As smart technology and AI become increasingly integrated into our daily lives, new research finds that nearly 9 out of 10 Brits (89%) express concerns about their privacy.

But, for the majority of consumers, these concerns stop at their phones – despite other smart devices in the home also collecting personal data and being just as vulnerable to threats.

This new research from Samsung Electronics, which surveyed over 8,000 Millennial and Gen Z respondents across Europe, including the UK, reveals that over a quarter (28%) of young Brits never think about the security of their smart appliances. In contrast, 1 in 2 (53%) think about the privacy of their mobile phones every day – a worrying blind spot given how connected our smart devices have become, and with the number of smart homes in Europe expected to surpass 100 million by 2028.^[1]

The research highlights how managing privacy can feel overwhelming for many – with over 1 in 10 (14%) of those surveyed saying it’s too complex, and 7 in 10 (70%) finding it stressful. Within Europe, Spain tops the list of countries where people find managing their privacy the most stressful (88%), followed by Greece (87%) and France (75%) and Italy (75%).

Privacy concerns among Brits are wide-ranging – from fears of financial theft (73%) to unease about metadata being used to identify them (61%).

The findings point to a deep education gap when it comes to privacy. Many want to take control of their data when it comes to their technology. In fact, almost 8 in 10 (78%) put such considerations front and centre at point of purchase, alongside their familiarity with the brand. Yet despite rising awareness, many still feel unequipped to take meaningful action:

• Only 22% say they feel ‘very’ knowledgeable about privacy
• Just over half (54%) are aware of the data their apps and devices collect about them
• 3 in 10 (28%) accept default settings on apps without fully understanding them
• Almost 6 in 10 (57%) feel they can never be fully in control of their privacy across their devices
• 7 in 10 (70%) are calling for better education on data and privacy
• Over 1 in 10 (14%) consumers say they trust brands to take the protection of their data seriously

These fears are holding UK consumers back from harnessing the full potential of the latest technology. 1 in 5 (18%) haven’t shared data between smart devices in the past year due to security fears—showing that Brits aren’t taking full advantage of connected living, and the enhanced lifestyle benefits it can bring.

Yet two thirds say they would be more open to fully embracing AI and smart-home technology if they better understood the benefits to their lifestyle (67%) and felt confident their data was secure (67%). From real-time smart home updates (15%) to personalised shopping discounts (15%), job opportunities (14%) and tailored fitness and health suggestions (14%), many recognise that they are missing out on everyday enhancements due to concerns around how their data is handled.

In light of these findings, Samsung is reinforcing its commitment to empowering users with strong safeguards and transparent privacy controls in an increasingly AI-driven world.

Dr. Seungwon Shin, Corporate EVP & Head of Security Team, Device eXperience Business at Samsung Electronics said: “At Samsung, we believe true innovation starts with people – which is why we put privacy at the core of everything we do. This research highlights a growing trend: while consumers are proactive about managing privacy on their smartphones, they’re often overlooking the broader ecosystem of connected devices. It also reflects a hesitation to fully embrace AI-powered experiences, largely driven by uncertainty around data use.

As advocates for privacy-first design, we’re committed to earning trust through transparency, choice, and built-in protections. Everyone should be able to explore new AI capabilities with confidence, knowing their data is protected and they remain in control. That’s why we’re focused on putting privacy in the hands of users – where it belongs.”

At the heart of this mission is Samsung Knox, the company’s government-grade security platform that safeguards its smart home appliances^[2] and Galaxy devices. With the rise of connected living, Samsung is expanding Knox security across its ecosystem so users can enjoy smart appliances and AI-powered features with peace of mind^[3]

Knox Matrix is Samsung’s long-term vision for connected security—where devices in the same ecosystem work together to safeguard one another. Built on private blockchain technology and backed by future-ready protections like post-quantum cryptography^[4], Knox Matrix enables real-time, multi-device protection across smartphones, tablets, TVs, and more.

Complementing this is Knox Vault, which stores sensitive information like PINs, passwords and biometric data in a separate, hardware-based environment. This ensures that even if the main operating system is compromised, private information always stays protected.

With this layered security in place, users are empowered to manage their privacy across all their connected devices, making choices entirely on their own terms.

The research also shows that UK consumers want more than just promises—they’re seeking practical tools. 28% support clearer data usage policies, and almost the same amount value privacy information that’s simple and easy to understand (29%).

Recognising this need, Samsung is expanding its efforts to educate users and equip them with tools that put privacy into their hands across all Samsung devices. For more information on privacy, see here. For more information on the Samsung Knox security principles, see here.

