Highlights include previewing future Bespoke AI Washer models ¹ designed to help consumers save energy and manage running costs, three industry-first gaming monitor innovations, the recently announced Galaxy S26 FE and the new Galaxy Book6, launching this week. The experience builds on Samsung’s longstanding partnership with IFA and its commitment to delivering meaningful innovation across Europe. Samsung is also the official main sponsor of the IFA Creator Hub at Messe Berlin.

“AI should deliver tangible benefits that people can see and experience in their everyday lives,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At IFA 2026, we’re showcasing how Samsung is levelling up its AI across our TVs, mobile devices and the connected home, in practical and accessible ways. Whether it’s helping people save energy, enjoy richer entertainment experiences or access powerful AI features across more devices, our focus remains on technology that improves everyday life.”

Celebrating 20 Years as the World’s Number One TV Brand

For 20 consecutive years, Samsung has held the position of the world’s number one TV brand ². The latest product portfolio and innovations that has maintained this leadership position will be showcased at IFA.

Delivering the next generation of TV experiences, Micro RGB represents a major advancement in picture quality, using microscopic red, green and blue LEDs to deliver exceptional precision across colour, contrast and clarity.

Helping users discover and enjoy content more easily, Vision AI Companion³ is available across Samsung’s 2026 TV line-up and brings conversational AI to the TV, providing personalised recommendations and contextual information without interrupting the viewing experience.

Samsung’s leadership is built on not only delivering exceptional viewing experiences, but on an ecosystem that extends beyond the screen. By bringing together premium hardware, intelligent software and content within one connected platform, Samsung continues to enhance entertainment throughout the lifetime of the TV. Samsung TV Plus, which now reaches more than 100 million monthly active users globally, is a key part of this experience.

Industry – First Gaming Monitor Innovation

With its latest gaming monitor portfolio, Samsung is continuing its display leadership with a series of industry-first products designed to push the boundaries of gaming performance and deliver more immersive and responsive experiences for consumers.

These include the Odyssey G75SJ, the world’s first 42″ Curved OLED gaming monitor, providing a wide cinematic view and 4K OLED picture quality on a larger screen. The Odyssey G60H 27″, the world’s first 1100Hz monitor, giving players the speed to trust their instincts, push harder and compete at their highest level. The Odyssey OLED G9, the world’s first 49-inch DQHD gaming monitor with a 360 Hz refresh rate. Lastly, the Odyssey OLED G8, a 32-inch UHD OLED monitor that pairs QD-OLED picture quality with a top refresh rate of 360 Hz for fast, fluid gameplay and Triple Mode support.

AI- Powered Appliances Designed Around Everyday Living

Announced at IFA, Samsung is expanding its Bespoke AI Washer range with new 10kg and 13kg models designed around greater energy efficiency, capacity and convenience. The new 10kg model consumes up to 70% ⁴ less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while the 13kg model delivers greater capacity within a European standard 600mm depth using SpaceMax technology.

Samsung is also showcasing the latest Bespoke AI Refrigerator Family Hub updates, bringing enhanced AI-powered food recognition and connected kitchen experiences to the home.

Bringing Galaxy AI to More People

At IFA, Samsung is also giving visitors the opportunity to experience the recently announced Galaxy S26 FE. First in the Galaxy S26 lineup to launch with One UI 9, Galaxy S26 FE pairs advanced camera capabilities with the latest Galaxy AI.

The Galaxy S26 FE includes many of the AI-powered experiences available across the Galaxy ecosystem, enabling more consumers to benefit from advanced AI features which include a flagship-level camera experience and intelligent editing tools designed around how consumers capture, create and communicate today.

Samsung is also announcing a new 14-inch Galaxy Book6 this week, further expanding access to premium Galaxy experiences across the connected ecosystem. Combining up to 25 hours of video playback ⁵, Intel® Core 3 and Core 5 performance, Galaxy AI-enabled features and the design language of the Galaxy Book6 family, the new model brings Samsung’s innovations to even more consumers.

