products they no longer own
• Mystery keys they no longer recognise
• A living situation or home
• A mobile phone
• A subscription or membership
• Chipped mugs

1. Research conducted by OnePoll on behalf of Samsung in October 2026 ︎

Samsung Electronics Co., Ltd., a global display leader and provider of the Official Art TV of Art Basel, today announced the expansion of its Art Basel collection on Samsung Art Store² with 19 new artworks from galleries participating in Art Basel Paris 2026. Available starting today on all Samsung Art TVs in every market with Samsung Art Store, the additions offer audiences more ways to discover and enjoy art at home.

Launching ahead of the fair at the Grand Palais, the selection builds on Samsung’s ongoing collaboration with Art Basel. The new works join the existing Art Basel collection on the platform, extending opportunities for discovery beyond the fair itself.

“What interests me about the Art Basel Paris Collection is how differently artists can transform familiar subjects — through painted colour or an entire sculpted world,” said Daria Greene, Global Head of Content & Curation for Samsung Art Store. “Bringing those approaches together on Samsung Art Store gives viewers a chance to discover the range of artistic imagination within their own homes.”

Clearly Depicted Artwork, Whether Paintings or Sculpted Scenes

Highlights include Elene Shatberashvili’s “Poppies #4,” which brings the artist’s expressive use of colour and close observation of everyday subjects to the collection. Additionally, Hans Op de Beeck’s “The Lounge (black and white)” introduces a distinctive monochrome world that depicts a meticulously constructed sculptural interior suspended in time.

Presented on Samsung Art Store, the works bring two different artistic processes to the screen: the colour and brushwork of painting and the form, texture, and light of a sculpted scene. Viewed on The Frame and other Samsung Art TVs³, they offer contrasting ways to experience familiar subjects within the home — from the vivid presence of flowers to the imagined depth of an interior.

“Discovery is at the heart of Art Basel, and galleries play an essential role in introducing audiences to artists and their work,” said Karim Crippa, Director of Art Basel Paris. “Our collaboration with Samsung Art Store extends the reach of those encounters, giving audiences around the world a way to explore a selection from participating galleries and continue engaging with art beyond the Paris fair.”

For visitors to Art Basel Paris, the expanded collection offers a way to continue exploring select works at home. For audiences elsewhere, it provides an opportunity to discover art from participating galleries without travelling to the fair. On Samsung Art Store, users can explore the additions alongside the existing Art Basel collection, return to their favourites, and choose works to display in their living spaces.

The Art Basel Paris 2026 additions are available on Samsung Art Store starting today on all Samsung Art TVs in markets in which the platform is available. To learn more, visit https://news.samsung.com/global/samsung-art-store

1. Samsung Art Store is available only on select OLED models: S99H in Europe. ︎
2. Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification. ︎
3. Samsung Art Store is available on select Samsung TVs: Compatible 2026 models include R95H, S95H, QN80H, QN70H, M80H, The Frame, and The Frame Pro. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F, and Q7F. ︎

Thinking about upgrading your phone, TV or home appliances? With Black Friday approaching, here’s what to consider before you buy, from the features worth prioritising to the questions to ask yourself first.

Samsung Week runs from 14^th October to 3^rd November, with offers across mobiles, TVs, audio, monitors and home appliances. Now in its seventh year, the event coincides with Samsung Electronics’ 57th anniversary.

Whether you’re looking for a better smartphone camera, a new Samsung TV or ways to make everyday household tasks easier, choosing the right technology comes down to how you use it.

The best Samsung Week deals

Looking for the best pre-Black Friday TV deals? Shoppers can claim up to £500 cashback on selected TVs¹, including the 85-inch Micro RGB R95H and the 83-inch S90H with Q990H Q-Series soundbar. Gamers can claim up to £300 cashback on selected Odyssey gaming monitors, including the Odyssey OLED G9².

Customers can also recycle an old TV, home appliance or monitor at Samsung.com/uk for an instant Trade Up discount³ and explore finance options on selected products⁴.

Mobile: choosing your next phone

Which new smartphones are the best for you?

The best smartphone depends on what matters most to you, whether that’s photography, productivity, entertainment or a design that fits your lifestyle. Battery life, camera capabilities, display size and long-term software support are all worth considering.

