Samsung’s Antioxidant Index^[1] on Galaxy Watch8^[2] transforms what once seemed like science fiction into everyday technology. In five seconds, a thumb scan returns precise carotenoid levels – the industry’s first measurable nutrition index.

By miniaturising lab-grade sensor technology with exceptional accuracy, it turns your diet into an actionable metric for healthier ageing. Establishing this new benchmark in wearable health tracking required years of intensive R&D, countless prototypes and unwavering grit.

Breaking New Ground in Nutrition Tracking

Back in 2018, Samsung saw a critical gap in wearables: we could count every step and calorie, yet there was no simple way to measure how our diet impacted our health. Deeper nutritional insights were locked behind expensive and time-consuming lab tests, out of reach for many people.

As people live longer, the focus is shifting from simply increasing lifespan to improving the quality of those additional years.

“In this context, antioxidation naturally gains attention as a method to slow down ageing,” explains Dr. Hyojee Joung, a Seoul National University^[3] who guided parts of the tech’s development. “If antioxidant management is neglected, Reactive Oxygen Species (ROS) accumulate in the body, increasing the risk of chronic diseases such as cardiovascular disease, diabetes and cancer.”

This realisation made antioxidants the cornerstone of Samsung’s mission. Engineers and scientists focused on carotenoids – key antioxidants and proven indicators of fruit and vegetable intake – to create a device small enough to sit on your wrist, yet powerful enough to turn complex antioxidant data into simple, actionable health insights for everyone.

The first prototype of the spectroscopy-based antioxidant sensor

A clinical-ready version of the sensor

A prototype designed for use in skincare products

Challenge #1: How to Shrink the Lab-Grade Sensor Technology

From day one, the dream of a nutrition-tracking wearable hit an immediate snag: traditional methods for measuring carotenoid levels like Raman spectroscopy are laser-based, non-invasive and precise, but rely on bulky machines that are far from wearable. So the team’s first mission was to shrink the lab-grade tech into a coin-sized sensor.

After seven years of rigorous testing and optimising since the first prototype, the team developed miniaturized sensor, a groundbreaking tech that combines multi-wavelength LEDs with a custom photodetector array to provide accurate carotenoid readings in a compact design.

“Our breakthrough was integrating reflectance spectroscopy with LEDs, which allowed us to miniaturize the technology while maintaining a high level of accuracy,” explains Jinyoung Park, a developer from Digital Health team at Samsung Electronics.

Antioxidant sensor LED-PD sensor modules

Unlike lasers, which emit a sharp, narrow wavelength, LEDs emit a broader wavelength range. By analysing how much light is absorbed by the skin at multiple wavelengths through photodiodes,^[4] the watch estimates carotenoid levels with impressive accuracy. The advanced algorithms that continuously calibrate in real-time also support precision while delivering personalised insights to each user.

The LED-PD Watch prototype testbed

Challenge #2: How to Ensure the Tech Reaches Everyone

Creating a coin-sized carotenoid sensor was a major milestone, but the next challenge was ensuring it could work accurately and reliably across diverse skin types, making it truly accessible to everyone.

To overcome challenges like melanin interference in darker skin tones, Samsung’s engineers opted to use the fingertip for measurements since it has the least melanin across all ethnic groups. They also added simple tweaks, like light fingertip pressure during scans, which helps temporarily reduce blood flow and hemoglobin interference, making the results more accurate.

Extensive trials conducted at Samsung Medical Center,^[5] included hundreds of participants, validating the sensor’s performance. This paved the way for a feature that seamlessly transitioned from the lab to users worldwide, offering an inclusive solution designed for everyday life.

How It Works

Carotenoids are the natural red, yellow, and green pigments found in fruits and vegetables. Since our bodies can’t produce carotenoids on their own, the levels stored in the body offer a clear snapshot of how much fruit and vegetables someone has been eating.

This is where your Antioxidant Index score comes in, reflecting your carotenoid levels based on these categories:

• Very low: Less than 50% of the daily WHO recommendation of 400g per day.
• Low: Between 50%–100%.
• Optimal: 100% or more.

