During Galaxy Unpacked 2026, recently held in San Francisco, Samsung unveiled the new Galaxy S26 series, introducing the S26, S26+, and S26 Ultra. The launch also showcased a range of new features, most notably the Privacy Display.
On the sidelines of the event, we spoke with Omar Saheb, VP Marketing & E-commerce at Samsung Electronics MENA, who discussed the new features introduced in the S26 lineup and Samsung’s competitive advantage amid intense competition.
The Galaxy S26 Ultra is the first smartphone to include the Privacy Display, a feature designed to protect user privacy. In the past, users relied on privacy screen protectors to prevent others from viewing their screens, but that is no longer necessary. This new feature is integrated directly into the device’s hardware and can be enabled or disabled by the user.
The feature is also developed at the pixel level, allowing users to activate it for specific apps they choose or even for certain areas of the screen.
In addition, we introduced several other enhancements. For example, we expanded the aperture of the main camera lens to let more light in, resulting in clearer, more detailed photos.
In terms of artificial intelligence, we have moved beyond traditional smartphones to what we call agentic AI phones. AI no longer simply assists users with specific tasks; it now understands their personality and how they use their devices, as well as important information such as key appointments. This enables AI to carry out requests in the background.
We also introduced a new feature called Now Nudge, which understands the context of what appears on the screen and provides helpful real-time suggestions to the user. Another AI-powered feature is Photo Assist, which allows users to add or remove elements in photos simply by typing a few words, without downloading or using additional applications.
The smartphone market is undergoing noticeable changes in 2026. As a leading company in this sector, Samsung offers a wide portfolio of products. We began the year by launching the S26 series, introducing a variety of new features alongside it.
At the same time, we continue to offer foldable smartphones, along with wearables, earbuds, and smartwatches.
When it comes to smartphones, we remain focused on delivering the best products and innovations, such as the Privacy Display, which is the first feature of its kind globally. We are also continually improving the cameras on our devices.
Another important aspect is our commitment to open collaboration in artificial intelligence through Galaxy AI. We have partnered with Gemini and Perplexity as part of this effort.
User experience and accessibility are core priorities for us. We aim to make AI accessible to everyone, not just in flagship devices, but across our broader device ecosystem. All of these factors position us as a strong competitor in the smartphone market.
The launch of the S26 series represents a transition from traditional smartphones to agentic AI phones. These devices offer a seamless user experience, understanding your personality and the way you use your device while maintaining strong privacy and security standards.
They can also carry out certain tasks on your behalf automatically, requiring only your confirmation.
We demonstrated several examples of this today. For instance, if you receive a message from your family asking you to buy certain items, you can simply ask the AI to review the message and complete the purchase through the appropriate applications.
All of this happens in the background, allowing you to continue using your phone or making calls while the AI handles the task for you. Once the process is completed, you receive a notification.