[1]Research and Markets. (2024). Smart Homes and Home Automation Report 2024. Business Wire.

[2]Samsung Knox is applied to select appliances launched in 2018 and later.

[3]Samsung Knox Matrix cannot guarantee complete protection against all vulnerabilities within a user’s connected device ecosystem.

[4]Post-quantum cryptography is available on Galaxy S25 series.

Samsung Electronics unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more secure and intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display.¹ Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers and Dryers.²

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside,³ food management has been enhanced with new features such as recognition of processed food items,⁴ for models with the AI Family Hub and those with the AI Home. Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices.⁵

Moreover, the new Bespoke AI appliances bring enhanced features that adapt to consumer needs. For example, the Bespoke AI Hybrid Refrigerator utilizes AI to efficiently cool the inside of the fridge, detecting its current status and predicting internal temperature changes to effectively adapt cooling.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+,⁶ as well as models to be launched in Europe, using up to 55% less energy than class A minimum requirements for the washer.⁷ Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the first ever vented combo in its class.⁸ It significantly reduces drying time, finishing both washing and drying in 68 minutes with its Super Speed cycle.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with the world’s most powerful⁹ suction power of up to 400W.¹⁰ The upgraded AI Cleaning Mode 2.0¹¹ classifies more diverse environments¹² like corners¹³ and the type of carpets¹⁴ for improved cleaning performance.

Samsung also revealed the Bespoke AI Jet Bot Steam Ultra.¹⁵ Not only is the robot vacuum cleaner designed to climb thresholds, but it is also enhanced with AI Object Recognition for complex environments,¹⁶ which can recognize obstacles as small as 1cm, and even transparent liquids¹⁷ for better cleaning results. And when it encounters corners or walls, the brush pops out, allowing it to clean areas that can be difficult for typical robot vacuum cleaners to deal with.

Samsung Home Appliances Bring Ease of Use and Help Consumers to Save

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is now an even better central control hub, even connecting third party devices through SmartThings without the need for a separate hub device.¹⁸ Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

The upgraded Bixby allows for easier control of appliances through voice commands and enhances usability through new features like Voice ID.¹⁹ It personalizes services by recognizing the user’s voice, automatically switching to the Samsung account of the speaker and showing their calendar on the screen. And if that person also uses the low vision option on their Galaxy smartphone, it will be automatically synced to the screen for a better viewing experience.

New SmartThings services were also introduced during the event, including Family Care,²⁰ which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. It is also possible to use the robot vacuum cleaner to look for signs of an emergency, with all of this functionality being tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard.²¹

Knox Vault is also applied to home appliances for the first time,²² storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products.²³

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward,²⁴ the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results.²⁵ This support feature has already expanded to more countries, including France, Netherlands and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create safer and more reliable smart home experiences that users can enjoy with comfort and peace of mind.

¹ AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.
² AI Home is available on select models, and its availability may vary by region.
³ Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
⁴ AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.
⁵ A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
⁶ Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.
⁷ Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 21.8, which is 55% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Energy ratings tested with Eco 40-60 program, 55% savings tested with Eco 40-60 program.
⁸ Among 27” vented washer/dryers. Sold only in the U.S., Canada and Mexico.
⁹ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.
¹⁰ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.
¹¹ The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.
¹² The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.
¹³ When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.
¹⁴ When used with Active Dual Brush.
¹⁵ Product features are still in development and may change. It does not guarantee final specifications.
¹⁶ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.
¹⁷ A liquid spill is defined as having a size of 7cm x 7cm or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern.
¹⁸ Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.
¹⁹ Bixby availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. Bixby activated Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.
²⁰ Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.
²¹ Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.
²² Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
²³ PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
²⁴ Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
²⁵ Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.

Samsung has made it a priority to give you peace of mind when using connected device ecosystems as Knox Vault, passkeys and Knox Matrix protect you and your digital life.

Knox Vault

At Samsung, we’re constantly exploring ways to add extra layers of security to our products through software and hardware innovations. One example is our hardware-backed Knox Vault which combines a secure processor with secure memory to isolate your most sensitive data — like PINs, passwords and biometrics — from the rest of your device and ensure that no one else can physically or remotely reach your data.

But we’re not stopping there. With many people now using multiple devices, we’re expanding Knox Vault to more devices^[1] and bringing a safer mobile experience to a wider audience. You can rest assured that our technologies will constantly evolve as we continue to prioritise keeping you and your personal information secure

Passkeys

As our device ecosystems continue to grow, we’ve all experienced the bothersome task of logging into apps and websites with passwords that are often long, complicated and easy to forget. But what if they no longer existed, and it was still possible to securely share information across multiple devices?

