Samsung Electronics Co., Ltd. has announced Galaxy A27 5G, a device that refines everyday mobile use with an immersive display, reliable performance and thoughtfully integrated AI (artificial intelligence) features. Building on the popular Galaxy A26 5G, Galaxy A27 5G introduces meaningful enhancements that make the experience easier and more intuitive for more users.

More Screen, Less Distraction

For smoother and more seamless viewing, Galaxy A27 5G features a 6.7-inch Super AMOLED display with a 120 Hz refresh rate. It also introduces an upgraded Infinity-O display, which minimises the visible camera area through a discreet punch-hole design. Together with a reduced and more balanced bezel, this adds screen space and removes distractions to keep content front and centre. With a slim 7.8 mm body, Galaxy A27 5G is designed to feel comfortable in the user’s hand throughout the day.

Everyday Performance, Enhanced

Powered by the Snapdragon® 6 Gen 3 Mobile Platform,^[1] Galaxy A27 5G feels more responsive throughout the day, whether users are switching between apps or busily handling multitasking. A boost in GPU performance delivers smoother graphics for gaming and streaming, while the latest high-speed memory enables faster data transfer speeds and improved power efficiency. Together, these upgrades help Galaxy A27 5G deliver an everyday experience that users can count on.

Galaxy A27 5G also introduces a 12 MP front camera that captures a wider range of brightness and richer colours, resulting in more natural-looking selfies in a variety of lighting conditions.

Awesome Intelligence for Everyday Tasks

Upgrades to the existing suite of AI features make mobile intelligence more accessible. Circle to Search^[2] with Google now supports multi-object recognition, allowing users to search for multiple items within an image at once, from outfits to accessories, in a single step. It also allows outfits to be virtually tried on directly from search results, helping users to explore new styles from anywhere.

Object Eraser^[3] now delivers more precise results, making it easier to remove unwanted distractions with more natural-looking edits. Additionally, Voice Transcription^[4] in the Voice Recorder app can now translate as it transcribes, making it easier to capture meeting notes in 22 languages.

Building on the Awesome Intelligence^[5] experiences introduced earlier this year, Galaxy A27 5G supports a choice of AI assistants, including Google Gemini ^[6] and Perplexity.^[7] Deeper integration across more native Galaxy apps — including Gallery — supports faster, more intuitive everyday interactions. Galaxy A27 5G now supports ^[8] as a conversational device agent, enabling seamless control of settings and features through natural language.

Galaxy A27 5G reinforces Samsung’s commitment to long-term support with up to six generations of Android OS and One UI upgrades, as well as up to six years of security updates* from the initial global launch date, giving users confidence that they will be able to use their device for longer. Built on Samsung Knox with hardware-backed protection from Knox Vault, ^[9] Galaxy A27 5G keeps sensitive data secure, making device protection easier and more intuitive than ever before.

Availability

Galaxy A27 5G will be available at Samsung stores, network operators and retailers starting 1 July, and from 10 July on Samsung online stores. The device will be available in Black and Light Green^[10], at the recommended retail price of R6,999. For added peace of mind, Samsung Care+^[11] offers comprehensive coverage optimised to users’ needs, including tailored benefits that protect the value of the device.

For more information on Galaxy A27 5G, please visit: Samsung Newsroom, Samsung Mobile Press or Samsung.com.

Specification Table

^[1] Snapdragon is a trademark or registered trademark of Qualcomm Incorporated. Snapdragon is a product of Qualcomm Technologies, Inc. and/or its subsidiaries.

^[2] Circle to Search is a trademark of Google LLC. Sequences shortened and simulated. Results for illustrative purposes only. Service availability may vary by country, language or device model. Requires an internet connection. Users may need to update Android and Google app to the latest version. Works on compatible apps and surfaces. Results may vary depending on visual matches. Accuracy of results is not guaranteed.

^[3] Results may vary depending on shooting conditions, including multiple subjects, being out of focus or moving subjects.

^[4] Voice transcription feature requires Samsung Account login. Only available on the pre-installed Samsung Voice Recorder app or files recorded using the pre-installed Samsung Phone app. Voice recording feature in the pre-installed Samsung Phone app may not be supported in some countries. Audio files must be under 3 hours in duration to be processed. Accuracy of results is not guaranteed. For details, please visit https://www.samsung.com

^[5] Samsung Account login may be required to use certain Samsung Intelligence Features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by Intelligence Features. Availability of Awesome Intelligence features may vary depending on the region/country, OS/One UI version, device model or phone carrier. Awesome Intelligence service may be limited for minors in certain regions with age restrictions over AI usage.

