Samsung has today unveiled The Fold Inn, a one-of-a-kind London pub inspired by its all-new foldable devices. Located in the heart of London, the immersive experience reimagines a traditional pub through the lens of leading foldable design.

The opening follows Samsung’s Galaxy Unpacked event in London yesterday, where three new Galaxy Z series devices were revealed. Like the London pub, the new Galaxy Z Fold devices offer something for everyone. The Fold Inn invites guests to experience the design, creativity and versatility that have defined the Galaxy Z series since 2019, reimagined through one of London’s most iconic social spaces.

Featuring a striking folded bar, The Fold Inn serves a bespoke drinks menu inspired by the new line-up, with each signature serve reflecting the unique personality and purpose of a different device through a distinct area of London:

The Soho Sipper

Inspired by the Galaxy Z Fold8
For those who always have something new to watch. A new kind of foldable experience built for those who want to explore, discover, and get immersed in their favourite content.

The City Pour

Inspired by the Galaxy Z Fold8 Ultra
For the productivity pros. Built for multitaskers who balance work and play with ease.

The Shoreditch Pint

Inspired by the Galaxy Z Flip8
For the style-setters. A folding pool table takes centre stage in a space designed for those who turn heads, set trends and always control the playlist.

The new Galaxy Z series turns seven generations of foldable leadership into three distinct foldable experiences built for productivity, immersive discovery and self-expression.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, said: “From the very beginning, Samsung has redefined what’s possible with foldable technology. The Fold Inn brings that spirit to life, reimagining one of London’s most iconic institutions to celebrate our latest foldable lineup. With a Galaxy Z series device designed for every lifestyle, we’re inviting people to experience our latest foldable innovations in an unexpected setting that celebrates creativity, culture and the best of London.”

For more information, visit: Samsung.com

About The Fold Inn

• Location: The Fold Inn, 15 Bateman Street, London W1D 4AQ
• Opening dates and times: Friday 24^th July & Saturday 25^th July (11am-8pm)

To explore that vision, Samsung hosted a Health Forum panel, “Rewriting the Rules of Preventive Health.” Moderated by Dr. Hon Pak, Senior Vice President and Head of the Digital Health Team, Mobile eXperience (MX) Business at Samsung Electronics, the session brought together leaders across nutrition, fitness, clinical research and AI to examine how technology can close the gap between knowing and doing in everyday health.

▲ (From left) Otávio Penatti, Kevin Duffy, Moderator Dr. Hon Pak. Rohit Ail, Kartik Poria

The Paradox — and the “Missing Miles” of Health

Opening the discussion, Dr. Pak described a paradox at the heart of modern health: innovation and technology today has been transformational and accelerating, yet chronic disease continues to rise around the world.

“We live in the most measured era in human history — billions of people track their sleep, their stress, their heart rate every single day. And yet chronic disease keeps rising. More data, it turns out, hasn’t resulted in better health.”

He framed the disconnect as two “missing miles.” The first mile is detection and monitoring: much of what shapes our health happens outside the clinic, and until recently, continuous monitoring was neither available nor connected to the physician. The last mile is action: even after a diagnosis and a care plan, it is the individual who has to act day after day — and life is busy, and change is hard.

▲ Dr. Hon Pak

Samsung, Dr. Pak argued, is uniquely positioned to close both gaps. With technology that stays with people throughout their daily lives — across wearables, mobile phones, and a connected ecosystem — Samsung can understand not just raw biometric numbers, but the context behind them.

“We don’t just see a number — we see what’s around it: whether this is a moment you’re ready to change something, or a moment you need a bit of support. Being there, at the point where personal decisions actually get made, is hard for a hospital, or any other company, to measure or act upon.”

But no single company can do this alone. That, he said, is why Samsung is building Connected Care together with partners — closing the first and last mile to scale prevention, with AI as the enabler across both. He introduced the three focus areas that would structure the conversation: everyday behaviour, clinical credibility and privacy, and advanced AI and research.

Everyday Behaviour: Closing the Last Mile at the Dinner Table and the Gym

Diet and exercise are two of the biggest levers on long-term health — and two of the most within our control. They are also, Dr. Pak noted, where the gap between knowing and doing is widest.

Kartik Poria, Head of Product at Samsung Food, located that gap in a moment everyone recognises.

“It’s Tuesday, six o’clock. You’re tired, you’re staring into the fridge, and everything you know about eating well loses to whatever’s quickest. That moment is what we’re going after — because what you eat, day after day, is one of the biggest levers we have on preventing chronic disease.”

He described how Samsung Health and Samsung Food are coming together to tackle two halves of the same problem: Samsung Health surfaces what is happening beneath the surface — indicators such as meal logs, BMI, the Antioxidant Index and the AGEs Index — while Samsung Food’s global recipe library facilitates meal planning and its food intelligence reflect how people actually like to eat. Sitting on top is a nutrition experience grounded in behaviour change science rather than tracking alone — learning a person’s habits and working with them so the healthier pattern becomes the easier one.

“We’re not adding another thing to manage — we’re making the healthy choice the easy one, for the night you’ve got the energy to cook and the night you don’t.”

▲ Kartik Poria from Samsung Food

Turning to movement, Kevin Duffy, CEO of iFIT, described exercise as foundational to both physical and mental wellbeing, and explained how iFIT’s expert-led programs are becoming more accessible through Samsung Health.

“Exercise is vital for both physical and mental wellbeing — cardiovascular health, strength, mobility, sleep quality, stress management.”

Through Samsung Health, users can discover and subscribe to iFIT’s premium fitness programs, while iFIT workouts integrate with Galaxy Watch so users can track key metrics during guided sessions. With Fitness Index, they receive a holistic view of their physical fitness in a single, easy-to-understand score, with personalised recommendations. Looking ahead, Duffy pointed to Samsung’s Health Assistant as a way to bring a user’s Fitness Index, goals and activity history together to surface the most relevant workout at the right moment.

“Exercise is not just about being active — it’s about understanding your body, building sustainable habits, and having the right guidance at the right time. By combining iFIT’s expert-led experiences with Samsung Health’s connected insights, we can help more people make movement a meaningful part of their everyday lives.”