“Skin carotenoids metabolise and accumulate in tissues gradually, so short-term changes in fruit and vegetable intake won’t immediately appear in the score,” explains Dr. Hyojee Joung. “Our research shows that increased carotenoid intake leads to a meaningful rise in skin carotenoid levels after about one to two weeks, making the Index a valuable tool for tracking consistent, long-term dietary habits.”

Lifestyle factors like sleep quality, stress levels, and physical activity also influence the Index, making it a well-rounded indicator of overall health. Paired with other Galaxy Watch8 features like sleep coaching, activity tracking and Vascular Load monitoring, the Antioxidant Index offers a holistic view of your well-being, empowering smarter decisions for healthier ageing.

The Antioxidant index feature measures carotenoid levels in seconds with the sensor on the back of the Galaxy Watch8 and provides additional nutritional insights on paired Galaxy smartphones.

Your Health, Reimagined

“New wearable sensors can play a role in helping people build healthy eating habits by tracking and encouraging sufficient daily intake of fruits and vegetables,” says Professor Yoonho Choi from Samsung Medical Center. “Over time, this simple practice can help support long term health and reduce the risk of age-related diseases, making it a very effective way to support overall wellbeing.”

Antioxidants are an emerging area of focus, but research has been limited due to the challenges of accurate measurement. Galaxy Watch8’s Antioxidant Index goes beyond current industry developments and delivers meaningful innovation.

Samsung’s ability to measure antioxidant levels with precision, acknowledged by experts as a benchmark for future research, represents a breakthrough in health monitoring. By helping users identify risks early and take proactive steps towards better health, Samsung is paving the way for a smarter, more proactive approach to wellness and redefining the role of wearables in preventative healthcare.

[1]Requires a Galaxy smartphone running Android 11+ and Samsung Health App (V6. 30.2 or above). Samsung Account login required.

[2]Samsung Health features are intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, treatment of any medical condition or sleep disorder. The measurements are for your personal reference only. Please consult a medical professional for advice. Samsung account login required.

[3]Seoul National University is a leading academic institution in South Korea.

[4]Photodiodes are semiconductor devices that convert light into electrical signals.

[5] Samsung Medical Center in Seoul, South Korea, is a leading medical institution known for its patient-centered care, advanced medical technologies, and specialized centers such as the Comprehensive Cancer and Proton Therapy Centers.

Powered by Samsung’s cutting-edge sensor technology that provides a holistic, real-time overview of our health, the new Galaxy Watch8 series[1] shifts the focus towards preventative care. It provides clear, actionable insights based on your lifestyle patterns to help you understand your body and mind more deeply, build healthy habits and help identify silent threats such as ectopic beats early on.

The Galaxy Watch8 series’ Antioxidant Index allows you to monitor your antioxidant intake by measuring carotenoid levels in the skin.

Preventative Care Through Early Detection

With new heart metrics, Galaxy Watch8 series spots the potential for health issues sooner, so you can prevent them before they start:

• Ectopic Beat Detection: Galaxy Watch8’s enhanced Electrocardiogram (ECG)[2] can better capture ectopic beats – premature heartbeats that often go undetected in routine checkups as they frequently occur without noticeable symptoms. It is well known that frequent ectopic beats can be considered clinically significant and may lead to arrhythmias that drive up stroke and heart-failure risk. Galaxy Watch8 series provides enhanced ECG measurement with the ability to differentiate instances of frequent ectopic beats providing earlier insights to support preventive care.

• Vascular Load[3]: While you sleep, Galaxy Watch8 reads Photoplethysmogram (PPG) waveforms – optical signals associated with blood flow during sleep. It measures blood volume and vascular stiffness and precisely analyses changes in stress on blood vessels. Because diet, stress, and rest all affect this metric, regular monitoring shows which habits to fine-tune and helps you cut cardiovascular risk before it takes hold.

Lifestyle Changes Motivated by Sensor-Driven Insights

The Galaxy Watch8 series’ advanced sensor now gives you more immediate insights for your nutrition and sleep patterns to steer you towards lasting, sustainable habits:

• Antioxidant Index[4]: Because lifestyle often outweighs genetics, the Galaxy Watch8 series shines a light on your daily choices. The BioActive Sensor measures skin carotenoids in five seconds using multi-wavelength absorption spectroscopy. After analysing these carotenoids, an antioxidant which reflects fruit and vegetable intake, you are given a score of 0–100, which is categorised into one of three levels. This score shows how diet, UV light, alcohol and stress are impacting your antioxidant levels. With insufficient fruit and vegetable intake linked to major health risks, this non-invasive metric offers meaningful insight, promotes healthier choices to help you add another layer of prevention to your daily routine.

