Samsung Electronics Launches 2024 Neo QLED, MICRO LED, OLED and Lifestyle Displays To Spark the AI Screen Era and New Ways of Life
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By Samsung Newsroom
Samsung Electronics is hosting its 2026 European Tech Seminar in Frankfurt, Germany, from April 15–16, offering media and industry professionals an early, hands-on look at its latest AI-powered TV, display and audio innovations ahead of their global rollout.
Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.
Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.
▲ Sangmin Lee from Samsung’s Picture Quality Solution Lab introduces the enhanced brightness of the new OLED and its reduced power consumption.
Making the Screen More Helpful With Vision AI Companion
At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.
▲ Steffen Greb from Samsung’s ECSO demonstrates the Art mode and explains the Vision AI Companion. Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.
Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.
Advancing Picture Innovation Across Premium Displays
Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.
▲ Olivia Lee from Samsung’s Picture Quality Solution Lab showcases Samsung’s latest Micro RGB technology. Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.
▲ Youngju Oh from Samsung’s Picture Quality Solution Lab introduces a new color evaluation method with the emergence of BT.2020 for 100% Wide Color Gamut Display. Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.
To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.
Extending Performance Across Gaming Displays and Lifestyle Audio
Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.
In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.
▲ Jin Yoo from Samsung Research America Audio Lab showcases the new Wi-Fi speaker, Music Studio 5. Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.
Expanding AI Across the Entire Screen Experience
“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”
Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.
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By Samsung Newsroom
Samsung Electronics today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.
According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,1 reinforces Samsung’s position at the forefront of the home entertainment industry.
Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.
The lineup will include:
HW‑Q990H flagship soundbar, the successor to the HW‑Q990F All‑in‑one soundbar HW‑QS90H Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers “At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”
Omdia Q4 2025 Public Display Report, by unit sales. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.
Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.
Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.
“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”
20 Years of Industry-Defining Innovation
Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:
2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays. 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing. 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home. 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas. 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology. 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K. 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens. Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.
Strengthening Leadership in Premium and Next-Generation TVs
Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.
Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.
With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.
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By Samsung Newsroom
October 2025 Move to Samsung Health Data SDK as Samsung Health SDK for Android Deprecates
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SmartThings introduced significant new products for users and developers in Q3. Highlights include two-way thread unification, and enhanced analytics providing WWST partners with deeper insights into product usage. The next-generation Aeotec Smart Home Hub 2 offers faster performance with double the RAM, enabling it to connect to more devices with support for Matter, Thread, and Zigbee. The WWST ecosystem also continues to grow, incorporating more brands and products. Read more to discover the key SmartThings updates in Q3 here. Samsung Health Accessory SDK v3.2 Released
The latest version of Samsung Health Accessory SDK, version 3.2, now supports integration with indoor bikes and cross trainers, enhancing the fitness experience for users. Additionally, the Verification Tool’s testing scope has been expanded to include these devices, offering a more reliable testing environment. Utilize the upgraded SDK today to create innovative health solutions. Explore more features and detailed information here. Deprecation of Tizen Studio
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Have you used the dumpstate log on Galaxy Watch? It's a comprehensive system diagnostic report that captures everything happening on the watch at a specific moment. Developers can utilize it to identify issues such as application crashes, excessive battery drain, and sensor failures that cannot be diagnosed from application logs alone. It is also useful for deep debugging, capturing everything from application behavior to hardware status in one file. This tutorial demonstrates the step-by-step process for collecting the log, whether or not your smartphone is connected to a Galaxy Watch. Generate the dumpstate log on your connected smartphone, wearable applications, and Galaxy Watch to more quickly and accurately assess the watch's status.
Explore more Create Samsung Wallet Card Templates Using the Server API
Samsung Wallet partners can create and update card templates to meet their business needs through the Wallet Partners Portal. However, managing a large number of cards on the website can be challenging. Samsung offers server APIs that allow partners to easily create and modify Samsung Wallet card templates without accessing the Wallet Partners Portal. This tutorial guides you through creating a card template for coupons using the Add Wallet Card Templates API. The API enables an expanded card management via an independent UI or dashboard, with secure and flexible integration through a base URL, authentication headers, and a structured request body based on JWT. Discover how to create new card templates on the server rather than the portal, enhancing operational efficiency for your wallet on our blog.
Learn more Samsung’s Breakthrough Wearable Technologies Driven by Innovation and Collaboration
Samsung Electronics has developed the world’s first smartwatch feature to detect heart failures early, which received approval from the Ministry of Food and Drug Safety in September. The AI algorithm for early detection of LVSD, developed in partnership with the Korean medical device company Medical AI, has proven reliable in real-world use, now serving more than 100,000 people each month across over 100 hospitals worldwide. Samsung also recently collaborated with the Department of Biomedical Engineering at Hanyang University to create an around-the-ear wearable device capable of measuring brain waves (EEG), advancing innovation in brain-computer interface (BCI) technology. The ergonomically designed device detects high-quality signals through electrodes around the ear and has demonstrated real-world application potential, such as drowsiness detection and video preference analysis. Explore how Samsung is shaping the future of healthcare through constant innovation and collaboration with leading experts and institutions on our Newsroom.
Read more Clustering-based Hard Negative Sampling for Supervised Contrastive Speaker Verification
In recent years, researchers have employed various deep learning approaches to enhance the performance of speaker verification (SV) systems. Contrastive learning methods for SV are gaining attention as alternatives to traditional classification-based approaches because they effectively utilize hard negative pairs, which are different-class samples that are particularly challenging for a verification model to distinguish due to their similarity.
Samsung R&D Institute Poland introduces a clustering-based hard negative sampling (CHNS) method to improve the efficiency of supervised contrastive learning models for SV. The CHNS approach clusters embeddings of similar speakers and adjusts batch composition to obtain an optimal ratio of hard and easy negatives during contrastive loss calculation. Learn more about how CHNS enables high-performance SV even in environments with limited computing capabilities on the Samsung Research blog.
Learn more SemEval-2025 Task 8: LLM Ensemble Methods for QA over Tabular Data
Large language models (LLMs) have shown exceptional capabilities in understanding and generating natural language, making them widely used in question answering (QA) tasks. However, they still encounter difficulties when processing and reasoning over tabular data, particularly in understanding relationships, identifying relevant columns, and answering complex queries.
To tackle these challenges, the Samsung Research team presented a new tabular QA solution at the SemEval-2025 Task 8 competition. This solution is based on an ensemble approach using generative LLMs, where each model contributes to question interpretation, column selection, code generation, and result verification. The final answer is produced through a voting mechanism. The team also introduced automated pandas/SQL code generation with iterative correction and cross-verification between LLMs, significantly improving both accuracy and reliability. The solution achieved 86.21% accuracy and ranked second amongst 100 teams participating in the competition. This new tabular QA solution helps LLMs better understand and utilize structured data, paving the way for broader applications such as automated data analysis, AI assistants, and search systems. Discover more about this innovation on the Samsung Research blog.
Learn more View the full blog at its source
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By Samsung Newsroom
As the film began, a quiet gasp of awe rippled through the audience. When the screen illuminated the dark theater, every frame came to life with an unprecedented level of clarity. The characters’ subtle expressions were vividly defined, while even the dimmest scenes unveiled striking contrasts and layers of intricate details.
Samsung Onyx is the world’s first cinema LED display, introduced by Samsung Electronics in 2017. The first theater equipped with Samsung Onyx opened that same year at Lotte Cinema World Tower in Seoul, Korea, followed by five additional Lotte Cinema locations1 around the country.
Now, in October 2025, the latest evolution of Samsung Onyx — the company’s first major update to the technology in eight years — makes its Korean debut at Lotte Cinema Sillim’s Gwang-eum LED theater, the cinema brand’s seventh LED venue.
So why is Lotte Cinema expanding its lineup of cinema LED theaters and moving away from traditional projectors? Samsung Newsroom visited the new Gwang-eum LED theater to experience the difference firsthand and hear what moviegoers and theater representatives had to say.
▲ Lotte Cinema Sillim’s Gwang-eum LED theater, where Samsung’s latest Onyx technology made its Korean debut
A Rich Interplay Between Contrast and Color
▲ At Lotte Cinema Sillim’s Gwang-eum LED theater, a Samsung Onyx trailer plays before each movie begins. The difference was clear the moment the screen lit up. As fine beams of light gradually filled the pitch-black display, Samsung Onyx delivered breathtaking contrast and deep blacks, while the interplay of light and color revealed an exceptional range of hues that almost felt tangible.
▲ The Samsung Onyx display delivers 4K resolution with 100% DCI-P3 color coverage, reproducing every hue and texture just as film creators intended — without distortion. Unlike conventional projector systems, Samsung Onyx generates its own light through LEDs, producing perfectly defined blacks and whites along with an exceptionally rich color palette. Its outstanding contrast ratio and deep blacks ensure uniform brightness across the entire screen without light bleed, allowing even the darkest scenes to maintain their texture and depth.
▲ The Samsung Onyx screen delivers brilliant HDR visuals with peak brightness levels of 300 nits (87.6fL), true black levels and precise color accuracy. “Even during the brightest and darkest scenes, my eyes didn’t feel strained,” shared moviegoer Jeonghyeon Yoon after watching a popular animated film at the theater. “The frames flowed so smoothly that it made watching the movie even more enjoyable.”
The vivid color and contrast of the Samsung Onyx screen appeal not only to audiences but also to animation filmmakers. “On the Onyx, these little details were perfectly visible —details which give a lot to the atmosphere, to the peaceful tone of the scene,” said Matīss Kaža, producer of the dialogue-free animated film “Flow” — which won a Golden Globe® Award for Best Motion Picture — Animated and an Academy Award® for Best Animated Feature. “Cinema is all about detailing in the visual storytelling, and this comes through on Onyx very well.”
In addition, Pixar Animation Studios has collaborated with Samsung to master its animated films such as “Elemental,” “Inside Out 2” and “Elio,” making them available in 4K theatrical HDR format compatible with Samsung Onyx.
▲ (From left) Jinha Jeong and Yongseop Yoon of Lotte Cultureworks note that Samsung’s ongoing technological innovation and reliable product quality have enabled the delivery of a consistently premium cinema experience. “Samsung Onyx enables sophisticated color expression and reproduces true blacks, earning highly positive feedback from audiences,” said Jinha Jeong, Senior Manager at Operations Innovation Team, Lotte Cultureworks. “Many animation fans now say that certain movies must be watched in Onyx LED theaters. With such strong audience satisfaction, LED theaters have now established themselves as one of Lotte Cinema’s signature screening formats.”
Mega-Sized Screens That Transform the Atmosphere
The evolution of Samsung Onyx goes beyond picture quality. The 2025 model (ICD) is reshaping not just the visuals but the very environment of the moviegoing experience.
A new screen nearly 11 meters wide has been installed at Lotte Cinema Sillim’s Gwang-eum LED theater — the largest size possible within the theater’s dimensions. This was made possible by Samsung Onyx’s flexible scaling options, which allow for custom sizing beyond the standard widths of 5 meters (1.25 mm pixel pitch), 10 meters (2.5 mm) and 14 meters (3.3 mm).2 In Lotte Cinema Sillim’s case, additional cabinets were added to the sides and bottom of the standard 10-meter model, enlarging the display by more than 30%.
“Due to the structural limitations of the Sillim branch, we were previously able to install only a 10.24-by-5.4-meter LED screen,” Jeong explained. “However, with Onyx’s scalability, we expanded it to 11.52 by 6.3 meters,3 creating a captivating sense of immersion that fills the viewer’s entire field of vision.”
▲ Yongseop Yoon and Jinha Jeong explain that thanks to Onyx’s scalability, they were able to install the largest possible screen for the Gwang-eum LED theater’s space. In Samsung Onyx-equipped theaters, every seat offers a crystal-clear view without edge distortion or resolution loss, ensuring an optimal viewing experience from any angle. Unlike traditional projector-based theaters, Samsung Onyx delivers uniform brightness and color accuracy across the entire screen for every single viewer.
▲ The Onyx screen’s ability to reproduce the colors and textures exactly as creators intended allows viewers to enjoy vivid, distortion-free images without loss of resolution — no matter where they sit in the theater. “Dynamic scenes such as explosions and battles appeared incredibly sharp, and the vibrant colors made the viewing experience even more immersive,” shared Eunjeong Lim, another moviegoer, after watching a film at the Gwang-eum LED theater.
“Even the outlines of the subtitles were crystal clear, and compared to other screens, the colors felt noticeably richer and more vivid,” added fellow viewer Byeongrok Kang.
▲ Both on-screen text and subtitles appear exceptionally sharp and clear on Onyx screens. In addition, Samsung Onyx delivers peak brightness levels of up to 300 nits — about six times brighter than conventional projector systems — offering crisp, lifelike visuals even in well-lit environments. This enables theaters to use the space not only for movie screenings but also for a wide range of events such as live concert broadcasts, sports match screenings and dining cinema experiences.
“When watching concert footage, the LED screen vividly captures even the darkest corners of the stage,” Jeong explained. “In the Gwang-eum LED theater, where the Onyx screen is paired with powerful sound, audiences can immerse themselves to an astonishing degree.”
“We’re expanding differentiated services like Onyx LED theaters to deliver a more vivid and immersive viewing environment that can only be experienced in cinemas,” said Yongseop Yoon, Head of Projection System Network Operation Center (NOC) at Lotte Cultureworks. “Beyond technological advancement, our goal with the Samsung Onyx screen is to convey the emotional essence of film in its purest form.”
“Personally, I highly recommend watching a visually stunning sci-fi movie at the Gwang-eum LED theater in Sillim,” he added.
Entering the Next Generation of the Cinema Experience
Samsung Onyx is more than just an LED screen — it’s a space where viewers can experience the future of cinema right before their eyes. Those who have experienced the cutting-edge technology often comment that they can’t wait to experience it again.
“The speed and intensity of the action scenes felt very real, and the vivid colors made me feel as if I were part of the movie,” Lim shared. “With this level of picture and sound quality, I definitely want to watch my next film at an Onyx theater.”
“For films by directors like Makoto Shinkai, where color and visual style are essential, watching them here would feel completely different,” added Jeonghyeon Yoon.
In an era when the boundaries between streaming and theatrical releases are becoming increasingly blurred, Samsung Onyx reminds viewers of the irreplaceable emotion that only theaters can provide. The growing popularity of special sing-along screenings and theatrical releases of animation series proves that the in-theater experience remains truly unique.
Audiences today seek theaters that offer ultimate immersion and an experience that rekindles the magic of cinema. That’s why the phrase “a movie that has to be watched in a theater” still holds true. Amid this shift, Samsung Onyx is redefining the value of theaters through technological innovation and by opening new possibilities for cinematic experiences. The future of cinema that Samsung Onyx envisions is already unfolding — right before our eyes.
▲ With its exceptional image quality and superior space efficiency, Samsung Onyx is shaping the future of cinema. Charlotte Private at Lotte World Tower, Konkuk University Entrance, Suwon, Cheonan Buldang and Busan Centum City in addition to the inaugral World Tower screen ︎ 5, 10 and 14 meters correspond to 16, 33 and 46 feet, respectively ︎ Roughly 38 by 20 feet ︎ View the full article
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