If your battery struggles to last the day, storage is running out or your phone no longer receives regular security updates, it may be time to upgrade. Eligible Galaxy devices offer up to seven years of OS and security updates, helping you get more from your phone over time.

Which phone has the best camera?

When comparing smartphone cameras, look beyond megapixels alone. Low-light performance, detail, exposure and image processing all affect the final result. AI-enhanced features can help balance bright and dark areas, optimise images and, on compatible devices, remove unwanted objects from photos.

The Galaxy S26 Ultra combines a 200MP camera with a camera system that is 47% brighter than the Galaxy S25 Ultra⁵, plus 10x optical-quality zoom and up to 100x Space Zoom. TechRadar called it “by far Samsung’s best Galaxy S phone yet”.

For those who prefer a more compact design, the Galaxy S26 series offers other options, with IP68 water and dust resistance across the series⁶.

Galaxy Z Fold8 or Z Flip8: which should I choose?

It comes down to whether you want more screen space or a more compact design. The Galaxy Z Fold8 has a 7.6-inch main display for multitasking and watching video, alongside dual 50MP rear cameras.

The Galaxy Z Flip8 folds down to a pocket-friendly size and offers up to 31 hours of video playback under Samsung’s test conditions. Tom’s Guide described it as “one of the sleekest, most refined clamshell foldables you can buy”.

TV: finding the right screen

Which Samsung TV should I buy: Micro RGB or OLED?

When choosing a new TV, consider your room size, viewing habits and the picture quality you prefer. Screen size matters too, with 65-inch, 75-inch and 85-inch TVs offering different options for your space.

The Micro RGB R95H uses red, green and blue LEDs in its backlight to deliver Samsung’s widest-ever TV colour spectrum⁷. Trusted Reviews described it as “An outstanding achievement for such a new technology.” It is available in 65-, 75- and 85-inch sizes.

The OLED S95H lights each pixel individually for deep blacks and rich contrast. Tom’s Guide awarded it five stars. Both models feature Glare Free screens designed to reduce reflections and support refresh rates of up to 165Hz for PC gaming.

For a TV that complements your interior, The Frame Pro displays artwork when not in use, with a selection of free artworks and more than 5,000 available through the Samsung Art Store⁸.

Jeremy Demont, Director of TV/AV Product Management at Samsung UK & Ireland, says: “Buying a TV is a big decision, and choosing the right screen size is an important part of it. A larger screen can make films, sport and gaming feel more immersive, while features such as AI upscaling help bring out the best in the content you already watch. It’s worth looking at the picture technology as well as the inches, so you can feel confident that a bigger screen will deliver an experience you’ll enjoy every day. Think about what matters most to you because you’ll want to enjoy your TV for years to come, so reliability matters too.”

Home: making everyday tasks easier

Are AI-enabled home appliances worth it?

Look for features that make a genuine difference to your routine, whether that’s managing energy use, simplifying laundry or connecting appliances to your phone.

Samsung’s AI Energy Mode can reduce washing machine energy use by up to 70% under specified test conditions⁹, while compatible heat pump dryers can reduce energy use by up to 20%¹⁰. SmartThings also lets you monitor and control compatible connected appliances.

Zeena Hill, Senior Marketing Director for Home Entertainment and Appliances at Samsung UK & Ireland, says: “Time is precious, and the real value of our household appliances is how they ease the daily demands of life. From taking the guesswork out of how much detergent to use or which wash programme to choose, to helping you keep track of what’s in your fridge and what you need to buy next, our appliances can take some of the mental load out of running a home. The best technology doesn’t just perform a task, it takes the decisions around it off your hands.”

Which Samsung appliances should I consider?

• For a connected kitchen: The Bespoke AI Side-by-Side Refrigerator Family Hub 9-inch combines 621 litres of capacity with a touchscreen for recipes, calendars, music and apps, plus SmartThings connectivity.
• For easier laundry: The Bespoke AI Series 9 Washing Machine uses AI Wash+ to sense laundry weight and adjust water and detergent use. AI Ecobubble can improve soil removal by up to 20%¹¹, while Super Speed can wash a load in 39 minutes¹².
• For drying clothes: The Tumble Dryer Series 6+ Optimal Dry uses sensors to adjust drying time and offers SmartThings connectivity. Pair it with a compatible connected washer to use Auto Cycle Link¹³.

