Last year, I expanded my responsibilities as head of Samsung’s MX Business, to lead our Corporate Design Center. My career as an engineer taught me that the most sublime designs are intertwined with technological innovation. This new responsibility allows me to delve deeper into how the synergy of design, engineering, and R&D can yield transformative experiences. With my fellow designers, I’ve embarked on a deep exploration of Samsung’s design strategy to understand our roots and envision our growth.

Different Times, Unchanged Commitment

In 1996, Samsung committed to a philosophy: “Inspired by Humans, Creating the Future.” It means our creations are conceived with a deep understanding of you, the user, and we hold an unwavering belief that a user-centric approach is the key to the future.

We feel this even more keenly nearly 30 years on, as we contemplate the fluid nature of human interaction. Users value experiences over mere achievements and meaningful connections over raw technological prowess. We have distilled the Samsung design philosophy into three Design Identities, each one with you at the center: our products must be Essential, Innovative, and Harmonious.

Essential design prioritizes clarity of purpose and ease of daily use. Innovative design emphasizes originality, reflecting purpose in a new and distinct ways. Harmonious design ensures all elements work together for a holistic purpose, aligning with societal, environmental and ethical values.

Inspired by Humans, Creating the Future

These three Design Identities are exemplified by our latest hardware and software ecosystem.

Take, for instance, the act of folding and unfolding a smartphone. It seems simple. However, that simplicity users feel is only achieved through a rigorous focus on what is most essential and intuitive. The minimal, sleek appearance housing specialized hinge functionality emphasizes our commitment and the inherent beauty of essential design.

We’ve raised the standards for foldable smartphone ergonomics. A difference of millimeter in a device’s thickness may not sound like a big change, but every gram and millimeter in a foldable device requires an engineering breakthrough. It demands craftsmanship with passion. When done well, the benefit to users is huge. That’s why we’ve innovated to make our latest foldables slimmer and lighter than our previous generations.

Samsung Galaxy foldable is completed by its users, with its personalized experience. With our Galaxy foldables, your self-expression reaches new levels with, literally, the most flexible camera experience in Samsung Galaxy. You can capture the perfect angle, hands-free. The enhanced multitasking experience like a PC also raises the bar for productivity. You can work, collaborate, or game on-the-go.

Samsung Galaxy Tab and Wearables are designed in the same spirit. They work with each other harmoniously in an ecosystem that opens up a powerful connected experience, serving as a seamless extension of your needs, priorities and unique personality.

Whatever the Samsung Galaxy experience is, when we say, “Inspired by Humans,” we don’t just mean people. We also mean their communities, their environment and their planet. Samsung Galaxy devices are designed with sustainability for the future in mind, because even the smallest actions could contribute to a large impact – such as protecting our planet. When we say, “Creating the Future,” that includes our responsibility today to ensure a sustainable tomorrow for the future generation.

Our Shared Journey to a Better Tomorrow

When design comes together with technological innovation, it brings forth new possibilities. With innovative technologies, people can make the most of today and ultimately create the best possible tomorrow. We invite you to join us at Unpacked, where we’ll pull back the curtain on our latest devices and experiences — inspired by you, created for you.

In a way, they were nearly 30 years in the making, a culmination of decades of human-inspired design. But this is also just the beginning. Seeing the ways our innovations blend into your lives, enabling new possibilities for creativity, productivity or self-expression, will inspire the next steps of our journey. So, let’s navigate this journey together, harnessing design and technology to create a future that truly reflects you.

Mark your calendars for July 26!

JOHANNESBURG, South Africa – 09 January 2020 – On February 11, Samsung Electronics will unveil new, innovative devices that will shape the next decade of mobile experiences.

The reveal will take place at the Samsung Galaxy Unpacked Event in San Francisco at 11 a.m. PST.

Livestreaming of the event will be available here, so be sure to bookmark this page or go to Samsung South Africa Website: www.samsung.com/za

On August 7, Samsung Electronics will unveil new devices designed to take the Galaxy ecosystem’s connectivity to the next level.