• Bedtime Guidance[5]: Leveraging the science behind the two-process model of sleep regulation, the Galaxy Watch8 series tracks your circadian rhythm (internal body clock) and sleep pressure (how much your body needs sleep), over three days. It then interprets this data as a differential equation to calculate the optimal bedtime for waking up refreshed. The algorithm uses changes in sleep threshold and individual sleep needs throughout the day to deliver personalised guidance. Developed by KAIST and clinically tested at Samsung Medical Center, this feature helps build healthier sleep routines that lead to deeper, less interrupted sleep and more energised mornings.

Pioneering the journey to preventative health choices

Samsung’s sensor innovation supports people on their preventative care journeys. The Galaxy Watch8 series helps unify your patterns, expose potential hidden risks, and deliver real-time actionable insights so you can make choices for your health in advance.

[1] Availability and features may vary depending on the smartphone paired; visit https://news.samsung.com/uk/great-health-begins-with-galaxy-watch for details. Not intended for use in detection, diagnosis, treatment of any medical condition. The result is for your personal reference only. Please consult a medical professional for advice.

[2] Samsung Galaxy smartphone required. It is not intended to replace traditional methods of diagnosis or treatment. The feature is not intended for users with known arrhythmias other than AFib. Users should not interpret or take clinical action based on the device output without consultation with a qualified healthcare professional.

[3] Service only available with Galaxy Watch Ultra or later released Galaxy Watch Series. To measure vascular load, it is required to wear Galaxy Watch when sleeping for at least 3 days out of recent 14 days.

[4] Service only available with Galaxy Watch Ultra or later released Galaxy Watch Series. To measure, place the centre of your finger on the sensor at the back of the Watch and hold it for 5 seconds. While Anti-oxidant index can be measured using any finger, the thumb is recommended for the most accurate result. Repeat measurement due to uneven skin texture may lead to inaccurate results.

[5] Bedtime guidance is available on Android phone (Android 11 and above) requires Samsung Health app (v6.30.2 or later). It is based on 3 days of sleep analysis of user’s circadian rhythm and sleep pressure.

Samsung Electronics Co., Ltd. today announced the availability of the One UI 8 Watch update^[1] for Galaxy Watch Ultra, unlocking the motivational health features and refined, intuitive interface unveiled with the new Galaxy Watch8 series to a wider Galaxy users. With the update, Galaxy Watch Ultra users now have access to powerful tools^[2] like Running Coach, Vascular Load and Antioxidant Index— all designed to help users build healthier habits through motivational insights.

With One UI 8 Watch, the user interface is optimised to deliver essential information at a glance on a smartwatch-sized screen. Multi-Info Tiles pull everything from health metrics to weather into a customisable view, delivering the information users need, exactly when they need it. Now Bar^[3] ensures that whatever users are working on is always accessible. These One UI 8 Watch features integrate seamlessly with Galaxy Watch Ultra’s robust performance and durability.

Galaxy Watch Ultra remains the ultimate wearable companion for those who love outdoor adventure, all available in four stunning titanium finishes — including the newly introduced Titanium Blue. Meanwhile, Galaxy Watch8 is designed for everyday wellness with comfort and style, while Galaxy Watch8 Classic offers timeless sophistication paired with advanced functionality. Galaxy Watch8, Galaxy Watch8 Classic and Galaxy Watch Ultra in Titanium Blue will soon be globally launched.

For more details about the Galaxy Watch Ultra, visit https://www.samsung.com/galaxy-watch/

[1]Availability and features may vary depending on market, model and the smartphone paired. One UI 8 Watch update will be progressively rolled out to previous Galaxy Watch models. All functionality, features, specifications and other product information provided in this document including, but not limited to benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

[2] Availability and features may vary depending on market, model and the smartphone paired; visit https://www.samsungmobilepress.com/feature-stories/great-health-can-happen-overnight-with-galaxy-watch for details. Not intended for use in detection, diagnosis, treatment of any medical condition. The result is for your personal reference only. Please consult a medical professional for advice.