^[6] Gemini feature requires an internet connection and Google Account login. Service availability may vary by country, language or device model. Features may differ depending on subscription and results may vary. Compatible with certain features and certain accounts. Accuracy of results is not guaranteed.

^[7] Menu names, paths, and screen layouts may vary depending on your device model, software version, or app version. This feature may vary depending on your country, language, model, or app. If the Perplexity app does not appear in the voice wake-up app list, update both the Voice wake-up app and the Perplexity app to the latest version from the Galaxy Store, then try again. Language support for Perplexity may vary by country.

^[8] Service availability may vary by country/service provider/language/device model/OS version.

^[9] Security features or hardware/software architecture of Samsung Knox Vault on Samsung Galaxy A series smartphones may differ from those on Samsung Galaxy flagship devices, including S series, Z series, S FE series smartphones and Tab S series tablets launched from 2021 onwards. Availability of Samsung Knox Vault may vary depending on the device model.

^[10] Colour availability may vary depending on country or carrier.

^[11] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and a deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefits, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/samsung-care-plus/. Care at home and abroad: When in need of Samsung Care+ services during travel, users should contact the visiting country/region’s local customer services center in advance for Samsung Care+ availability.

^[12] Memory/storage options and availability may vary by country, region or carrier. Available memory/storage capacity is subject to preloaded software.

^[13] Galaxy A27 5G is rated as IP64. Based on lab test conditions for spraying 10 liters of freshwater per minute from all angles for 5 minutes. Not recommended for beach or pool use. Water and dust resistance of the device is not permanent and may diminish over time due to normal wear and tear.

* Availability and timing of Android OS upgrades and security updates may vary by device model and market.

** 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.

Samsung is bringing intelligent innovation and premium mobile experiences to more users with the recently launched Galaxy A57 5G and Galaxy A37 5G. As smartphones become increasingly central to how people create, connect, work and play, Samsung continues to make meaningful innovation more accessible, delivering powerful performance and advanced camera experiences. Samsung is continuing its mission to democratise innovation by bringing some of the most-loved Galaxy S series experiences to more people.

The new Galaxy A series devices are designed for people who want smarter, more intuitive mobile experiences without stepping into ultra-premium price territory. Whether it is managing busy schedules, creating social content, staying organised, or protecting personal memories, the Galaxy A57 and A37 make advanced mobile technology feel accessible, useful, and seamlessly woven into everyday life.

At the heart of this shift is Samsung’s approach to making flagship  features part of the mainstream smartphone experience.

Imagine sitting in a lecture, a brainstorming session, or a family meeting where ideas are flying across the room faster than fingers can type. With Voice Transcription, users can record conversations and convert speech into text in real time, helping students capture notes effortlessly, young professionals keep track of meetings, or content creators quickly turn ideas into captions and scripts. It transforms the smartphone into a practical productivity companion that works quietly in the background while life moves at full speed.

Photography and content creation have also become more intuitive with Object Eraser[1]. Everyday moments are rarely picture-perfect on the first try. A stranger photobombing an exquisite sunset photo, an unwanted sign in a travel snap, or clutter distracting from a carefully styled outfit can all be removed with a few taps. What once required advanced editing apps or desktop software can now happen directly on-device, giving users the freedom to create cleaner, more polished content instantly.

Then there is Circle to Search[2] with Google, a feature that feels almost futuristic in its simplicity. Users can simply circle an object, phrase, or image on their screen to instantly learn more about it without switching between apps. Spot a pair of sneakers you like on social media? Circle them to search. Watching a recipe video and curious about an ingredient? Circle it. It reduces the space between curiosity and discovery, making information feel more immediate and naturally integrated into how people already use their phones.

Samsung has also introduced upgraded Bixby[3] into the Galaxy A series experience, creating a more conversational and intelligent way to interact with your device. Instead of navigating endless menus, users can simply ask Bixby to set reminders, search for photos, manage schedules, or help control connected devices. In busy households, during commutes, or while multitasking through a packed day, it becomes a digital assistant that simplifies small but meaningful daily interactions.