The reveal will take place at the Samsung Galaxy Unpacked event in New York.

Live streaming of the event will be available at

Samsung Newsroom South Africa: www.news.samsung.com/za

Samsung South Africa Website: www.samsung.com/za

The new flagship line combines groundbreaking innovations in display, camera and performance technologies to offer users more screen space for gaming, browsing and viewing content; more tools to help them get the most out of their phone; more ways to capture incredible photos and videos; and more choices, so they can find the phone that’s right for them.

Check out the infographic below to learn more about how the Galaxy S10 line sets a new standard for smartphones.

JOHANNESBURG, South Africa – February 20, 2019 – Celebrating a decade since the launch of the first Galaxy S, Samsung introduces a new line of premium smartphones: Galaxy S10. With three unique devices, the Galaxy S10 line is engineered to meet the distinct needs of today’s smartphone market, so consumers can do more of what they love. Each device delivers a next-generation experience in the categories consumers care about most: ground-breaking innovations in display, camera and performance.

A testament to a decade of innovations, Galaxy S10 is designed for those who want a premium smartphone with powerful performance and sets the stage for the next generation of mobile experiences. For consumers looking for a supercharged device, Galaxy S10+ takes every spec – from display, to camera, to performance – to the next level. Galaxy S10e is built for those who want all the premium essentials in a compact package on a flat screen. Finally, Galaxy S10 4G is created for those who want more of everything and are ready for the fastest available speeds and the most powerful features. Featuring the all-new Dynamic AMOLED display, next-generation camera, and intelligent performance, the Galaxy S10 line offers consumers more choices and sets a new standard for the smartphone.

“Since its launch ten years ago, the Galaxy S series has stood for premium innovation – offering consumers an incredible experience, and the ability to find the device that’s right for them,” said Justin Hume, Director – Integrated Mobility, Samsung Electronics South Africa. “Galaxy S10 builds on that incredible legacy, and delivers breakthrough display, camera, and performance innovations. With three premium devices, each built for a unique consumer in mind, Samsung is leveraging a decade of industry leadership to usher in a new era of smartphone technology.”

Introducing the Dynamic AMOLED Display: Full Screen Experience with Ultrasonic Fingerprint Scanner

Galaxy S10 is made with Samsung’s best screen yet, the world’s first Dynamic AMOLED display. As the first HDR10+-certified smartphone, the display delivers vivid digital content, and with dynamic tone mapping, you’ll see a wider range of colour for a brilliant, realistic picture. Galaxy S10’s Dynamic AMOLED display is also VDE-certified for vibrant bright colours^[1] and extraordinary contrast ratio for even deeper blacks and brighter whites.^[2]

Verified by DisplayMate, you’ll also enjoy exceptionally accurate colours on your mobile device^[3]– even in harsh sunlight. What’s more, the Dynamic AMOLED display also reduces blue light through its TÜV Rheinland-certified Eye Comfort display^[4] without compromising picture quality or adding a filter.

The result of a ground-breaking engineering process, Galaxy S10’s unique Infinity-O Display packs an array of sensors and camera technology into a hole-in display – so you can maximise your screen real estate without any distractions.

Galaxy S10’s Dynamic AMOLED display also includes the first-ever in-display Ultrasonic Fingerprint Scanner^[5] that reads the 3D contours of your physical thumbprint – not a 2D image of it – for improved anti-spoofing. With the world’s first FIDO Alliance Biometric Component certification, this next generation biometrics authentication offers vault-like security to keep your device safe.