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

Samsung Electronics Co., Ltd. today introduced Galaxy Watch8 and Galaxy Watch8 Classic^[1], establishing an iconic design identity across the entire Galaxy Watch lineup.

Building upon the foundation of the Galaxy Watch Ultra’s cushion design, this series boasts the thinnest, most comfortable Galaxy Watch ever^[2] for continuous health tracking. The Galaxy Watch8 series suits diverse lifestyles and provides advanced capabilities, setting a new standard for style and personalised health experiences.

“The next frontier for wearable technology is preventative health. We don’t want to just monitor peoples’ wellbeing – we want to give them personal, reliable and meaningful insights,” said Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK & Ireland. “The Galaxy Watch8 series sets a new standard by combining comfort, form and function with advanced sensor technology that is powered by AI, helping everyone build longer-term habits where every decision we make will be guided by our health.”

Redesigned Inside and Out for Ultimate Wellness

By reimagining both form and function, the Galaxy Watch8 series delivers unmatched comfort alongside industry-leading performance, making it the ultimate companion for everyday wellness. The distinctive cushion design, which debuted with Galaxy Watch Ultra, now defines the entire Galaxy Watch lineup.

To achieve the thinnest design yet, the internal structure of Galaxy Watch8 was completely reengineered and its component mounting capability has been improved by 30%, resulting in an 11% thinner design. Combined with the Dynamic Lug system, this design moves naturally with the wrist, providing greater comfort and improved stability^[2] for a better fit and enhanced health-tracking accuracy.

Galaxy Watch8’s sleek profile is complemented by its exceptional performance. Even when you are outdoors under bright sunlight, the display is 50% brighter^[2] with a peak brightness of 3,000nits for easy visibility, and the enhanced battery^[2] ensures the watch can keep up with an active lifestyle.

Moreover, the dual-frequency GPS provides more detailed and precise location results^[2] while our most powerful 3nm processor delivers faster performance and greater power efficiency. With the groundbreaking BioActive Sensor that enables deeper and more accurate health insights, the Galaxy Watch8 series helps provide a holistic view of your health.

Motivation for Lasting Health Changes

Sleep is a window into your overall health and each restful night allows your body and mind to recover immediately the very next day. That’s why Samsung is continuously advancing the sleep experience, offering tailored sleep coaching, helping to create an optimal sleep environment, and even detecting moderate to severe signs of sleep apnoea^[3]. On top of that, the Galaxy Watch8 series comes with new unique health features on the Samsung Health app^[4] that help you build healthier habits through instant, motivational insights – from sleep to nutrition and workout.

Bedtime Guidance^[5] can measure your circadian rhythm to suggest the optimal time to go to bed so you wake up refreshed the next morning. Vascular Load^[6]helps monitor the stress levels on your vascular system during sleep. Providing insights on various lifestyle factors including sleep, stress and activity, it helps you adopt a more comprehensive approach to managing your health.

Meanwhile, the Galaxy Watch8 series introduces Antioxidant Index^[7]for the first time in a smartwatch, enabling you to measure carotenoid levels in just five seconds and make informed lifestyle choices for healthy aging.

Whether you’re a novice or experienced runner, the Galaxy Watch8 series delivers personalised fitness insights to keep you motivated when you need it most. Running Coach^[8] calculates your fitness level from 1 to 10 and develops a tailored training plan complete with real-time guidance and motivational insights. With the updated Together feature, which now supports running, you can gamify your fitness journey by challenging friends and family.

If high level of stress persists, High Stress Alert will immediately signal so that you can take a break to help manage your stress levels in real-time. With Mindfulness and Stress Tracker^[9]you can record your mood and receive guidance on breathing exercises to relieve your stress – all at once on your wrist.

Plus, the AI-powered Energy Score^[10]gives you a snapshot of your energy level, combining physical and mental energy metrics so you can have a healthier day, every day.