▲ Kevin Duffy from iFIT

But content and insights alone, Dr. Pak noted, don’t close the last mile. The harder question is how to move from engagement to activation. Samsung designs for real life, recognising that people slip and miss goals most of the time — and that those moments are precisely when timely, well-contextualised support matters most.

The real measure, he argued, is not how often the system nudges someone, but how many healthy actions actually happen — a doctor’s low-salt advice quietly showing up as items in a grocery cart, or a workout that meets a person where they actually are that day. Poria added that this is the true shift: from nudging people to changing the choice in front of them.

Clinical Credibility and Privacy: Trust Earned Through Evidence

Dr. Pak turned next to the question of trust — noting that wearable data is now something most clinicians have seen, but far fewer have been able to build into their day-to-day care. Closing that gap, he said, is a matter of evidence, workflow and trust.

Rohit Ail, Head of the Technology Incubation Lab at Samsung R&D Institute UK (SRUK), spoke to how his team works to generate clinical evidence in real-world settings.

“Our goal is to meet the standards expected by clinicians, researchers and regulatory bodies, and that means generating evidence in real-world clinical environments. This commitment builds on Samsung’s growing body of clinical research and validation evidence.”

He referenced ongoing collaborations across Europe, including partnerships with the NHS and clinical validation studies with leading hospitals. With San Cecilio University Hospital in Spain and Gemelli in Italy, Samsung is working on identifying and managing cardiovascular disease (CVD) risk using AI and decision-support technologies; with Fondazione IRCCS in Italy, the focus is on understanding and addressing the late effects faced by adolescent and young adult (AYA) cancer survivors through AI-based digital phenotyping and a non-invasive, holistic approach.

On privacy, Ail noted that Samsung considers user data to belong to the user, with Samsung acting as custodian.

“Trust begins with protecting users’ data. Samsung takes a three-layer approach: Samsung Knox for device-level security, GDPR-compliant infrastructure, and alignment with the European Health Data Space framework.”

He added that SRUK has also developed a Decentralized Clinical Trial framework, in which participant identities remain under the control of healthcare organisations and data is pseudonymised from the outset.

▲ Rohit Ail from Samsung R&D Institute UK

Advanced AI and Research: Reading the Body’s Signals

If everyday reach and clinical trust are two of the three pillars, intelligence is what binds them together. Dr. Pak introduced foundation models as a genuine turning point — a shift from population averages to something truly personal.

Otávio Penatti, Head of the Health AI R&D Team at Samsung R&D Institute Brazil (SRBR), explained what a foundation model for health actually means.

“A health foundation model is an AI model that uses self-supervised learning to learn meaningful features from unlabelled biosignal data. At Samsung, we are advancing health foundation model research across multiple global research teams, combining expertise in biosignal intelligence, wearable AI, and personalised health insights. Building on the success of large language models, we can now interpret complex biosignals — such as ECG, ACC and PPG — not as isolated data points, but as a structured biological language. These signals can be measured through wearable devices in everyday situations, and by applying foundation models to understand these biological patterns, we have the potential to provide more accurate predictions and continuous, personalised health insights.”

▲ Otávio Penatti from Samsung R&D Institute Brazil

Three Focus Areas, One Goal

To close, Dr. Pak asked each panelist for a one-sentence vision of Connected Care in the era of AI five years from now.

• Kartik Poria (Samsung Food): “In five years, eating well won’t run on willpower — it’ll feel like having a chef and a dietitian in your pocket, turning what your body needs into what’s for dinner, day after day.”
• Kevin Duffy (iFIT): “A coach that knows your body and adapts every workout to who you are that day.”
• Rohit Ail (SRUK): “Care that clinicians trust and patients control — evidence-based and private by design.”
• Otávio Penatti (SRBR): “AI that understands the body’s language and acts before problems begin.”

Dr. Pak closed by tying the threads together: everyday behaviour, clinical trust and personal AI — three focus areas, one goal of closing the first and last mile to scale prevention while meeting people where they are.

“The future of health is connected, trusted and proactive — and it’s a road we’re glad to be traveling together.”

What’s New:

• Designed for everyday use, the eyewear pairs a lightweight frame and slim profile with the durability and comfort needed for daily wear.
• Developed in collaboration with Gentle Monster and Warby Parker, the eyewear reflects each brand’s expertise in design, offering a range of frame styles, colours and lens options to suit different preferences and lifestyles.

“As agentic AI reshapes mobile experiences, the next step is to make those experiences more intuitive and responsive to each user’s context,” said Won-Joon Choi, Chief Operating Officer of the Mobile eXperience (MX) Business at Samsung Electronics. “Intelligent eyewear creates a new point of interaction, bringing more personalised AI assistance naturally into the moments that make up everyday life.”

Why it Matters

As AI enters an agentic era, the question is no longer only how intelligent it becomes, but where and how that intelligence meets people. Mobile phones remain at the center of connected experiences, while devices across the Galaxy ecosystem add context to different moments of daily life. Intelligent eyewear represents that next step, bringing AI closer to people as they move, work, communicate and explore, without requiring every interaction to begin with a screen.

Built for these moments, intelligent eyewear brings AI directly into the user’s line of sight, providing timely information and assistance while allowing them to stay engaged with the people, places and tasks around them. Clear controls and safeguards support responsible and secure use, while hands-free access delivers assistance naturally without requiring users to stop what they are doing or turn to another screen.

New Intelligent Eyewear Experience

Designed for everyday wear, the eyewear combines a lightweight frame, slim profile and battery performance, offering up to nine hours on a single charge with up to seven additional full charges from the charging case. ^[1] A built-in camera brings visual context into the AI experience, while Snapdragon^® AR1 Gen1 ^[2] Platform supports the AI performance designed for real-time assistance, with touch interaction, connectivity, power efficiency and thermal management optimised within the eyewear’s compact frame.

As a hands-free extension of the Galaxy experience, the device lets users stay focused on the moment. Built in partnership with Google, it brings Gemini into a familiar wearable form factor, making interaction feel more natural, immediate and intuitive.