Pro-Grade Camera

Building on Samsung’s camera leadership of Dual Pixel and Dual Aperture firsts, Galaxy S10 introduces new camera technology and advanced intelligence that makes it easy to take epic shots and videos:

• • Ultra Wide Lens: A first for the S Series, Galaxy S10 offers an Ultra Wide Lens with a 123-degree field of view, like the human eye, so what you see is what’s in frame. Perfect for impressive landscape shots, big panoramas and even fitting the entire extended family into the photo, the Ultra Wide Lens ensures that you’ll always be able to capture the full scene.
  • Super Steady & High-Quality Video Recording: Galaxy S10 offers Super Steady recording with digital stabilization technology. Whether you’re dancing in the middle of an amazing concert or trying to record every detail of a bumpy bike ride, Super Steady allows you to capture the moment. Both front and rear cameras can shoot in up to UHD quality, and in an industry first, the rear camera gives you the flexibility to record in HDR10+.^[6]
  • AI Camera: Galaxy S10 makes already smart features more accurate with a Neural Processing Unit (NPU) so you can get pro-grade shots worth sharing without having to manually select any advanced camera settings. Scene Optimizer can now recognize and more accurately process additional scenes because of the NPU. And with Shot Suggestion, Galaxy S10 offers automatic composition recommendations so you can frame your photo better than ever.

Intelligent Performance Features to Help You Get the Most Out of Your Phone

Galaxy S10 is built with premium hardware and machine-learning-based software that works hard so you don’t have to. From brand new power sharing capabilities to AI-powered performance enhancement and Intelligent Wi-Fi, Galaxy S10 is Samsung’s most intelligent device yet, from the inside out.

• Wireless PowerShare^[7]: Samsung introduces Wireless PowerShare on Galaxy S10, making it possible to easily charge Qi-certified smartphones and even compatible wearable devices. In addition, Galaxy S10 is capable of charging itself and a second device simultaneously via Wireless PowerShare^[8], while connected to a regular charger, enabling you to leave your second charger at home while on a trip.
• Intelligent Performance: The new AI software on the Galaxy S10 automatically optimizes battery, CPU, RAM, and even device temperature based on how you use your phone and continues to learn and get better over time. Leveraging AI-capabilities, Galaxy S10 also learns how you use your device to launch your most frequently used apps faster.
• Intelligent Wi-Fi: Galaxy S10 comes with Intelligent Wi-Fi that allows for an uninterrupted and safe connection by seamlessly switching between Wi-Fi and LTE, as well as alerting you of potentially risky Wi-Fi Galaxy S10 also supports the new Wi-Fi 6 standard, making it possible for better Wi-Fi performance when connected to a compatible router.
• Bixby Routines: On Galaxy S10, Bixby automates your routines and provides personalized recommendations to make your life easier. With pre-set and personalized routines, such as Driving and Before Bed routines, which are customized based on your habits, Galaxy S10 makes things simpler by automatically reducing device touches and cutting steps out of your day.^[9] The date for the release of Bixby Routines in South Africa will be announced soon.

The Best Comes Standard: Galaxy Foundation and Next Level Ecosystem

The Galaxy S10 line offers everything you have come to expect from the Galaxy S series and more—including Fast Wireless Charging 2.0, IP68 water and dust resistance^[10], a next-generation processor and Samsung services like Bixby, Samsung Health, Samsung Pay and Samsung DeX. You will get the largest storage capacity available on a Galaxy device – the S10+ even comes with 1TB of built-in storage^[11] – and the ability to add an additional 512GB microSD card for up to 1.5TB.^[12]

• Speed: Galaxy S10 gives you the capability to access next-generation Wi-Fi 5^[13], which gives you prioritized and four times faster access^[14] over other users in crowded areas, like an airport. Experience lightning fast LTE for downloading and browsing capable of up to 2.0 Gbps for the first time ever.^[15]
• Gaming: Engineered for the best possible gaming experience, Galaxy S10 is built with AI-based on-device gaming performance optimization software and premium hardware including Dolby Atmos for gaming mode and a vapor chamber cooling system. Galaxy S10 is also the first mobile device to be optimized for games created on the Unity platform.
• Security: Galaxy S10 is built with defence-grade Samsung Knox, as well as a secure storage backed by hardware, which houses your private keys for block chain-enabled mobile services.

