Recently, Samsung held its Galaxy Unpacked 2026 event in San Francisco, where it unveiled the new Galaxy S26 smartphones. The lineup introduces several new features, most notably the Privacy Display on the Galaxy S26 Ultra and agentic AI capabilities.<\/p>\n
During the event, we met with Mohammed Azzawe, Sr. Regional Marketing Director & Head of Consumer Market Insights at Samsung Electronics MENA, who spoke about the features of the new devices, the consumer segments Samsung aims to target, and the company\u2019s long-term approach to artificial intelligence.<\/p>\n
I believe the\u00a0Privacy Display\u00a0is one of the most significant features we introduced. It is the first of its kind in a smartphone and works extremely effectively, as we demonstrated today. I think it\u2019s a remarkable innovation because it was developed based on a deep understanding of users\u2019 privacy needs, elevating privacy protection to an entirely new level and safeguarding users in everyday situations.<\/p>\n
It also gives users full control: they can enable or disable it whenever needed and even customize it for specific applications. Privacy is essential in daily life because we often find ourselves in situations where we need to protect our information from others\u2019 prying eyes.<\/p>\n
Whenever we launch a new feature in our devices, our primary goal is always to enhance the user experience and make people\u2019s lives easier and more productive. We worked on the\u00a0Privacy Display\u00a0for a long time within our R&D division, relying heavily on user behavior insights to address privacy concerns. This feature is the result of extensive research and development, market research, and direct consumer insights and engagement. It is truly an innovative and distinctive solution.<\/p>\n
Without a doubt,\u00a0Horizontal Lock\u00a0is extremely valuable for people working in creative content. It will help them significantly in their work and reduce the need for extensive video editing and post-production.<\/p>\n
We began integrating artificial intelligence with the\u00a0Galaxy S24 series, and we were among the first companies to adopt this direction. Since then, we have continued to develop it year after year.<\/p>\n
You\u2019ve also seen the partnerships Samsung has formed, such as integrating the\u00a0Perplexity AI agent\u00a0for search, and our collaboration with\u00a0Google\u00a0on the\u00a0Gemini model. All of these steps highlight Samsung\u2019s strength in AI.<\/p>\n
Now, with the\u00a0Galaxy S26 series, we are introducing a major leap forward. The phone is evolving from a traditional smartphone for communication into an\u00a0agentic AI phone. I truly believe smartphones are undergoing a major transformation in relation to artificial intelligence, especially as AI now operates in the background to fulfill user requests. As a result, AI can replace many standalone applications.<\/p>\n
Competition in the smartphone market is intensifying. However, today we are redefining the smartphone era by moving from traditional smartphones to\u00a0AI-powered phones. I truly believe that by introducing these capabilities, Samsung has demonstrated its leadership in the smartphone market.<\/p>\n
I believe the\u00a0Galaxy S26 Ultra\u00a0targets multiple consumer segments across the Middle East and North Africa.<\/p>\n
The first group includes\u00a0business professionals, executives, and senior officials, given how they rely on their devices for professional use.<\/p>\n
The second group is\u00a0content creators, who will benefit from the phone\u2019s full range of capabilities, including AI tools, photo and video editing features, and integration with\u00a0Gemini. In the past, producing content required multiple applications, tools, and devices, but this phone enables users to create high-quality content efficiently using a single device.<\/p>\n
In addition, the\u00a0S26 Ultra targets\u00a0mobile gamers\u00a0who enjoy smartphone gaming and are looking for devices that stay cool during extended use and offer long-lasting battery life.<\/p>\n
Overall, the\u00a0Galaxy S26 Ultra\u00a0is designed to serve three primary groups:\u00a0entrepreneurs, content creators, and gamers.<\/p>\n","protected":false},"excerpt":{"rendered":"
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