From reacting to the Galaxy S26 Ultra’s epic 100x Zoom and smooth horizontal lock video feature, to pulling out the built-in S Pen like seasoned pros, the players explored what the device can do. The Privacy Display also sparked plenty of interest, giving the Boks a glimpse into smarter, more secure viewing on the go.

The Boks also checked out the Galaxy Watch Ultra and its Galaxy AI-powered wellness insights, while the Galaxy Buds4 Pro delivered an immersive audio experience worthy of a victory playlist.

Built for speed, power and performance, the Galaxy S26 Ultra looked right at home in the hands of champions.

As part of the global team-up, the Galaxy S26 Ultra shined during its red-carpet moment at The Devil Wears Prada 2 World Premiere. In an activation that would leave even Miranda Priestly proud, Galaxy S26 Ultra was used to capture the stunning red carpet looks of attendees, making it Samsung’s first-ever Runway Cam #withGalaxy that Samsung South Africa, in association with partners, hosted a special screening of the film at Ster-Kinekor cinemas at Eastgate Shopping Centre, Johannesburg on Tuesday, 28 April. On an evening where fashion and innovation intersected, attendees, who included media and influencers, answered to the evening’s theme of ‘Runway Ready’, and looked exquisite. The guests had a unique opportunity to see the Galaxy S26 series, which was on display with all its latest and impressive AI (artificial intelligence) features, along with Samsung’s Crystal UHD Smart TV 2025.

Galaxy S26 Ultra users and influencers Musa Keys (@musakeys) and Pedro (@Pedrothe3rd) participated in the experience. “I’ve always been about capturing moments that feel bigger than life, and the Galaxy S26 Ultra does exactly that,” said Musa Keys[1]. “From the camera quality to features like Circle to Search with Google, it’s like having a creative studio in your pocket. Being part of something that blends fashion, music and tech at this level just makes sense.”

Pedro¹ said, “The energy on the red carpet was unreal. The Galaxy S26 Ultra made it easy to stay on top of everything, from capturing clean, high-quality content to finding inspiration on the go. It’s fast, it’s smart, and it keeps up with the pace of moments like these.”

“At Samsung South Africa, we’re always looking for ways to connect innovation with culture in a way that feels authentic and exciting for our consumers,” said Kgomotso Mannya, Chief Marketing Officer at Samsung South Africa. “This collaboration with The Devil Wears Prada 2 allows us to showcase the Galaxy S26 Ultra not just as a powerful device, but as a creative companion that empowers users to express themselves, capture standout moments, and stay effortlessly ahead in fast-paced environments.”

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

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

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

[1] Paid promotion.

Amid this shift, Samsung Electronics has positioned Bixby[1] at the forefront. With its official launch on March 31, Bixby has evolved from a voice assistant into a “device agent” — capable of understanding device context, connecting functions and executing complex tasks on users’ behalf. With intuitive natural language control, Bixby provides personalised solutions based on device status, along with seamless access to web-based information within a single conversational flow.

So what goes into making Bixby more than just a voice assistant? Jisun Park, Corporate Executive Vice President and Head of Language AI Team at Samsung Electronics’ Mobile eXperience (MX) Business breaks it down.

Jisun Park, Corporate Executive Vice President and Head of Language AI Team, Mobile eXperience (MX) Business at Samsung Electronics.

What has changed with the new Bixby compared to before?

Bixby has evolved into a more powerful device agent, going beyond a traditional assistant. Optimised for each user’s device, it deeply understands device status and capabilities to provide more relevant responses and tailored solutions. With enhanced natural language understanding, it also enables more intuitive and seamless device control.

Jisun Park uses natural language to ask Bixby which device settings to adjust to reduce eye strain.

What are some of the key experiences users can expect from the new Bixby?

The most noticeable improvement is how intuitive device control has become.

Bixby understands user intent and recommends the most appropriate settings or features, eliminating the need to navigate menus or know exact feature names. Users can simply describe what they want in natural language.

