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. ︎

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. ︎

Samsung Electronics Co., Ltd. today announced that it is now offering the Galaxy S26 series — Samsung’s third-generation AI phones — as part of its Samsung Certified Re-Newed (CRN) programme. Backed by Samsung’s trusted certification, Galaxy S26, Galaxy S26+ and Galaxy S26 Ultra are now more accessible to consumers at an affordable price, with trusted performance, quality and warranty.

The Galaxy S26 Ultra features the most powerful hardware ever on a Galaxy S series device, an industry-leading camera system and the most intuitive, proactive and adaptive Galaxy AI experiences. It also introduces a built-in Privacy Display, which keeps content clear for the user while limiting what others can see.¹

The Galaxy S26 and S26+ also bring premium flagship experiences to a broader audience, combining advanced AI capabilities and camera performance in a refined design. With seven generations of OS upgrades and security updates, the Galaxy S26 series delivers long lasting performance and durability consumers expect — making premium technology more accessible without compromise.

Galaxy S26, Galaxy S26+ and Galaxy S26 Ultra Certified Re-Newed undergo an in-house expert inspection and refurbishment process, which includes rigorous cleaning and quality tests. Each device is reconditioned to look and perform to Samsung’s high standards using genuine Samsung parts². During the restoration process, all devices are reset to delete personal data and ensure they are sold in a condition equivalent to that of a brand-new device.³

Certified Re-Newed devices come with the same warranty as new Galaxy devices⁴ and updated with the latest software to ensure security and long-term usability, giving customers added peace of mind.

Availability

Starting today, Galaxy S26 Certified Re-Newed, Galaxy S26+ Certified Re-Newed and Galaxy S26 Ultra Certified Re-Newed will be available on Samsung.com.

Available in both Black and Cobalt Violet, all Samsung Certified Re-Newed smartphones come with a 2-year warranty, just like Samsung’s brand-new smartphones:

Galaxy S26 Ultra

• 1TB
• 512GB
• 256GB

Galaxy S26+  

• 512GB
• 256GB

Galaxy S26    

• 512GB
• 256GB

1. Built-in Privacy Display is available only on Galaxy S26 Ultra and requires manual activation in Settings. It is a display feature and is not AI-powered. ︎
2. The types of parts to be replaced differ depending on the condition of the phone. ︎
3. The product may have slight external blemishes that do not affect functionality or performance. ︎
4. Warranty may vary by country or market. ︎

The #PlayGalaxy Cup is a global mobile gaming tournament designed to showcase the powerful gaming performance of Galaxy smartphones. This year marked the first time the competition was held as a full-season league, with regional qualifiers leading up to the World Final.

 “This year was the first time the #PlayGalaxy Cup was held as a full season tournament, and we’ve witnessed thrilling competition from start to finish,” said David Moon, Head of Influencer Marketing, Mobile eXperience (MX) Business at Samsung Electronics. “Samsung is thrilled to have brought gamers from all over the world together to experience the powerful performance of Galaxy S26 Ultra.”

The regional qualifiers were held across five regions — North America, Southwest Asia, Southeast Asia, Latin America, and Europe — with 32 teams from 17 countries competing for a place in the final stage. The top two teams from each region advanced, bringing a total of 10 teams from nine countries to the World Final at Gamescom.

After proving their skills through the regional qualifiers, the finalists then competed over two days for the championship.

All players at the World Final competed on Galaxy S26 Ultra, whose powerful processing performance and optimised thermal management enabled high-intensity matches through stable, immersive gameplay.

The final was won by the Malaysian team and was livestreamed worldwide on YouTube through streamer Ludwig’s channel, drawing a total of 12.1M views.

In addition to the #PlayGalaxy Cup World Final, Samsung operated a dedicated Galaxy experience zone at the venue, where visitors could get hands-on experience with Galaxy S26 Ultra, Galaxy Z Fold8, and Galaxy Z Fold8 Ultra.

Through partnerships with HoYoverse, TiMi Studio, and Gameloft, visitors to Samsung’s booth were also able to experience a variety of popular game titles across Galaxy devices.

Samsung Electronics UK today announced a city-wide programme of Galaxy experiences for audiences attending ‘BTS WORLD TOUR ‘ARIRANG’’ IN LONDON this June and July, bringing together technology, creativity and moments across the capital, powered by Galaxy S26 Ultra.

As the official partner of ‘BTS WORLD TOUR ‘ARIRANG’’, Samsung will invite audiences to discover exclusive experiences, interactive activations and limited-edition rewards across London, celebrating the tour before, during and beyond the concert.