Ready to upgrade?

Explore early Black Friday deals and find the right product for you at samsung.com/uk/offer/samsung-week/. Check product eligibility and full offer terms before purchasing.

1. Samsung Electronics (UK) Limited. UK (incl. CI & IOM) residents aged 18+ or registered companies. Purchase a selected new Samsung product between 23.09.26 – 27.10.26 from a participating retailer. Claim cashback within 30–60 days of purchase. Max 5 claims per household or business. To claim and for full T&Cs, see https://samsungoffers.claims/2026cashbackUK. ︎
2. Samsung Electronics (UK) Limited. UK (incl. CI & IOM) residents aged 18+ or registered companies. Purchase a selected new Samsung product between 23.09.26 – 27.10.26 from a participating retailer. Claim cashback within 30–60 days of purchase. Max 5 claims per household or business. To claim and for full T&Cs, see https://samsungoffers.claims/2026cashbackUK. ︎
3. Only available at samsung.com. Customers must apply Trade Up discount on product page, before checking out. Recycled products are non-returnable and have zero value. You must fully uninstall (including disconnecting and draining of water, or wiping all data, as applicable) your appliance, laptop, monitor, or television, and make sure it is ready for collection at the same time we deliver your new product. We reserve the right to refuse the delivery if you fail to do so. You will be required to pay a surcharge equal to the amount of the discount you received, if you do not recycle or have your product ready for recycling. Offer cannot be combined with multi-buy promotions for Home Appliances. Each household may only recycle one of each type of product and will receive only one Trade Up discount for each product type recycled. The Trade Up discount is an incentive to recycle it is not a Trade In value for the recycled product. ︎
4. Purchase from samsung.com. Subject to eligibility. T&Cs apply. ︎
5. 47% more light on 200MP Wide camera and 37% on 50MP Telephoto (5x Optical Zoom) camera on Galaxy S26 Ultra. Brightness improvements shown are compared to Galaxy S25 Ultra. ︎
6. Based on lab test conditions for submersion in up to 1.5 meters of freshwater for up to 30 minutes. No ingress of dust; complete protection against contact (dust-tight). Water and dust resistance of device is not permanent and may diminish over time because of normal wear and tear. ︎
7. Samsung’s Red, Green and Blue LEDs are the smallest of any LED TV available on the market and are the first to measure less than 100 micrometres across. Statement verified as of August 2025. ︎
8. Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification. ︎
9. Based on internal testing on the WW7000D models on a Cotton 40 degrees wash with the AI Energy Mode turned on compared to not using AI Energy Mode. ︎
10. Based on internal testing on the DV90BB9445GH model on the SuperSpeed course with a 5kg load with the AI Energy Mode turned on compared to the AI Energy Mode turned off. ︎
11. Based on internal testing in accordance with IEC 60456-2010 of the WF90F/24 Cotton Default with Ecobubble on a 4kg wash load compared to Cotton Default without Ecobubble. Results may vary depending on actual usage conditions. ︎
12. Based on using Super Speed at the default settings with a 5kg load. ︎
13. Auto Cycle Link is only available when both the washing machine and the tumble dryer have AI Control and are Wi-Fi connected. ︎

Today, BAFTA launches the second series of BAFTA Playback sponsored by Samsung, a digital series presented in collaboration with Samsung, the Official Screen Partner of BAFTA. The six-part series delves into the career-defining moments and influences behind some of the most celebrated talents in film and TV, featuring commentary and clips chosen by the actors.

Premiering on BAFTA’s YouTube channel, the series boasts an exceptional line-up of acclaimed actors, with BAFTA winners and nominees including Alex Skarsgard and Olivia Coleman, Jessie Eisenberg, Mahershala Ali, Pedro Pascal and Tom Hiddleston with more to be announced.

The opening episode features Tom Hiddleston reacting to scenes from his latest film, Tenzing, exclusively revealing the challenges of shooting in real conditions on a mountain, including being struck by a falling sheet of ice. Tom also reflects on how playing Loki has “completely changed his life,” and discusses his influences, including Al Pacino and Robert De Niro in Heat, 2001: A Space Odyssey, and Mary Poppins.