“Google and Samsung have a shared vision to bring helpful and context-aware intelligence into everyday life.” said Sameer Samat, President of Android Ecosystem at Google. “Built on the Android XR platform, the intelligent eyewear blends world-class designs with Gemini’s advanced assistance that naturally responds to what you see, delivering all-day, hands-free help. We’re excited to continue this momentum and bring this experience to people soon.”

Key experiences include:

• • Staying in the moment: The device can help summarise long messages, read key information aloud, support live translation and allow users to control the experience with simple voice or gesture interactions through connected devices.^[3]
  • Capturing context: When prompted, the eyewear can capture what the user is seeing, such as a whiteboard or meeting discussion, organise key information in Notes, and make it easier to review, share and follow-up on later.^[4]
  • Real-time interaction: Users can ask for guidance based on their location, such as finding a route, setting a destination or understanding what is around them, while live translation can support communication in another language. ^[5]
  • Context-aware assistance: The device can support more useful follow-up interactions by understanding the user’s current context and connecting relevant information across tasks, helping users continue where they left off with less repetition. ^[6]
  • Live visual sharing: Users can share what they are seeing during a call or record their own point of view, making communication more immediate while keeping their hands free. ^[7]

A More Personal Approach to Eyewear

Eyewear is both a functional product and a personal style statement. Samsung worked with Gentle Monster and Warby Parker to create intelligent eyewear that balances thoughtful design, comfort and everyday wearability. By combining Samsung’s hardware craftsmanship with each brand’s distinctive design approach, the collaboration offers a broader range of styles to suit different preferences, lifestyles and occasions.

At Unpacked, Samsung introduced two distinct designs by: Gentle Monster and Warby Parker.

The Gentle Monster edition features a slim frame in black, pairing a straight upper rim with softly rounded lower edges to create a refined and fashion-forward silhouette. The Warby Parker style features a subtly upswept brow line in a rich brown hue, creating a refined, versatile shape perfect for everyday settings.

Throughout the design process, Samsung worked closely with the eyewear partners to refine key fit points such as the forehead and ears. These insights helped shape the final designs with enhanced comfort and everyday wearability. Fit considerations were tailored to each model, alongside durability and reliable performance.

[1]Battery life varies by network environment, features and apps used, device settings, the number of times charged, and may other factors.

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

[3]Feature availability of the features may require a network connection, compatible Galaxy device or supported app. Gesture interactions are only provided through Watch9

[4]Feature availability and supported workflows may vary. Samsung Notes integration and related actions may require compatible Samsung services and devices.

[5]Translation and navigation-related experiences may vary by language, region, app, service provider and network environment.

[6]Contextual and history-based experiences may require user permission, supported apps and compatible services.

[7]Live visual sharing and recording features may vary by app, service, market and applicable laws or consent requirements.

“AI’s greatest potential lies in shifting healthcare from addressing issues after they arise to proactive care, helping people maintain wellness through continuous, personal monitoring,” said Annika Bizon, VP of Product and Marketing, Mobile Experience, Samsung UK & Ireland. “This is part of a wider cultural shift where people are prioritising their health and sleep, and Samsung’s vision is for everyone to be better informed with tailored, actionable insights. The new Galaxy Watch Ultra2 and Galaxy Watch9 will empower people to conquer their biggest fitness goals and give them gentle nudges when they might need more rest.”

Galaxy Watch Ultra2: Fueling Ambitions and Enabling Peak Performance Through Unrivaled Hardware and Specialised Sports Tracking

Galaxy Watch Ultra2 is Samsung’s most powerful and advanced Galaxy Watch ever. It is built for extreme outdoor adventures and high-performance seekers who demand long-lasting performance, reliable durability, precision tracking and continuous health monitoring in extreme conditions.

Galaxy Watch Ultra2’s dedicated tracking modes for outdoor sports help users excel and safely push their limits. The Trail Run^[2] feature tracks detailed elevation, climbing progress and terrain impact so users can better pace themselves and reduce injury risk. It also provides real-time hydration guidance through Nutrition Alert,^[3] a new addition to the existing Sweat Loss feature. By estimating sweat loss relative to body weight, it provides guidance on when and how much to hydrate, helping users achieve their running goals.

Galaxy Watch Ultra2 also supports professional diving. Rated IP69K, 10 ATM and EN13319 certified,^[4]it’s not just dust- and water-resistant — it’s dive-ready. The moment the user enters the water, it can automatically track real-time diving data such as depth, time and water temperature right from their wrist^[5]. Moreover, users can access the exclusive Ultra2 Diving app expected to be available later this year. Developed with Mares,^[6] the world’s leading diving equipment brand, these features significantly enhance the watch’s diving capabilities.

To power these pro-level sports health features, Galaxy Watch Ultra2 is built with unprecedented hardware performance. It is equipped with a massive 800 mAh battery — a 35% capacity increase compared to the previous Ultra model. Powered by the Snapdragon Wear® Elite platform, it establishes a new benchmark in power, speed and highly accurate GPS tracking for the Ultra line. The expanded display provides our brightest display ever with 5,000 nits of brightness,^[7] making crystal-clear visibility possibility even under intense sunlight.

Galaxy Watch Ultra2 retains its shock-resistant titanium casing to ensure rugged durability, while also introducing enhanced comfort and stability for a broader, more diverse range of users. Despite a significantly larger battery, Galaxy Watch Ultra2 achieves an innovative slimmer^[8] design that transitions seamlessly from rugged outdoor and sports activities to everyday lifestyle use. Advanced internal re-engineering significantly reduces the device’s thickness by 12% compared to the previous generation. Coupled with lighter and softer bands that reduce weight, Galaxy Watch Ultra2 delivers 24/7 wearability, highly precise biometric data tracking and exceptional comfort.

Galaxy Watch9: Everyday Wellness With All-Day Comfort and a Lasting Battery

Galaxy Watch9 is the ultimate everyday health companion, designed for wellness-conscious users who want to build healthier habits through effortless, continuous activity and sleep tracking. This versatile watch turns personal biomarkers into actionable health insights, empowering users to effortlessly manage their daily routines by simply wearing.

