Samsung's latest Galaxy S27 series puts a strong emphasis on AI features, while Apple strives to keep pace

Samsung Expands AI Leadership with Galaxy S26 Series

Samsung is further strengthening its position in artificial intelligence compared to Apple by introducing the new Galaxy S26 lineup, which features a host of advanced AI and intelligent assistant capabilities.

The Galaxy S26, S26+, and S26 Ultra—Samsung’s latest Android smartphones—are available for preorder starting February 25. These devices showcase Samsung’s commitment to leveraging its expertise in AI, powered by Galaxy AI and Google’s Gemini, to stand out from Apple’s iPhone offerings.

As consumers consider upgrading their devices after the surge in sales during the early pandemic, smartphone and PC makers are increasingly focusing on AI features to attract buyers.

“The smartphone market is still expanding and remains robust, but it’s not experiencing the explosive growth of previous years,” said Tuong Nguyen, an analyst at Gartner.

“The focus now is shifting from just technology to delivering a lifestyle experience.”

Samsung’s new features include the ability to ask Google’s Gemini to call an Uber for you or have DoorDash reorder your last meal, with the assistant guiding you through car selection and payment steps.

Another innovation, Now Nudge, streamlines your daily tasks. For instance, if you’re chatting with a friend about dinner plans, Now Nudge will automatically display your calendar and suggest responses, eliminating the need to switch between apps.

Gemini can place your DoorDash order for you. (Image: Google)

The Now Bar offers smarter suggestions based on context, such as prompting you to book a ride when it’s time to leave for a meeting.

Samsung’s vision is to transform your smartphone into a true personal assistant that supports you wherever you go.

Beyond its partnership with Google, Samsung is also integrating Perplexity’s AI, giving users more options for getting answers and assistance.

“The era of a single, closed-off assistant is over. Samsung is taking a different approach from Apple, allowing users to choose their preferred AI and ensuring seamless integration throughout the system,” said Dmitry Shevelenko, chief business officer at Perplexity.

However, as Nguyen notes, while AI features are becoming more desirable, they aren’t yet a must-have for all buyers. Hardware improvements—such as better cameras, displays, and performance—remain key drivers for upgrades.

Samsung's Galaxy S26 Ultra. (Image: Samsung)

Hardware and Specs

The Galaxy S26 now features a slightly larger 6.3-inch display, up from 6.2 inches on the S25. The S26+ and S26 Ultra retain their 6.7-inch and 6.9-inch screens, respectively.

All three models are powered by Qualcomm’s Snapdragon 8 Elite Gen 5 processor and come with 12GB of RAM, with the Ultra offering an option for 16GB.

Unlike Apple’s entry-level iPhone 17, the S26 includes three cameras: wide, ultra-wide, and 3x telephoto. The S26+ mirrors this setup, while the S26 Ultra adds a 10x telephoto lens for enhanced zoom capabilities.

Base storage for the S26 and S26+ is now 256GB with 12GB of RAM, as Samsung has discontinued the 128GB model previously priced at $799. The S26+ starts at $1,099, up from last year’s $999, while the S26 Ultra remains at $1,299 with the same storage and memory as before.

Industry Challenges and Outlook

In a recent interview, Samsung president Wonjin Lee cautioned that the global expansion of AI data centers is straining the supply of memory chips, which could lead to price increases for certain products.

This issue isn’t unique to Samsung—the entire tech sector is grappling with memory chip shortages, prompting companies to reevaluate pricing across devices from smartphones to PCs.

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