Samsung Electronics is launching its 'AI OS' strategy, reorganizing its mobile operating system based on artificial intelligence (AI) through the 'Galaxy S26 series'. The Galaxy S26, with innovations such as 'Agentic AI', is expected to surpass previous sales and exceed 40 million units.
Samsung Electronics CEO and Device Experience (DX) Division Head, Lee Jae-yong, mentioned during a press conference after the 'Galaxy Unpacked 2026' event in San Francisco on the 26th that the response to the Galaxy S26 from trading partners has been positive globally, aiming to surpass previous sales figures.
According to Counterpoint Research and securities analysts, the cumulative sales of the Galaxy S25 are estimated to be around 37 million units. Considering Lee's remarks, analysts suggest that the goal of achieving a record-breaking 40 million units is within reach.
The key weapon for achieving this goal is the introduction of AI OS in the Galaxy S26. Samsung Electronics plans to usher in the era of 'Mobile Agentic AI phones' by introducing AI OS for the first time in the Galaxy S26. AI OS interprets the user's context across the entire operating system, connecting functions based on user intent, allowing the phone to understand and implement necessary tasks smoothly.
Lee stated, "AI OS aims to maximize usability by smoothly handling processes end-to-end rather than requiring users to navigate through apps or follow predefined scenarios." He also mentioned plans to continuously enhance AI OS starting with the Galaxy S26, expanding its application scope through close collaboration with Google.
Samsung Electronics has expanded AI functions to the Galaxy S26 series through a '3-element system' of Bixby, Geminae, and Plexity. Lee explained that Plexity has been applied to Bixby and Samsung Browser, allowing users to choose and utilize it, representing an extension of the multi-hybrid AI strategy that combines Samsung's own models with partner models to provide optimal performance by field.
With the introduction of various AIs, concerns about user fatigue have been raised. Lee assured that users can choose to use Galaxy AI on-device only, in the cloud, or turn off functions completely. He emphasized privacy, security, and choice as the core principles of Galaxy AI, stating the intention to evolve in that direction.
While acknowledging that price increases are inevitable in future product strategies due to the high costs associated with AI development and maintenance, Lee expressed the company's efforts to minimize consumer burden by enhancing cost management. He also indicated that unless there are special circumstances such as drastic currency fluctuations or component price increases, price increases will be minimized.