Flagship Season Begins

Samsung has officially announced its first Galaxy Unpacked event of 2026, scheduled for February 25 at 10 AM Pacific Time. The company is expected to reveal the Galaxy S26 lineup, led by the flagship Galaxy S26 Ultra, in what promises to be one of the biggest smartphone launches of the year.

Early teasers from Samsung indicate that Galaxy AI will be a central theme of the event, suggesting significant upgrades to the on-device artificial intelligence capabilities that debuted with last year’s Galaxy S25 series.

What to Expect

Industry leaks and Samsung’s own teaser materials point to several major upgrades. The Galaxy S26 Ultra is expected to feature an improved camera system with enhanced AI-powered photography, a brighter and more efficient display, and a new processor designed to handle increasingly complex on-device AI workloads.

Battery life improvements are also anticipated, with reports suggesting Samsung has developed a new battery technology that could deliver meaningful gains without increasing the physical size of the device.

The AI Angle

Galaxy AI has become Samsung’s primary differentiator in the premium smartphone market, and the S26 series is expected to push these capabilities further. Features like real-time translation, AI-generated photo editing, and intelligent call summarization were introduced with the S25 series and have reportedly seen strong adoption among users.

For the S26, Samsung is expected to introduce more sophisticated AI features that leverage the growing power of on-device processing, reducing reliance on cloud servers and improving response times for AI-powered tasks.

Competitive Landscape

The launch comes amid fierce competition from Apple, which is expected to announce its own AI-enhanced iPhone lineup later this year, and Google, whose Pixel devices have positioned AI capabilities as a core selling point. Samsung’s timing — getting to market early in the year — gives it a window to capture buyer attention before competitors reveal their hands.

Huawei has also announced a competing product launch event on February 26 in Madrid, setting up a head-to-head battle for global smartphone attention, as reported by TechRadar.

Market Impact

Analysts expect the Galaxy S26 series to drive a refresh cycle among Samsung’s installed base, many of whom are using devices two or more years old. The combination of AI features and hardware improvements could make this the most compelling upgrade argument Samsung has made in years.