Recalling the moment he was struck by a falling sheet of ice while shooting Tenzing, Tom Hiddleston said:

“Right towards the end of our shooting schedule, we were on a crevasse field. I was dangling 50 feet down… something happened where, because of the nature of the drop of my body, the rope on the lip of the crevasse had dislodged a sheet of ice…which came off in real time.

“And I saw this enormous what felt like the size of a bedsheet, a sort of a plate of ice coming towards me. I thought, ‘okay, that’s coming. I can’t move because I have no purchase on the mountain. I’m just suspended here.’ And I could see it getting bigger and bigger, and it crashed over my head and then fragmented and shattered into a million pieces…

“I wasn’t sure if we were rolling yet because I hadn’t heard action, and I just shouted up, into the blue sky. I said, ‘did you get it?’ And I had a radio in my pocket, and Jen Peedom came over and said, ‘we got it. It looked amazing.’”

Read the full transcript here

Filmed in a bespoke, lounge-style set, complete with memorabilia and personalised nods to each guest’s career and influences, each episode sees the actor watch their handpicked scenes on a Samsung TV screen.

Emma Baehr, Executive Director of Awards and Content, BAFTA, said: “Championing the people and the craft behind the screen industries is at the heart of everything we do at BAFTA, so we are thrilled to welcome back BAFTA Playback sponsored by Samsung for a second series. Made possible with the Official Screen Partner of BAFTA, Samsung, it’s a real privilege to give audiences another chance to hear directly from the exceptional people behind some of their favourite performances.”

Zeena Hill, Senior Marketing Director for Home Entertainment and Appliances at Samsung Electronics UK, said: “As BAFTA’s Official Screen Partner, Samsung is proud to help bring audiences closer to the creative process through BAFTA Playback. These intimate conversations explore the defining moments, bold ambitions and influences behind remarkable careers, offering fresh perspectives and inspiring viewers to imagine what’s possible. We believe that inspiration deserves to be experienced in every home. Samsung TVs combine rich picture quality with immersive viewing experiences to help audiences appreciate the detail, emotion and artistry that creators bring to the screen. Together with BAFTA, we’re celebrating the power of storytelling to spark curiosity, connect us and inspire the next generation.”

Full episodes of BAFTA Playback sponsored by Samsung will be available to watch on BAFTA’s YouTube, alongside episode highlight clips across BAFTA and Samsung’s Instagram, TikTok, and Facebook channels.

Sleep Coaching Becomes Easier to Start and More Personalised

While sleep tracking tells users how they slept, sleep coaching helps them sleep better by turning personal sleep goals and data into daily habits.

Samsung has made it even easier to begin sleep management. Users can now initiate Sleep Coaching with just three days of data within the past two weeks instead of seven days in a month.

During setup, users complete a survey on sleep regularity, sleep interruptions, alcohol and caffeine intake and subjective sleep satisfaction. With these survey responses and three days of sleep data, the app assigns a personalised Sleep Animal symbol and builds a tailored four- to eight-week coaching program based on individual goals. As users progress, the program dynamically adapts its weekly recommendations to reflect changing sleep patterns, tracking daily sleep satisfaction and lifestyle shifts.

Informed by principles of behavioral sleep science, the program gives users daily habit checklists and sleep tips — making it easier to build healthier routines, such as avoiding screens an hour before bed, skipping late caffeine and stretching outdoors after waking up.

Users can also enjoy more intuitive and detailed analysis reports. The new pentagon-shaped Sleep Balance graph consolidates five key aspects of sleep indicators —sleep time, sleep regularity, awake time during the night, sleep satisfaction, and Energy Score²— to provide an at-a-glance view of sleep trends and areas that may warrant attention, based on data collected or inputted through sleep coaching.

Morning daily insight messages, which review the previous night’s sleep with helpful tips, integrate closely with weekly and final reports to provide a comprehensive view of sleep trends. By linking daily actions with this data-driven progress, Samsung Health helps users establish sustainable lifestyle habits to support everyday wellness.

