San Francisco was the setting for Samsung’s Galaxy Unpacked event today, February 26, 2026 and the unveiling underscored a significant shift in the company’s focus: artificial intelligence. Samsung Electronics unveiled the Galaxy S26 series, marking the third generation of its Galaxy AI-powered phones, and signaling a broader industry trend toward AI-driven mobile experiences.
“We believe that AI should be something people can trust in their everyday lives, designed to work consistently for everyone without requiring any technical expertise,” said TM Roh, Chief Executive Officer, President and Head of Device eXperience (DX) Division of Samsung Electronics, during the event held at the Palace of Fine Arts in San Francisco. The setting, reminiscent of Roman ruins, provided a striking backdrop for a discussion about the future of technology.
While many details had previously leaked, Samsung unveiled several key features, most notably a new Privacy Display on the Galaxy S26 Ultra. This innovative feature limits viewing angles without requiring a screen protector – a capability developed over more than five years of research, and development. The display remains clear when viewed directly but restricts visibility from the sides, protecting sensitive on-screen content in public spaces. Users can even assign the Privacy Display to a double-press of the side button for quick activation. This feature alone could set the S26 Ultra apart from its competitors and become a standard in future smartphones.
The Privacy Display works by controlling the direction of light emitted from individual pixels using a physical structure. Samsung’s technology, dubbed Black Matrix, directs light straight ahead, similar to using a filter on a flashlight. According to a previous press release, the company has been working on this technology for five years, and the results appear promising.
The focus on AI extended beyond the S26 Ultra, with Samsung emphasizing its goal to integrate AI seamlessly into the user experience. The company highlighted features like Now Nudge, which proactively provides relevant information, and improved Circle to Search with Google, which can now identify multiple objects within an image simultaneously. This emphasis on AI reflects a broader industry trend toward intelligent assistance and proactive features in mobile devices.
Samsung as well announced the Galaxy Buds4 and Galaxy Buds4 Pro. The Pro model features in-ear design, while the standard Buds4 have an open design, catering to different user preferences. The Buds4 Pro boast a 20% larger speaker area compared to the previous generation, aiming for improved audio quality.
The Galaxy S26 Ultra will be available for $1,299, the S26+ for $1,099, and the S26 for $879. Pre-orders begin now, with general availability starting March 11.
“Our design philosophy with the Galaxy Buds4 series is to offer comfort without compromising sound performance, as that’s what users value most,” said Ikhyun Cho, Corporate VP of Mobile Enhancement R&D Team, Mobile eXperience (MX) Business at Samsung Electronics.