To maximise its role as a health companion, Galaxy Watch9 is backed by powerful hardware and an incredibly comfortable design. It features a lightweight yet durable aluminum casing that preserves Galaxy Watch’s signature cushion silhouette, refined specifically for a closer, more natural fit on the wrist. Combined with a wide range of interchangeable, soft-touch bands, Galaxy Watch9 helps ensure unmatched all-day comfort — enabling the continuous, 24/7 wear required to help capture accurate and consistent health data.

This exceptional wearability is powered by next-generation internal innovations. The new Snapdragon Wear® Elite platform gives Galaxy Watch9 a massive boost in speed and efficiency for lag-free, seamless health monitoring.

Its efficient 390 mAh battery^[9] delivers dependable, around-the-clock tracking from day to night. Furthermore, a brilliant 3,000–nit display supports effortless readability and crystal-clear visibility under any lighting condition, making it easy for users to check their health status at a glance.

AI-Powered Health Intelligence: Comprehensive and Actionable Health Insights

At the core of Galaxy Watch Ultra2 and Galaxy Watch9 are Samsung’s AI-powered health features. Galaxy Watch’s BioActive sensor captures continuous biometric data about a user’s lifestyle habits to develop a deep understanding of their health. Galaxy Watch then translates this complex biometric data into simple, proactive recommendations, helping users understand not just what is happening in their bodies, but what to do next.

The new capabilities — available on both Galaxy Watch Ultra2 and Galaxy Watch9 — advance Samsung’s preventive care vision by combining everyday data with years of rigorous clinical research conducted with world-renowned universities and medical institutions. Built on this foundation, Galaxy Watch delivers more accurate and meaningful health guidance across key pillars including sleep, activity, cardiovascular health and recovery.

• Vitals: ^[10] Proactively monitors a user’s personal health baseline during sleep and provides seamless alerts for significant deviations.
• Heart Health Score:^[11] Provides an effortless understanding of cardiovascular wellness through a simple, actionable score and personalised lifestyle recommendations.
• Daily Cardio Load:^[12] Optimises training through tailored guidance on workout volume and estimated recovery needs.
• Fitness Index:^[13] Delivers a holistic view of your physical fitness with personalised goals to improve everyday performance.
• Hearing:^[14] Helps protect long-term hearing health with alerts for unsafe noise levels and detailed reports.

With these features, users gain access to intelligent, personalised insights that empower them to seamlessly manage their long-term wellness journey and reach their goals.

Purpose-Built Band Collections: Designed for Every Lifestyle

A smartwatch should be as unique as the user, and both Galaxy Watch Ultra2 and Galaxy Watch9 offer a range of diverse band options to fit every lifestyle.

Because elite performance demands the right gear for the right moment, Samsung offers a specialised collection of Ultra bands. Whether users are tackling rugged terrain, diving deep or heading into a business meeting, they have the flexibility to choose the perfect band tailored to their specific purpose and environment, ensuring optimal functionality without compromising on style. Users have the following options to choose from:

• Marine Band: an even lighter, breathable silicone band designed for all-day adventures and extreme conditions.
• PeakForm Band: a hybrid material band delivering a premium finish optimised for both elegance and athletic performance
• Trail Band: a classic fabric band featuring enhanced breathability and a superior fit for lasting comfort, even during demanding outdoor activities like running.

Designed with ultimate self-expression in mind, the expansive new Watch9 band collection empowers users to showcase their personal style and customise their look. Featuring innovative new materials and a vibrant spectrum of colours, these bands maximise comfort across diverse activities — from intense workouts to your everyday routines:

• Sports Band: a thinner, softer all-rounder for ultimate comfort and effortless transitions from workouts to daily life.
• Misty Band: crafted from premium soft silicone that securely wraps around the wrist for a stable, bounce-free fit. Featuring subtle and soft two-tone colours, it delivers a sophisticated look that effortlessly complements a user’s everyday style.
• Fabric Band: a lightweight, breathable daily band offering maximum comfort — even during sleep.

Samsung Care+

To give customers complete peace of mind, Samsung Care+^[15] is there for life’s unexpected moments. Whether it’s an accidental drop, spill or knock, customers can rely on Samsung for unlimited repairs for accidental damage, optional Theft & Loss cover and access to Samsung’s worldwide repair service, helping them stay connected wherever they are.

What’s more, customers who purchase a new Galaxy device on Samsung.com and sign up to a monthly Samsung Care+ plan can now get 3 months free cover.

Galaxy Watch Ultra2 and Galaxy Watch9 come with an exclusive subscription trial benefit

• iFIT 2-Month Free Trial^[16]: User can explore global destinations with elite iFIT trainers and track workouts directly on their watch. To activate a free trial, users can open the Samsung Health app on their mobile phone and tap promotion in the Settings menu.

Availability & Pricing

Together with the new Galaxy Z series, Galaxy Watch Ultra2 and Watch9 expands Samsung’s AI ecosystem, bringing life companion experiences across every form factor, from wrist to pocket to home.

Galaxy Watch Ultra2 will be available in a 47 mm size, while Galaxy Watch9 will be available in two sizes: 40 mm and 44 mm. Galaxy Watch Ultra2 users will be able to choose from Titanium Silver or Titanium Grey. Meanwhile, the 40mm Galaxy Watch9 will be available in Cream and Graphite, while the 44mm Galaxy Watch9 will be available in Graphite and Silver.

Galaxy Watch Ultra2 and Galaxy Watch9 are available for pre-order starting July 22, with general availability starting Aug 7.

Galaxy Watch9 RRP:

• 40mm BT – £349.00
• 40mm LTE – £399.00
• 44mm BT – £379.00
• 44mm LTE – £429.00

Galaxy Watch Ultra2 RRP:

• 47mm LTE – £649.00

Offers

• Pre-order Galaxy Watch9 or Watch Ultra2 now and get up to £50 off when you checkout with PayPal^[17].
• Get £22 – £132 off when you trade in your smartwatch^[18], plus up to an extra £30 off with code W9^[19].
• Pre-order today and try our latest Galaxy Watch for 100 days, love it or your money back^[20].