Expanded Running Programs and Strava Routes Integration

In response to the growing popularity of running, Running Coach³ has been upgraded to deliver a more dynamic and connected training experience.

Training tiers have expanded from 10 to 12 levels. While users continue to receive a personalised training plan based on a 12-minute running test or their historical running data, this update introduces new levels to support intermediate and advanced runners. These dedicated training tiers enable them to set higher benchmarks, challenge themselves, and steadily improve their performance.

To celebrate achievements and sustain motivation, Running Coach introduces an enhanced social media sharing feature. Runners can seamlessly export their workout data into share-ready templates designed for various social platforms, making it easier to share milestones, personal records, and route highlights with their fitness communities.

Samsung continues to strengthen ecosystem connectivity through a partnership with Strava, a global fitness platform. Users can import their favorite Strava Routes for running, trail running, and cycling directly into Samsung Health. This integration supports compatibility and user convenience across both platforms. 

“Samsung Health’s personalized coaching empowers users to understand their health data, taking a step toward supporting everyday wellness,” said Hon Pak, Senior Vice President and Head of the Digital Health Team for the Mobile eXperience Business at Samsung Electronics. “We will continue to leverage the Galaxy ecosystem and our technology to build a trusted health platform.

These upgraded features will be progressively rolled out via Samsung Health app updates starting in October.

1. Available on Samsung Health App v.6.24 or above and must be paired with Samsung Galaxy smartphones with Android OS 11 and above. Requires a minimum of three days of sleep data tracked within a seven-to-14-day period. Available via Galaxy Watch 4 series and later models, Samsung Galaxy Fit3 and later models, and Samsung Galaxy Ring. ︎
2. To check the Energy Score, the health data tracked from Samsung Galaxy Watch or Samsung Galaxy Ring must be synchronized with the Samsung Health App. The result is for your personal reference only and is not intended for medical purposes. ︎
3. Running Coach is available on Android phones (Android 10 or above) and requires Samsung Health app (v6.30.2 or above). Samsung account login required. Service available only with Galaxy Watch8 Series or later Galaxy Watch Series. ︎

If you’ve ever bought running shoes for the runner you hoped to become or luggage for a yet to be planned trip, you’re not alone. New research from Samsung reveals that Europeans¹ take a similar aspirational approach when choosing a smartphone.

More than two thirds (66%²) of Europeans¹ surveyed chose their current smartphone with at least one interest they wanted to pursue in mind, with interests ranging from entertainment and side hustles to gaming, travel and content creation. In fact, almost half (46%³) consider their ambitions when making technology choices, including 24% who say their choices are primarily shaped by the life they aspire to lead. Additionally, almost a third (28%) reported that they chose their current smartphone to better reflect their personal style.

Having a variety of options to choose from is important when considering the wide range of aspirations and focuses of European consumers.

Big ambitions, everyday needs

Europeans¹ may be choosing smartphones with future goals in mind, but everyday functionality can shape how easily they follow through on those ambitions:

• Battery life: More than a third of Europeans (36%) say having to charge their phone too often is one of their biggest frustrations, potentially creating interruptions or even forcing them to prioritise how they use their device.
• Switching between apps: Almost one in five (18%) are frustrated by constantly moving between apps to complete a task, rather than being able to keep everything they need open at the same time.
• Screen space: Fourteen percent (14%) say they do not always have enough screen space, making tasks like working or gaming more challenging on the go, with 13% citing the need to switch to a larger-screen device to finish something they started on their phone.
• Privacy in public: For some, the challenge goes beyond making tasks harder to complete. More than a quarter (27%) of Europeans surveyed have stopped or avoided online or mobile banking in public because someone nearby might see their screen, suggesting that privacy concerns can affect what people feel comfortable doing on their phone when out and about.

Could a different phone be a better fit?

The focus on how a phone fits into everyday life is also shaping what people look for when choosing their next device. Once the basics are covered, speed/ performance lead the way (22%) as the priority feature in future smartphone purchases. Almost as many (20%) want to be able to do more without moving to a larger-screen device, while 15% want a thinner, more portable design.

For almost a quarter (23%) of Europeans¹, the right feature for something they regularly do could make them more open to considering a different type of smartphone. Privacy could also be a deciding factor. Almost one in five (18%) say greater privacy when using their phone around other people could encourage them to consider a different type of smartphone.