Privacy, too, is becoming increasingly important in a world where smartphones carry deeply personal memories and sensitive information. Private Album offers users an added layer of security for photos and videos they want to keep separate from their main gallery. Whether it is important documents, family moments, creative projects, or personal memories, users have more control over what stays visible and what stays private.

What makes the Galaxy A57 and A37 particularly significant is not just the inclusion of these features, but what they represent. Samsung is narrowing the gap between flagship and mid-range experiences, ensuring that more users can enjoy intelligent, AI-powered mobile technology regardless of budget.

For many consumers, smartphones are now long-term lifestyle investments. People want devices that can keep pace with work, entertainment, creativity, and communication without compromise. By introducing premium-inspired functionality into the Galaxy A series, Samsung is reshaping expectations around what accessible smartphones should be capable of delivering.

The result is a mobile experience that feels smarter, more personal, and more empowering. One where innovation is no longer reserved for a select few, but designed to fit naturally into the lives of everyday users across South Africa.

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

[2] Circle to Search is a trademark of Google LLC. Results for illustrative purposes only. Available on select devices and internet connection required. Works on compatible apps and surfaces. Result may vary depending on visual matches. Check responses for accuracy.

[3] 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), Portuguese (Brazil), Spanish (Spain) and Spanish (Latin America). Other supported languages may be added in the future. Not all accents, dialects and expressions may be recognised, and actual performance may vary depending on pronunciation, voice level and the surrounding environment. Use of Bixby may be limited in certain situations such as when recording media (Video/Game/Voice), during calls, Maximum Power Saving mode, Emergency mode and Samsung Kids. Service availability may vary by country/service provider/language/device model/OS version. Bixby controls selected apps, other apps to be supported. To control SmartThings enabled devices with Bixby, first connect the devices to the SmartThings app. For more information, visit the SmartThings website (www.samsung.com/smartthings).

You have a perfectly good TV. The picture quality is fine, the size is right for your room – but it does not stream. Or it does, but slowly, with an app library that has not been updated in two years and a remote that takes four button presses to get to Netflix. Sound familiar?

The good news is that turning a basic TV into a smart TV – or upgrading a sluggish one – is easier and more affordable than most people expect. The better news is that if you are in the market for a new TV, today’s smart TVs have matured to the point where a separate streaming device may no longer be necessary at all. Here is how to think through both options…

Option one: add a streaming stick

A streaming stick plugs into your TV’s HDMI port and overlays a full smart platform on top of whatever operating system your TV already has. It is the fastest and most affordable route to a smart TV experience, with devices available in South Africa typically costing between R600 and R2,500 depending on the platform and features on offer.

Streaming sticks have three genuine advantages. First, they receive software updates independently of your TV – so even as your television ages, the streaming platform stays current. Second, they tend to offer broader app libraries than built-in TV platforms, particularly for international content. Third, they are portable – you can take them between rooms, to a holiday home, or plug them into a hotel TV abroad.

The trade-off is that a streaming stick is one more device to manage, one more remote to lose, and one more thing drawing power from your wall socket. For older TVs, it is often the right call. For newer ones, the calculation is less clear.

Option two: buy a smart TV

Modern smart TVs have come a long way from the slow, app-poor platforms of five years ago. Today’s flagship smart TVs run dedicated operating systems with fast processors, regular software updates, and native support for every major streaming platform – including Disney Plus, DStv Stream, Netflix, and YouTube. Here is a full breakdown of what a smart TV actually offers – including the features that separate a genuinely capable platform from one that just carries the label.

Samsung’s Tizen operating system, for example, ships with a Universal Guide that aggregates content recommendations across all your streaming services in one place, so you spend less time switching between apps and more time watching. Voice control, SmartThings integration, and regular over-the-air updates mean the TV improves over time rather than aging out of usefulness.^[1]

For South African households with fibre or a strong LTE connection, a mid-range or flagship smart TV purchased in 2024 or later is likely capable enough to replace a streaming stick entirely – provided the app support for local platforms is confirmed before you buy.