Galaxy S10 Availability & Pre-Ordering

Galaxy S10, Galaxy S10+ and Galaxy S10e will be available in Prism White, Prism Black and Prism Green, Galaxy S10+ will also be available in two, all-new, premium Ceramic models: Ceramic Black and Ceramic White.^[16]

The Galaxy S10, Galaxy S10+ and Galaxy S10e will be available in stores and online beginning March 8, 2019 in select markets. Pricing starts at R20 999 for Galaxy S10, R18 999 for Galaxy S10+ and R15 999 for Galaxy S10e. Preorders for the Galaxy S10, Galaxy S10+ and Galaxy S10e begin tomorrow, February 21, 2019. For a limited time in select markets, consumers who pre-order a Galaxy S10 or Galaxy S10+ will receive a pair of Galaxy Buds (R2 999 value) for free. Listen to your favourite music on the go, and up your fitness game, when you get your hands on the Galaxy S10 earlier than others.

For more information about Galaxy S10, visit http://www.samsung.com/za/

Galaxy S10 line Product Specifications

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

^{[1] According to DisplayMate, peak luminance of up to 1200 nits.}

^{[2] Galaxy S10e, S10, and S10+’s display has been awarded a certification for 100% Mobile Colour Volume with a contrast ratio of 2,000,000:1 by VDE Germany.}

^{[3] According to DisplayMate, 0.4 JNCD colour accuracy at DCI-P3 color gamut.}

^{[4] TÜV Rheinland, a globally recognized certification institute, awarded Galaxy S10, S10+, and S10e’s display the Eye Comfort Certification based on its ability to drastically reduce the harmful effects of blue light. This certification can be found on www.tuv.com with the ID 1419064785.}

^{[5] Available on Galaxy S10, S10+ and S10 5G. Galaxy S10e has a Fingerprint Scanner located on the power button.}

^{[6] HDR10+ recording quality may vary based on sharing platform and playback environment; HDR10+ color is only available on supported devices or platforms.}

^{[7]Wireless PowerShare limited to Samsung or other compatible smartphones with WPC Qi wireless charging, such as Galaxy S9, S9+, S8, S8+, S8 Active, S7, S7 edge, S7 Active, S6, S6 edge, S6 Active, S6 edge+, Note9, Note8, Note FE, Note5, and Samsung wearable devices including Galaxy Watch Active, Gear Sport, Gear S3, Galaxy Watch (46/42mm), and Galaxy Buds. May not work with non-Samsung accessories or covers. May affect call reception or data services, depending on your network environment.}

^{[8] If you charge two devices simultaneously, Fast Wireless Charging 2.0 for Galaxy S10e, S10, and S10+ may not be available.}

^{[9] Bixby Routines Driving routine only available in cars with Bluetooth capabilities.}

^{[10] Water resistant in up to 1.5 meters of water for up to 30 minutes. Rinse residue/dry after wet. Not advised for beach or pool use.}

^{[11] Up to 512GB additional storage with external microSD card for maximum 1.5TB storage capacity available only on Galaxy S10+.}

^{[12] MicroSD card sold separately. Availability may depend on country and manufacturer.}

^{[13] Faster than previous Wi-Fi protocols. Wi-Fi 6 support may not be available depending on the country or region you live in.}

^{[14] Actual speed may vary depending on the country, carrier, and user environment.}

^{[15] May vary by country and carrier.}

^{[16] Ceramic version only available on 8GB/512GB and 12GB/1TB Galaxy S10+ models.}

JOHANNESBURG, South Africa, 19 February 2019 – The event takes place on February 20th in Sandton and will introduce the world to the newest additions to the Galaxy family, revealing an exciting future for the smartphone as Samsung celebrates 10 years of leadership in mobile innovation.

If you can’t make it to the event in person, don’t worry! You can still watch the action unfold live from the comfort of your own home at 21h00 via any of the links detailed below.

Tune in via Samsung’s Official Websites
Visit Samsung Newsroom South Africa or Samsung.com/za when the event begins.

Tune in on Facebook
Visit Samsung South Africa Facebook page when the event begins.

Tune in on Twitter
Visit Samsung Mobile SA when the event begins.

Don’t forget to follow all the latest news about the Galaxy lineup on the Samsung SA Newsroom Galaxy page.