For example, if a user says, “Make my screen visible only to me,” Bixby activates the Privacy Display[2] feature.

Bixby can also answer questions about the device and provide personalised solutions based on current settings — essentially a service centre in your pocket. For example, asking “My eyes are tired — how can I make the screen easier to look at?” will prompt Bixby to recommend and activate the Eye comfort[3] shield feature right then and there.

Users can get answers and solutions simply by asking questions during a conversation, without needing to search through settings or open separate apps such as a browser or maps.

In addition, Bixby is no longer limited to device-related queries. It now can analyse real-time web information and provide relevant answers. For example, users can ask, “Recommend three Korean restaurants in Sandton for a family of four,” and receive results directly within the conversation[4].

This allows users to ask follow-up questions naturally and get the information they need, minimising interruptions to their flow or switching contexts.

What was the most challenging part of the Bixby update process?

The biggest effort went into redesigning Bixby’s architecture from command-based to agentic, enabling it to better understand user intent and deliver optimal results.

Previously, Bixby classified user input and executed tasks based on preset scenarios. Now, with a Large Language Model (LLM) at its core, it can interpret intent more flexibly and generate its own execution plans.

More specifically, we transformed individual functions into callable agents and defined them in a way that allows the LLM to invoke them as needed. This enables the system to combine multiple functions and Application Programming Interfaces (APIs) to complete tasks more meaningfully, going beyond simple natural language understanding.

As a result, Bixby now handles complex, multi-step requests more naturally with greater contextual awareness, including scenarios that were previously difficult to process.

Jisun Park explains the process behind Bixby becoming a device agent with LLM at its core.

Is there a memorable episode during development?

Improving Korean language performance was particularly memorable.

Since Bixby supports multiple languages, it is important to ensure consistent performance across all of them. Korean is known to be particularly challenging in LLM environments due to its linguistic complexity. Its word forms vary widely due to a rich system of particles and endings, and its flexible word order means that meaning can shift significantly depending on context — making it difficult for models to reliably interpret sentence structure and semantics.

At one point, Korean performance metrics plateaued for an extended period and the entire team spent long hours testing different approaches. For example, we refined the training approach of the LLM-based model to better reflect the Korean language’s linguistic characteristics, adjusted the model architecture, and reinforced context-based learning to improve contextual understanding.

That said, the process was far from easy. There were moments of frustration when even our most promising approaches didn’t always deliver. But by refusing to give up and continuing to push for a breakthrough, they were ultimately able to surpass their original Korean performance targets by a significant margin.

That was the moment the entire team truly believed — this new Bixby was genuinely different.

What role will Bixby play in Samsung’s transition to the agentic AI era?

Bixby will play a key role as a device agent, helping users more easily access and use Samsung devices to their full potential.

At its core, agentic AI is about understanding intent and context to autonomously carry out tasks on behalf of users, making everyday experiences simpler and more convenient. Through this, Samsung aims to accelerate the widespread adoption of AI and ultimately embed it seamlessly into everyday life, much like essential infrastructure.

With Bixby, users can discover and use a wide range of Galaxy AI features without needing technical expertise. In this way, Bixby lowers the barrier to AI and helps more people enjoy AI experiences in their daily lives.

Jisun Park speaks to Galaxy S26 Ultra to demonstrate Bixby’s new agentic capabilities.

Bixby is now expanding beyond Galaxy mobile devices to other Samsung devices. Can you tell us more about this?

Bixby is already available across a range of Samsung devices beyond the Galaxy ecosystem, bringing added convenience to users.

This evolution of Bixby is now being rolled out in phases to more products, enabling Samsung users to control multiple devices throughout the home more conveniently.

Through SmartThings[5] integration, users can also control home appliances remotely via Galaxy devices. For example, while outside, they can say, “Start the wash cycle,” to a washing machine, or “Turn on the air conditioner in dehumidification mode,” before arriving home.