The South African streaming landscape matters

Not all smart TV platforms support all South African streaming services equally well. Before committing to either a TV or a streaming device, confirm that the platform you are choosing has native, well-maintained apps for the services you actually use. Showmax and DStv Stream have had inconsistent availability across certain TV operating systems historically – a point worth verifying for your specific model before purchase.

The local app landscape for streaming sticks varies by platform and changes regularly – before purchasing, it is worth checking that the device you are considering has current, well-maintained apps for Showmax, DStv Stream, and any other South African services you use. For smart TV buyers, Samsung’s Tizen platform has significantly improved its local app availability in recent years and is worth evaluating specifically against your streaming requirements.^[2]

Which smart TV option is right for you?

If you have a TV that is no more than three years old and already carries a smart platform – the honest answer is to try it properly before spending money on a streaming stick. Update the firmware, install the apps you need, and give it a week. You may find it is capable enough for your needs.

If your TV is older, does not have built-in smart features, or has a platform that is no longer receiving updates, a streaming stick is the most cost-effective upgrade available. It will outlast the TV itself and can move with you when you eventually replace the screen.

If you are buying a new TV, the smart platform should be part of your decision – not an afterthought. Samsung’s TV size guide is a useful starting point for matching screen size to your room, and Samsung.com offers free delivery and flexible finance options that make upgrading more accessible than buying through a third-party retailer.

Whether you upgrade with a streaming stick or invest in a new smart TV, the goal is the same: effortless access to the shows and services you love. For South African households, Samsung’s latest models rank among the best smart TVs, combining powerful performance with seamless integration of local streaming platforms.

To make the right choice, explore Samsung’s Smart TV guide to understand what a Smart TV really offers, and use the TV size guide to match the perfect screen to your space. With free delivery and flexible finance options, upgrading to a smarter entertainment experience has never been easier.

^[1] SmartThings integration and Universal Guide availability vary by Samsung TV model and software version. Subject to client review.

^[2] App availability on Samsung Tizen and third-party streaming platforms is subject to change. Readers are advised to verify current app support for their preferred services before purchase. Subject to client and legal review.

Samsung’s success is driven by its relentless pursuit of innovation and its commitment to meeting the evolving needs of consumers. By combining cutting-edge technology with sleek design and intuitive functionality, Samsung continues to raise it’s standards in the consumer electronics industry.

In another remarkable 2025 achievement highlighted by market research firm Omdia’s report – Samsung was ranked as the World’s No.1 TV brand^[2]  for the 20th consecutive year; marking two decades as the global innovator in the television industry. Samsung has held the top position in the global TV market since 2006 and; the company recorded a 29.1% share of the global TV market in 2025. For Samsung, the 20 consecutive years of leadership demonstrate its sustained innovation, technological excellence and the ability to continuously meet evolving consumer expectations.

Furthermore, Samsung has recently proudly announced that it has maintained its position in the audio-visual sector as the world’s top soundbar brand for the 12^th year in a row. According to new research from Futuresource Consulting, Samsung captured 21.5% of the global soundbar revenue and 19.7% of unit volume in 2025^[3] , continuing its incredible streak that began in 2014.

This milestone, along with two decades of global TV authority – reinforced Samsung’s position at the forefront of home entertainment. And not only that, this achievement demonstrates strong consumer confidence in the brand’s audio innovations while also strengthening Samsung’s capability in delivering premium home entertainment experiences to its customers.

To top things off – Samsung has also recently retained its position as the world’s No. 1 gaming monitor brand for the seventh consecutive year, continuing a run that started in 2019. According to the latest data from International Data Corporation (IDC), Samsung captured 18.9% of the global gaming monitor market by revenue^[4] – reinforcing its premier position in high-performance gaming displays.

Samsung also ranked first in the OLED gaming monitor segment for the third consecutive year, achieving a 26% market share^[5] . This premium position highlights Samsung’s commitment to performance, innovation and delivering cutting-edge display technologies for gamers and professionals alike.

These outstanding accolades provide independent proof of Samsung’s ground-breaking innovation and authority across multiple product categories. With a vision to shape the future of technology, Samsung is committed to pushing boundaries and creating experiences that enrich lives.