Younger adults are also particularly open to different form factors. Just over one in five (21%) of 25–34-year-olds surveyed¹ would consider a regular-sized phone that unfolds into a small tablet, while almost a quarter (23%) say a lighter or thinner smartphone that better suited their lifestyle could make them reconsider their usual choice.

The findings suggest that what Europeans want from their next smartphone is simple: technology that works well for everyday life, while making it easier to do more of the things that matter to them.

Benjamin Braun, Chief Marketing Officer, Samsung Europe said: “People rely on their smartphones to help them stay connected, productive, entertained and organised throughout the day. But even small frustrations can disrupt those experiences and make everyday tasks more difficult than they need to be.

The right smartphone should help remove those frictions, making the things people do every day easier and the things they want to pursue more achievable. Because everyone uses their phone differently, choice matters. That’s why we developed not one, but three types of folding smartphones along with bar-type devices to fit all needs, helping people find a smartphone that fits their life today and supports their future”.

Your Life, Your Galaxy

Different lives call for different phones, and Samsung’s Galaxy portfolio is built around giving people that choice.

For privacy, Galaxy S26 Ultra’s built-in Privacy Display helps make sensitive content harder for people nearby to see. For style, Galaxy Z Flip8 brings personalisation and self-expression into a compact foldable design. For productivity, Galaxy Z Fold8 Ultra’s expansive display and Multi Window create a more flexible workspace for managing multiple tasks and apps at once. And for entertainment on the move, Galaxy Z Fold8 delivers an immersive experience for streaming, gaming and more, all in a light, portable design.

To find out more about Samsung’s latest Galaxy smartphones and find the device that best fits what matters to you, visit samsung.com/uk.

1. Survey of 5,001 consumers aged 18+ across France, Germany, Italy, Spain and the UK conducted by Censuswide between 25 September and 30 September 2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles. ︎
2. ‘I wanted a phone that better reflected my personal style’, ‘I wanted to be more organised or manage everyday life more easily’, ‘I wanted to watch more entertainment or enjoy it in a better way’, ‘I wanted to do more for work, a side hustle or my own projects’, ‘I wanted to game more’, ‘I wanted to travel or explore more’, ‘I wanted to create more content or become a content creator’ responses combined. ︎
3. ‘I mainly think about the life I aspire to lead and the things I want to do in the future’ and ‘The life I live now and the life I aspire to in the future influence me equally’ responses combined. ︎

“This update marks another step in SmartThings’ ongoing efforts to move beyond a home experience where users search for and launch features,” said Jaeyeon Jung, Executive Vice President and Head of the SmartThings Team, AI Platform Center, Samsung Electronics. “By delivering relevant information and controls at the right time, SmartThings is pushing the boundaries of more intelligent home experiences and empowering users to manage their everyday lives more naturally.”

A Redesigned Home Tab Experience, Led by SmartThings Now

SmartThings Now appears as cards at the top of the Home tab, building on Home Insight to offer greater personalisation by combining relevant information with actions users can take right away. It suggests the right information and immediately actionable controls based on the user’s current situation, delivering an experience that is easier and more intuitive.

If a Family Care member, such as an older parent, shows no device activity for an extended period, SmartThings Now surfaces a care card for the caregiver with options to check in or call. When the user arrives near a home location pre-registered in the SmartThings app, SmartThings Now suggests turning on lights and air purifiers in advance. Once the user acts, it prompts them to create a routine so the same actions can run automatically going forward. This is all part of an experience designed to naturally guide users to the next relevant step based on their choices and context, making it easier to discover and use the features they need.

SmartThings Now also supports personalised optimisation based on usage patterns. It analyses the past week’s activity to suggest updates to Home tab Favorites, including devices, services, and routines. For example, it may recommend removing an air conditioner card as usage drops heading into cooler months, or adding an AirDresser card as the user’s air dresser becomes more frequently used during the change of seasons. Users can manage their routines through the Routine Insight card in SmartThings Now¹, as well, by navigating to a detailed view of their routine activity over the past week to review and delete routines they no longer need.

