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.

When Samsung entered the African continent through the establishment of the South African office in 1994, the company committed itself to empowerment initiatives that demonstrate real impact. Samsung’s profound, long-term and impactful dedication to transformation which transcends mere compliance – is a clear indication of its ongoing commitment to driving meaningful and sustainable economic renewal, diversity and inclusion within its businesses and the wider South African business landscape.

This top-tier rating reflects Samsung’s substantial investment in supplier development, youth employment and education initiatives, including its R280-million worth Equity Equivalent Investment Programme (EEIP). Over the years, Samsung has continued to explore new avenues of implementing its crucial transformation programmes. To this effect, the company has ensured that there’s continued investment in B-BBEE initiatives that drive meaningful transformation. This remarkable milestone is therefore a showcase of Samsung’s diverse workforce, partnerships with black Small and Medium-sized Enterprises (SMEs), investments in workplace training and graduate programmes as well as its education-based Corporate Social Responsibility (CSR) initiatives.

The B-BBEE level rating is used to measure the extent to which local companies comply with a points-based B-BBEE system. As an electronics giant, Samsung belongs to the Information and Communications Technology (ICT) sector and is measured on the ICT sector scorecard.

The ICT scorecard is made up of key pillars that include Ownership achieved through Samsung’s EEIP, Management Control (Local Board & Executive Committee, Employment Equity, Skills Development, Enterprise and Supplier Development as well as Socio-Economic Development (Social Responsibility) ¹. All these scorecard pillars contribute to the overall score that can be achieved. On an annual basis, Samsung’s target is to maximise performance for all the score card elements to achieve Level 1 status.

This 8^th year achievement is a demonstration of Samsung’s commitment to continued development and growth. And, this is evident in the strategic partnerships with both government and private sector that have, over time delivered on the country’s transformation objectives. This certification showcases Samsung’s focus on operational excellence alongside meaningful, long-term contributions to South Africa’s socio-economic landscape.

Nicky Beukes, Samsung EEIP & B-BBEE Manager said: “Our achievement of the Level 1 B-BBEE rating for the 8th consecutive year is another recognition of our continued drive and commitment to genuine economic empowerment in South Africa. This consistent accomplishment is a clear indication of our unwavering dedication to creating a more inclusive and equitable business environment. For us at Samsung, this is not just a tick box exercise but a continued drive to genuine economic transformation in South Africa and our sustained investment in the various pillars of the scorecard.”

And in particular, the EEIP project contributes to the Ownership scorecard element which comprises of 25 points. There is a requirement to ensure that the EEIP project is in good standing which in essence means that there needs to be adequate investment as per targets and meaningful implementation progress. Further to Samsung’s EEIP agreement with the Department of Trade, Industry and Competition (DTIC) – four developmental areas of investment need to take place. These include Black Industrialisation through e-waste recycling, ICT and Service Centre entrepreneurship, Software Development trainings with previously disadvantaged universities as well as Technician training in underserved provinces.

In addition, Samsung’s efforts when it comes to enterprise development include its re-direction of existing spend to qualifying Black-Owned and Black-Women Owned Qualifying Small Enterprises (“QSEs”) and Exempt Micro Enterprises (“EMEs”). The company has ensured that these small enterprises were included in the existing procurement value chain of Samsung with a focus on the following, approved areas: Marketing, Services, Sales, Logistics and Recruitment. Employment Equity and Management control, which comprises of a local Board and the Executive Committee, are representative of the demographics of the country.

And furthermore, as part of its contribution to socio-economic development: Samsung has invested in education-focused initiatives that include the Samsung Innovation Campus (SIC) which teaches Fourth Industrial Revolution (4IR) skills to students in higher learning institutions. Also, Samsung has over the years ploughed further resources into the global Solve For Tomorrow (SFT) competition targeting grade 10 and 11 learners from disadvantage schools across the country to solve community problems through Science, Technology, Engineering and Maths (STEM).