 ^[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]  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

 ^[3] Samsung is No.1 in Soundbar sales in the world. Source: 1) Report name: “Worldwide Home Audio Quarterly Tracker”

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

 ^[4]  Source : IDC WW Quarterly PC Monitor Tracker Q425 (Based on Value Amount). Global No. 1 Gaming Monitor in 2019 to 2025 Source data: IDC Quarterly PC Monitor Tracker 2025 Q4 (Based on Value Amount)

 ^[5] Source data : IDC WW Quarterly PC Monitor Tracker Q425 (Based on Value Amount) *144Hz or higher applied

Designed to make everyday experiences simpler, smarter, and more intuitive, the new Galaxy A57 5G and A37 5G reflect Samsung’s ongoing commitment to democratising artificial intelligence. By expanding AI capabilities across more accessible devices, Samsung continues to empower users to do more with the technology in their hands, from capturing meaningful moments to enhancing everyday productivity.

As part of celebrating the launch locally, Samsung South Africa is turning the spotlight on one of the devices’ standout features: the powerful camera, with which you’ll never miss the shot[1]. In collaboration with one of Mzansi’s leading film production companies, Samsung has produced a dynamic new film that captures how South Africans are using AI-powered photography to tell their stories in fresh, expressive ways.

Directed by rising creative talent Lindo Langa, the film explores the beauty of everyday moments through a uniquely cinematic lens. It opens on striking frozen tableaus, moments suspended in time just before they are captured. As the scenes come to life, the pace accelerates into vivid motion, revealing the energy, creativity and authenticity of South African youth culture. The film features a cast of content creators from the Galaxy A series family, including Dee Koala (@deekoala021), Sine Madondo (@sine._madondo), Coachella Randy (@coachella.randy) and Jaedin Rhodes (@jaedinrhodes10), each doing what they do best to demonstrate the impressive capabilities of the devices’ AI-powered cameras.

“The AI Camera behind the Galaxy A57 and A37 really is a powerful tool that empowers me to bring the world I imagine into reality. The idea of Awesome being for everyone is exemplified through the film’s sense of unification behind the various devices we see through the story. Everyone in the piece is either a real person in the context of their scenes or an influencer expressing a truth of their life, and the Samsung Galaxy A57 and A37 sit comfortably in their hands as they express these truths. Awesome is indeed for everyone in this film because the Awesomeness that binds us is the device in all our hands,” said Lindo Langa.

The film serves as both a celebration of innovation and a tribute to the diverse, creative spirit of South Africa, demonstrating how technology can amplify real stories and everyday expression.

The new Galaxy A57 5G and Galaxy A37 5G showcase how AI-powered camera technology can transform everyday moments into compelling visual stories, giving users the tools to capture life as it unfolds, or as they imagine it.

Specification Table

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

As winter approaches, Samsung presents its new seasonal campaign, “Stay Warm Your Way”, showcasing the innovative range of artificially intelligent air conditioning systems. The campaign introduces a smarter, more personalised approach to home heating, powered by Samsung Air Conditioning technology.

Winter comfort is personal, adaptable, and intuitive. Samsung’s Stay Warm Your Way campaign reflects a broader shift from conventional heating methods to artificially intelligent^[1] air conditioning systems that respond to individual preferences and lifestyles.

Whether it’s maintaining the optimal evening temperature or warming up a space before you arrive home, Samsung’s approach puts control in the hands of the user, while reducing the need for constant manual adjustments. Samsung continues to push the boundaries of what smart home technology can do, and at the heart of this campaign is the brand’s commitment to creating seamless, intelligent experiences that simplify everyday life.

From learning your habits, adapting, and optimising use, Samsung’s air conditioners are designed to do more than just regulate temperature. Through Artificial Intelligence (AI)-powered features, users can enjoy automatic temperature adjustments based on usage patterns, ensuring consistent comfort without the guesswork. Integrated with smart home ecosystems and accessible via SmartThings^[2] App, these systems allow users to control their environment remotely, bringing convenience and control into perfect harmony.

With Fast Heating, you can heat rooms rapidly, and when it’s activated, warm air is distributed across an entire room. The Fast Heating mode’s unique design means that the room reaches the desired temperature faster than other conventional models^[3] .

Samsung’s AI-driven climate control features take the effort out of staying comfortable. By analysing user habits and environmental conditions, the system automatically fine-tunes settings to maintain the ideal temperature.

The result is a home that feels just right, without constant adjustments, helping users save time while enjoying a more tailored experience. Additionally, the energy-efficient^[4] design supports more mindful electricity usage, an increasingly important factor for modern households.

