The past year marked a landmark one for Samsung in the Gulf, as innovation moved beyond products to become an integral part of everyday life across the region.
The pace of change is extraordinary. But progress only matters when innovation delivers real value for people, for businesses, and for society. This belief continues to shape Samsung’s approach in the Gulf.
A defining milestone this year was the launch of Samsung’s first triple-fold smartphone, the Galaxy Z TriFold.
As one of the world’s most dynamic testbeds for breakthrough technology, the UAE was selected as one of only five global markets for its release, which underscores the country’s leadership as a hub for advanced technology.
The past year also saw the continued expansion of the Galaxy portfolio, with the introduction of the Galaxy S25 Series, Galaxy Z Fold7 and Galaxy Z Flip7, offering consumers across the region greater choice and enhanced performance.
Perhaps the most significant shift, however, was the deep integration of Galaxy AI across our ecosystem. AI evolved into a practical, everyday assistant, supporting tasks from note-taking and organisation to search, communication and multitasking through natural voice commands. This marks a move from technology that simply responds to technology that anticipates needs and simplifies daily life.
Samsung further accelerated innovation in connected living. Through our latest lineup of AI-powered display and home appliances, we continued to position SmartThings as the foundational operating system of the home to simplify consumers’ lives.
Through Samsung products and partner devices, we continually showcase how SmartThings provides seamless integration to create a hyper-personalised living environment that anticipates needs rather than just reacting to commands.
Our focus is clear: leveraging advanced AI to deliver intelligent simplicity, ensuring technology works invisibly in the background to enhance life, not complicate it.
Alongside product innovation, Samsung continued to support national priorities across the Gulf. Through initiatives such as Samsung Innovation Campus and Samsung Certified Schools, we invested in skills development, digital literacy and future-ready talent. Aligning long-term technology leadership with sustainable regional growth.
Looking ahead to 2026, the direction is clear. The Galaxy Z TriFold offers a glimpse of what’s next, but innovation will continue across devices, platforms and services. Samsung will remain focused on empowering both consumers and enterprises with technology that enhances productivity, creativity and everyday experiences.
We will further expand our contribution to national strategies through our education initiatives and continue to democratise access to AI-driven experiences through SmartThings and connected ecosystems.
In the Gulf today, innovation is no longer defined by what is possible, but by what
is meaningful. At Samsung, our purpose is to ensure technology remains human-centred, accessible and designed to enrich lives in a rapidly evolving world.