Over and above this, Samsung’s Learning and Development (L&D) portfolio delivered a focused pipeline of talent development initiatives, aligned to both organisational capability needs and broader socio-economic impact. These include:

• A key milestone for the year was the launch of a ground-breaking initiative – Samsung’s Employee Dependent Bursary Scheme. The inaugural cohort supported 17 beneficiaries, reinforcing the company’s commitment to employee wellbeing, education access and long-term socio-economic upliftment.
• Also, Samsung’s External Bursary Programme funded 24 students in 2025, contributing to the development of scarce and critical skills beyond the organisation. This initiative strengthens the external talent pipeline and aligns with national priorities around education and skills development.
• The Technical Support Learnership in 2025, comprised of 15 learners, placed a deliberate focus on youth living with disabilities. This programme reflects a targeted approach to inclusive development, ensuring that opportunities are extended to underrepresented groups while building relevant technical skills within the ICT support environment.

Overall, the L&D interventions demonstrate a balanced approach between internal capability building, graduate development, social impact and inclusion. The outcomes reflect steady progress in developing a sustainable talent pipeline while contributing meaningfully to transformation and skills development objectives.

Beukes concluded: “All of these transformation-focused initiatives are aligned to Samsung’s business objectives and are an indication of our genuine and sustained commitment to B-BBEE. Samsung’s execution of its B-BBEE initiatives delivers tangible results in the areas of job creation, business growth, youth and women empowerment as well as technical skills. And holistically, our efforts combined have consistently indicated a deep and enduring dedication to a meaningful economic transformation in South Africa.”

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.}

No two homes tell the same story.

One family rises at dawn for school runs. Another works night shifts. Some households cook sumptuous weekend feasts. Others rely on quick weekday meals between activities. Yet for years, appliances were built with a one-size-fits-all mind-set.

Samsung is changing that narrative by building appliances that can learn your family’s habits.

Through its Bespoke AI ecosystem, Samsung is pioneering personalisation at scale, where technology adapts continuously to the rhythms, preferences and energy patterns of each household. This is the evolution of the AI Home Companion.

Built-in Intelligence

Personalisation is not an add-on feature. It is embedded within the appliance itself.

AI Wash^[1] refines performance over time, learning how frequently laundry is done, what fabrics dominate and how much detergent is needed. It improves efficiency without requiring reprogramming. AI EcoBubble^[2] uses intelligent fabric sensing and bubble technology to deliver up to 70% energy savings^[3] while removing 24% more soil^[4] , even in cold water. They use Artificial Intelligence (AI) to analyse fabric types and load weight, optimising detergent, water and bubble usage for high quality care and efficiency.

In climate control, AI Fast and Comfort Cooling^[5] ensures rapid temperature adjustments without an unexpected draft. The system learns occupancy patterns, adjusting cooling performance to deliver comfort only when and where it is needed.

This is personalisation that evolves. The more you live, the more your appliances understand.

An Ecosystem with a Bird’s Eye View

True personalisation happens when devices communicate. Through SmartThings^[6] , Samsung connects refrigerators, washing machines, ovens, air conditioners, TVs and mobile devices into a unified ecosystem with contextual awareness.

SmartThings^[6] Energy provides visibility into household consumption patterns, helping families make informed decisions and encouraging more sustainable living. Over time, the system learns preferences and automatically optimises operations to reduce unnecessary consumption without sacrificing comfort.^[7]

Secure, Reliable and Built for the Long Term

As homes become more intelligent, security becomes foundational. Samsung Knox^[8] safeguards connected appliances at both hardware and software levels, protecting data, access controls, and personal information. Personalisation should never mean a compromise on privacy.

Reliability also defines the AI Home Companion. Samsung appliances undergo rigorous durability testing and receive long-term software updates to remain secure and capable. With extended warranties, families invest in intelligence that lasts.

Why Personalisation Matters

Personalisation is not about novelty but about relevance. In a country as diverse as South Africa, homes vary widely in size, energy access and needs, climate conditions and lifestyle patterns. An adaptive AI ecosystem takes these differences into account and balances across apartments, suburban homes and all other household types in between.