This allows users to manage their home environment more seamlessly, even when they are away.

As Bixby continues to expand across devices, it will deliver a more integrated and connected experience, helping users enjoy greater convenience in their daily lives.

What is the future direction and goal for Bixby?

Our goal is for Bixby to become the primary entry point for interacting with Samsung products.

In the past, users had to search for the right app, navigate menus and move between multiple screens to complete a task.

With Bixby, simply speaking is enough to get things done. This represents a shift from app- and menu-based interactions to a more natural, conversation-driven experience.

To achieve this, we are continuously advancing key AI capabilities such as natural language understanding, context-based reasoning and planning.

At the same time, we are expanding Bixby across more devices. As a device agent that understands each product and connects it to user intent, Bixby will become a natural and seamless partner in everyday life.

[1] Bixby service availability requires Samsung Account login and data connection. Available functions and features may vary by country, region, and language. Bixby only recognises certain accents and dialects of English (UK), English (US), English (India), French (France), German (Germany), Italian (Italy), Japanese (Japan), Korean (South Korea), Mandarin Chinese (China), Spanish (Spain), Portuguese (Brazil) and Spanish (Latin America). Other supported languages may be added in the future. Not all accents, dialects, and expressions are recognised, and actual performance may vary depending on pronunciation, voice level, and the surrounding environment.

[2] Privacy Display feature controls the screen’s viewing range to limit peripheral vision. Some changes in image quality may occur outside the viewing range. When activated, some information may still be visible to others depending on the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information.

[3] EyeComfort Mode is a viewing option under the Adaptive Picture feature that provides a picture setting comfortable to viewers’ eyes based on sunrise/sunset times and surrounding ambient light. The sunrise/sunset time sync function in EyeComfort Mode may work differently, depending on the area and network connection. This function may not be supported by some modes or apps (e.g., Ambient Mode, Art Mode, and Game Mode).

[4] User’s consent to access location information is required when a response depends on it, and is requested at the initial interaction. The data will be used solely for generating responses and will not be utilised for any other purposes. All location data will be deleted immediately after the response is provided.

[5] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The supported OS specification, required storage space, and other usage environment for the SmartThings app can be found on the app download page in each app store. SmartThings has compatibility constraints, and the compatible environment may be updated periodically.  Supported OS specifications and app screen configuration may change with app updates.

Samsung Electronics Co., Ltd. has announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.

According to new research from Futuresource Consulting, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,^[1] reinforces Samsung’s position at the forefront of the home entertainment industry sales.

Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio line-up with new products that deliver cinema-quality sound tailored to different living environments.

The line-up will include:

• HW‑Q990H flagship soundbar, the successor to the HW‑Q990F
• All‑in‑one soundbar HW‑QS90H
• Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers

Executive Vice President of the Visual Display (VD) Business at Samsung Electronics noted that Samsung takes special pride in their soundbar brand and see it as a way to bring premium sound experiences to homes everywhere. Being named the top soundbar brand in the world for the 12th consecutive year is a tremendous honour and a testament to Samsung’s commitment to premium home entertainment.

^[1] Samsung is No.1 in Soundbar sales in the world. Source: Report name: “Worldwide Home Audio Quarterly Tracker”.

Data: Worldwide Soundbar Market Share by manufacturer – Annual units and value basis

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Samsung recognises the growing importance of HVAC (Heating, Ventilation and Air Conditioning) solutions in the business-to-business (B2B) sector, now extending beyond comfort to support operational efficiency, sustainability goals and employee productivity.

As a global developer in innovation, Samsung is able to deliver its latest solutions that enhance efficiency and transform various industries in the B2B space. Samsung’s Innovative B2B HVAC solutions are able to integrate advanced Artificial Intelligence (AI) for energy efficiency and design aesthetics like WindFree technology^[1]. The company’s systems, such as the DVM S2 (Digital Variable Multi)^[2] , VRF (Variable Refrigerant Flow)^[3] and EHS TDM Plus (Air to Water Heating)^[4] are improving comfort in commercial spaces by prioritising sustainability and ensuring high-performance.