To learn more about Galaxy Watch Ultra2 and Galaxy Watch9, please visit: Samsung Global Newsroom or Samsung.com/uk.

Specifications

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

[2]Trail Run is available on Android phones (Android 13 or above) and requires the Samsung Health app (v7.0 or above). Samsung account login required. Service only available with Galaxy Watch Ultra2.

[3]To activate Nutrition Alert, users should go to the exercise settings and enable the Nutrition feature. Please note that the Nutrition Alert is only supported for certain specific activities.

[4]According to the ISO22810 standard. The test was conducted in 5% salt water and 4ppm chlorine water. Galaxy Watch Ultra2 has obtained EN13319, for measuring water depth by the environmental pressure. Water resistance is not a permanent condition and can diminish over time. If it’s been exposed to seawater, rinse it in freshwater and dry after use.

[5]To use the features, activation from the Watch is needed (Settings> Advanced feature>Auto launch on dive> Depth “On”)

[6]Starting later this year, these diving features developed with Mares will be exclusively available on Galaxy Watch Ultra2 for the next two years on Wear OS smartwatches.

[7]Refers to the localised peak brightness achieved under high ambient light, and full-screen brightness may differ. Actual brightness may vary or be limited depending on environmental factors, device temperature, and usage conditions.

[8]Compared to the previous Galaxy Watch Ultra.

[9]Galaxy Watch9 40mm.

[10]Not intended for use in the diagnosis or treatment of any medical condition. If you have health concerns, be sure to see a medical professional. Vitals is available on Android phones (Android 11 or above) and requires the Samsung Health app (v7.0 or above). Samsung account login required.

[11]Heart health tracking 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.

[12]To use the features, at least 7 days of activity records are required, while 28 days of continuous wear is recommended for optimal accuracy. Please note that values may increase in daily situations where heart rate rises, such as during tension, anxiety or stress.

[13]To use the features, at least one measurement each of BIA and VO2Max is required, along with two days of activity records and step count data.

[14]Feature must be activated from the Watch to be used (Samsung Health > Hearing > Settings > Sound Monitoring “On”).

[15]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).

[16]Purchase a Galaxy Watch Utlra2 or Watch9 by 31.12.26 from a participating retailer. Activate via the promotion tab in the Samsung Health app by 31.12.26. Subscription will automatically renew monthly at £7.49 once the two month trial ends. UK/ROI. 18+ only.

[17]Purchase from Samsung.com by 06.08.26. Only redeemable for £50 when purchasing Galaxy Watch Ultra2 or £30 when purchasing Galaxy Watch9. One (1) redemption per household; non-transferable. Samsung Student and Youth Store and Samsung Enhanced Partnership Program excluded. UK residents 18+ only. You must checkout using PayPal as the payment method.

[18]Purchase from Samsung.com or Samsung Experience Stores by 06.08.26. £22 value based on any Approach Garmin Smartwatch. £132 value based on any Samsung Galaxy Watch Ultra. Values can vary by model and condition of Trade In device, and on purchases of exclusive colour devices. Limited to one Trade In Watch per transaction. Charges apply if you don’t send us your Trade In device. T&Cs apply.

[19]Apply code at checkout when trading in a selected smartwatch to redeem £30 discount off Galaxy Watch Ultra2, or £15 discount off Galaxy Watch9.

[20]Promoter: Samsung Electronics (UK) Limited. Purchase any SIM free Samsung Galaxy Z Fold8 Ultra, H8, B8, Galaxy Watch Ultra2 or Galaxy Watch9from a participating retailer before 08/09/2026 and register for the promotion using the link below within 30 days. If dissatisfied, Participant may claim within 45-100 days after purchase (or delivery in the case of pre-orders) and return the product in good condition to Samsung within 30 days of provisional claim approval and Samsung will pay the purchase price (capped at RRP) by bank transfer. SIM Free purchases only. Maximum one claim per product and four per household and ten per business. For full terms and more information see www.samsungoffers.claims/buyandtry2026

With smartphone users demanding more from their devices than ever before, new research finds that nearly seven in ten (69%^[1]) Europeans* desire the flexibility of a slim everyday phone that unfolds into a larger screen.

Whether it’s multitasking across apps, marking up a document or editing a video, today’s smartphone user is pushing smaller screens to their limits. The vast majority (85%^[2]) of European users surveyed in the UK, France, Germany, Italy and Spain say they have started a task on their phone but left it unfinished to complete later on a device with a bigger screen.

Nearly a third specifically cite limited screen space as a frustration when completing complex tasks (29%), while one in four are frustrated by repeatedly switching between apps or tabs (25%).

These frustrations are the root cause of many tasks left unfinished, with the most common being online shopping or comparing purchases (26%), reading or reviewing important documents (26%), and editing photos or videos (21%).

More room for the moments that matter

When a task involves important details or decisions, people often want more room to review what is in front of them. Respondents report delaying, double-checking or moving tasks because they are worried about missing a detail or making a mistake.

This is most common when filling in a form (26%), reviewing a bill, contract or official document (21%), and making a payment or transferring money (19%).

Users increasingly see the evolution of foldable devices as a practical solution to these needs, with the most cited benefits being:

• Comparing information side by side (31%)
• Finishing tasks without switching devices (30%)
• Watching, reading or gaming on a larger screen (29%)

Where people are losing the thread

The device people use is important. Smartphones now carry far more of the decision-making of everyday life. Enabled by more processing power, they have effectively become pocket command centres running multiple, complex tasks at once:

• Almost half of respondents use their phone to manage money, bills, banking, insurance or forms (48%),
• More than four in ten watch, play or read content while messaging or searching (42%)
• More than a third scroll through multiple web pages or social media feeds at the same time (38%).

Seven generations in the making

As consumers increasingly seek devices that combine portability with greater screen space, foldables have moved from a niche innovation to a practical solution for everyday productivity and entertainment.

Samsung first introduced the foldable category seven years ago. Since then, the company has continued to learn from how millions of people flip, fold, unfold, watch, work and create, refining the experience generation after generation.