For more information on the products featured in this release, please visit the Samsung Global Newsroom.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia. ︎
3. Vision AI Companion is available worldwide in English and limited to seven European languages: English, French, German, Italian, Spanish, Portuguese and Polish* (*by the end of Oct 2026). Other global languages include: Korean, Vietnamese and Thai. ︎
4. Based on Samsung internal testing.  The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
5. Based on results from internal lab tests for local video playback time conducted by Samsung. Tested with results from a pre-release version of the device under settings (1080p video playback from video files stored on the device’s local storage, player-Windows video players (Media Player, Movies & TV, Films & TV) with full screen, brightness-150nits, wired earphone with default volume, airplane mode on) without connection to Wi-Fi or mobile network, measuring the time until the device is discharged to 2%. Battery life varies significantly depending on settings, network environment, usage patterns and other factors. ︎

“Galaxy S26 FE is purposefully designed to deliver the signature strengths of the Galaxy S series, ensuring that every feature makes a meaningful difference in users’ daily lives,“ said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience (MX) Business at Samsung Electronics. “Packed with beloved Galaxy camera and AI experiences, backed by the latest One UI 9, Galaxy S26 FE comes to life as an ideal choice for those who know exactly what matters most to them.“

Sharper Capture, Effortless Editing

Galaxy S26 FE delivers a more capable camera experience¹ from capture to edit, with an enhanced triple rear camera and advanced image processing that help users capture and refine the moments that matter — whether shooting still scenes or fast-moving action.

• My FanCam,² first introduced on the latest Galaxy foldables, is now available on Galaxy S26 FE. It automatically tracks a selected person and keeps them centred, intelligently reframing video as the scene moves, so users can turn dynamic moments into social-ready content with less manual editing.
• For video, Super Steady³ with Horizontal Lock — a favourite among Galaxy S26 users — helps capture smoother, more level footage while filming fast-moving activities, travel moments and everyday scenes on the go.
• Galaxy S26 FE supports 3x optical zoom, giving users more confidence when shooting from a distance. For selfies, an enhanced 12 MP front camera⁴ captures more in every frame, making group shots easier to take.
• Nightography a signature of the Galaxy S series,helps users capture bright and clear shots in low light, with detail preserved even in the most challenging scenes. ⁵
• Even after the moment has passed, Photo Assist⁶ makes it easier to refine images using natural language prompts – turning day into night, adding new elements or restoring missing parts. Plus, edits can be reviewed step by step and revised or undone along the way.
• With Gemini Omni⁷, users can easily create and edit videos clips based on photo and videos from their Gallery, turning them into polished, ready-to-share videos.
  

AI Experiences, Always One Step Ahead

Powered by the latest One UI 9, Galaxy S26 FE brings a range of intuitive, context-aware Galaxy AI⁸ experiences that make daily life easier by adapting to users’ routines to keep them informed and organised. It also handles everyday tasks faster and more seamlessly on user’s behalf.

• Updated Now Brief⁹, first introduced on the Galaxy S25 series, is even more personalised through customisable briefing cards like weather and wellness insights. Users can now create their own cards with a simple prompt, making Now Brief more relevant throughout the day.
• Now Nudge¹⁰ is expanded to select third-party apps and notifications, surfacing timely, relevant suggestions across more of the day — helping users turn insights into action and manage everyday routines with less friction.
• Circle to Search with Google¹¹ now allows users to search for multiple items in an image at once, making it easier to identify products, places, objects and more in a single step.

Built to Keep Up Throughout the Day

Galaxy S26 FE brings meaningful upgrades to the everyday essentials users rely on most — including a long-lasting battery and a bright display built for work, entertainment and creativity from morning to night.

• A long-lasting 4,900 mAh battery¹² keeps users going while maintaining the slim and refined design of the Galaxy S26 lineup. Users can reach up to 70% charge in around 30 minutes with the 45 W adapter¹³, powering up quickly to stay connected for longer.
• A 6.7-inch¹⁴ Dynamic AMOLED 2X display with up to 120 Hz refresh rate provides smooth, immersive visuals with brightness, resolution and clarity for streaming, gaming, browsing and creative work.

Users choosing Galaxy S26 FE as their next device will feel the power of the Galaxy experience from day one. An improved Smart Switch helps users get set up more easily, making the move to Galaxy feel like a warm welcome. Meanwhile, long-term software updates and Samsung Care+ provide added confidence over time.