In the Building and Construction B2B sector for instance, Samsung’s Smart Air Conditioning (SAC) and HVAC solutions, powered by the Building Internet of Things (b.IoT) – is redefining the comfort in your business while also optimising energy efficiency and smart management of commercial spaces. Specifically, Samsung’s AI-based building management solution, b.IoT that is designed to assist you in maximising energy savings and operational efficiency – seeks to create sustainable, smart buildings for a variety of businesses. Samsung HVAC solutions are driven by five key pillars – designed for both residential and commercial applications; prioritising comfort, sustainability and intelligent automation. These include:

Pillar 1: Advanced Technology for Optimal Comfort

SAC solutions will provide your business with specific temperature control, offering optimal comfort^[5] in different environments. Its advanced inverter technology will make the reduction of energy consumption in your business possible – thereby contributing to lowering your operational costs. These advanced HVAC solutions are tailored to meet your business’ unique needs – from offices to large-scale commercial facilities.

Pillar 2: Seamless Integration with b.IoT

With the innovative b.IoT Platform – you can now look forward to a robust IoT platform that connects and manages HVAC systems in real-time. And, with Samsung’s advanced remote monitoring and control features, as a business, you will now be able to monitor and control your air conditioning systems remotely^[6] while also providing consistent performance. In addition, Samsung’s HVAC solutions use AI to predict maintenance needs which in turn reduce downtime and may extend your system’s lifespan.

Pillar 3: Advanced Air Purification 

 Air quality is just as important as temperature. Many Samsung aircons come with Tri-Care Filters^[7] or PM1.0 filtration^[8], which trap dust, allergens, bacteria and even viruses^[9]. This is a valuable feature for homes with children, pets or allergy-prone residents. 

Pillar 4: Commitment to Sustainability

Driven by its 2022 “New Environmental Strategy”^[10]– Samsung has been seeking to ensure enterprise-wide, net-zero direct and indirect carbon emissions by 2050^[11]. The company has established a commitment to reducing the carbon footprint of its B2B HVAC solutions.

Samsung’s SAC-HVAC systems are specifically designed with sustainability in mind, using eco-friendly refrigerants and energy-efficient technologies. By minimising energy consumption and emissions, Samsung’s HVAC solutions may reduce carbon footprint and may also help the variety of businesses it serves to achieve their own sustainability goals.

Pillar 5: Trusted Partner for B2B Solutions-Reliability

With decades of experience in the HVAC industry, Samsung is a trusted partner for businesses worldwide. And with the company’s customer-centric approach, Samsung has focused on delivering solutions that meet the needs of its clients. Samsung is also able to offer comprehensive, end-to-end support – from installation to maintenance – designed to accommodate its customers’ requirements.

The attributes in these HVAC solutions combine advanced technology, seamless integration and a commitment to sustainability, allowing Samsung the opportunity to empower businesses to create smarter and more efficient spaces.