This is our vision for passkeys — digital credentials that can be used for authentication across websites and apps, enabled by Knox Matrix with Galaxy smartphones and tablets.^[2] Passkeys allow users to log in to apps and websites on Galaxy devices using Samsung Pass in Samsung Wallet.^[3] This safe and easy feature enables users to sign in with biometric authentication like fingerprints and eliminates the need to remember current passwords or reset forgotten ones. Convenient without compromising security, passkeys mark a significant step toward a passwordless future.

Passkeys offer a faster, easier and more secure device experience. You’ll save time by no longer needing to type your account username into your device — simply select the account you wish to sign into. Once passkeys are registered, it is easy to switch over to a new connected device as there is no need to sign in all over again. Passkeys only work on users’ registered websites and applications, ensuring protection against phishing attacks from malicious sites or apps.

Knox Matrix

Providing new ways to secure identities and credentials for a hyperconnected world, passkeys are part of Credential Sync — a key component of Knox Matrix. We live in an age where we’re surrounded by connected devices from our phones to TVs, and even our refrigerators. This connectivity offers exciting new opportunities but also poses an increased risk of exploitation. Traditional security offerings that protect single devices are no longer enough when one compromised device has the potential to negatively impact others within the same ecosystem — presenting the need for another layer of protection.

That’s why we’ve built Knox Matrix, our next frontier of enhanced security. This system is a comprehensive approach that will become increasingly essential as more devices and aspects of our lives become connected, — protecting your ecosystem of connected devices. Knox Matrix functions as your private blockchain system where connected devices ensure security at core stages through multi-layered, intelligent threat monitoring with compatible devices cross-checking each other for breaches.

Credential Sync secures your information when moving data from device to device, making it easier to manage multiple logins while encrypting sensitive information. By sharing credentials across devices, we aim to protect your entire device ecosystem — so you don’t sacrifice security for connectivity or convenience.

Knox Matrix offers even more advanced protection for your entire device ecosystem with Trust Chain. In Trust Chain, connected devices monitor each other for security threats, provide notifications if ever attacked and share actions taken to block the threat. Also, Cross Platform SDK allows devices on different operating systems to join Knox Matrix with consistent security standards. This means you can enjoy strong security across the board with Knox Matrix whether your Samsung devices are based on Android, Tizen, Windows or other operating systems.

Samsung wants you to be able to navigate this increasingly connected world freely and comfortably with Samsung Galaxy, both now and in the future. To that end, we’re committed to helping you get the most out of your digital experience with Knox Vault and Knox Matrix. As we head towards a passwordless future, these powerful solutions will  help provide you with security you can trust.

[1]  Including but not limited to Galaxy S series, Galaxy A series, Galaxy Tab S series and more. Knox Vault availability may vary by model.

[2] Available on Galaxy smartphones and tablets with Samsung Pass, supporting One UI 6 or later.

[3] Availability of Samsung Wallet and Samsung Pass may vary depending on market or model.

Secure Wi-Fi:

With Samsung’s Secure Wi-Fi, you can work from wherever you’re most comfortable. This feature lets you browse the internet with greater protection, even when using unsecured, public Wi-Fi networks, offering complete and secure protection by encrypting internet traffic. For enhanced privacy protection, you can even route your internet traffic through two separate relays so no one can access your IP address. This is especially effective when you’re working remotely in public spaces.

To use Secure Wi-Fi, go to Settings, Security and Privacy, and select More Security Settings. From there, tap into Secure Wi-Fi, and you’re on your way. You can also add the Secure Wi-Fi icon directly to your home screen for easy access to the app.

Settings > Security and privacy > More security settings > Secure Wi-Fi

With Galaxy, you can work remotely with greater peace of mind, knowing that your sensitive data and information is less susceptible to the potential threats of public networks. Secure Wi-Fi even offers free protection of up to 1024 MB per month, automatically enabled upon connection^[1], with additional plans available at any time for those who wish to upgrade.

Samsung Internet:

Samsung Internet brings user-centric security and privacy features to web browsing, enabling you to freely browse your favorite websites while keeping your privacy protected. Under Samsung Internet, we’ve created a myriad of features all geared towards keeping you and your online experience secure.