From collectible ‘BTS WORLD TOUR ‘ARIRANG’’ Pins and personalised keepsakes to immersive Galaxy experiences inspired by the energy of the tour, audiences will be able to engage with ‘BTS WORLD TOUR ‘ARIRANG’ across the city in new ways.

As mobile devices become a natural part of concert culture, audiences increasingly use them to capture, create and share memorable moments while staying connected to the experience around them.

The collaboration reflects a shared belief in the power of concerts to bring artists and audiences together through emotions and unforgettable moments. Building on this shared vision, Samsung aims to help audiences experience the energy and emotion of live performances more vividly through Galaxy while preserving meaningful memories long after the show ends.

Across London, audiences will be able to unlock rewards, create content and explore interactive experiences through Galaxy technology.

Bringing Audiences Closer at Samsung Experience Stores

Beginning 24 June, Samsung Experience Stores across London will offer audiences the opportunity to engage with a range of ‘BTS WORLD TOUR ‘ARIRANG’’ -inspired Galaxy experiences ahead of the concert dates.

Visitors will be able to enjoy:

• Galaxy discounts and an exclusive Concert Content Kit including a 10,000mAh Samsung battery pack, Galaxy AI pop socket and water bottle with purchase of Galaxy S26
• A Galaxy Selfie Experience with exclusive merchandise
• Galaxy Buds case customisation experiences
• Interactive photo opportunities and exclusive rewards

Limited-time savings¹ can be found across the latest Galaxy S26 Series:

• Save £150 on Galaxy S26 Ultra
• Save £100 on Galaxy S26

Participating Samsung Experience Stores include Westfield London, Stratford City, Oxford Street and Canary Wharf.

Experience Galaxy at ‘BTS WORLD TOUR ‘ARIRANG’’

From 6–7 July, audiences visiting Tottenham Hotspur Stadium will be able to explore a dedicated Samsung Galaxy experience space inspired by the excitement and energy of the tour.

Visitors will be able to enjoy exclusive experiences including collecting limited-edition ‘BTS WORLD TOUR ‘ARIRANG’’ THE CITY London Pins and merchandise, creating personalised keepsakes at the Galaxy Photobooth, and adding messages to an interactive audience wall.

Discover Galaxy at The City – ‘ARMY MADANG’

From 8–10 July, audiences will also be able to visit The City – ARMY MADANG at Outernet, Tottenham Court Road, where Samsung will offer a range of immersive Galaxy experiences inspired by the energy of the tour.

Visitors will be able to take part in a variety of activities, including:

• Collecting limited-edition ‘BTS WORLD TOUR ‘ARIRANG’’ THE CITY London pins²
• Creating personalised keepsakes at the Galaxy Photo Kiosk
• Adding messages to an interactive audience wall and collecting postcard giveaways
• Exploring the Galaxy Creative Studio to create and personalise content and merchandise inspired by the tour

Additional details on selected experiences will be announced closer to the event here.

Discover Exclusive Experiences at Samsung KX

Sharing in the excitement of ‘BTS WORLD TOUR ‘ARIRANG’’, Samsung KX will become a destination for audiences looking to continue the celebration beyond the concert venue.

From 24 June to 7 July, Samsung KX will transform into a celebration space offering a range of exclusive Galaxy experiences, personalised creations and interactive activities inspired by the energy of ‘BTS WORLD TOUR ‘ARIRANG’’, including:

• Personalised Galaxy case customisation
• BTS-themed photo opportunities
• Interactive content creation experiences
• Exclusive activities, rewards and giveaways

On 6 and 7 July, Samsung KX will host special BTS-themed celebrations – supported by fanbase UK BTS Armation and Korean culture hub Hallyu Con – featuring music, entertainment and interactive Galaxy experiences, bringing audiences together to create, share and celebrate memorable moments inspired by the tour. Audiences are invited to find our more here.

Capture Every Moment with Galaxy

Inspired by the role Galaxy technology can play in helping audiences capture and relive memorable concert moments, Samsung Members will have the opportunity to enter a special prize draw for a chance to win a Galaxy S26 Ultra.stock

Simply share with us your best concert, event or party photo and answer a question to be in with the chance to win³. Find out more and enter here.

For the latest information, visit Samsung Newsroom UK https://news.samsung.com/uk/

1. Terms and conditions apply. Concert Content Kit available while stocks last. Eligible devices, participating locations and full offer details will be available at samsung.com/uk. ︎
2. Pins available while stocks last. ︎
3. Prize draw ends 10.07.26. For T&Cs and entry criteria, refer to competition page. ︎

It’s every traveller’s worst nightmare and yet such accidents are more common than you think. According to Samsung Care+ ^[1] data, claims submitted in July and August were 30% higher than the annual average ^[2]. With your phones holding everything from boarding passes and hotel reservations to maps, a damaged device could be a potential trip-nightmare.

▲ A damaged smartphone can be a holiday headache.

That is, unless you have Samsung Care+. Here’s how the comprehensive service helps keep your device protected, giving you peace of mind throughout your summer travels.

Reliable Support Across Major Destinations

First things first, there’s no need to panic. Samsung Care+ offers comprehensive coverage both at home and abroad^[3] through a network of Samsung-authorised service centers across major cities worldwide. Whether you’re in London, Seoul, Los Angeles, or Barcelona, your protection travels with you.

▲ Samsung Care+ customers get support through nearby Samsung-authorised service centers both at home and abroad.

Hassle-Free Repairs

Every minute counts on a vacation and the last thing you want is a long wait. Samsung Care+ streamlined claims process is designed to get you back on track fast.

• Streamlined Claiming: Complete a claim online in just a few minutes with our easy-to-follow process (or by phone if you prefer).
• Walk-in Repair: Select your preferred repair location and then drop your device in for repair.

Within minutes of arriving, the team will have your repair underway, getting your holiday plans back on track.

Professional Service by Certified Technicians

Samsung-certified technicians know Samsung Galaxy devices better than anyone. They’ll repair your device using Samsung genuine parts, and make sure it’s in great working condition.

▲ All repairs are handled by Samsung certified experts using original parts.

Continuing Your Journey With Complete Peace of Mind

Thanks to Samsung Care+’s service network and professional care, you are good to go. What could have ruined your long-awaited vacation becomes just a minor mishap. Samsung Care+ gives you complete peace of mind throughout your trip so you can focus on creating lasting memories.

▲ Samsung Care+’s comprehensive coverage offers peace of mind for Galaxy users.

[1]Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply

[2]Based on Samsung Care+ claims submitted in 2025

[3]When in need of Samsung Care+ services during your travel, contact the visiting country/region’s local customer services center in advance for Samsung Care+ availability.

See SAR at the bottom of the page^[1]

Departure: The Escape Begins Before You Step Out the Door

Whether on a train pulling away from the city or cruising down the highway, the Galaxy Buds4 Pro transform every journey into a special moment. Their dual-speaker system, with 24-bit/96kHz Hi-Fi audio^[2], reproduces every detail with richness and depth – ideal for rediscovering a playlist or starting a podcast that signals the start of the weekend. For long trips or winding roads leading to a mountain retreat, the Hearapy app developed by Samsung, helps reduce motion sickness, ensuring a more serene travel experience.

And because departures are often fast-paced, the Galaxy S26 Ultra’s Super Fast Charging 3.0 allows you to charge up to 75% battery in just 30 minutes^[3] – perfect for leaving without constraints.

Exploration: Capture Memorable Moments Without Compromise

Once you arrive at your destination, the pace changes. A seaside stroll at sunset, a bike ride down a country path, or wandering through a bustling alleyway: every moment deserves to be captured and remembered. Whether it’s the architectural detail of an impressive building or a breathtaking landscape, users can rely on the Galaxy S26 Ultra’s telephoto lens (50MP) and Wide Angle sensor (200MP) to capture every detail with precision.

With Super Steady mode^[4], which includes horizon lock, the Galaxy S26 Ultra guarantees smooth, perfectly framed videos – even while moving. It’s the perfect tool for filming a bike descent or an impromptu hike without losing quality. For creators, the Professional Video Codec (APV) ensures optimized compression without loss of quality, even after multiple edits – ideal for turning memories into polished content directly from your smartphone.

The Return: Lingering Memories

On the trip home, amidst nostalgic thoughts, you’re already scrolling through your photos. With the Galaxy S26 Ultra’s Photo Assist^[5], shots are enhanced in seconds. Whether it’s removing passers-by in the background or turning a cloudy sky blue, simply tell the Galaxy S26 what you want in the perfect shot.

For video side, the Audio Eraser^[6] feature allows you to remove distracting background noise to keep only the essentials: the sound of waves, a burst of laughter, or the atmosphere of a local market. Content can then be shared instantly via Quick Share, which is now compatible with AirDrop^[7], making exchanges easy regardless of the ecosystem.

To prolong the break, the Galaxy Buds4 Pro offer a fully personalized listening experience. Their Intelligent Noise Cancellation 2.0 and Intelligent Equalizer 2.0 analyze the shape of the ear and how the earbuds are worn in real-time to optimize sound output. The result: a tailor-made immersion, reinforced by high-performance active noise cancellation, ideal for gently disconnecting and stretching out those weekend playlists a little longer.

[1] SAR S26 Ultra: Head: 1.284 W/kg / Torso: 1.352 W/kg / Limbs: 2.13 W/kg | Find energy labels on Samsung.com.

[2] Ultra-high quality audio can be enabled if users activate the “Ultra High Quality (UHQ) Audio” option in Settings > Buds4 Pro > Sound quality and effects > Advanced quality options.

[3] 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. Rated capacity is 4,855 mAh for the Galaxy S26 Ultra.

[4] Super Steady mode results may vary depending on the editing method and shooting conditions.

[5] Photo Assist may require a network connection and a Samsung account login. Service availability may vary by country, language, or device model. Photo Assist may result in photo resizing. A visible watermark is overlaid on the image upon saving to indicate that it was generated by AI. The accuracy and reliability of the generated result are not guaranteed.

[6] The Audio Eraser function reduces noise in media files playing via the quick panel for select applications on the Galaxy S26 range. Support level depends on the model and OS version. Results may vary from video to video. A Samsung account login is required. Certain sounds like voices and music may be detected; accuracy is not guaranteed.

[7] The “Share with Apple devices” feature is enabled by default.

As part of the global team-up, the Galaxy S26 Ultra shined during its red-carpet moment at the global premiere for The Devil Wears Prada 2 World Premiere. In an activation that would leave even Miranda Priestly proud, Galaxy S26 Ultra was used to capture the stunning red carpet looks of attendees, making it the first-ever Runway Cam #withGalaxy that delivered jaw dropping professional-grade footage with a cinematic, social post-ready feel.

Stars like Heidi Klum, Paige DeSorbo and Hannah Berner, Helen Shen, and Winnie Harlow posed for the S26 Ultra photo-op to capture their memorable looks as seen below.

S26 Ultra user and influencer Haley Kalil (@hayleebaylee) participated in the photo experience.

“I absolutely love The Devil Wears Prada and as a Team Galaxy member, I just love my Galaxy S26 Ultra,” said Haley. “Seeing those worlds collide here on the red carpet and sharing all my favorite Galaxy S26 series features with a community who also loves this movie has just been the best experience.”

Haley also took to social media to showcase how she used her Galaxy S26 Ultra features such as Circle to Search with Google to get ready for the premiere.

View this post on Instagram

A post shared by H A L E Y B A Y L E E (@haleyybaylee)

“At Samsung, we believe great technology should feel as intuitive as great style. With Galaxy S26, we’re bringing that to life — merging fashion, film, and innovative tech to deliver an experience that’s instant, intelligent, and unmistakably powerful. Through our collaboration with Circle to Search with Google and The Devil Wears Prada 2, we’re not just showing up in culture — we’re shaping how people discover and engage with the world around them,” said Keena Grigsby, Chief Marketing Officer and Vice President, Mobile eXperience, Samsung Electronics America.

“For The Devil Wears Prada 2, we wanted to extend the storytelling beyond the screen and into the cultural moments that define fashion today,” said Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at The Walt Disney Studios. “Collaborating with Samsung allows us to connect audiences to the world of Runway in a modern, immersive way, where innovation, style, and storytelling intersect. From the red carpet to social-first content, this collaboration brings fans closer than ever to the glamour, creativity, and fast-paced energy that make this franchise so iconic.”

Helen Shen selfie with Galaxy S26 Ultra in front of the Runway Cam

Circle to Search with Google on Galaxy S26 Ultra is Runway ready

Samsung and Google partnered on a series of creative spots set in The Devil Wears Prada 2 universe to shine a light on how technology – like Circle to Search with Google on S26 Ultra – is the cheat code for staying calm in high-stakes situations.

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A post shared by Samsung Mobile (@samsungmobile)

Want to see if the Galaxy S26 series is the right fit for you? Visit Samsung.com and get ready for The Devil Wears Prada 2, in theatres May 1.

About The Devil Wears Prada 2

Twenty years after making their iconic turns as Miranda, Andy, Emily and Nigel—Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci return to the fashionable streets of New York City and the sleek offices of Runway Magazine in 20th Century Studios’ The Devil Wears Prada 2, the eagerly awaited sequel to the 2006 phenomenon that defined a generation. The film is directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Finerman, and executive produced by Michael Bederman, Karen Rosenfelt and Aline Brosh McKenna.