Easier Watch Interaction with Wear OS and Gemini

Developed in close collaboration with Google, the Galaxy Watch8 series is the first smartwatch equipped with Wear OS 6 as well as Gemini^[11], Google’s AI assistant, as pre-loaded. Go hands-free using natural voice commands to get things done on the go with your Galaxy Watch apps like Samsung Health, Calendar, Reminder, and Clock. For example, you can ask Gemini to find a nearby cafe and text a friend to meet you there, all in one go. Or, if you’re ready to start your workout and you have a goal in mind, simply say, “Start a 30-minute run.” The watch seamlessly initiates the workout in Samsung Health.

In addition, thanks to the new One UI 8 Watch, the user interface is optimised for the size and shape of the watch face. The new Multi-Info Tiles provide easy access to health metrics, weather, events and more – all in a single, quick look. Moreover, the new Now Bar and depthless notifications ensure key activities are front and center.

Tailored to Match Every Lifestyle

Galaxy Watch8, Galaxy Watch8 Classic and the new Galaxy Watch Ultra are available for pre-order starting today, July 9 and widely available in operators, retailers and on samsung.com/uk from July 25.

Featuring a sleek and minimalist design, Galaxy Watch8 is designed for everyday wellness. Available in 44mm or 40mm sizes and in Graphite or Silver, it provides comfort and style for daily activities.

Meanwhile, Galaxy Watch8 Classic brings timeless sophistication to the wrist with modern features such as a rotating bezel and a quick button for added convenience. The Classic model measures 46mm and comes in Black and White. Plus, both models can be matched with a range of stylish bands^[12] designed to suit diverse lifestyles.

For those who love outdoor adventures, Galaxy Watch Ultra is the most advanced and durable Galaxy Watch model yet. Available in four titanium finishes including the new Titanium Blue, it offers the longest battery life and the most robust performance in the lineup.

If you’re looking for a more discreet wearable that offers continuous health tracking, Galaxy Ring boasts superior comfort and up to seven days of battery life. Available in Titanium Black, Titanium Silver and Titanium Gold, the Galaxy Ring comes in sizes 5-15.

Pricing

 Galaxy Watch8 RRP:

• 40mm BT – £319.00
• 40mm LTE – £369.00
• 44mm BT – £349.00
• 44mm LTE – £399.00

Galaxy Watch8 Classic RRP:

• 46mm BT – £449.00
• 46mm LTE – £499.00

Galaxy Watch8 Ultra RRP:

• 47mm LTE – £599.00

Offers

 Pre-order the new Galaxy Watches and get 10% off when you pre-order with any Z Series or S Series smartphones^[13].

Pre-order any new Galaxy Z Series smartphone or Watch8 on Samsung.com and get a selected pair of silver Buds free with code ZLIVE^[14].

Claim a Duo Wireless Charger & a Camel Hybrid Band worth £130 when you purchase a Samsung Galaxy Watch8 or Watch8 Classic from samsung.com or Participating Retailers between 9^th July – 2^nd September 2025^[15].

Claim a Duo Wireless Charger & a Blue Trail Band worth £150 when you purchase a Samsung Galaxy Watch Ultra from samsung.com or Participating Retailers between 9^th July – 2^nd September 2025²⁰.

For your peace of mind, Samsung Care+ offers cover for accidental damage, repairs, and replacements. Starting 9 July 2025, new customers can enjoy three months of Samsung Care+ for free, with monthly payments beginning only from the fourth month. This limited-time offer is available until 23 September 2025^[16]

To learn more about Galaxy Watch8 series and Galaxy Ring, please visit: www.samsung.com/uk/galaxy-watch or www.samsung.com/uk/galaxy-ring.

Galaxy Watch8 Series Specifications

[1]Requires smartphone operating on Android 11 or above with Google Mobile Services and the latest version of the Samsung Health app. Samsung account login and Galaxy smartphone is required for certain AI features.

[2] Compared to the previous Galaxy Watches.

[3]Requires a Galaxy smartphone running Android 12 or above.  Do not use feature if you are pregnant or have previously been diagnosed with sleep apnoea.  22 years+ only.  Intended to detect signs of moderate to severe obstructive sleep apnea over a two-night period.  Feature will not detect central sleep apnoea.  Does not replace diagnosis or treatment by a healthcare professional.

