Samsung, the South Korean technology giant, took the stage in San Francisco for its latest Galaxy Unpacked event, revealing its new flagship S26 smartphone series and a new generation of earbuds. The event’s central theme was the deep integration of artificial intelligence, with major announcements involving Google’s Gemini and Perplexity AI.
The New Galaxy S26 Lineup
Samsung introduced three new smartphones: the Galaxy S26, Galaxy S26 Plus, and the top-tier Galaxy S26 Ultra. While the devices feature iterative hardware updates, the Ultra model stands out with several premium features.
The Galaxy S26 Ultra is powered by Qualcomm’s new Snapdragon 8 Elite Gen 5 processor, boasts a 6.9-inch QHD+ display, and a 5,000 mAh battery with 60W fast charging. The device retains its S-Pen stylus support. Camera improvements include a larger f/1.4 aperture on the 200MP wide lens and a larger f/2.9 aperture on the 50MP telephoto lens, promising better low-light performance.
A new marquee feature for the Ultra is a privacy display, which allows users to selectively or entirely obscure the screen from onlookers, with configurable settings for each application.
The Galaxy S26 and S26 Plus feature the same processor in most regions, though some markets will receive Samsung’s own Exynos 2600 chip. The base S26 receives a battery capacity increase, while the S26 Plus now supports 20W wireless charging. Pricing has increased across the board, with the S26 starting at $899, the S26 Plus at $1,099, and the S26 Ultra at $1,200.
AI Takes Center Stage
Artificial intelligence was the undeniable star of the show. Samsung’s new devices will now come equipped with three AI assistants: Bixby, Google Gemini, and Perplexity. This multi-assistant approach signals a major shift in the company’s software strategy.
Google made two significant announcements at the event. First, it previewed a new “agentic” version of Gemini capable of performing complex multi-step tasks on a user’s behalf, such as analyzing a group chat to place a food order. Google also introduced an advanced “Circle to Search” feature, which uses multi-object recognition to instantly search for anything a user highlights on their screen.
Furthermore, Samsung has partnered with Perplexity to preload the AI company’s app on its new phones. Perplexity’s APIs will also power native functions like setting alarms and taking notes, as well as enhance the device’s native browser search capabilities.
Upgraded Audio with Galaxy Buds4
Samsung also launched two new sets of wireless earphones, the Galaxy Buds4 and Galaxy Buds4 Pro. Both models feature a flatter stem design and improved dust and water resistance ratings (IP54 and IP57, respectively).
The Pro model includes a new 11mm woofer for enhanced bass response and offers slightly longer battery life than the standard version. The Galaxy Buds4 are priced at $179, while the Buds4 Pro will cost $250.
Relevance for the MENA Market
The launch of Samsung’s S26 series is particularly relevant for the MENA region, a key market for premium smartphones. Consumers in GCC countries like the UAE and Saudi Arabia have a high appetite for flagship devices, and the S26 Ultra’s advanced camera and new privacy features are likely to resonate well.
For the region’s burgeoning tech ecosystem, the deep integration of advanced AI from Google and Perplexity is most significant. This provides a powerful new platform for MENA-based developers to create innovative local applications that leverage on-device agentic AI, advanced search, and natural language processing. The move could spur the development of more sophisticated, context-aware apps tailored to regional needs, from localized service booking to AI-powered e-commerce assistants.
About Samsung
Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate). The company is a global leader in consumer electronics, semiconductors, and mobile devices.
Source: TechCrunch
