SAN FRANCISCO — Samsung Electronics is set to host its first Galaxy Unpacked event of 2026 on Feb. 25 in San Francisco, where the company is widely expected to unveil the Galaxy S26 series, including the standard S26, S26 Plus and premium S26 Ultra models. The presentation, kicking off at 10 a.m. PT (1 p.m. ET), will be live-streamed on Samsung’s website, YouTube channel and other platforms, with a focus on advancing the company’s Galaxy AI platform to make artificial intelligence more personal and integrated into daily smartphone use.

The event comes amid growing competition in the AI-driven smartphone market, with Samsung aiming to build on the Galaxy S25 lineup’s features while addressing user demands for better efficiency, privacy and creative tools. Pre-reservations are already open, offering incentives like $30 in Samsung credit, potential trade-in values up to $900 and a sweepstakes for $5,000 in store credit. Analysts anticipate the S26 series to emphasize evolutionary refinements over revolutionary changes, prioritizing AI maturity and hardware tweaks for improved performance.

Samsung has teased that the new devices will “simplify everyday interactions” through Galaxy AI, positioning them as the “next AI phone.” Invites highlight a shift toward user-centric intelligence, with features designed to handle tasks conversationally and adapt to individual needs. This includes multi-agent AI support, allowing users to choose from different AI providers for specialized functions. A key addition is integration with Perplexity, an AI-powered search engine, embedded in apps like Notes, Gallery, Calendar, Reminder and Clock. Users can activate it with a “Hey Plex” voice command or side button assignment, enabling natural language queries for web searches and more complex tasks.

Bixby, Samsung’s voice assistant, is also getting a reboot in One UI 8.5, based on Android 16. The updated Bixby will process commands in everyday language without requiring precise terms, handling device navigation, troubleshooting and app interactions. For instance, users can describe issues like “why is my battery draining fast?” and receive tailored advice. Perplexity will back Bixby’s web-related queries, while basic tasks remain on-device for privacy.

Camera enhancements are another highlight, with Samsung promising a “seamless Galaxy camera experience” that unifies capture, editing and sharing. New AI tools will allow users to recreate missing elements in photos, such as filling in cropped-out parts or enhancing details intelligently. Low-light video performance is expected to improve through advanced noise reduction and brighter footage. The system aims to eliminate app-switching, letting users edit directly in the camera interface for faster workflows. Additional rumored AI features include “Now Nudge,” a context-aware assistant that proactively suggests actions based on user habits, and “Ask AI” in the Samsung Internet browser for summarizing web content or answering queries on-the-fly.

Hardware rumors point to modest upgrades across the board. The Galaxy S26 is expected to feature a 6.3-inch Dynamic AMOLED 2X display with Full HD+ resolution (2,340 x 1,080 pixels), a 120Hz refresh rate and Corning Gorilla Armor 2 for durability. The S26 Plus ups the screen to 6.7 inches, while the S26 Ultra boasts a 6.9-inch WQHD+ panel (potentially 1,800 x 3,440 pixels) with up to 144Hz refresh. Brightness could hit 2,600 nits on the base models.

Processor options will likely vary by region: Qualcomm’s Snapdragon 8 Elite Gen 5 for the U.S. and China, with the Exynos 2600 elsewhere. The Ultra may get an overclocked Snapdragon variant with prime cores at 4.74 GHz for enhanced performance. Benchmarks suggest strong gains, with single-core scores around 3,800 and multi-core over 9,800 on Snapdragon models, outpacing predecessors.

RAM starts at 12GB for all, with the Ultra offering 16GB in top configs. Storage options include 256GB, 512GB and 1TB using UFS 4.0, though the base S26 and Plus may skip 128GB entirely. Batteries are rumored at 4,300mAh for the S26 (25W charging), around 4,900mAh for the Plus (45W) and 5,000mAh for the Ultra (60W wired, claiming 75% charge in 30 minutes). All support wireless charging, with battery life estimates around 31 hours for the Ultra.

Camera setups appear largely unchanged but refined. The S26 and S26 Plus are expected to sport a 50MP main sensor, 12MP ultrawide, 10MP 3x telephoto and 12MP front camera. The Ultra retains its 200MP primary, upgrading to a 50MP ultrawide and 50MP 5x periscope alongside the 10MP 3x and 12MP selfie. A standout Ultra-exclusive is the “Flex Magic Pixel” privacy display, which adjusts pixel-level viewing angles to prevent shoulder-surfing in public.

Pricing rumors suggest U.S. starting points of $799 for the S26, $999 for the Plus and $1,299 for the Ultra, matching the S25 series. However, a global RAM shortage could lead to hikes in some markets, potentially €999 for the European S26. Pre-order perks may include double storage upgrades (e.g., 256GB to 512GB) and enhanced trade-ins. Release is anticipated around March 11, following pre-orders opening shortly after Unpacked.

The event may also introduce accessories like the Galaxy Buds 4, with Samsung promising seven years of software updates for the S26 lineup. Experts note that while AI integrations could differentiate the series, success hinges on real-world usability and avoiding feature fragmentation across models. As Samsung faces rivals like Apple’s iPhone 18 and Google’s Pixel 11, the S26’s blend of hardware reliability and AI innovation will be key to maintaining its flagship dominance.

With just days until the reveal, leaks and teasers have built anticipation, but Samsung’s full vision for “truly personal” AI remains to be seen.