When appliances respond to real-life behaviour, families spend less time configuring technology and more time benefiting from it. The technology fades into the background, allowing life to take centre stage.

The Future of the AI Living Companion

Samsung’s vision extends beyond smart appliances. It is about shaping a home that grows with you. Work patterns shift. Energy demands fluctuate. Through continuous learning and software updates, the Samsung AI ecosystem evolves with these transitions. More than connected, the home becomes attentive.

In this future, your refrigerator anticipates your weekly habits. Your washing machine aligns with your schedule. Your air conditioning understands seasonal nuances. Your energy consumption adapts automatically. And it’s all coordinated through one secure ecosystem. With this kind of personalisation happening at scale, it is not technology that demands attention, but technology that pays attention.

Samsung is not simply building appliances. It is building AI Living Companions designed to enrich life, strengthen families, and transform houses into responsive, intelligent homes that truly understand^[9] the people inside them.

Samsung is your companion in this new era, making the “home of the future” the reality of your today. For more details, visit https://www.samsung.com/za/home-appliances/why-samsung-appliances/

^[1] Based on an AI-created algorithm. Actual results may vary depending on individual use.

^[2] AI Ecobubble is only activated when specific courses are selected, including Cotton, Synthetics and AI Wash with loads less than 2kg.

^[3] Compared to washing in warm water. Tested in accordance with IEC 60456-2010 / 4kg Wash Load / Super Eco Wash cold (WF80F5E5U4W) vs. Cotton 40°C without Ecobubble (WF0702WKU). Individual results may vary.

^[4] Based on the Performance Lab Test report by Springboard Engineering on EMPA strips, comparing a normal detergent solution and bubble technology without mechanical action. Individual results may vary.

^[5] To use AI Fast & Comfort Cooling a Wi-Fi connection and Samsung account SmartThings are required. SmartThings server stores user data, preferences and usage patterns to suggest the most useful options

^[6] 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.

^[7] Results may vary depending on the actual usage conditions and patterns.

^[8] Applied to all appliances that have an Internet connection.

^[9] 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 data sets maybe introduced to our learning model from time to time to enhance its accuracy.

There’s something magical about cinema. The hush before the opening scene, the richness of colour on a big screen, the way every shadow and sound pull you deeper into the story. Now, with the latest OLED TV range from Samsung, that cinematic magic feeling no longer lives only in theatres, it lives in your living room.

As part of Samsung’s TV Lifestyle campaign** running from 1 April to 31 May, consumers can purchase an immersive, cinema-quality viewing experience at home, thanks to compelling offers across its premium^[1] OLED line-up.

Samsung OLED TVs are engineered to transform how you watch. Whether it’s a late-night movie, weekend binge-watches, or a live sporting moment, every frame is elevated through innovative display technology.

With self-illuminating^[2] pixels, OLED delivers true blacks and infinite contrast, allowing scenes to unfold with remarkable depth and precision. Dark scenes are layered, textured, and alive with detail^[3] . Paired with vibrant, true-to-life colour powered by Quantum Dot technology, every scene bursts with clarity, from the glow of city lights to the subtle hues of a sunset.

The result? A viewing experience that doesn’t just show you the story – it pulls you inside it.

Samsung’s OLED TVs are designed for modern lifestyles, where streaming, gaming, and live content blend seamlessly. With ultra-fast processing^[4] and Artificial Intelligence (AI)-powered picture optimisation, content is intelligently enhanced in real time, ensuring you always get optimised imagery from all content.