^[1] Samsung Wind-Free Technology lets you maintain a stable home temperature via remote control optimised to your daily schedule.
^[2] DVM S2 systems feature Artificial Intelligence (AI) with Deep Neural Network algorithms¹ to optimize system operation with high and low pressure control, defrost cycle activation and operation, and low refrigerant monitoring. The new AI technology allows the equipment to operate at exact target pressures and temperatures based on application to save energy.
^[3] VRF systems are advanced HVAC solutions that regulate refrigerant flow to multiple indoor units, providing precise temperature control, energy efficiency, and simultaneous heating and cooling capabilities.
^[4] The Samsung EHS TDM Plus is an advanced heat pump system designed for comprehensive climate control throughout the year.
^[5] Based on internal testing in accordance with Samsung protocols.
^[6] Requires the use of the SmartThings App and a Samsung account.
^[7] Tri-Care Filter is compatible with the following Samsung air conditioner models AR**HYBWK, AR**HYCWK, AR**GYCWK, AR**ECNNWK, AR**EABWK.
^[8] The PM1.0 Filter line-up may differ between regions.
^[9] Data has been measure under specific testing conditions and may vary depending on environmental factors and individual use. Tested on the AR13TYCABWKNST.
^[10] In September 2022, the Samsung Sustainability Committee resolved the New Environmental Strategy, which encompasses longterm climate response and resource circularity goals. Since 2023, key achievements have been included in the committee’s agenda and reviewed annually.
^[11] Source – https://www.samsung.com/global/sustainability/media/pdf/Samsung_Electronics_Sustainability_Report_2025_ENG.pdf

Samsung has been recognised as the Most Preferred household Refrigerator and Washing Machine Brand in South Africa^[1], according to the Brand Attitude Survey (BAS) 2025 conducted by Ipsos, a leading global market research firm. This accolade underscores Samsung’s strong reputation, influence and trust customers have in its home appliances.

The survey, which was conducted between 1 September and 3 October 2025, assessed consumer preferences and awareness regarding refrigerators and washing machines. Samsung emerged as the Most Preferred Single Answer (MPSA) brand for both Washing Machines (48%) and Refrigerators (38%).

This strong endorsement reflects Samsung’s commitment to delivering innovation that is thoughtfully designed, quality that is built to support modern South African households.

“Consumers naming us the most preferred household brand for refrigerators and washing machines is a powerful validation of our approach and a solid affirmation of the quality of our products. It reflects the trust South Africans place in the Samsung brand to deliver appliances that simplify everyday life, protect what matters most and continue to improve as their needs change,” said Mark Mackay, Director: Home Appliances at Samsung Electronics South Africa.

Why Samsung Home Appliance

• Bespoke AI^[2]
  Smart appliances that learn usage patterns and optimise performance, taking the guesswork out of daily chores and making home life more efficient.
• SmartThings^[3]
  Seamless integration across Samsung devices, allowing users to monitor, control and automate appliances from their smartphones (or tablets), whether at home or on the go.
• Knox Security^[4]
  Enterprise-grade security built into connected appliances, helping protect personal data and giving consumers peace of mind in an increasingly connected world.
• Reliability
  Appliances undergo rigorous durability testing, resulting in trusted quality and long-lasting performance. Various devices also receive long-term software updates that keep them secure and capable long after purchase. Furthermore, a strong service and support network ensures help is available when it’s needed.

^[1] IPSOS. Online Survey, 1 Sep 25 – 3 Oct 25. Most preferred single answer (MPSA) for Washing Machines (48％) and Refrigerators (38％). Sampled 800 general public participants
^[2] AI based features are available on certain appliances, and based on our deep learning model, which is 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.
^[3] Requires the SmartThings App, which is available on Android and iOS device. A Wi Fi connection and a Samsung account are also required.
^[4] Applied to all appliances that have an Internet connection.

As homes become more connected, Samsung continues to demonstrate what it means to live and entertain smart with its latest range of OLED and The Frame TVs. As part of its TV Lifestyle ^[1] running from 1 April to 31 May, Samsung is showcasing how its intelligent TV technology seamlessly integrates into modern homes, while also offering compelling promotions across the ranges.

Smart TVs for Smarter Living

More than just a screen, today’s TV has become a central hub for entertainment, productivity, and connection. Samsung’s OLED and The Frame TV ranges are designed with this in mind, offering intuitive features that adapt to users’ needs and preferences.

With built-in voice assistants^[2] , users can effortlessly control their TV, search for content, adjust settings, or even manage compatible smart home devices using simple voice commands. Whether dimming the lights for movie night or checking the weather before heading out, Samsung TVs bring convenience to the forefront.