That understanding is shaping a new generation of devices designed to make foldables more useful, intuitive and natural in everyday life.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, said: “Everyone has a different relationship with technology, but people increasingly expect their phones to support how they live, work and create.

“That is why form increasingly matters alongside the specs sheet. The device should seamlessly fit into how people use it every day, rather than asking them to adapt to the device. This research reinforces what seven generations of foldable engineering and customer dialogue have taught us. People value a normal sized phone for everyday life, but more space when the job demands it.”

The findings come ahead of Galaxy Unpacked in London on 22 July, where Samsung will unveil the next chapter of its foldable innovation. For more information about the upcoming Galaxy Unpacked please visit: samsung.com/unpacked

[1]Always, Often, Sometimes, Rarely answers combined

[2]Strongly agree and Somewhat agree combined

[*]*Survey amongst 4,006 smartphone users across UK, France, Germany, Spain and Italy in July 2026 by Censuswide

While many brands have followed our lead since the introduction of the Samsung Galaxy Fold in 2019, it is Samsung that stands out as the ultimate architect of the foldable smartphone sector. Our heritage in foldables is what ensures we drive continued innovation in future designs.

Separating Rumour From Reality

As the premium foldable space moves so quickly, the tech world is constantly buzzing with anticipation. Our focus remains on improving our foldables to meet consumer expectations, as well as the democratisation of technology. Slimmer devices with smoother displays and advancing AI capabilities are some of our key focus areas

At the same time, we focus on how consumers actually use their foldables day to day. This informs how we develop innovative form factors and aspect ratios, to create devices designed for consumers first.

A Heritage of Relentless Innovation Without Delay

What truly separates a category leader from the rest of the industry is consistency. While many companies have experimented with concepts, Samsung has spent the last seven years actively defining and redefining the standard for foldable smartphones.

Since the ground-breaking release of the original Samsung Galaxy Fold in 2019, Samsung has consistently delivered significant foldable innovations year on year, entirely without delay.

Through every generation of the Galaxy Z Fold and Z Flip series, the commitment to consistent hardware updates and software innovations has transformed a daring engineering experiment into an irreplaceable part of modern mobile life.

What form will the next foldable innovation take?

Stay tuned and make sure to register at samsung.com/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

AI will be no different.

Where AI Meets People

AI is getting smarter faster, and this will continue. But to change how people live, it must answer: where, how and into whose hands does this intelligence reach? This will define AI’s next chapter.

AI no longer merely answers. It is entering an agentic age, taking action on our behalf while the person carries the final decision. But to act for someone, it must first know them.

That is why it matters where AI meets people. The entry points are where AI understands a person and builds trust. The best AI experiences will come from the devices that know the user best.

This is what Samsung has spent years building. The phone is closest to us, with us daily. The tablet is where we create and learn. The watch reads signals like sleep and heart rate. The TV and connected home appliances add context from where we live. And new form factors, from foldables to intelligent eyewear, expand where AI meets us. Together, a fuller picture of a person’s needs forms.

These entry points are powerful together. Signals from across devices become timely assistance: sleep tracked by your watch shapes tomorrow’s schedule, with information always available. AI at its best works quietly in the background, bringing these moments into a cohesive experience. That is why we have spent years building an ecosystem not just to reach, but to connect more moments.

Built on Openness and Trust

Samsung does not do this alone. The platforms that changed the world were the most open. The web was. So were mobile operating systems. With SmartThings, we brought devices, services and partners into one connected experience, shaping industry open standards. Openness lets the best ideas reach people faster. And we don’t simply layer intelligence on top, but design how AI works at the center so it serves each person in context.

But openness alone is not the goal. The harder task is turning intelligence into something personal and trustworthy. The best intelligence in the world should reach people through their everyday devices. But what makes it personal is understanding the user and keeping that understanding safe. That is our responsibility.

As AI becomes more personal and agentic, trust becomes the foundation. People need to know what AI is doing for them and remain in control.

This is why trust isn’t added at the end. Samsung Knox protects each Galaxy device and now the connections between them. As intelligence moves across devices, protecting what flows between them is crucial. The most personal data stays on the device so people can understand how AI is working and remain in control.

The Next Chapter of Galaxy

That same understanding shapes the devices we build. The more personal and capable AI becomes, the more form matters. As AI helps us with more at once, a screen that flexes and folds expands what is possible. This is what makes foldables special: they fold into your hand or open a larger stage. On this journey, Samsung has continued to make foldables thinner, lighter, stronger and more immersive.

AI is also essential in health. How we sleep, recover and look after ourselves—daily choices add up. A device close to us, like a watch, tracks these signals ensuring a better day.

The upcoming Galaxy Unpacked is where we will show what’s next in bringing all this together: more personal, natural AI experiences on a foundation more partners can build on. The question that opens the next era is not who has the smartest AI, but who understands people best, and turns that understanding into experiences they can trust.

We intend to take this path with openness and responsibility, beginning with the device already in your hand. We open this next chapter together at Galaxy Unpacked.

Join us as we unveil the newest additions to the Galaxy portfolio, which has defined the foldable category. Combining intelligent capabilities with innovative form factors, the next generation of Galaxy devices are set to deliver more personal and adaptive experiences and set a new standard for the AI era.

The event will be streamed live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel beginning at 2 p.m. BST, 9 a.m. EDT and 3 p.m. CEST.

Stay tuned and make sure to register at samsung.com/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

Reimagined as a personalised audio assistant, the Galaxy Buds4 series marks a significant evolution in wearable audio — combining intelligent sound with all-day comfort.

Samsung Newsroom got an early hands-on look at the Galaxy Buds4 series during Galaxy Unpacked 2026.

The Galaxy Buds4 series unveiled at Galaxy Unpacked 2026. (From left) Galaxy Buds4 and Galaxy Buds4 Pro

Design: Data-Driven Comfort for the Perfect Fit

The Galaxy Buds4 series embodies precision engineering. Developed using more than 100 million global ear-shape data points and 10,000 fit simulations^[1] the earbuds feature a refined ergonomic design^[2] that delivers lasting comfort, even during extended wear.