As part of the campaign, customers can take advantage of the following limited-time offers:

• Samsung 83″ S90D OLED 4K Smart TV – Now R89,999[i]* (Save R40,000)
• Samsung 77″ S95D OLED 4K Smart TV – Now R69,999* (Save R10,000)
• 77″ 4K OLED Smart TV (2025 model with Quantum Dot technology) – Now R49,999* (Save R15,000)
• 65″ OLED S90F 4K Samsung Vision AI Smart TV – Now R37,999* (Save R5,000)
• 65″ OLED S85F 4K Samsung Vision AI Smart TV – Now R19,999* (Save R5,000)
• 55″ S90D OLED 4K HDR Smart TV – Now R19,999* (Save R8,000)
• 55″ OLED S85F 4K Samsung Vision AI Smart TV – Now R12,999* (Save R4,000)

With Samsung OLED TVs, your living room becomes your private cinema, a front-row seat, a gateway into worlds both imagined and real. When picture quality reaches this level, there truly are no small moments, only big-screen experiences.

^[1] Samsung is ranked No.1 worldwide for Premium TVs (*Premium TV: $1,500 and above). Source – Omdia, (Since 2018). Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

^[2] Producing light and colour from its own pixel structures.

^[3] Experience may vary according depending on the content and the environment.

^[4] Viewing experience may vary according to types of content and format.

* Price promotion limited to only participating retailers. Prices may vary per participating retailer.

**Terms and Conditions apply.

From 01 April to 31 May 2026, Samsung is running – TV Lifestyle campaign** that gives customers great savings across The Frame and OLED TVs, giving them a chance to tailor their technology to match their personal style, interior design and lifestyle needs.

This promotion displays a connection between art and technology through design that integrates Samsung’s high-end display innovations with curated artistic content – thereby transforming its customers’ functional electronics into lifestyle centerpieces. With this promotion, Samsung is showcasing that its high-tech and innovative TV products are accessible to a broader audience, while also making art a personalised part of the home.

Through its partnership with Art Basel, Samsung is able to bring high-quality artwork into customers’ homes – turning the TV screen into a more personal, everyday way to discover and live with art. In particular, The Frame TV transforms living spaces by adding artistic displays, functioning as a television when you’re watching sports or your favourite movie and a lifelike work of art in other times. It is designed to blend seamlessly into your home décor, showcasing curated masterpieces or even your personal photography.

The Frame’s features include the Art Mode^[1], which ensures that when the TV is switched off, it automatically transitions to display digital art from a vast library or your own uploaded photos via the Samsung SmartThings^[2]  app. And, with Matte Display – models from 2022 onwards – now feature a specialised anti-glare^[3] matte finish that drastically reduces reflections ensuring that the digital screen looks like an authentic canvas.

Samsung has also recently released the “Art Basel Hong Kong” collection on the Samsung Art Store^[4] – a digital art subscription platform that is home to 5,000+ artworks and 800+ artists from world-renowned institutions like The Met, Musée du Louvre and The Van Gogh Museum as well as through its 80+ partnerships.

This longstanding collaboration with Art Basel, one of the largest art fairs globally – expands local customers’ access to world-class art in everyday spaces. This also allows these strategic partners the ability to provide more people with the opportunity to live with outstanding works of art every day. And that’s not all, Samsung customers are now able to enjoy the Art Store Streams – a complimentary service that provides a rotating set of 30 curated artworks every month, without a full subscription.

The Samsung Art Store is available across a wide range of Samsung’s Art TV^[5] line-up, including The Frame Pro, The Frame, Micro RGB, Neo QLED, QLED and OLED – allowing viewers to experience highlights from the fair wherever they are. The line-up of products in this year’s “Art meets technology” campaign** include:

To take advantage of this price promotion**, click this link https://www.samsung.com/za/offer/lifestyle-tv-campaign/ or visit any of our particpating retail stores.

^[1] The TV can switch between TV Mode and Art Mode. In Art Mode, the brightness and colour tone of the display adjusts to the ambient lighting of the room. The motion sensor detects any movement and will automatically turn The Frame on or off.

^[2] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

^[3] Verified as Glare-Free by UL based on the verification methods used by UL. For more information on the verification methods used, please visit https://verify.ul.com/verifications/732.