First, the browser offers a comprehensive overview of how it protects your web experience, detailed in your Privacy Dashboard, available via the Quick Access page. This offers a detailed record of weekly activities and settings that can be adjusted to suit your privacy preferences, whenever you choose. To find this, go to the browser, tap the three lines icon, and select Privacy.

For extra security, Samsung Internet also enables private environments with Secret Mode. This could come in handy while shopping for a gift you want to keep a surprise from anyone who might have access to your device. With this option, you’ll get the same browsing experience as you would normally experience on Samsung Internet, but with extra privacy and protection. Cookies and browsing history for any websites you visit in Secret Mode will be deleted from your phone as soon as all your Secret Mode tabs are closed. You can even save pages and bookmarks, but anything you save will only be visible in Secret Mode. To use this feature, go to Samsung Internet, and from the main screen, tap on the Tab Manager icon on the bottom where you can manage your open pages. Activate Secret Mode by tapping “Turn on Secret mode”.

Samsung Internet > Tab Manager icon > Turn on Secret mode

Samsung Internet also provides the AI-powered Smart Anti-tracking function, which is turned on by default. This feature helps to block cookies and third-party attempting to track your personal information, as well as preventing cross-site trackers from using techniques for getting around tracker blocking. Smart Anti-tracking also lets you default to a more secure HTTPS setting when typing a URL and can detect and apply protection against domains that collude with classified trackers. To use Smart Anti-tracking, go into the Privacy Dashboard within Samsung Internet, and tap Smart Anti-tracking.

Samsung Internet > Privacy dashboard > Smart anti-tracking

Finally, Samsung Internet enables Ad Blocker. We know that when you’re browsing you might encounter ads that you want to get rid of for a more seamless experience. That’s why we’ve enabled you to download third-party ad blockers. To block ads via Samsung Internet, launch the Samsung Internet app and tap the three lines icon (menu), before selecting Ad blockers. Here, we’ll recommend a selection of blockers for you to choose from and download.

Samsung Internet > menu > Ad blockers

With your Samsung Galaxy device, there’s no need to worry about when and where you can surf the web. We’ve thought of it all and we’ve put measures in place to keep you protected during your online experience – no matter where you are.

[1] Secure Wi-Fi offers free protection of up to 1024MB per month for Android OS 12 or later, and 250MB per month for Android OS 11 or earlier versions. Availability details may vary by market or network provider and connectivity is subject to applicable network environments.

With Pin App and Maintenance Mode, you don’t have to worry about anyone snooping around. You get to decide what people can and can’t see, no matter who’s got their hands on your device. It’s like having a personal shield for your phone.

Pin App

There’s a feeling you get when you hand over your phone to show somebody some pictures. It could be your holiday snaps, or just something funny you saved. But then they accidentally open another app and now they see a photo or message, or anything else you didn’t intend to show them. It’s a horrifying moment, but Pin App1 can stop that from happening again.

Think of Pin App like a personal shield for your apps, stopping people from getting into where they’re not welcome. Instead, it keeps them exactly where they’re supposed to be – in the app you’ve pinned – and nowhere else.

Pin App also acts as a Do Not Disturb sign, preventing awkward pop-up notifications that risk showing sensitive information when all you wanted to do was to share a funny social media post.

Setting up Pin App is quick and easy. Simply go to your Settings, then into Security and Privacy. Next, scroll down and find More Security Settings, and you can toggle the switch for Pin App on or tap on the text to view more settings. For extra security, you can choose ‘Ask for PIN before unpinning’, so whoever has your phone will need a password to get out of the pinned application.

Then, open the app you want to pin. Tap the Recents button (or swipe up and hold if you’re using swipe gestures) then tap the icon above the app. Select the ‘Pin this app’ option, and that’s it.

Settings > Security and privacy > More security settings > Pin app

Maintenance Mode

Many of us at some point during the lifecycle of our device, will find ourselves submitting our phone to a third-party repair service for that cracked screen or that damaged charging port. More often than not, we need to send our device away for a period of time to have the repair done which brings its own risks including the ability of third parties to access private information on our devices.

Even the most careful among us can’t avoid accidents. When you send your phone away to get that cracked screen or damaged charging port fixed, you’ve got no idea who can access your data.

This is where Samsung’s Maintenance Mode can be used.^[1] It is specifically designed to protect and hide your personal data from being accessed when your device leaves your hands and is sent away for any type of repair.

When you activate Maintenance Mode, you can set up a distinct user profile, ensuring your primary account and data remain private. This mode can be activated either through the device’s Settings, where you tap Device Care before navigating to and tapping Maintenance Mode; or can be activated through the Samsung Members app.

