Samsung on Wednesday introduced its Galaxy S26 lineup, expanding its artificial intelligence features and unveiling a new “Privacy Display” mode designed to prevent onlookers from viewing the screen from the side.
The latest smartphones, showcased in San Francisco, come with a broader set of AI capabilities than the previous two generations and will be available in stores starting March 11.
The Galaxy S26 will retail at $899, while the S26 Plus is priced at $1,099 which is about $100 more than comparable models from the past two years. The Galaxy S26 Ultra will continue at $1,299.
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Privacy display exclusive to Ultra model
A key addition this year is the Privacy Display feature, available only on the Ultra variant. When activated, the screen’s pixels adjust so that content is visible only when viewed directly from the front. From side angles, the display appears dark, reducing the risk of "shoulder surfing," particularly in public places.
Users can configure specific apps such as banking or finance applications to automatically open in Privacy Display mode. PP Foresight analyst Paolo Pescatore described the feature as a potential “sleeper hit” amid the focus on AI.
AI takes centre stage
Samsung continued to position artificial intelligence as the central theme of the Galaxy S26 lineup. TM Roh, Samsung’s CEO of device experience, said during the showcase that AI should become part of everyday digital infrastructure and seamlessly integrated into devices people use daily.
The new Galaxy phones are equipped with AI agents designed to retrieve information and content on behalf of users. Samsung is again relying heavily on Google’s Gemini technology while adding support for Perplexity as an additional assistant option.
The S26 series also introduces enhanced photo-editing tools, including automatic skin-tone softening for selfies captured with the front camera.
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Alongside AI upgrades, Samsung has improved the camera systems and battery performance across the lineup, features that continue to influence upgrade decisions among consumers.
Market context
Despite Samsung’s push into AI-driven smartphones, analysts remain cautious about how strongly such features influence buying decisions. Pescatore noted that AI has yet to become a primary purchasing factor for many users.
Meanwhile, Apple’s iPhone has remained the world’s top-selling smartphone for the past three years, according to research firm International Data Corp., with Samsung last holding that position in 2022.
