The MOA signing ceremony and the official launch of the SIC programme took place recently at Coastlands Musgrave Hotel and in attendance were some key dignitaries and partners that included Samsung’s Public Affairs team; Nhlakanipho Nkontwana – the head of department (HOD) for the KwaZulu-Natal (KZN) Department of Economic Development, Tourism and Environmental Affairs (EDTEA); as well as Prof Pfano Mashau – the director of Durban University of Technology (DUT) Business School along with the members of the institution’s leadership team.

Recent data from Statistics South Africa has shown that youth unemployment in South Africa stands at over 46% among people aged 15 to 34. Yet, the technology sector is struggling to find talent. Also, a comprehensive 2024/2025 research report titled: “Decoding ICT Demand”, conducted by The Collective X – has revealed that over 118,000 digital and ICT jobs in South Africa remain unfilled, including thousands of entry-level roles suitable for young professionals starting their careers and this, is a clear indication of a skills gap in the country.

The SIC programme, hosted within the DUT Business School, aims to upskill 60 young people in fourth industrial revolution (4IR) technologies by providing training in high-demand fields, including coding and programming (C&P) in Python, as well as artificial intelligence (AI). Importantly, this programme will now also enable DUT students to move beyond job seeking and become entrepreneurs in technology – capable of developing AI-driven projects and solving real-world problems.

Speaking at the signing ceremony, Lefa Makgato, CSR Manager for Samsung South Africa outlined how over the next three years, Samsung will be investing a significant amount annually to support this initiative, ensuring that the SIC programme is not just a training programme but an investment in South Africa’s digital future. For Samsung, this strategic collaboration with both DUT and the KZN government is rooted in a shared belief that education, technology and teamwork are key to building a more inclusive society.”

She also emphasised the need for this SIC programme to bridge the divide between academic learning and industry requirements, ensuring graduates possess the practical skills needed to secure jobs in the tech sector. Ultimately, by fostering, digital literacy and job creation – the collaboration between these strategic partners as well as Samsung’s objectives – align with the country’s National Development Plan (NDP) 2030. 

The DUT curriculum which fits perfectly with the objectives of the SIC programme – also aims to teach students important soft skills that include communication, critical thinking, problem solving and the ability to collaborate with others. This SIC programme is not only equipping students with vital skills that are required in work environments, but also those that will help them solve real world challenges.

And, according to DUT – with the advent of 4IR, society has become more connected than ever, thereby increasing the need for graduates with varied skills to drive technological innovations that address societal and industrial challenges. DUT’s inspiring launch has therefore managed to bring together industry and academia to unlock opportunities, accelerate digital skills and shape the next generation of leaders.

Prof Pfano Mashau (DUT) emphasized: “As DUT, we know that our role in this collaboration is to ensure that our curriculum equips our young people with skills that will help them to become employable. We are therefore very grateful to Samsung for this partnership that is allowing us to contribute to the skills development of our young people in KZN. We hope that at the end of this SIC programme, our unemployed graduates will use the in-demand skills they acquire from this initiative – to start their own businesses as well as empower themselves even further.”

This newly formed Public–Private Partnership (PPP) is now acting as a catalyst for youth empowerment – highlighting how successful collaborations such as the one between DUT, government and the private sector can help address youth unemployment and skills shortages in the country.

The partners along with their government counterparts believe that this SIC programme is not only nurturing technology skills, but it is also developing a generation of technological innovators and problem solvers. The beneficiaries from this programme carry a great responsibility as they are not merely beneficiaries, but also pioneers that will shape how technology serves communities; now into the future.

Nhlakanipho Nkontwana – HOD for the KwaZulu-Natal EDTEA explained: “The launch was more than a ceremony, it represented a moment to re-imagine education in an era defined by rapid technological advancement, particularly the rise of AI. These days, he added, AI is allowing us the opportunity to not only equip students with qualifications, but also with adaptable future building competencies.