^[4] Samsung Art Store is an art subscription service available on Samsung Art TVs, including The Frame, NEO QLEDs and QLEDs. Currently available in 117 countries around the world, Samsung Art Store offers over 70 partners and 3,500 artworks in 4K quality. Through Samsung Art Store, subscribers can enjoy artwork from world-class galleries and masters at home and use it to create new interior designs every day.

^[5] Samsung Art TVs include MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED, and QLED models starting from Q7F and above.

* Price promotion limited to only participating retailers. Prices may vary per participating retailer.

** Terms and Conditions apply.

“The new Galaxy A series reflects our continued commitment to AI democratisation by bringing the latest innovations to more Galaxy users,” said, Chief Executive Officer, President, and Head of Device eXperience (DX) Division at Samsung Electronics. “With Samsung’s fundamental capabilities combined with enriched Awesome Intelligence, Galaxy A57 5G and Galaxy A37 5G will deliver reliable everyday performance to users around the world and drive rapid AI expansion.”

Enriched Awesome Intelligence Designed for Everyday Life

Through the latest One UI 8.5, Galaxy A57 5G and A37 5G extend Samsung’s latest AI innovations to more users, with Awesome Intelligence that helps people get more things done with ease while unlocking new ways to create and stay productive.

Voice Transcription is new to the Voice Recorder app, making it easier to revisit important details from meetings, lectures or calls by transcribing and translating call recordings or turning voicemails audio into text. AI Select² is easier to access with a long press on the Edge Panel, surfacing relevant actions directly on the screen to extract text or create content without manually selecting items. AI Select also supports Drag & Drop in Multi-Window layout, allowing users to easily move images into Samsung Notes or Photo Editor for faster editing and improved productivity.

Awesome Intelligence makes everyday photo editing easier than ever. Object Eraser³now delivers more natural results when removing unwanted distractions, like a passerby in the background or clutter in a café. On Galaxy A57 5G, Best Face⁴supports more photos and continuous shooting, making it easier to capture the spectacular group photos where everyone looks their best. Fan favourite tools like Filters and Edit Suggestions⁵ help users quickly refine and share moments without extra effort, while Galaxy A57 5G also features Auto Trim⁶ for even easier video editing.

Circle to Search with Google⁷adds multi-object recognition so users can easily explore multiple items in an image at once — from an outfit to surrounding accessories — all in one search. The new Galaxy A series expands Awesome Intelligence experiences with a choice of agents designed to simplify everyday tasks from search to organising plans or easily adjusting settings. As a conversational device agent, upgraded Bixby⁸ lets users intuitively control Galaxy settings and features using natural language, while Gemini⁹ navigates complex tasks across native Galaxy apps and select third-party apps to support faster, more intuitive interactions.

Awesome Camera to Capture Clearer Photos and Videos, Day or Night

As AI becomes more deeply integrated into mobile experiences, camera performance remains essential to delivering the everyday usability and satisfaction users expect. Galaxy A57 5G and A37 5G deliver brighter, clearer visuals powered by the upgraded camera hardware and an improved Image Signal Processor (ISP).¹⁰ The devices feature a versatile triple-camera system, led by a 50MP main sensor¹¹, delivering sharp, detailed images across a wide range of lighting conditions without the need for manual adjustments.

When the lights go down, the Galaxy A57 5G and A37 5G camera adapts seamlessly with Nightography¹², making it easier to capture clear and true-to-life photos and videos even in low light conditions. Galaxy A57 5G takes photography a step further with enhanced image processing that sharpens detail and reduces noise for even clearer, more vibrant results. It delivers rich contrast and balanced colour even in challenging light, while with a faster shutter speed, users can instantly capture fleeting moments faster and with improved clarity.¹³

Galaxy A57 5G and A37 5G also benefit from AI-based subject recognition and scene optimisation to balance portraits, preserve natural skin tones and create clearer background separation. When the moment calls for a wider perspective, the ultra-wide lens captures more in every group photo or landscape view, while the 5MP macro camera reveals fine details up close for added creative flexibility.

