Samsung Unveils Galaxy S26 Ultra With Built-In Privacy Display and Advanced AI Features

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At a high-profile launch event in San Francisco, Samsung Electronics introduced its latest flagship smartphone lineup — the Galaxy S26 series — placing artificial intelligence and privacy innovation at the center of its strategy. With the unveiling of the Galaxy S26 Ultra, Galaxy S26 Plus, and Galaxy S26, Samsung is signaling that the future of smartphones lies less in dramatic design overhauls and more in intelligent software enhancements and practical user protections.

Pricing and Market Positioning

The Galaxy S26 Ultra starts at $1,300, matching the price of its predecessor. The Galaxy S26 Plus is priced at $1,100, while the standard Galaxy S26 begins at $900 — both $100 higher than last year’s models. Industry analysts suggest that ongoing memory chip supply constraints may have contributed to the price increase.

With these price points, Samsung is competing directly with Apple Inc. and its iPhone 17 lineup. While Apple recently focused on refreshed designs and new color options to drive record sales, Samsung is betting on deeper AI integration and meaningful privacy features to persuade customers to upgrade.

All three devices are available for pre-order immediately and will hit stores on March 11.

Galaxy S26 Ultra: Privacy at the Forefront

The standout innovation in the S26 lineup is the Galaxy S26 Ultra’s built-in “Privacy Display.” This feature makes the 6.9-inch screen significantly harder to view from side angles, above, or below — protecting users from visual snooping in public spaces.

Unlike third-party privacy screen protectors, Samsung has embedded this technology directly into the display. When activated, the phone selectively turns off pixels responsible for wide-angle visibility. Users can keep Privacy Display on permanently or configure it to activate automatically for specific apps such as banking applications, email platforms, or messaging tools. It can also engage during password or PIN entry.

By eliminating the need for an external privacy screen, users can fully enjoy the Ultra’s anti-reflective display, which performed well against glare in demonstrations. In a notable hardware shift, Samsung has moved away from titanium side rails and returned to aluminum, making this the lightest and thinnest Ultra model to date.

Camera and Performance Enhancements

The S26 Ultra retains its 200-megapixel main sensor and 50-megapixel zoom lenses but improves low-light performance through a wider aperture that allows more light to enter. Samsung has also refined its “Nightography” video mode, enabling the device to detect noise patterns from each lens and automatically reduce grain in dark recordings.

Charging capabilities have also been upgraded. The Ultra supports 65-watt wired charging, capable of reaching 75% battery in approximately 30 minutes, along with 25-watt wireless charging. An enhanced vapor chamber cooling system improves heat dissipation during heavy use.

The built-in S Pen stylus remains a signature feature, though it does not introduce major new functionality this year.

Galaxy S26 Plus and S26: Smart, Subtle Improvements

The 6.7-inch Galaxy S26 Plus and 6.2-inch Galaxy S26 offer a more conventional experience but still benefit from Samsung’s AI push. Both are powered by Qualcomm’s Snapdragon 8 Elite Gen 5 processor, ensuring high performance across tasks.

Camera hardware remains largely unchanged, but new software features enhance usability. A “Horizontal Lock” option within Super Steady video mode keeps the horizon level even while rotating the device — a feature likely to appeal to content creators seeking smoother footage.

Samsung has also introduced natural-language image editing. Users can simply describe changes they want in a photo, and the phone’s generative AI tools will execute the edits. Call screening and in-call scam detection features further strengthen security.

AI Integration Across the Ecosystem

Artificial intelligence plays a central role throughout the Galaxy S26 series. Samsung has partnered with Perplexity AI to integrate its technology directly into the devices. Users can activate the assistant by saying “Hey Plex,” gaining quick access to AI-powered search and real-time answers.

Perplexity’s integration extends to Samsung’s native assistant, Bixby, enhancing conversational capabilities and enabling deeper system-level access. The AI can interact with apps such as Notes, Calendar, Gallery, Clock, and Reminders. In the coming months, deeper integration is expected within Samsung Internet.

Meanwhile, Google’s Gemini assistant remains the default AI. Gemini introduces automated app actions via voice commands — for example, requesting a ride to an airport. The system walks users through each step and requires final confirmation before completing transactions. Launch partner Uber Technologies Inc. supports this feature initially, with potential expansion to other services.

Google’s Circle to Search feature also receives an upgrade, now allowing multiple selections at once. This enhancement will debut on the S26 series before expanding to other devices.

Samsung has additionally refined its “Now Brief” lock-screen feature, enabling it to pull data from notifications and user habits to provide more relevant daily summaries.

Galaxy Buds 4 Series: Competing in Premium Audio

Alongside the smartphones, Samsung introduced the $249 Galaxy Buds 4 Pro and the $179 Galaxy Buds 4. Both models include active noise cancellation.

The Buds 4 Pro target Apple’s AirPods Pro 3, offering deeper bass and high-resolution wireless streaming. New features such as speech detection and head gestures allow users to answer or ignore calls without touching their device. Battery life extends up to six hours with noise cancellation enabled, with the charging case increasing total usage to 26 hours.

A Strategic Shift Toward Intelligent Innovation

Rather than relying on dramatic aesthetic changes, Samsung’s Galaxy S26 lineup emphasizes AI-driven functionality and built-in privacy protections. This approach reflects a broader industry trend: smartphones are evolving from hardware-centric devices into intelligent personal assistants embedded within daily life.