Samsung smartphones and innovation

Samsung Chief Operating Officer Won-Joon Choi says that, despite Samsung's size, its vertical integration enables rapid innovation, as seen with the Galaxy S26 Ultra's Privacy Display. Choi adds that the industry is shifting from app-based interactions to task-based, multi-modal AI experiences, where phones act as central hubs and assistants handle actions across apps seamlessly.

Every new feature has a cost, usually in battery life or performance. And users don’t like a phone that’s a shadow of itself by lunchtime.

“The fundamentals should not change,” Choi said. “You still need a great display, great battery life, performance, privacy and security. We cannot compromise those fundamentals to provide a new experience. Along the way, we faced a lot of technical challenges.”