With more people spending time at home, comfort, convenience, and efficiency have become essential. From quiet operation to sleek design and intelligent controls, Samsung air conditioners fit seamlessly into contemporary homes, delivering comfort that adapts to every moment.

^[1] Requires the use of SmartThings App and a Samsung account.

^[2] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

^[3] Based on internal testing of the AR18AX4ZAWK model using Fast Mode compared with the conventional AQ12EASER model, measuring the time taken to increase the room temperature from 9°C to 20°C.

^[4] Based on internal testing of the AR09TXCTT model compared with the Samsung conventional model AQ09TSLXEA.

High Fashion Meets Laundry Innovation

The campaign video brings Samsung’s AI laundry innovation into the world of high-fashion. Iconic red fabric clothing — a symbol of uncompromising style — takes centre stage as it meets the Bespoke AI Laundry Combo, showcasing how Samsung’s advanced washing technology delivers exceptional care for even the delicate fabrics.

Samsung’s Bespoke AI Laundry Combo^[2] is equipped with AI Wash & Dry+^[3], which recognises fabric types for smaller laundry loads and optimises laundry performance accordingly. By detecting the characteristics of each load, it adjusts water level, spin speed, and the duration of the wash and dry cycles to deliver optimal cleaning results and ensure that garments receive the precise level of care needed during each wash cycle.

Alongside the digital campaign, Samsung launched a large-scale digital out-of-home (DOOH) activation at Piccadilly Circus in London, one of the world’s most prominent advertising landmarks. The campaign will also extend to DOOH advertising across multiple global regions including Korea, where consumers will be able to experience the campaign through DOOH displays in high-traffic areas of Seoul like the Myeongdong and Gangnam Station.

EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics expressed that the collaboration with ‘The Devil Wears Prada 2’ is a celebration of the intersection between fashion and technology. Just as the film sets new standards for style, Samsung’s Bespoke AI Laundry Combo sets a new benchmark for intelligent fabric care.

The 20th Century Studios’ “The Devil Wears Prada 2” is in cinemas now.

^[1] The campaign is valid for global regions excluding the United States and Canada.

^[2] Availability and functions may vary by model, region, and country. (Applicable model: WD90H***H***)

^[3] Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels. Denim, Outdoor) for loads up to 3kg. A turbidity sensor operates for all weights.  Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash and dry like fabrics together.

Where Art Meets Innovation – The Frame

At the heart of Samsung’s TV design philosophy, one can find The Frame TV – a television that is more than what meets the eye. Designed to resemble a framed piece of art, The Frame transforms into a curated gallery display when not in use, where users can show anything from timeless masterpieces to personal photography.

With its customisable bezels and slim, wall-flush mounting, The Frame blends effortlessly into various décor styles, whether minimalist, contemporary, or eclectic. The Frame fits into its surroundings with quiet confidence while still delivering brilliant 4K picture quality powered by Samsung Vision AI^[1].

Minimalism at its Best – OLED Elegance

For those drawn to sleek sophistication, Samsung’s OLED TVs offer a different kind of design magic. Near-bezel-less edges and refined finishes allow these displays to blend easily into a room.

Powered by innovative OLED technology, Samsung TVs deliver remarkable contrast, vivid colour, and immersive depth, all housed within a design that complements rather than competes with the space. The result is a viewing experience that feels both cinematic and effortlessly integrated into modern living spaces.

Whether it’s a carefully curated living room, a bold entertainment space, or a serene bedroom retreat, Samsung’s TV range is crafted to enhance both function and form. These TVs help you add texture, tone, and personality to a room.

^[1] Samsung Vision AI features are available on 2025 Neo QLED, OLED, QLED (excluding Q6F model) and The Frame as of Q1 2025. Supported models may vary depending on the feature.

Designed for those navigating busy lifestyles, late-night commutes, family responsibilities, travel, and unexpected emergencies, Samsung SOS+* transforms the smartphone into more than just a communication device. It becomes a personal safety companion that is always within reach.

In an emergency situation, Samsung SOS+* immediately geolocates the user and dispatches traceable private security and medical emergency services in real time. Available 24/7 across South Africa^[3], the service gives users direct access to rapid support when every second matters.