App integration provides seamless access to popular streaming platforms, music services, and more, all from one place. Personalised content recommendations further enhance the viewing experience, learning user preferences to surface shows and movies tailored to individual tastes.

Beyond entertainment, these TVs are designed to work harmoniously within a connected ecosystem, making them a good fit for modern smart homes. With SmartThings^[3] compatibility, users can monitor and control a wide range of connected devices directly from their TV screen, simplifying everyday living.

With Mother’s Day approaching, Samsung’s premium^[4] TV line-up offers a meaningful and stylish way to show mom appreciation. The Frame TV, in particular, stands out as a thoughtful gift, blending innovative technology with elegant design.

When switched off, The Frame TV transforms into a digital art display, showcasing curated artworks or personal photos, bringing an art gallery feel into your living space. Its slim profile and customisable bezels allow it to complement the décor, making it both a functional device and a statement piece.

For moms who love immersive entertainment, Samsung’s OLED TVs deliver breath-taking picture quality with deep contrasts, vibrant colours, and cinematic clarity, ideal for binge-worthy series, family movie nights and everything in between.

Exceptional Value Across the Range

As part of the campaign, consumers can take advantage of significant savings across select models:

The Frame TV Deals:

• 85” LS03F 4K The Frame Samsung Vision AI TV (QA85LS03FAUXXA) – R34,999* ^[5] save R5000
• 75” LS03F 4K The Frame Samsung Vision AI TV (QA75LS03FAUXXA) – R24,999*, save R5,000
• 65” LS03F 4K The Frame Samsung Vision AI TV (QA65LS03FAUXXA) – R13,999*, save R9,000
• 55” LS03F 4K The Frame Samsung Vision AI TV (QA55LS03FAUXXA) – R12,999*, save R5,000

OLED TV Deals:

• 77” S95F 4K OLED Samsung Vision AI TV (QA77S95FAUXXA) – R69,999*, save R30 000
• 83” S90F 4K OLED Samsung Vision AI TV (QA83S90FZEXXA) – R89,999*, save R40,000
• 77” S90F 4K OLED Samsung Vision AI TV (QA77S90FZEXXA) – R49,999*, save R30,000
• 65” S90F 4K OLED Samsung Vision AI TV (QA65S90FZEXXA) – R37,999*, save R2000
• 55” S90F 4K OLED Samsung Vision AI TV (QA55S90FAUXXA) – R19,999*, save R8,000
• 65” S85F 4K OLED Samsung Vision AI TV (QA65S85FZEXXA) – R19,999*, save R10,000
• 55” S85F 4K OLED Samsung Vision AI TV (QA55S85FZEXXA) – R12,999*, save R4000

From simplifying daily routines to enhancing entertainment and elevating home aesthetics, Samsung’s latest TV range is crafted to fit effortlessly into modern lifestyles. Whether it’s the artful elegance of The Frame or the cinematic brilliance of OLED, these TVs are more than just technology, they’re companions in everyday living.

^[1] Terms and Conditions apply (https://shop.samsung.com/za/promotion-terms-and-conditions).

^[2] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect. Voice commands and multi turn is supported for 10 languages (UD/UK/IN(en)/DE/FR/IT/ES/BR/MX/KR). A Samsung account log-in and date network connection (WiFi or data network) are required.

^[3] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The supported OS specification, required storage space, and other usage environment for the SmartThings app can be found on the app download page in each app store. SmartThings has compatibility constraints, and the compatible environment may be updated periodically.  Supported OS specifications and app screen configuration may change with app updates.

^[4] Samsung brand is ranked No.1 for 8 consecutive years in Premium TV (*Premium TV: $1,500 and above). Source: Report Name “TV Sets Spotlight Service / TV Sets (Emerging Technologies) Market Tracker, Q4 2025” published by Informa Tech.

^[5] * Recommended retail price only. Prices may vary per retailer.