• Upgraded Smart Switch¹⁵ makes moving to Galaxy easier than ever. Whether switching from an Android or iOS device, users can scan a QR code to wirelessly transfer data – from passwords and passkeys to call history, accessibility settings and eSIM data — with no extra apps and less setup time.
• Galaxy S26 FE is built to last, with up to seven generations of OS upgrades and seven years of security updates,¹⁶ allowing users to enjoy the latest features with confidence for years to come.
• For added peace of mind, Samsung Care+¹⁷ offers comprehensive coverage optimised to users’ needs, including tailored benefits that protect the value of the device. With One UI 9, the new Warranty and care settings hub also makes it easy to enroll in, access and manage Samsung Care+, along with other device care support.
• A 6-month free trial of Google AI Pro¹⁸ will bring expanded AI capabilities and 5 TB of cloud storage valued at GBP 18.99 per month.

Together, these enhancements deliver the Galaxy experiences users rely on every day in one thoughtfully crafted device.

Availability

Galaxy S26 FE will be available starting Sept. 4 in select markets in three colours: Blueberry, Graphite and Pistachio.¹⁹

For more information on Galaxy S26 FE, please visit: Samsung Newsroom, Samsung Mobile Press or Samsung.com.

Specifications

1. Compared to Galaxy S25 FE. ︎
2. Samsung account login required. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed. ︎
3. Super Steady results may vary depending on editing method and/or shooting conditions. ︎
4. Compared to Galaxy S25 FE. (FOV 80˚) ︎
5. Compared to Galaxy S25 FE. Results may vary depending on light conditions and/or shooting conditions including multiple subjects, being out of focus or moving subjects. ︎
6. Requires network connection and Samsung account login. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output not guaranteed. ︎
7. Gemini Omni requires an eligible Google AI Pro subscription. Galaxy S26 FE includes a 6-month Google AI Pro trial for eligible users. Offer availability, redemption period, supported features and subscription terms may vary by country, region, language, device model and account. Charges may apply after the trial period unless canceled. Google AI Pro and Gemini Omni are trademarks of Google LLC. ︎
8. Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the country, region, OS/One UI version, device model or phone carrier. ︎
9. Samsung account login and network connection required. ︎
10. Samsung account login required. Supported apps only. Accuracy of results is not guaranteed. ︎
11. 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. ︎
12. Typical value tested under third-party laboratory conditions. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated capacity is 4,900 mAh for Galaxy S26 FE. ︎
13. Galaxy S26 FE supports up to 45W wired charging. 45W power adapter sold separately. Use only Samsung-approved chargers and cables.  ︎
14. Measured diagonally, Galaxy S26 FE’s screen is 6.7 inches in the full rectangle and 6.5 inches accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole. ︎
15. Switching to Galaxy is now easier than ever, thanks to a more seamless migration experience across a wider range of devices. With the updated Smart Switch, iOS users can scan a QR code on their current devices and wirelessly transfer data without downloading additional apps. Smart Switch can also bring over additional types of data including password and passkeys, call history, accessibility settings, eSIM data and more, helping reduce the time needed to set up a new device.  And with Quick Share’s new compatibility with AirDrop24, sharing files between iOS and Galaxy devices is now seamless in both directions ︎
16. Galaxy S26 FE will support seven generations of OS upgrades and seven years of security updates from global launch date. Timing of OS upgrades and security updates may vary by device model, network provider, or market. ︎
17. Samsung Care+ is available within 60 days of device purchase. Excludes repairs for cosmetic damage. Theft and Loss requires activation of Knox Guard and is subject to limit of two claims per year. Excess payable. Walk in repair subject to local availability. Terms and conditions apply. Subject to eligibility. UK residents aged 18+. 3 months free cover applied automatically to monthly plans.  From month 4 after the purchase of Samsung Care+, the monthly premium for your chosen device cover will be charged on or around the same date of the month as the cover start date. Samsung Care+ is brought to you by bolttech Insurance Services (UK) Limited, authorised and regulated by the Financial Conduct Authority (FRN 832644) with registered office in 27 Old Gloucester Street, London, United Kingdom, WC1N 3AX, company house number 11187028. The insurance is administered by bolttech Device Protection (Ireland) Limited, with registered office in in Block C 77 Sir John Rogerson Quay Dublin 2 D02 VK60 Dublin 2, Dublin, Ireland, company house number 675680. The policy is underwritten by AmTrust Specialty Limited, authorised and regulated by the Prudential Regulation Authority and the Financial Conduct Authority (FRN 202189) with registered office in Exchequer Court 33 St. Mary Axe London UK EC3A 8AA company house number 01229676(FRN 202189). ︎
18. 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 cancelled 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. ︎
19. Colour availability may vary depending on carrier. ︎