Performance for Streaming and Multitasking

Galaxy A57 5G delivers the best of both design and performance¹⁴, combining upgraded CPU, GPU and NPU to deliver improved performance with its sleek and light form. Built for streaming, scrolling and content creation, its refined design features a glossy finish and distinctive triple-camera island for a standout modern look that feels comfortable in-hand.

Despite its slimmer profile, Galaxy A57 5G packs powerful performance. Its 5,000mAh¹⁵ battery supports up to two days of use¹⁶ — powering everything from filming and editing to viewing on the go. Super-Fast Charging 2.0 reaches up to 60% in around 30 minutes for a quick boost before heading out, while a 13% larger vapor chamber¹⁷ helps sustain performance during extended gaming or recording. Slimmer bezels and a bright Super AMOLED + display with Vision Booster ensure an immersive, clear viewing experience indoors and outside. Built for everyday use, Galaxy A57 5G and A37 5G are rated IP68¹⁸ for water and dust resistance, adding durability in real-world environments and offering users peace of mind if accidents happen.

Long-Term Support and Foundational Security

Galaxy A57 5G and A37 5G reinforce Samsung’s commitment to device longevity, offering up to six generations of Android OS and One UI upgrades, along with up to six years of security updates¹⁹ – giving users the confidence to rely on their device for years to come.

Samsung provides a fortified layer of device safety, transparency and user choice with Knox Vault²⁰, a hardware-based, tamper-resistant security solution. Galaxy A series offers users holistic protection through innovative security and privacy features including Security & Privacy Dashboard, Auto Blocker, Private Sharing, Theft Protection as well as the new Private Album, a Gallery feature that allows users to lock away personal media quickly and easily. Unlike traditional safeguards, the latest A series devices also proactively notify users about potential risks with Privacy Alerts, which are intelligent notifications that offer clearer insight and control over location permissions or suspicious monitoring of sensitive data. Together, these enhancements make security feel as intuitive as the rest of the experience, making device protection easier than ever for everyone.

Availability

Galaxy A57 5G and A37 5G will be available in South Africa. The Galaxy A57 5G will be offered in Awesome Navy, Awesome Gray,²¹ while Galaxy A37 5G comes in Awesome Lavender, Awesome Gray and Awesome Dark Green²² For added peace of mind, Samsung Care+ offers comprehensive coverage optimised to users’ device needs, including tailored benefits that protect your value in the device.²³

The Galaxy A57 is priced from R11,999²⁴, and the Galaxy A37 starts from R8,699²⁵. Buy your new Galaxy A series on pre-paid from Samsung stores, Incredible Connection or on Takealot, and add a Galaxy Fit3 and save R699 or add a Galaxy Buds Core and save R799²⁶.

For more information on Galaxy A57 5G and Galaxy A37 5G, please visit: Samsung Newsroom, SamsungMobilePress.com or Samsung.com.

Specification Table

^[1] 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, and phone carrier. Awesome Intelligence service may be limited for minors in certain regions with age restrictions over AI usage.

^[2] Requires internet connection and Samsung Account login. Service availability may vary by country, language or device model. Availability of supported languages may vary. Certain languages may require language pack download. Galaxy AI Select download and installation may be required when launching the app for the first time.

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

^[4] Best Face is only available for photos taken with Motion Photo turned on. The feature does not generate new facial expressions but selects from frames within the Motion Photo video clip. It can recognise up to five people per image and suggest up to three alternative expressions per person. Accuracy of results is not guaranteed.

^[5] Edit suggestion is compatible with JPG, PNG, and GIF formats. The final results and quality may vary depending on the original image’s condition. Accuracy of the end results is not guaranteed. Edit suggestions may vary based on photo content. Due to the nature of AI, results and quality may vary each time.

^[6] Maximum length per clip is 90 minutes. Maximum length of combined clips is 180 minutes. Maximum number of clips to use per video project is 60. Accuracy of results is not guaranteed.

^[7] 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.

^[8] 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).