Samsung Electronics has announced that it ranks as the world’s No.1 TV brand^[1] for the 20th consecutive year — marking two decades as the global innovator in the television industry.

Samsung had held the top position in the global TV market since 2006 and according to market research firm Omdia’s report, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s top position across premium, ultra-large and next-generation display technologies. Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED and lifestyle TVs. It also maintained its top position in the segment over $1,500, holding a 52.2% market share.

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs – setting new standards for slimmer, more energy-efficient displays.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms – expanding their role beyond traditional viewing.
• 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customisable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018: 8K TVs delivered four times more the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and colour accuracy in ultra-large screens.

Through continuous advancements in picture quality, smart functionality and display innovation – Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening its Position in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing its invention in high-performance screens. The company also continues to enhance its OLED and Neo QLED line-ups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its line-up. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimise picture, sound and personalisation in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognised and trusted TV brands worldwide — offering ground-breaking technology across multiple price tiers, screen sizes and display innovations.

^[1] Omdia, Feb-2026. Results are not an endorsement of Samsung. Source: Report Name: “TV Sets Spotlight Service / TV Sets (Emerging Technologies) Market Tracker, Q4 2025” published by Informa Tech

Data: Worldwide TV Market Share by Manufacturer – Annual unit & revenue basis

Sports broadcasting is evolving, bringing fans closer to the experience by moving cameras closer to the action. Samsung is driving this shift with the Galaxy camera system and its ability to operate at broadcast-level performance through the pairing of connectivity and mobility. Earlier this year, Galaxy flagship device was used to stream Opening Ceremony of the Olympic Winter Games Milano Cortina 2026, where Samsung worked alongside Olympic Broadcasting Services (OBS) to embed Galaxy devices throughout the venue at one of the world’s largest sports stages. The result was a new layer of visual storytelling, capturing dynamic perspectives that complemented traditional broadcast coverage. These capabilities extended to the Galaxy Unpacked 2026, showcasing its ability to deliver professional-grade video capture and transmission.

Now, Samsung is helping lead this transformation within skateboarding competitions by embedding the Galaxy S26 Ultra directly into key course features — including rails, ledges and gaps — across the entire SLS 2026 season, fully scaling the Galaxy POV (point of view) first introduced at the 2026 SLS Sydney stop.

“Mobile innovation is opening new possibilities for how sports are captured and experienced,” said, Executive Vice President and Head of the Visual Solution Team, Mobile eXperience (MX) Business at Samsung Electronics. “At Milano Cortina we demonstrated how Galaxy technology can complement traditional broadcast systems. With Street League Skateboarding, we’re bringing that same approach directly into the course with our newest, most advanced device camera, and using mobile POV to capture skateboarding from entirely new perspectives.”

Embedded throughout the course, the devices provide skater-level perspectives, offering angles that traditional broadcast systems often cannot capture. This footage feeds directly into the live production workflow, enabling near-instant replay and offering viewers a fresh visual experience that reflects the intensity of the sport itself.

From speed to the precision of every landing, skateboarding is defined by details that are often lost from a distance. With mobile cameras placed directly inside the course, Samsung is reimagining how the sport is experienced, bringing fans closer to each mid-air movement, board flip and landing. These new perspectives offer deeper insight into technique, timing and control, while strengthening the connection between fans, the sport and the athlete.

Featuring Samsung’s most advanced mobile imaging system to date, the Galaxy S26 Ultra is designed to perform in fast-moving, unpredictable environments, much like the athletes themselves. It delivers professional-grade camera performance and high-quality footage across a wide range of shooting conditions with enhanced stabilisation, intelligent processing and the ability to maintain clarity in low-light or high-speed conditions[1]. This allows it to operate alongside conventional cameras while maintaining more clarity, stability and detail than its predecessor, within spaces traditional broadcast cameras cannot easily access.

