Samsung has officially introduced its latest Galaxy S26 smartphones, featuring a more advanced suite of artificial intelligence tools and a new Privacy Display mode designed to protect users from onlookers. The new devices are set to hit stores on March 11, 2026.

The Galaxy S26 lineup includes modest price adjustments for the standard and Plus models, rising 10% to 13% compared to previous years. The base Galaxy S26 will retail at approximately RM3,499, the Plus model at RM4,277, while the Galaxy S26 Ultra remains at RM5,055.

Samsung describes the new lineup as an “agentic AI phone,” equipped with smart AI assistants that help users gather information, manage content, and simplify daily tasks. Building on the company’s existing AI strategy, the devices leverage Google’s Gemini AI technology, with an additional assistant powered by Perplexity to provide online information efficiently.

The S26 also offers enhanced photography tools. Users can now automatically soften skin tones in selfies taken with the front camera, among other smart photo enhancements. The camera and battery have been improved as well, reflecting consumer priorities in deciding whether to upgrade from older devices.

Privacy Display Protects Your Screen from Onlookers

The Galaxy S26 Ultra introduces a “Privacy Display” mode that changes screen pixels so the display can only be seen directly from the front. From the side, the screen appears dark, helping prevent “shoulder surfing” in public spaces. Users can even set the feature to activate for specific apps containing sensitive information, such as banking or personal data. Analysts suggest that this privacy feature could become a standout attraction amid the broader AI upgrades.

AI Integration Aims for Daily Use

While AI continues to appear across many smartphones, Samsung emphasizes practical applications rather than novelty. The goal is to make AI a seamless part of everyday use, streamlining tasks and saving time, rather than acting as a showcase feature. Experts note that successful AI integration requires usefulness across essential apps, with minimal learning curves for users.

Comparison with Other Brands

While competitors like Apple and Google are also deploying AI across their devices, adoption challenges remain. Apple has promoted AI features for nearly two years but has faced difficulties delivering consistent performance, often relying on external solutions to support its virtual assistant. Despite these challenges, the iPhone continues to lead global smartphone sales, a position Samsung held until 2022.

Samsung’s new Galaxy S26 lineup reflects the company’s commitment to practical AI, privacy, and performance improvements, providing consumers in Malaysia with smarter tools and enhanced protections for daily use. With its combination of intelligent assistants, advanced camera functions, and a privacy-first display, the Galaxy S26 aims to make everyday smartphone use simpler, safer, and more efficient.