The updated Home tab reorganises key information into a more streamlined view, covering dashboards, device cards, and service cards, with each type displayed in a format optimised for easier browsing².

Service cards use a more space-efficient design to clearly display more services on a single screen and present information like device status and numerical readings. Additionally, Live Wallpaper changes naturally throughout the day, adding a more dynamic visual touch to the experience.

The update also introduces a Floating Bar that places frequently used features within easier reach at the bottom of the screen, improving one-handed use on larger smartphones and reflecting the latest One UI design direction.

Enhanced Local Control Helps Keep Devices Responsive, Even When Offline

SmartThings is now introducing local control technology that helps users continue to operate connected devices more reliably when there are changes to the home network environment or disruptions to external internet service³.

When a mobile device and a SmartThings Hub are connected to the same Wi-Fi network, the mobile device can communicate directly with the hub rather than routing controls through the cloud. Compared to cloud-based control, local control can improve response times by approximately 30%. This helps enable continued control of connected devices during temporary network fluctuations⁴.

SmartThings automatically switches between local and cloud-based remote control based on whether the user’s mobile device is at home or away. The updated Offline Device Diagnostics page helps users restore devices that have gone offline by updating new network information across all registered devices at once.

Samsung has also added support for Matter 1.6, the latest smart home connectivity standard from the Connectivity Standards Alliance (CSA), enhancing stability and Group Control performance. The update adds support for four new device categories, as well:

• Energy Meters for real-time power monitoring
• Closures for specialised door and gate types
• Irrigation devices such as sprinkler systems
• Soil Sensors for measuring ground conditions.

1. Routine Insight is accessible through SmartThings Now and the Automations > Suggestions tab in the SmartThings app. ︎
2. The updated Home tab experience, including SmartThings Now, is available across SmartThings-supported devices such as mobile devices, Samsung Smart TVs, Family Hub refrigerators, Samsung appliances with 7-inch or 9-inch screens and Windows devices. ︎
3. Local control is available on Android and iOS devices with the SmartThings app installed, for SmartThings Station, SmartThings V2, V3 and V4 Hubs, and hub-enabled Samsung Smart TVs and Family Hub. ︎
4. Based on tests conducted by Samsung under controlled conditions. Actual performance may vary depending on the user’s environment. ︎

Samsung’s S99H OLED has won Best TV of 2026 at the HDTVTest 2026 TV Shootout, held in association with independent retailer Crampton & Moore. It also won Best Home Cinema TV and Best Living Room TV, securing the event’s first-ever sweep of all three headline awards.

Named Best TV of 2026, Best Home Cinema TV and Best Living Room TV, the S99H OLED outperformed all rival flagship TVs.

A panel of eight industry professionals, reviewers and enthusiasts selected the winners through blind testing across eight picture-quality categories: dark scene performance, colour accuracy, HDR performance, motion, screen uniformity, video processing, bright room performance and out-of-the-box accuracy.

Winning all three headline awards highlights the S99H OLED’s ability to deliver an outstanding, premium viewing experience across different content and lighting conditions, from immersive film nights to broadcast television and sport.

Vincent Teoh, HDTVTest Founder & TV Shootout Host, said: “The Samsung S99H OLED became the first TV ever to sweep all three headline awards at our annual TV Shootout. Its performance across both cinematic viewing in a dark room, and less-than-pristine broadcast and sports content in a bright room, underlines just how accomplished and versatile the S99H is as an all-round TV.”

Dan Harvie, VP of Home Entertainment and Appliances at Samsung UK and Ireland, commented: “Winning all three awards, particularly Best TV of 2026, is a tremendous honour and testament to the technical innovation and expertise of our engineering team. We’re driven to deliver outstanding picture quality that brings films, sport and entertainment to life. These wins celebrate that passion and our commitment to giving customers the very best viewing experience whatever they choose to watch.”

The Best Home Cinema TV award recognises the S99H OLED’s performance for cinematic viewing in a dark room, while Best Living Room TV celebrates its ability to handle broadcast and sports content in brighter surroundings. Together with Best TV of 2026, the three awards mark a historic result for Samsung at the annual shootout.

The Shootout was staged in partnership with independent retailer Crampton & Moore, which provided extensive logistics and equipment in order to support the event.