The pinch control area^[3] — recessed where the fingers naturally rest — enhances tactility and enables intuitive control.

A semi-transparent charging case lets users easily check the earbuds and charging status. Beyond aesthetics, the device reflects thoughtful attention to everyday practicality.

Colour: Modern Classics with a Signature Finish

The Galaxy Buds4 series stands out visually. Classic White and Black colours for both Galaxy Buds4 and Buds4 Pro feature a smooth, modern finish, while the online-exclusive Pink Gold for Galaxy Buds4 Pro adds a refined touch. With its subtle sheen and rosy hue, Pink Gold brings warmth and sophistication — doubling as a stylish accessory.

(From left) Galaxy Buds4 in Black, Galaxy Buds4 Pro in White and Galaxy Buds4 Pro in the online-exclusive Pink Gold

Sound: Immersive Audio That Fills the Senses

Galaxy Buds4 Pro reveals its true capability in a listening session. For the first time, Samsung has introduced a bezel-less woofer that expands the speaker’s vibrating surface area by about 20%^[4] compared with the previous model. The result is deeper, more resonant bass paired with clear, refined highs from the tweeter — all in ultra-high-resolution 24-bit/96kHz audio^[5] true to the original recording.

Noise cancelling is also more advanced. Enhanced Active Noise Cancelling (ANC) creates an optimised algorithm tailored to each user’s fit and ear shape. Even in a loud exhibition hall, ANC delivers an immersive experience — as if stepping into a quiet, personal listening space. An expanded equalizer adjustment range further ensures consistent sound quality without tonal shifts, regardless of how the earbuds are worn.

Call quality has improved as well. Powered by machine learning, Super Clear Call^[6] delivers crisp audio in noisy environments. With 16kHz bandwidth support, voice comes through clearly, free from surrounding noises.

(From left) Galaxy Buds4 in Black, Galaxy Buds4 Pro in White and Galaxy Buds4 Pro in the online-exclusive Pink Gold

The Galaxy Ecosystem: Seamless, Hands-Free Control

The Galaxy Buds4 series reaches its full potential when paired with a Galaxy smartphone^[7] Opening the charging case instantly triggers a connection pop-up for seamless pairing. Users can adjust noise cancelling levels or change settings directly from the Quick Panel — even without the Galaxy Wearable app.

Another highlight is the newly introduced Head Gestures^[8] feature. A simple nod allows users to answer calls hands-free — ideal when exercising or carrying items.

Voice commands also launch AI agents such as Gemini^[9] and Perplexity, minimising the need to take the smartphone out of a pocket.

Availability

The Galaxy Buds4 series is available for pre-order from February 25^th, with general availability starting March 11.

Galaxy Buds4 Pro is available for RRP £219, with Galaxy Buds4 RRP £159. Customers who pre-order Samsung Galaxy S26 Series will receive 10% off the new Galaxy Buds4 Series^[10] from Samsung.com or Samsung Experience Stores.

In the UK and Ireland, Samsung is also offering a new promotion which allows customers who purchase from selected retailers, to return their device within 100 days of purchase if they decide the device is not for them^[11]

To learn more about the Galaxy Buds4 series, please visit: www.samsung.com/galaxy-buds4-series/.

[1]Based on global ear data research conducted by Samsung Design Innovation Center.

[2]Galaxy Buds4 only.

[3]Galaxy Buds are available to connect as Bluetooth Audio regardless of OS, but to configure advanced settings on the Galaxy Wearable app, Galaxy Buds must be paired with a smartphone with Android 10.0 or above and a minimum of 1.5GB of memory.​ Advanced settings on the Galaxy Wearable app include Noise Control, Adaptive EQ, Pinch Control and software update. ​Some features are only available on compatible Samsung Galaxy smartphones.​ Android is a trademark of Google LLC./span>

[4]The exact number is 19.8%.

[5]Users can enable Ultra High Quality (UHQ) audio in the Galaxy Buds4 Pro Settings, navigating to Sound Quality in the main menu and Advanced Quality Options in Effects.

[6]Super Clear Call (Super Wideband call) is available on Galaxy devices with One UI 6.1.1 or above. Additional devices may be supported in the future.​ Super Wideband (SWB) is available regardless of the Call App. SWB may not be supported depending on the mobile network between devices.​

[7]Requires a compatible Samsung Galaxy device, Internet connection, and Samsung account.​​

[8]Galaxy smartphone with One UI 8.5 or above required Users can turn on Head Gestures through the Galaxy Wearable app.​​

[9]Results may vary. Check responses for accuracy. Compatible with certain features and with certain accounts. Internet connection required. Available on select devices, languages, and countries. Only available to users 18 years and older.​​

[10]Purchase from samsung.com and Samsung Experience Stores by 31/03/26. Discount applied automatically at checkout when eligible products are added to the basket. Only one discounted Galaxy Watch and Buds per full-priced product. Discounts can’t be used in combination with any other offer, including trade-in, price drops and voucher codes.

[11]Promoter: Samsung Electronics (UK) Limited.  Purchase Samsung Galaxy Buds4 or Buds4 Pro from a participating retailer before 30/04/2026 and register for the promotion using link below within 30 days. The product may be returned in good condition to Samsung 45-100 days after purchase (or delivery in the case of pre-orders) and Samsung will pay the purchase price (capped at RRP) by bank transfer.   Maximum one claim per individual and two per household / business.  For full terms and more information see https://samsungoffers.claims/budsbuyandtry ​​

▲ The Galaxy S26 series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

Design: Sleeker and Lighter Than Ever

The Galaxy S26 series makes a strong first impression with its refined, modern aesthetic, featuring a rounded curvature and cohesive colour palette that create a unified design identity across the lineup.

▲ The Galaxy S26 series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

The slimmer, lighter build is equally notable. Galaxy S26 Ultra is 0.3 mm thinner than its predecessor and weighs 214 grams. Its slimmer profile enhances portability while maintaining a secure, comfortable grip.

▲ The Galaxy S26 series comes in Cobalt Violet, Black, Sky Blue and White.