The placement of Galaxy S26 Ultra devices follows the rhythm and flow of each run, revealing the style, speed and precision of each trick from within the course itself. Galaxy features also extend the creative possibilities of production. Features such as Super Steady[2] with horizontal lock stabilisation help maintain smooth, level footage even during high-speed motion, while Instant Slow-Mo[3] enables detailed replay of tricks as they happen. Together, these capabilities allow production teams to capture skateboarding with clarity, stability and proximity — showcasing the precision, style and technical skill behind every movement.

LOS ANGELES, CALIFORNIA – APRIL 04: <>during the Samsung and Street League Skateboarding’s Los Angeles Takeover at Ace Mission Studios on April 04, 2026 in Los Angeles, California. (Photo by Joe Scarnici/Getty Images for Samsung)

“Skateboarding is reaching more people than ever before, especially as the sport continues to grow on the global stage,” said Brett Clarke, Chief Revenue Officer at Thrill Sports, the parent company of Street League Skateboarding. “Collaborations like the one we have with Samsung help us evolve how the sport is shared with fans while staying true to the creativity and culture that define skateboarding.”

The debut of Galaxy S26 Ultra POV integration at the SLS DTLA Takeover signals where sports broadcasting is heading next. As the SLS Championship Tour continues, Samsung will continue exploring how mobile technology can evolve into versatile broadcast tools. Looking ahead to major global sporting events and the road to Los Angeles 2028, this shift suggests a future in which the boundary between smartphone camera and broadcast camera continues to disappear, bringing fans closer to the action.

[1] Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects.

[2] Super Steady results may vary depending on editing method and/or shooting conditions.

[3] Instant Slow-mo feature for Photo Assist is available on Samsung Video Player and Samsung Gallery. May not be available on certain video file types. Accuracy of results not guaranteed.

Now, with the Galaxy S26 series,[2] it has reached new heights by supporting real-time audio control on content streamed across various platforms. In this article, we’ll dive deeper into these advancements.

From Fix it Later to Filter it Now

Starting with the Galaxy S26 series, Audio Eraser has evolved into a live audio experience. It enables real-time sound separation and optimisation across voices, music and background noise, not only for recorded content but also for over-the-top (OTT) or social media content you are watching. This advancement shifts the focus from post-recording edits to real-time audio management.

By integrating an AI (artificial intelligence) sound engine with advanced sound separation technology, the Galaxy S26 series allows you to adjust and control recorded sound as it occurs. This enables a clear, immersive listening experience across various streaming platforms by effectively erasing distracting background noise.

Seamless Access, Total Control

You can easily adjust noise and reduce distractions directly from the Quick panel without needing to rewind or replay content. While the video is playing, simply swipe down from the top right of the screen and tap the Audio Eraser icon to start filtering the sound right away.

Once activated, the feature offers advanced controls for a more professional touch. You can adjust the “Strength” slider to fine-tune noise reduction and enable “Voice Focus” to focus/prioritise on  dialogue in the video.

With the Galaxy S26 series, you can enjoy tailored sound quality in real-time, for the different types of content you watch.

▲Access Audio Eraser via the Quick panel on the Galaxy S26 series, with controls to adjust “Strength” and enable “Voice focus.”[3]

Audio Eraser is no longer limited to reducing noise. It now allows you to easily design your sound in real time. Enjoy the more personalised and comfortable listening experience with the Galaxy S26 series.

^{[1] Audio Eraser supports adjusting noise from media playing through the Quick panel for select apps on the Galaxy S26 series. The level of support depends on the model and OS version. Results may vary by video depending on how sounds are present. Samsung Account login is required. Certain types of sound, such as voices, music and noise, can be detected. Actual sound detection may vary depending on the audio source and video conditions. Accuracy of results is not guaranteed.}

^{[2] The Galaxy S26 series includes Galaxy S26, S26+ and S26 Ultra.}

^{[3] Image simulated for illustrative purposes. Actual UX/UI may be different.}