[비즈한국] Samsung Electronics005930 has once again set the standard for 'AI phones.' At 3:00 AM KST on the 26th, at the Palace of Fine Arts in San Francisco, USA, Samsung hosted 'Galaxy Unpacked 2026' to unveil its evolution into 'Agentic AI'—which understands user context to act proactively—alongside powerful hardware-based security performance.
'Privacy Display': Proving the AI Phone Through Hardware
The most notable changes were concentrated on the top-tier 'Galaxy S26 Ultra' model. Equipped with Qualcomm's 'Snapdragon 8 Elite 5th Gen for Galaxy,' it boasts a 39% increase in NPU performance and 19% and 24% improvements in CPU and GPU performance, respectively, compared to its predecessor. Another feature is the application of the largest-ever vapor chamber and a new 'Side TIM' structure to manage heat during high-performance AI calculations, ensuring stability. The ultra-fast Charging 3.0, capable of reaching up to 75% in 30 minutes, is also an improvement over the previous model.
In particular, the feature that drew more attention from foreign media than AI functions or specs is the world's first 'Privacy Display.' This technology is far from traditional film-based privacy protection. According to the company, it is a technology that integrates hardware and software from the design stage, maximizing privacy protection in crowded public places by blocking side views. Rachel Roberts, Product PM at Samsung Electronics America, stated, "We use narrow pixels to precisely control light so that it only reaches the user."
The camera retains its 200-megapixel wide-angle lens while adopting a wider aperture than its predecessor, enhancing clarity in low-light environments.
The Era of AI Waiting for Commands is Over
On the software side, active AI that makes suggestions before waiting for user instructions took center stage. TM Roh, President and Head of Mobile eXperience (MX) Business at Samsung Electronics, took the stage to emphasize that the moment technology changes history is when it becomes 'infrastructure' and fades into the background, hinting that AI is exactly at that point.
President Roh emphasized, "A smartphone that anticipates needs before the user even realizes them and takes action on behalf of the user is an 'Agentic AI phone,'" adding, "We are laying the foundation to create a true AI companion."
The newly introduced 'Now Nudge' offers personalized, customized suggestions to the user. For instance, if a friend requests photos from a recent trip via messenger, Galaxy AI displays the relevant photos in a rounded, 'Nudge'-shaped pop-up icon, allowing the user to view and share them immediately. This reduces the hassle of switching between multiple apps for the user. If the user receives a message asking, "Are you free for a meeting on February 26th at 9:00 AM?", it can check existing calendar schedules and display overlapping details in a 'Nudge' format.
The 'Now Brief' feature, which provides customized briefings based on user data, has also been significantly enhanced. It acts by re-reminding users of forgotten schedules based on their current timeline.
Samsung has expanded openness by allowing users to choose and use various external AI agents, including Bixby, Google Gemini, and Perplexity.
Regarding security, President Roh explained, "We have evolved Samsung Knox to not only protect data but also provide complete control over information." Knox is an integrated security platform applied to all layers of Samsung Galaxy devices, from the chipset and Operating System (OS) to applications. 'KEEP,' an encrypted storage space for each app, and the Personal Data Engine (PDE) act as core infrastructure supporting this agentic AI environment.
Mason Page, Retail Lead at Samsung Electronics America, introduced the Ultra’s camera capabilities, explaining, "Photo Assist goes beyond simply erasing objects; it helps add what should be there." It has become possible to change the attire of people in photos or composite pets from other photos using only text input.
Diverging Product Lines: A Test for Consumer Choice
Unlike the Ultra model, the standard (S26) and Plus (S26+) models are equipped with Samsung’s own 'Exynos 2600' chipset, making the performance differentiation between the lineups even more distinct. The standard model weighs 167g and the Plus weighs 190g, emphasizing portability.
The simultaneously unveiled 'Galaxy Buds 4' series adopts an ergonomic 'Blade Design' based on over 100 million ear data points. A notable addition is the 'Head Gesture' feature, which allows users to answer or reject calls just by nodding or shaking their heads. The Pro model features a bezel-less woofer for the first time to enhance immersion in the low-frequency range.
The pricing policy, following the advancement of the premium strategy, is somewhat aggressive. The 256GB models across the board have increased by 99,000 KRW compared to the previous generation, while the 512GB models have risen by 209,000 KRW. The Galaxy S26 Ultra starts at 1,797,400 KRW, and the top-tier model with 16GB RAM and 1TB storage reaches 2,545,400 KRW. The S26 Plus starts at 1,452,000 KRW, and the standard S26 starts at 1,254,000 KRW.
As consumers' psychological price resistance has increased, Samsung appears to be diversifying its revenue models through initiatives like the 'New Galaxy AI Subscription Club' for customers who purchase unlocked models. This is interpreted as a strategy to create service-based revenue beyond hardware sales.
Won-Joon Choi, COO of the MX Business, summarized the goal of Samsung AI as 'removing the barrier between intent and action.' COO Choi stated, "Personalization and adaptability are ultimately about 'context understanding,' where the AI reads the situation the user is in. Like 'Now Brief' or 'Now Nudge,' the AI must grasp the user's intent and provide help at the right moment before the user even has to explain it."
The new Galaxy S26 series will be available for domestic pre-orders from the 27th of this month to March 5th, and will be released sequentially worldwide starting March 11th. It will be available in four colors: Cobalt Violet, White, Black, and Sky Blue.