Display: Privacy From Every Angle

Debuting on Galaxy S26 Ultra, Privacy Display^[2] limits side-angle viewing without the need for a separate screen protector. The display remains clear from the front while restricting visibility from the sides to help shield on-screen content from nearby onlookers.

Users can also assign the Privacy Display to the side button’s double-press function for greater convenience. Even when viewed from the side, content stays concealed — making it especially useful on crowded public transportation or in elevators.

▲ Users can adjust the level of privacy protection in the settings and apply it selectively when entering a PIN, pattern or password, or when notification pop-ups appear.

Galaxy AI: Intuitive AI for Everyone

Galaxy AI stands out on the Galaxy S26 series, combining enhanced contextual awareness with proactive suggestions to simplify everyday tasks.

The new Now Nudge^[3] feature reduces app switching by surfacing relevant information in context. When a friend asks about evening plans on messaging apps, Galaxy AI checks the calendar, detects conflicts and displays a tailored “Nudge” pop-up.

A fan favourite since its debut on the Galaxy S24 series, Circle to Search with Google^[4] has evolved to support multi-element searches. Circling a celebrity’s outfit, for example, generates curated pieces to recreate the look.

The Galaxy S26 series further expands its AI ecosystem with Bixby^[5], Gemini^[6] and Perplexity^[7]. For example, users can use natural language commands to adjust settings, allowing them to effortlessly control their device even without knowing exact setting names or specific commands.

Saying “My eyes feel tired,” for instance, prompts Bixby to suggest activating Eye comfort shield — eliminating the need to navigate complex menus. Together, these agents understand user intent and context to streamline daily routines, reducing steps and delivering a more seamless, efficient mobile experience.

Camera: Pro-Level Capture, Powered by AI

The Galaxy S26 series marks another leap in mobile photography. Powered by advanced AI, the device enables effortless capture and editing of high-quality content — no expertise required.

Galaxy S26 Ultra features a 200-megapixel (MP) wide-angle camera and a 50 MP telephoto camera with 5x optical zoom and 10x optical-quality zoom, complemented by a wider apertures^[8] for enhanced low-light clarity.

With upgraded Nightography^[9], even a recreated San Francisco nightscape inside the exhibition hall appeared vivid and detailed despite dim surroundings. The AI ISP (Image Signal Processor)^[10], previously used in the rear camera, also extends to the front camera, capturing fine details — from individual hair strands to eyebrows — while preserving natural skin tones.

Beyond capture, the Galaxy S26 series expands creative possibilities. Powered by Galaxy AI, it provides an intuitive environment that turns ideas into finished results in moments.

The upgraded Photo Assist^[11] goes further — removing unwanted objects and naturally adding new elements. When prompted to restore a cake with a bite taken out, AI seamlessly reconstructs it as if untouched. The feature can also transform day into night or adjust wardrobe details to match the mood, enabling faster, more effortless editing.

▲ Photo Assist restores images using AI-powered editing.

With Creative Studio^[12], edited photos can be turned into polished content. Users can simply type a prompt — such as “Please draw me a dog” — to generate a context-based sticker set, ready for use in messages or when editing photos. The feature also supports invitations, profile cards and wallpapers, expanding everyday creative possibilities in the future.

Starting with the Galaxy S24 series, the Galaxy S series has ushered in a new era of AI phones. With the Galaxy S26 series, Samsung introduces its third-generation AI phone — delivering personalised experiences that go beyond intent recognition. Featuring the most powerful performance and the most intuitive Galaxy AI to date, the Galaxy S26 series opens a new chapter in mobile innovation.

Price and Availability

Galaxy S26 Ultra, S26+ and S26 will be available for pre-order from February 25 and will be available from March 11. The Galaxy S26 series features a unified design language across all models, with shared colour options including Cobalt Violet, White, Black and Sky Blue alongside the Samsung.com exclusive colours, Pink Gold and Silver Shadow.

Galaxy S26 starts from RRP £879 (256GB), Galaxy S26+ from RRP £1,099 (256GB) and Galaxy S26 Ultra from RRP £1,279.

Samsung.com and Samsung Experience Store offers^[13]:

• Pre-order now and receive £170 off 1TB for Galaxy S26 Ultra^[14]
• Pre-order now and double the storage to 512GB for the price of 256GB, worth £170^[15] across Galaxy S26 series
• Trade-in a selected smartphone and receive £10-£437 off the Galaxy S26^[16]
• Trade-in a selected smartphone and receive £10-£542 off the Galaxy S26+^[17]
• Trade-in selected smartphone and receive £10-£607 off the Galaxy S26 Ultra^[18]

For service plans, additional offers, data plans and finance solutions, please visit samsung.com for more information.

[1]Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties

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

[3]Samsung account login required. Supported apps only. Accuracy of results is not guaranteed

[4]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.

[5]Samsung account login and network connection required.

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

[7]Pre-installed on Galaxy S26 Series devices. Requires network connection and a Perplexity account. To initiate Perplexity from the side button, users must assign it to the side button in device settings.

[8]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.

[9]Results may vary depending on light condition and/or shooting conditions.

[10]Results may vary depending on light condition and/or shooting conditions.

[11]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.

[12]Requires network connection and Samsung account login. Accuracy of output not guaranteed.

[13]Purchase from samsung.com and Samsung Experience Stories by 10/03/26

[14]Purchase from samsung.com and Samsung Experience Stories by 10/03/26

[15]Pre-Order from Samsung.com. Operates as a price discount: Buy the larger storage variant (Galaxy S26 Series 512GB) by 10/03/26 and pay the future price of the smaller storage variant (Galaxy S26 Series 256GB)

[16]Purchase from samsung.com and Samsung Experience Stores by 10/03/26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £437 value based on Galaxy S24 Ultra 5G 256GB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.

[17]Purchase from samsung.com and Samsung Experience Stores by 10.03.26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £542 value based on Galaxy S24 Ultra 1TB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.

[18]Purchase from samsung.com and Samsung Experience Stores by 10/03/26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £607 value based on Galaxy S25 Ultra 5G 512GB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.