“Importantly, partnerships such as the one we are celebrating between Samsung Africa and DUT Business School are essential in achieving the country’s educational goals. This collaboration is both timely and strategic – it brings together academic excellence and industry expertise; creating a bridge between theory and practices as well as a link between lecture halls and the real world. Through this partnership, students will not only gain exposure to cutting-edge technologies but also develop the practical skills required to navigate and shape the digital economy, ” concluded Nkontwana.

• Source: Stats SA Report, Link – https://www.statssa.gov.za/?p=14415
• Source: Decoding ICT Demand”, conducted by The Collective X – Link – https://www.thecollectivex.org/revealed-the-digital-jobs-south-africa-needs-most-right-now/

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.

Samsung Electronics Co., Ltd. has announced that it has maintained its No. 1 position in the global commercial display market in 2025, marking 17 consecutive years at the top with a 35.2% share by unit sales, according to research firm Omdia.^[1]

Since achieving the global No. 1 position in the commercial display market for the first time in 2009, Samsung has continuously strengthened its leadership in the B2B display sector. In 2025, the company reached an all‑time high in annual sales when it shipped more than 2.5 million units.

This sustained performance reflects Samsung’s focus on next-generation signage that combines advanced display hardware with cloud and AI-based solutions in retail, corporate, education and hospitality environments.

Samsung’s B2B display portfolio is built on its commitment to product innovation. Newly launched this year, Samsung Spatial Signage displays striking 3D content in a slim 52mm profile. It has already been recognised with a CES 2026 Innovation Award in the Enterprise Technology category and an iF Design Award 2026. Going forward, Samsung plans to expand the lineup to include additional sizes.

Samsung’s Colour E‑Paper lineup delivers ultra‑low power signage as an alternative to traditional paper posters. The 13-inch Colour E-Paper is a commercial display which to applies a bio-resin derived from phytoplankton in its housing.[i] The display’s housing consists of 45% recycled plastic and 10% phytoplankton-based bio-resin, allowing the manufacturing process to reduce carbon emissions by more than 40% compared to conventional petroleum-based plastic materials. ^[2] Samsung plans to go expand the use of this material across its E‑Paper lineup.

The portfolio also features extra-large format displays designed for high-impact business environments—ranging from the 105-inch QPDX-5K, 115-inch QHFX models to the upcoming 130-inch Micro RGB signage (QPHX model).

Alongside hardware, Samsung expects to maintain its industry‑leading market position by connecting devices and solutions to provide customers with consistent, integrated experiences. This includes the Samsung VXT platform for remote device management and content operations as well as the new AI Studio app, which enables easy, signage‑ready video creation from a single product image. ^[1]

^[1] Omdia Q4 2025 Public Display Report, by unit sales. Excludes Consumer TVs.

^[2] Based on internal test results under specific conditions only. Comparison is made against petroleum-based resin(PC+ABS) of the same weight. Carbon emissions calculation is based on the Product Carbon Footprint (PCF) data of resin production following ISO 14067, 14040 and 14044 standards, covering carbon emissions from cradle to gate (excluding downstream, use-phase, and end-of-life emissions). All figures are estimates based on available data and are subject to change.With Samsung’s patented technology, 10% of the EM13DX plastics derived from bio resin, based on plankton oil. E-Paper is the world 1st product to adopt this new plastic.
^[3] Samsung VXT is sold separately, and solution availability varies by region. Samsoung Account and an internet connection is required to use Samsung VXT.
[i] Independently verified by global safety and sustainability certification organization UL

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

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

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

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

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

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

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

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

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

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

[1] Paid promotion.

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

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

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

What has changed with the new Bixby compared to before?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Is there a memorable episode during development?

Improving Korean language performance was particularly memorable.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What is the future direction and goal for Bixby?

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

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

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

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

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

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

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

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

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

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

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

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

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

The line-up will include:

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

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

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

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

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

*Availability may vary per region, country or carrier.