[4]Samsung Health features are intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, treatment of any medical condition or sleep disorder. The measurements are for your personal reference only. Please consult a medical professional for advice. Samsung account login required. Vascular Load, Running Coach and Antioxidant Index are available on Android phones (Android 10 or above) and requires the Samsung Health app (v6.30.2 or later). Vascular Load and Antioxidant index are Labs features that you can preview before its official launch. If you don’t want to use these experimental features, you can turn them off in Samsung Health settings.

[5]Bedtime guidance is available on Android phone (Android 11 and above) requires Samsung Health app (v6.30.2 or later). It is based on 3 days of sleep analysis of user’s circadian rhythm and sleep pressure.

[6]Service only available with Galaxy Watch Ultra or later released Galaxy Watch Series. To measure vascular load, it is required to wear Galaxy Watch when sleeping for at least 3 days out of recent 14 days.

[7]Service only available with Galaxy Watch Ultra or later released Galaxy Watch Series. To measure, place the centre of your finger on the sensor at the back of the Watch and hold it for 5 seconds. While Anti-oxidant index can be measured using any finger, the thumb is recommended for the most accurate result. Repeat measurement due to uneven skin texture may lead to inaccurate results.

[8]Service only available with Galaxy Watch Ultra or later released Galaxy Watch Series. To use running coach program, user needs to take a running level test and get a level before starting the coach program.

[9]Information provided is intended solely for education purposes and shouldn’t replace professional advice or treatment.

[10]Intended for general wellness and fitness purposes only. Requires smartphone operating on Android 11 or above with Google Mobile Services and the latest version of the Samsung Health app. Samsung account login and Galaxy smartphone is required for certain AI features

[11]Gemini is a trademark of Google LLC. Requires internet connection and Google Account login. Accuracy of results is not guaranteed.

[12]Sold separately.

[13] Purchase from Samsung.com by 24.07.2025. Discount applies automatically at checkout when eligible products are added to the basket. Up to two discounted products. The discount will be applied to the two devices with the lowest values only.

[14]Pre-order from Samsung.com by 23:59 10.07.25. Apply code at checkout to redeem. Code adds to basket a pair of Galaxy Buds3 Pro with purchases of any Z Fold7, Buds3 with any Z Flip7, or Buds FE with any Watch8. Colour of Buds cannot be changed. Code limited to one use per customer.

[15]Purchase a Galaxy Watch8, Watch8 Classic, or Watch Ultra by 02.09.2025 from a Participating Retailer. Claim by visiting: www.samsungoffers.claims/GalaxyWatch2025 by 02.10.2025. UK/ROI. 18+ only. For full T&C’s, see here

[16]Samsung Care+ provides cover for accidental damage, including cracks, spills, and drops – with the option to add theft cover for even greater peace of mind. Whether shopping online or in-store, customers can enroll in Samsung Care+ at the time of purchase or within 60 days of buying their new device. Samsung Care+ is underwritten by Assurant General Insurance Limited. Terms, conditions, and excesses apply. Offer available to UK customers only, aged 18 and over

[17]Measured without health sensors.

[18]Measured without band.

[19]Battery life is based on results from internal lab tests for typical usage pattern scenarios conducted by Samsung. Actual battery life may vary depending on different usage patterns, device model, network environment and other factors. Typical value tested under third-party laboratory conditions. Typical value is the estimated average value considering the deviation in battery capacity among battery samples tested under the IEC 61960 standard.

[20]Testing conducted by Samsung using pre-released version of Galaxy Watch8 and Galaxy Watch8 Classic (BT & LTE), each paired to a Samsung phone; all devices tested with prerelease software, Galaxy Watch Magnetic Fast Charging USB C Cable (EP-OL300), and Samsung 25W USB C Power Adapter (EP-TA800). Charge time varies according to region, settings, usage patterns and environmental factors; actual results may vary. Samsung 25W USB C Power Adapter (EP-TA800) sold separately.

[21]Wear OS Powered by Samsung works with phones running Android 12 or later with more than 1.5GB of memory. Compatible devices may vary by market, carrier or device brand.

[22] LTE connectivity only available in LTE models.

[23]Galaxy Watch8 series has obtained MIL-STD 810H Certification: It has undergone a test that repeats from -20°C (1Hr) to 50°C (1Hr) for a total 6 hours.

[24]Device activation is only available after connecting to a smartphone that supports Google Mobile Services. Compatible devices may vary by market, carrier or device brand.