^[9] Gemini is a trademark of Google LLC. Gemini Live 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. Compatibility is limited to certain features and accounts. Currently, an independently managed, personal Google Account can be used, as can a work or school account for which an administrator has enabled access to Gemini. Users must be 13 (or the applicable age in a given country) or older to use Gemini with a personal or school Google Account, and 18 or over to use Gemini with a work account.

^[10] Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects.

^[11] 50 MP resolution is available on Galaxy A57 5G and A37 5G’s rear Wide-angle camera only.

^[12] Results may vary depending on shooting conditions including multiple subjects, being out of focus or moving subjects.

^[13] Results may vary depending on shooting conditions including multiple subjects, being out of focus or moving subjects.

^[14] Performance improvements shown compared to Galaxy A56 5G. Actual performance will depend on user environment, conditions and pre-installed software and applications.

^[15]Typical value tested under third-party laboratory condition. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated (minimum) capacity is 4,905 mAh. Actual battery life may vary depending on network environment, usage patterns and other factors.

^[16] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, the number of times charged, and many other factors. Estimated against the average usage profile compiled by UX Connect Research. Independently assessed by UX Connect Research between 2026.01.08-2026.01.18 in UK with pre-release versions of SM-A576 under default setting using LTE and 5G Sub6 networks. NOT tested under 5G mmWave Network.

^[17] Compared to the previous model. Actual performance will depend on user environment, conditions and pre-installed software and applications.

^[18] Galaxy A57 5G and A37 5G are rated as IP68. Based on lab test conditions for submersion in up to 1.5 meters of freshwater for up to 30 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.

^[19] Availability and timing of Android OS upgrades and security updates may vary by device model and market. Up to six generations of Android OS and One UI upgrades, along with up to six years of security updates, from the first global launch for the supported Samsung Galaxy devices.

^[20] 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.

^[21] Colour and model availability may vary depending on country, region or carrier.

^[22] Colour and model availability may vary depending on country, region or carrier.

^[23] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefit, registration may be required. For detailed Samsung Care+ information, please visithttps://www.samsung.com/samsung-care-plus/

^[24] Recommended retail price only. Prices may vary per retailer.

^[25] Terms and conditions apply.

^[26] Display received Eye Care Certification by SGS based on its ability to reduce the harmful effects of blue light.

The Galaxy Hangouts Cube is where the new Samsung Galaxy S26 series comes to life. Designed as a hands-on, sensory-led environment, it offers visitors an experience that can’t be replicated online. As the Cube continues its journey across cities nationwide, it has quickly become a must-visit destination for those eager to explore what’s next.

And if you’ve been seeing clips of others enjoying the Cube on your social feeds, this is your chance to experience it for yourself. No second-guessing whether it’s “AI” or not, this is the real deal.

More than just a showcase, the Galaxy S26 Hangouts Cube is designed to be interactive and deeply engaging. Through a blend of tailored moments and shared experiences, visitors are encouraged to explore, create, and connect, making it an ideal space for capturing standout content. At the core of the experience is the latest in Galaxy AI¹ (artificial intelligence), powering the Galaxy S26 series with intelligence that is both proactive and adaptive. Visitors can discover how the device works seamlessly in the background, helping to simplify everyday tasks and making life feel just a little more effortless.

Adding to the excitement, Samsung’s partnership with the South African Rugby Union brings a uniquely South African twist to the experience. On 25 April between 12h00 to 14h00, fans will have the rare opportunity to meet some of the nation’s rugby heroes and stand a chance to win a signed Springbok jersey².

Visitors will also be entered into a lucky draw for a chance to win a Samsung Galaxy S26 AI phone³, putting the full power of Samsung’s latest mobile AI directly into their hands.

From discovery to connection, and from innovation to inspiration, the Galaxy S26 Hangouts Cube is more than just a pop-up, it’s a glimpse into the future, waiting to be explored.

^[1] Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the region/country, OS/One UI version, device model and phone carrier.

^[2] Terms and Conditions Apply.

^[3] Terms and Conditions Apply.