Once Maintenance Mode has been turned on, you can conceal all your personal data including photos, videos, contacts and messages and prevent any unauthorized access. It also ensures that no data is erased by accident from your device, for instance, by a repair service centre.^[2] If you do need to send your device away for those repair activities, you can also ensure that those accessing it will only have access to basic device features that enable them to perform the necessary service diagnosis.

Secure Folder

Samsung Knox provides layers of security and privacy, not only to protect users but also to give them choice in what they want to secure. For those who want to keep their most personal information separate and safe, there’s Secure Folder.

It’s a container that locks away your data so it cannot be accessed through your phone’s regular storage. It can hold your most private data such as calendar schedules and contact information, as well as notes, photos, videos, files and even apps. You can even encrypt the Secure Folder to keep your apps and data even more locked down until the next time you open the folder.

You can find Secure Folder in your apps. The first time you open it, you’ll have to set your lock type to either a PIN, pattern, or password. In addition to these, you can also add fingerprint access – and then you’re good to go. Anything you create within the Secure Folder will be automatically stored here, but you can also move data here any time.

For example, if you want to keep a copy of your driver’s license, you can take a photo of it using the Camera app within Secure Folder, or you can pick a photo in your Gallery, tap the options menu (the three dots), and then select ‘Move to Secure Folder’.

There are a lot of things you can’t control, but when it comes to your privacy, Samsung wants to give you as much control as possible. With Pin App, Maintenance Mode and Secure Folder, you’ve got that extra reassurance against prying eyes.

Settings > Security and privacy > More security settings > Secure Folder

[1] Availability may vary by market and model Compatabile with devices running One UI 5 or above.

[2] As a precautionary measure, users are encouraged to back up any personal data before activating Maintenance Mode.

To offer users greater flexibility and convenience, the Galaxy S9 introduces support for innovative biometric authentication features that add new layers to the Galaxy line’s already stout security. Let’s take a closer look at how innovations like Intelligent Scan and Dedicated Fingerprint will streamline how users access their phone and safeguard their personal data.

An Intelligent Approach to Authentication

To make unlocking the Galaxy S9 as simple as possible, Samsung combined its advancements in iris scanning, facial-recognition and intelligent technologies to create a seamless biometric security solution that offers users fast and secure access to their device.

Intelligent Scan is a deep learning-based verification solution that utilizes the collective strength of the Galaxy S9’s iris scanning and facial recognition technologies to allow users to unlock their device and access protected content with a simple glance. The solution works by carefully analyzing your face’s visible features, as well as the lighting conditions of your surroundings, and determining the optimal authentication method to open your phone. Intelligent Scan’s multimodal approach allows it to ensure that biometric authentication occurs successfully in virtually any environment.

The Galaxy S9’s advanced facial-recognition technology utilizes an immense amount of data to recognize your face’s distinct features from a wide range of angles, and its iris-scanning technology has been enhanced to identify unique iris patterns from greater distances. This powerful combination of cutting-edge biometric and intelligent innovations allows the Galaxy S9 to recognize users even when a piece of clothing or an accessory is obstructing part of their face. So you won’t be required to remove your cap or adjust your scarf whenever you’d like to unlock your phone.

Going forward, Samsung plans to integrate Intelligent Scan support into a wide range of applications, beginning with Samsung Pass. Adding this functionality to the app will allow users to enjoy the same streamlined security when entering website logins and other sensitive information within the Samsung Internet mobile app.

Premium Security at Your Fingertips

The Galaxy S9 also introduces new capabilities to the rear-mounted fingerprint sensor that make this tried-and-true authentication method even more useful.

The sensor, which is conveniently located beneath the camera for easy access, now allows users to register fingerprints with a single swipe, and designate a Dedicated Fingerprint to use to apply an additional layer of security to their device’s Secure Folder. This encrypted folder offers a safe, conveniently accessible home for private apps and files that users can securely lock with their Dedicated Fingerprint, or with a PIN, pattern, passcode or iris scan.

When users unlock their phone using this finger, rather than bringing them to the home screen, the device will automatically display their Secure Folder’s contents. Users can also select how they would like the folder to be displayed – either as a traditional folder or as a launcher. The latter will launch a secure home screen that’s populated only by their designated private apps, as well as a Secure Folder widget that allows them to easily add more.

Together, the streamlined biometric technologies featured in the Galaxy S9 and S9+ offer users a mobile experience that’s not only more seamless and convenient but more personalized than ever.

^*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation.