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Southwest Super Bowl ad ‘celebrates’ assigned seating launch change

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Southwest Super Bowl ad 'celebrates' assigned seating launch change

Southwest Airlines will debut a new ad during the Super Bowl poking fun at its new assigned seating policy.

The ad, “Boarding Royale,” will air on Peacock and broadcast and local cable channels in six markets, including San Diego, Chicago, Denver, Austin, Dallas and Honolulu, during the big game Sunday, according to a Southwest news release.

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The ad, which appears set in a forest, features numerous guests running to get to their seats after a voice says, “Southwest boarding begins now.”  

‘SUPER BOWL BREAKFAST’ RETURNS WITH FOCUS ON LEADERSHIP AND LEGACY AHEAD OF NFL SHOWCASE

In what seems to be a hyperbolic expression of how travelers would react during the company’s open seating boarding process, people in the video chaotically run to grab a seat.

People running to sit in chairs in the middle of a field

Southwest will debut a new Super Bowl ad, poking fun at its former open seating policies. (Southwest / Unknown Source)

“I thought you checked us in last night?” a woman in the advertisement asks.

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“I was one minute late,” the man who appeared to be traveling with her replied.

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The video also features a woman swinging on a tree vine while screaming in what appears to be an effort to make it to her seat on time.

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LUV SOUTHWEST AIRLINES CO. 52.60 +1.42 +2.77%

On-screen text then appears that says, “That was wild,” followed by a couple calmly sitting in their seats with another on-screen text card that says, “Assigned seating is here.”

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The ad “celebrates” the airline’s new assigned seating model while “clapping back to the days of open seating,” the company said in the release.

A man asking another man if he can sit in the chair next to him

During the ad, a passenger appears to save the seat next to him while another person asks if the seat is taken. The ad comes amid new assigned seating policies. (Southwest)

The company shared that viewers should recognize Southwest’s “self-aware humor” the airline says it’s known for.

Southwest says the new assigned seating policy should “position the airline for the future.”

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“While open seating played a huge role in Southwest’s history and helped it grow from a regional carrier into one of the largest airlines in America, the new assigned seating policy positions the airline for the future and addresses customers’ needs,” Southwest said in the release.

The airline’s new seating policy went into effect Jan. 27. Customers now have the choice between an “extra legroom seat,” “preferred seat” and a standard seat.

Passengers run into a field with seats in the middle

Southwest Airlines’ new ad will air in six markets, including Dallas, Austin and San Diego. (Southwest)

The company said the policy “gives [customers] more choices when [they] travel,” according to the airline’s website.

“For your comfort, we’re introducing seat options that allow you to choose the experience you prefer,” the airline said on its seating information page.

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The Seattle Seahawks will face off against the New England Patriots Sunday in the Super Bowl at Levi’s Stadium in Santa Clara, California.

Despite the changes, Southwest reassured customers they should still expect the same “legendary” hospitality.

“Southwest’s bold personality and humor have always been unique in the industry,” it said in the release. “No matter the seat configuration, the legendary hospitality that customers expect at Southwest remains.”

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Motilal Oswal urges balanced portfolio mix as India-US trade deal lifts sentiment

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Motilal Oswal urges balanced portfolio mix as India-US trade deal lifts sentiment
Motilal Oswal Private Wealth is advising investors to adopt a balanced allocation strategy — anchoring portfolios with large-cap or hybrid funds, and complementing them with staggered exposure to midand small-caps — with sentiment improving following the finalisation of the India-US trade deal.

“Investors could allocate 50% to large caps and hybrids, 40% to mid and small caps, and 10% to global markets,” says Ashish Shanker, MD & CEO, Motilal Oswal Private Wealth. He recommends making lumpsum allocations to large caps and hybrids immediately, while staggering investments into mid and small caps over the next couple of months. Within global markets, he favours emerging-market exposure.

Following the sharp run-up in silver prices, the wealth manager suggests partial profit-booking for investors with heavy exposure, while maintaining a neutral stance on gold for portfolio stability. Those under-allocated to gold can consider gradual accumulation on dips for ‘moderate’ medium-term returns.

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More drops for technology stocks weigh on Wall Street

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More drops for technology stocks weigh on Wall Street

More drops for technology stocks weighed on Wall Street Wednesday.

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Baidu announces $5 billion share buyback program and first dividend

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Baidu announces $5 billion share buyback program and first dividend

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Asian stocks fall after tech selloff, gold gains

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Asian stocks fall after tech selloff, gold gains
Asian stocks dropped for a second day after Wall Street investors moved out of technology firms and rotated into a broader range of companies amid concerns about high valuations and spending.

The MSCI Asia Pacific Index dropped 0.3% at the open. The Kospi Index in South Korea — a poster child for artificial intelligence investments and the best-performing index worldwide this year — led the losses, dropping 1.6%.

The Asian moves came after the Nasdaq 100 saw its worst two-day rout since October, breaching its 100-day moving average, a level seen by some technical analysts as a harbinger for more losses. Futures contracts for US gauges, however, rose 0.3% in early Asian trading, indicating selling pressure may be easing.

Elsewhere, gold and silver advanced, continuing their rebound from a historic plunge, while Bitcoin trimmed some of its losses. The yen was a touch weaker at 156.93 to a dollar on Thursday, extending its losses with elections in Japan set for the weekend. The Bloomberg Dollar Spot Index held its gains from the prior session.

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The tech-heavy selloff reflected further concerns among investors regarding tech valuations, high levels of spending and the potential for AI to cannibalize established software business models. In tech-related earnings, Alphabet Inc. shares fell in extended trading after outlining an ambitious capital spending plan, while Arm Holdings Plc slipped post-market on a disappointing sales forecast, and Qualcomm Inc. gave a lackluster revenue outlook.


“There might be a glass half full and a glass half empty perspective on the moves here,” said Kyle Rodda at Capital.com. “On the one hand, tech stocks are potentially too richly valued. On the other hand, the strength in the market is broadening out in a sign of improving economic fundamentals.”

814x-1 (6)Bloomberg

In other corners of the market, Bitcoin hovered near $73,000, with prediction traders betting the world’s most popular cryptocurrency will drop below $65,000. Treasuries were mixed on Wednesday, with the short-end of the curve rallying. The US two-year yield fell two basis points while the 10-year ended one basis point higher.
The pound and euro were steady ahead of interest rate decisions due later Thursday. The European Central Bank and Bank of England are expected to leave rates unchanged.
Meanwhile, clear signs of momentum behind the tech sell-off emerged. The iShares MSCI USA Momentum Factor ETF plunged 3.7%, while a Goldman Sachs Group Inc. basket that goes long high-beta momentum names and short the opposite tumbled 9.8%.

Rotation out of tech was the main theme during the US session and software firms saw another wave of selling, but moves were bigger in chipmakers. A Bloomberg gauge of the so-called Magnificent Seven companies fell 1.8%.

What Bloomberg strategists say…
What looks like a brutal equity rotation away from concentration is actually proving to be a bright spot for the broader market. US equities are experiencing a rotation that in the moment seems painful, but was ultimately inevitable.

— Brendan Fagan, Macro Strategist.

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Traders are also paying attention to the moves in the precious metals. Gold and silver rose for a third consecutive day after retreating from a record on Friday.

Precious metals soared last month in a rally underpinned by speculative momentum, geopolitical upheaval and concerns about the Federal Reserve’s independence. The surge came to a sudden halt at the end of last week, with silver seeing its biggest ever daily drop on Friday and gold plunging the most since 2013.

Gold traded just above $5,000 an ounce and silver was about $89.

In the US, service providers saw the strongest back-to-back growth since 2024 as business activity picked up even as employment barely expanded. While companies added fewer jobs than expected, recent data has pointed to limited layoffs.

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Elsewhere, US President Donald Trump and President Xi Jinping of China discussed trade and geopolitical flashpoints, including Taiwan, during a Wednesday call ahead of a planned face-to-face meeting later this year.

In commodities, oil fell for the first time in three days after Iran confirmed it would hold negotiations with the US, easing the immediate risk of military strikes against the OPEC producer.

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AMD CEO Lisa Su Confirms Valve’s Steam Machine On Track for Early 2026 Shipping

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Samsung Galaxy S26 Ultra Set for February 25 Unveiling at

Advanced Micro Devices Inc. (AMD) CEO Dr. Lisa Su said Tuesday that Valve Corp. remains on schedule to begin shipping its long-awaited AMD-powered Steam Machine in the early months of 2026, providing the strongest third-party confirmation yet of the device’s imminent arrival.

Speaking during AMD’s fourth-quarter 2025 earnings call on Feb. 3, Su highlighted progress on the company’s semi-custom system-on-chip (SoC) business, which includes custom silicon for gaming consoles and handhelds. She specifically addressed Valve’s project amid broader commentary on AMD’s partnerships with major platform holders.

“From a product standpoint, Valve is on track to begin shipping its AMD-powered Steam Machine early this year,” Su stated in prepared remarks. She paired the update with news that development of Microsoft’s next-generation Xbox SoC is “progressing well to support a launch in 2027.”

The comments come as Valve, the Bellevue, Washington-based gaming giant behind the Steam platform and Steam Deck handheld, prepares to expand its hardware lineup. Valve first teased the revival of the Steam Machine concept in late 2025, describing it as a compact, living-room-focused gaming PC running SteamOS and optimized for couch play. Unlike the original Steam Machines launched in 2015 — which struggled with limited game compatibility and fragmented hardware partners — the new iteration builds directly on the success of the Steam Deck, leveraging SteamOS improvements and a broader library of verified titles.

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Details on the device’s specifications remain limited, but industry reports indicate it features a semi-custom AMD APU combining Zen 4 CPU architecture with RDNA 3 graphics. Valve has described the Steam Machine as significantly more powerful than the Steam Deck — potentially up to six times in certain workloads — positioning it to deliver 4K gaming at 60 frames per second in many titles when connected to a television or monitor. The system is expected to include modern connectivity options, expandable storage, and compatibility with a wide range of PC peripherals.

Su’s affirmation carries weight because AMD serves as the primary silicon supplier for the device. The company’s semi-custom division has powered every major console generation in recent years, including current Xbox and PlayStation hardware, as well as the Steam Deck. Investors and analysts closely monitor these updates for clues on production timelines and revenue implications.

Despite the positive note, key consumer details — including exact pricing, configuration options, and a firm ship date — have not been disclosed by Valve. Speculation from analysts and leaks suggests a starting price in the $700–$800 range to compete with mid-tier gaming PCs and current-generation consoles like the PlayStation 5 and Xbox Series X/S. Valve previously indicated the Steam hardware family, which may include additional devices like an updated Steam Controller or Steam Frame accessory, would ship in early 2026.

The original Steam Machines, released over a decade ago, faced challenges in a market dominated by traditional consoles and high-end PCs. Many reviewers criticized the ecosystem’s reliance on Proton compatibility layers for Windows games and the lack of exclusive titles. Valve quietly discontinued the initiative but retained lessons that informed the Steam Deck’s 2022 launch, which has sold millions of units and established SteamOS as a viable Linux-based gaming platform.

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Industry observers view the new Steam Machine as Valve’s bid to capture living-room gaming share amid rising interest in PC-handheld hybrids and cloud gaming alternatives. The device could appeal to PC gamers seeking a console-like experience without subscriptions, while leveraging Steam’s vast library and frequent sales. Its success may hinge on seamless integration with existing Steam accounts, controller support, and performance that justifies the premium over budget mini-PCs.

AMD’s semi-custom revenue is expected to decline significantly in 2026 as the current console cycle matures, Su noted during the call. However, new projects like the Steam Machine and future Xbox contributions could help offset that trend in subsequent years.

Valve has remained characteristically tight-lipped since the initial 2025 announcement, with no official updates following Su’s remarks. The company did not immediately respond to requests for comment.

For gamers and investors alike, Su’s comments reduce uncertainty around the Steam Machine’s timeline at a moment when handheld and mini-console markets continue to heat up. If Valve delivers on the early 2026 window, the device could arrive in time to influence holiday purchasing decisions later in the year or set the stage for broader Steam hardware ecosystem growth.

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Bank of England expected to hold interest rates

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Bank of England expected to hold interest rates

Interest rates were cut to 3.75% in December and analysts expect at least one further reduction this year.

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Eli Lilly gaining in GLP-1 market over Novo Nordisk, earnings show

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Eli Lilly gaining in GLP-1 market over Novo Nordisk, earnings show

The Eli Lilly and Novo Nordisk logos.

Mike Blake | Tom Little | Reuters

It’s a tale of two drugmakers in the red-hot obesity drug market. 

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Both Novo Nordisk and Eli Lilly are grappling with lower prices in the U.S., but their 2026 outlooks are diverging sharply: While Novo is bracing for a sales decline, Lilly sees revenue jumping again thanks to its blockbuster medicines. 

The split in guidance — despite similar headwinds — underscores the strength of Lilly’s position in the obesity and diabetes drug market, underpinned by its more effective injections and early foray into direct-to-consumer sales, among other factors. While Novo Nordisk effectively made the drugs mainstream, Lilly has since taken a clear edge in market share — and the forecasts show it will likely only extend its advantage this year.

“The difference in sales momentum and market share trend was visible throughout 2025, but the dichotomy between the two companies’ prospects was accentuated within this 24-hour period in which Novo guided below consensus and Lilly guided above consensus expectations,”  Leerink Partners analyst David Risinger told CNBC on Wednesday. 

“That really solidified an investor’s mind that Lilly is going to be the dominant player in obesity going forward,” he added. 

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This year, all eyes will be on how Lilly’s upcoming obesity pill, orforglipron, fares against Novo’s own oral Wegovy drug, which has had an explosive U.S. launch this year.

In an interview on CNBC’s “Squawk Box” on Wednesday, Lilly CEO David Ricks said 20 million to 25 million patients are currently taking both companies’ medicines. But he said the total addressable market of patients in the obesity space is “gigantic.” 

Eli Lilly CEO David Ricks on Q4 results: We're the market leader in both diabetes and obesity now

Diverging outlooks

On Wednesday, Lilly forecasted 2026 sales of $80 billion to $83 billion, surpassing the $77.62 billion that analysts were expecting, according to LSEG. 

The midpoint of that outlook translates to sales growing by 25% this year.

In contrast, Novo warned on Tuesday that it sees sales and profit declining by 5% to 13% this year, as prices fall in the U.S. and exclusivity expires for its blockbuster obesity and diabetes drugs in China, Brazil and Canada. 

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Mike Doustdar, left, CEO of Novo Nordisk, and David Ricks, CEO of Eli Lilly, listen as President Donald Trump speaks in the Oval Office during an event about weight-loss drugs on Nov. 6, 2025.

Andrew Caballero-Reynolds | Afp | Getty Images

Lilly similarly pointed to a “global pricing decline in the low- to mid- teens [percentages] this year.” That comes after the landmark “most favored nation” deals both companies struck with President Donald Trump in November to slash obesity and diabetes drug costs, along with their recent efforts to further reduce direct-to-consumer prices for their treatments. 

The agreements with Trump are expected to take a bite out of both companies’ sales, but eventually increase volumes of prescriptions for their drugs. Still, Lilly is bullish about other factors that will help offset that pricing pressure. 

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That includes continued worldwide demand for its obesity drug Zepbound and diabetes counterpart Mounjaro and the expected launch of its GLP-1 pill for obesity in the second quarter, pending U.S. approval. Lilly also pointed to government Medicare coverage of obesity treatments starting for the first time by at least July, one of the winning features of the drug pricing deals with Trump. 

Lilly’s Ricks told CNBC that coverage will open up access to 40 million new Medicare beneficiaries, “and that could be quite expansive to volume.”

Overall, Risinger called Lilly’s guidance “very encouraging” and said the “price per volume trade-off is playing out well” for the company.

He said tirzepatide, the active ingredient in Zepbound and Mounjaro, is “superior” in its effectiveness and tolerability compared to semaglutide, the ingredient in Novo’s obesity and diabetes drugs. That was proven in a head-to-head clinical trial conducted by Lilly in 2024, and prescription trends show that the company’s drugs are preferred among prescribers.  

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“I think that’s what is driving Lilly’s market share gain” relative to Novo, Risinger said. 

Another factor that sets Lilly and Novo apart is patent exclusivity. While Novo said expiring patents in some international markets pose a challenge, Lilly’s Ricks said tirzepatide should be protected into “the back half of the 2030s” in major markets. 

Risinger noted that Lilly is still working to drive global uptake for tirzepatide, which won U.S. approval for obesity in 2023. 

All eyes on pills

A pharmacist displays a box of Wegovy pills at a pharmacy in Provo, Utah, Jan. 15, 2026.

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George Frey | Bloomberg | Getty Images

Novo Nordisk is first to market with a GLP-1 pill for obesity, and it hit 50,000 weekly prescriptions in just under three weeks of its launch. But investors are watching to see how that shifts once Lilly’s pill rolls out to patients later this year. 

In an interview with CNBC’s “Mad Money,” Novo CEO Mike Doustdar said he’s confident about the company’s ability to compete with Lilly. 

“Clearly we have the most efficacious weight-reduction pill that there is and I’m very optimistic and bullish on when they come with their pill and we have to battle this out,” Doustdar said. 

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He’s referring to clinical trial data suggesting that Novo’s Wegovy pill promotes comparable weight loss to its injectable counterpart, which is around 15%. Meanwhile, Lilly’s pill appears to be slightly less effective than that, based on separate study data. 

Risinger said the launch of Novo’s pill has benefited from the fact that the company is leveraging the Wegovy brand name, which is recognizable by many patients, and immediately launched direct-to-consumer advertising for the product in early January. 

But he said Lilly could capitalize on its pill’s convenience advantage. 

Orforglipron is a small-molecule drug that is absorbed more easily in the body and doesn’t require dietary restrictions like Novo Nordisk’s pill, which is a peptide medication. Patients are supposed to drink no more than four ounces of water with the Wegovy pill and must wait 30 minutes before eating or drinking anything else each day. 

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Novo contends that those requirements won’t hinder uptake, but Risinger said it could help Lilly’s pill eventually generate greater sales globally. 

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Samsung Galaxy Buds 4 Set for February 25, 2026 Launch Alongside Galaxy S26 Series, Leaks Show

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Samsung Electronics is poised to unveil the Galaxy Buds 4 and Galaxy Buds 4 Pro on Feb. 25, 2026, during its Galaxy Unpacked event, according to multiple reliable leaks and industry reports circulating in early February.

The announcement, first hinted at by prominent leaker Evan Blass (@evleaks) via a shared Unpacked invite image, pairs the new true wireless earbuds with the flagship Galaxy S26 lineup, including the S26, S26 Plus and S26 Ultra. Blass’s post explicitly stated: “Galaxy S26 family + Galaxy Buds4 lineup launching 25 February.”

This timeline aligns with Samsung’s typical early-year Unpacked strategy for premium devices, shifting away from the mid-year releases seen with the Galaxy Buds 3 and Buds 3 Pro in July 2024. The Buds 4 series follows closely after the Galaxy Buds Core launched in June 2025, signaling accelerated iteration in Samsung’s audio lineup amid fierce competition from Apple AirPods and Sony WF-series models.

Leaked renders and certifications from sources like Android Headlines, Dealabs and regulatory bodies (including FCC, BIS in India, SIRIM in Malaysia and SGS) provide the clearest look yet at the upcoming earbuds. The Galaxy Buds 4 feature a refreshed stem design with flatter profiles and metallic accents, moving away from the blade-like stems of the Buds 3 series. The standard model adopts an open-ear fit without silicone tips, while the Buds 4 Pro includes in-ear tips for enhanced passive isolation.

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A redesigned charging case returns to a more traditional squarish, clamshell form factor, reportedly with a transparent lid option in some variants. Color choices appear limited to black and white for both models at launch, though additional shades could follow.

Pricing leaks suggest stability despite the upgrades. The Galaxy Buds 4 are expected to retail at €179 (approximately $212 USD) in Europe, matching the Galaxy Buds 3’s launch price. The premium Galaxy Buds 4 Pro are slated for €249 (around $294 USD), holding steady from the Buds 3 Pro’s €249 positioning. U.S. estimates point to $179.99 for the standard model and $249.99 for the Pro, per reports from SoundGuys and PhoneArena.

Features teased in One UI 8.5 firmware animations and leaks include head gesture controls for calls and media, potentially expanding on Samsung’s existing gesture ecosystem.

Battery improvements are rumored for the Pro variant, with increased capacity to address common complaints about prior models’ runtime. Enhanced active noise cancellation (ANC), improved spatial audio via 360 Audio, and deeper integration with Galaxy AI features — such as real-time translation and adaptive sound — are anticipated, building on the Buds 3 Pro’s AI-driven optimizations.

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Certifications confirm global availability soon after announcement, with model numbers SM-R540 for the Galaxy Buds 4 and SM-R640 for the Buds 4 Pro. These filings across multiple regions indicate broad market rollout, likely starting in March 2026 following the Feb. 25 reveal.

The timing comes as Samsung seeks to strengthen its ecosystem ahead of intensifying rivalry in the premium TWS segment. Apple’s AirPods Pro 3 rumors point to similar launch windows, while Sony and Google continue to push ANC and spatial audio advancements. Samsung’s decision to maintain pricing could appeal to cost-conscious consumers amid economic pressures, especially if the Buds 4 deliver meaningful upgrades in comfort, call quality and battery life.

Previous generations faced mixed reception: The Galaxy Buds 3 series drew praise for stem redesigns and sound quality but criticism for fit issues and minor reliability concerns in early units. Leakers suggest Samsung has addressed some of these with the Buds 4’s iterative changes, including better ergonomics and durability.

Samsung has not officially commented on the leaks or confirmed details. The company typically reveals full specifications, including exact battery life, driver configurations, IP ratings and Galaxy-exclusive features, during Unpacked keynotes.

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For consumers, the Feb. 25 event represents a major opportunity to upgrade audio gear alongside new smartphones. Pre-orders are expected to open immediately following the announcement, with wide availability in Samsung stores, carriers and retailers shortly thereafter.

As the date approaches, anticipation builds for how the Galaxy Buds 4 series will position itself against competitors. With stable pricing, fresh designs and AI enhancements, Samsung appears ready to maintain momentum in the wireless earbuds market.

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India must boost capital markets so Indians grow with economy: Larry Fink, chief executive, BlackRock

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India must boost capital markets so Indians grow with economy: Larry Fink, chief executive, BlackRock
India needs to urgently focus on building deeper capital markets instead of relying on foreign inflows, Larry Fink, chairman and chief executive of BlackRock, told Sruthijith KK in an interview in Mumbai. That will allow Indians to meaningfully participate in the country’s economic growth, which has the potential to expand at 6-10% over the next decade. India is at the “cutting edge of financial infrastructure” from digital payments to the future tokenisation of financial assets, said Fink, 73, who cofounded BlackRock-the world’s largest asset manager- in 1988. Its assets under management hit a record $14 trillion at the end of 2025. Fink dismissed concerns of an AI bubble, arguing that demand for compute far exceeds supply. The bigger risk is underinvestment, particularly in the US, at a time when China is rapidly advancing. Edited excerpts.

The US and India just managed a diplomatic and trade breakthrough. Do you think this marks the end of a difficult phase in the relationship?

I’m really not focused on any one trade agreement, but I do believe over time, our two countries have to be closer. That doesn’t mean we don’t have volatility in that relationship, like every other relationship, but over a long horizon, I think the two countries need to find a pathway to which we can be growing together. We have a lot of similarities, we have a lot of differences.

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Sony Developing Two New Xperia Smartphones for 2026 Release, Leaks Confirm Flagship and Mid-Range Models

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Sony Group Corp. is actively developing two new Xperia smartphones for launch in 2026, with recent database filings and leaks pointing to the flagship Xperia 1 VIII and the mid-range Xperia 10 VIII, according to multiple industry sources and certification records reported in early February.

The developments follow a challenging period for Sony’s mobile division, which faced disappointing sales and technical issues with the Xperia 1 VII in 2025. Despite these setbacks, fresh evidence from global IMEI databases and regional carrier listings confirms ongoing work on the successors, signaling Sony’s continued commitment to its niche Android lineup known for professional-grade cameras, 4K displays and minimal software bloat.

Prominent leaks from tech blogs and certification sites first surfaced in late 2025, with model numbers resurfacing in the GSMA IMEI database as recently as February 2026. The flagship series carries codes such as PM-1520-BV through PM-1525-BV, corresponding to regional variants like XQ-GE54 and XQ-GE74. The mid-range line appears under PM-1530-BV to PM-1535-BV, linked to XQ-GH models. These entries, reported by outlets including PhoneArena, Android Headlines and Notebookcheck, indicate broad availability across Europe, Asia and Japan, though a U.S. launch remains unlikely based on Sony’s recent patterns.

The Xperia 1 VIII is expected to serve as Sony’s 2026 flagship, building on the cinematic focus of predecessors with a 6.5-inch 4K OLED display, likely powered by Qualcomm’s Snapdragon 8 Elite Gen 5 or a similar next-gen chipset. Rumors suggest enhancements to the triple-camera array, potentially incorporating advanced Exmor T sensors across all lenses for superior low-light performance and video capabilities. Sony’s signature features — including a 3.5mm headphone jack, expandable storage via microSD, IP68 water resistance and a high-refresh-rate screen optimized for content creators — are anticipated to return.

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Speculation from YouTube channels and leaker communities points to a May or June 2026 unveiling, aligning with Sony’s traditional spring flagship cycle. Pricing could start around $1,200–$1,400, consistent with prior models, though exact figures remain unconfirmed. The device is positioned to compete in a crowded premium segment dominated by Samsung Galaxy S-series, Google Pixel and iPhone flagships, emphasizing pro-level photography and clean Android software.

Complementing the flagship, the Xperia 10 VIII targets the mid-range market with a more affordable price point, likely $400–$600. Leaks suggest a refreshed design, possibly retaining the slim profile and side-mounted fingerprint sensor of recent Xperia 10 models. Expected upgrades include a Snapdragon mid-tier processor, improved battery life and a triple-camera setup tuned for everyday use.

The mid-ranger’s regional variants indicate strong European and Asian focus, where Sony maintains a loyal following among enthusiasts seeking headphone jacks and expandable storage in budget-friendly packages.

Sony’s strategy appears to streamline its lineup, dropping the compact Xperia 5 series in recent years to concentrate on the premium Xperia 1 and accessible Xperia 10 lines. This approach follows 2025’s issues with the Xperia 1 VII, including power-related defects that prompted a replacement program and temporary sales suspension in Europe. The company resumed sales in August 2025 after fixes, but the episode highlighted vulnerabilities in a low-volume business segment.

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Analysts note Sony’s Xperia division operates on thin margins amid intense competition and limited market share. A 2025 executive statement emphasized the lineup’s importance, with the company investing in AI-enhanced imaging, Bravia-derived display tech and ecosystem integration with PlayStation and other Sony products. The 2026 models could incorporate deeper Galaxy AI-like features for photography and productivity, though details are speculative.

No official confirmation has come from Sony, which typically reveals specifications closer to launch events. The company did not respond to requests for comment on the leaks or development status.

For fans, the dual-model approach offers hope for continued innovation in a niche that prioritizes creator tools over mass-market appeal. If the Xperia 1 VIII delivers meaningful camera and performance gains, it could regain momentum among photographers and videographers. The Xperia 10 VIII, meanwhile, provides an alternative for users seeking reliable mid-range hardware without flagship pricing.

As development progresses, more certifications and potential renders are expected in the coming months. Sony’s 2026 Xperia releases, if executed well, could reinforce the brand’s reputation for unique, high-quality Android experiences in select global markets.

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