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The Galaxy S26 Ultra has earned a ‘Best Buy’ following rigorous independent lab testing by Which?, reinforcing its position as one of the leading flagship smartphones for UK consumers.

Which?, the UK’s largest independent consumer champion, called the device “the ultimate powerhouse” that “excels in every lab test”, with results highlighting standout performance across key categories such as speed, ease of use and design. The Galaxy S26 Ultra was also named the “fastest and most capable phone we’ve ever tested”, achieving five-star ratings for battery life, display quality and camera performance, and demonstrating strong results across both everyday use and more demanding tasks.

The Galaxy S26 Ultra features a 6.9-inch display, integrated S Pen, long lasting battery and industry-leading Galaxy camera system. A key addition is the new Privacy Display^[1], a world first on mobile designed to help protect on-screen content in public by restricting viewing angles, delivering an enhanced level of security alongside premium performance.

Annika Bizon, Vice President of Product and Marketing, Mobile Experience, Samsung UK & Ireland, said: “Being recognised with a Which? Best Buy for the Galaxy S26 Ultra reflects our commitment to delivering meaningful innovation that improves everyday experiences. The Galaxy S26 Ultra combines powerful performance, intelligent features and thoughtful design to deliver one of our most complete flagship experiences to date.”

[1]Requires manual activation in settings to function. Privacy Display feature is not AI-powered.

This awareness gap is giving rise to a new reality: the “accidental audience”.

Who are the “accidental audience”?

The “accidental audience” is made up of people who look at someone else’s phone screen when out in public. It is not planned, and sometimes not even intentional. Just something that happens when out and about.

The research shows:

• 56% of Europeans have accidentally looked at a stranger’s phone
• 24% admit curiosity has occasionally led them to look
• 49% say they have felt someone else glance at their own screen

How is the accidental audience viewing your phone screen?

These moments are most likely to happen in shared, close-contact environments. Public transport is the most common setting, according to 57% of respondents.

Other everyday scenarios include:

• Waiting in queues (35%)
• Sitting in cafés, bars or restaurants (13%)

In these settings, glances are part of everyday life, and nearby phone screens often fall into view.

What are people actually seeing?

Often, it is more personal than expected. One in three Europeans (33%) says they have seen private content on a stranger’s phone screen.

The most commonly spotted content includes:

• Personal photos or camera roll (38%)
• Video calls showing people’s faces or voices (33%)
• Private messages (29%)
• Social media notifications (27%)
• Online shopping (17%)
• Dating app content (12%)
• Banking or financial details (11%)

For many, these are brief, passing moments – but 27% say they have seen something they felt they were not meant to see, highlighting how easily private content can become public.

How are people protecting their phone screens in public?

As awareness of the “accidental audience” grows, many people are making small changes to how they use their phones in public. The Samsung Electronics research shows that 38% of Europeans have delayed or avoided certain actions on their device when in shared spaces.

Common adjustments include:

• Doing online banking at a different time (62%)
• Holding off entering passcodes (49%)
• Saving personal messages for later (43%)

In the moment:

• 42% stop using their phone
• 28% continue as normal
• 27% of the “accidental audience” look away
• 7% of the “accidental audience” keep looking discreetly

Only 10% would address it directly, suggesting most people accept the people seeing their screen as part of modern life and quietly adapt.

Can smartphones have a built-in privacy display?

As this behaviour becomes more common, smartphone design is evolving to match real-world use. The Samsung Galaxy S26 Ultra introduces a Privacy Display^[2] that reduces visibility from side angles and limits what others can see^[3].

Helping to shift power back towards the user, giving people the opportunity to exercise more control over what is visible and when.

A new normal for smartphone use

In a world where smartphones are used everywhere, small moments of visibility are inevitable.

What is changing is awareness. Europeans are becoming more conscious of who might be watching and adjusting how they use their devices accordingly.

Because these days, when you use your phone in public, you might not be the only one seeing it.

[1] Survey of 11,000 smartphone users (1,000 in each market) across UK, France, Germany, Spain, Italy, Sweden, Denmark, Finland, Norway, the Netherlands and Belgium conducted by Censuswide.

[2] Requires manual activation in settings to function. Privacy Display feature is not AI-powered.

[3] When activated, some information may still be visible to others depending on the viewing environment, such as the angle or brightness. Caution is advised when exposing sensitive information.