To activate the offer, customers simply need to purchase a Galaxy A57 5G or Galaxy A37 5G device, redeem the offer via Samsung Members app, register, and enjoy a full year of emergency assistance at no additional cost. Customers will have until 31 July 2026 to redeem the offer through Samsung Members.

Samsung SOS+* is provided by AURA, South Africa’s leading emergency response platform. Since 2017, AURA has focused on transforming emergency response through technology, connecting users to real-time, efficient medical and armed response services. The partnership combines Samsung’s trusted mobile innovation with AURA’s advanced emergency response capabilities to create an integrated safety solution that fits naturally into modern life.

The campaign reinforces Samsung’s commitment to making meaningful innovation more accessible, bringing premium experiences and practical everyday solutions to more consumers through the Galaxy A Series.

“Smartphones have become central to how we live, work, connect, and move through the world. With Samsung SOS+*, we are extending that experience even further by offering our customers an added layer of safety and reassurance. The new Galaxy A57 5G and Galaxy A37 5G are designed to deliver powerful everyday experiences, and through this partnership with AURA, they now also provide immediate access to trusted emergency support when it matters most,” says Rae Hargreaves, Head of Marketing: Mobile eXperience at Samsung South Africa.

Whether users are travelling alone, waiting for a ride, managing school runs, or simply wanting greater peace of mind for themselves or their loved ones, Samsung SOS+* offers reassurance in the palm of their hand.

The latest Galaxy A Series devices continue to deliver popular Galaxy experiences including advanced camera capabilities, intelligent AI (artificial intelligence)-powered tools, long-lasting performance, and enhanced connectivity. With the addition of Samsung SOS+*, the Galaxy A57 5G and Galaxy A37 5G now offer even greater everyday value by combining communication, smart technology, and personal security into one seamless mobile experience.

^[1] To activate, you must install the Samsung Members app, find the SOS+ banner, and register on the linked AURA platform to complete the process. After registration, it’s recommended to also download the separate Samsung SOS+ app and save the toll-free number for full access to the emergency response service. 

^[2] Terms and Conditions Apply. Offer has to be redeemed by 31 July 2026.

^[3] AURA has partnered with the best private security & medical companies across South Africa to ensure that you have help wherever you may be. AURA has a live coverage map to see specifically where the services cover you based on your location. AURA currently covers all population centres including all major cities, towns and even certain informal settlements.

Imagine your screen as a stage that only you can see. Privacy Display aims to limit viewing angles so that sensitive content is only visible to the user, shielding it from wandering eyes in public spaces. It’s a slight shift in hardware capability, but a giant leap in everyday confidence. Whether you’re reviewing contracts on a plane or replying to messages in a packed café, the feature aims to ensure discretion with minimal disruption.

A few South African content creators and influencers recently got a hands-on experience of the Galaxy S26 Ultra and all admired the device as a seamless, intuitive companion powered by intelligent features that simplify everyday life.

The campaign didn’t just talk about innovation, it handed it to these culture-shapers to explore in real life. The result? A series of authentic, relatable moments where privacy isn’t a luxury, but a necessity.

In his post, which he titled ‘For My Eyes Only’, hitmaker Musa Keys is laying on a couch at-home, in the company of two of his buddies when the one sitting closest to him realises that he can’t see what Musa is doing on his phone when he tries to take a peek. In response to the post, his followers praised the feature as a must-have for creatives who value control over their work.

Model and actor Maps Maponyane digitally created his identical twin, who sat next to him to demonstrate how the feature works in a practical day-to-day scenario. TV presenter Chanley Wong, who is constantly in public spaces, highlights the balance between visibility and privacy. She got her script while at the gym and a contract via email while out for dinner, both confidential communications. On both occasions, Privacy Display helped her ensure that the messages were protected from prying eyes.

What stands out in the reception of Privacy Display is how naturally it integrates into different lifestyles. From home, studios to airport lounges, TV sets and daily commutes, the feature isn’t confined to a niche use case. It’s universal. And that’s the quiet brilliance of it.

In the same way AI is making mobile phones more intuitive, Samsung is ensuring they’re also more personal. Privacy Display doesn’t demand attention, it earns appreciation in the moments when it matters most.

We live in a hyper-connected world where privacy has become a luxury, but Samsung has just made it standard.