The introduction of Samsung’s Privacy Display marks a significant advancement in screen technology. While previous solutions have relied on external screen protectors to limit side views, this new feature integrates privacy at the hardware level, offering users the ability to engage it selectively as needed.

This innovation works by manipulating the way pixels emit light, using fewer pixels and strategically placed barriers to obstruct angled views. Although it’s not entirely opaque, and certain screen content can still be discerned from the side, the closer one is to viewing the screen head-on, the clearer the display becomes. This represents a major stride in safeguarding personal information.

A notable aspect of this feature is its customizable nature, allowing users to activate it for specific applications or screen sections. This means notifications can remain discreet and sensitive applications like banking or email can be shielded from prying eyes whenever desired.

During the latest launch, Samsung highlighted a suite of new artificial intelligence capabilities within its phones. However, the company seems to have shifted its focus from purely emphasizing AI to seamlessly integrating it into everyday functions.

TM Roh, Samsung’s global chief executive, emphasized this approach by stating, “We believe AI should be a reliable part of everyday life, designed to function consistently for everyone without requiring expertise.”

He further elaborated, “With the Galaxy S26 series, our aim was to make AI feel effortless, operating quietly in the background so that users can concentrate on what truly matters.”

There will be three S26 phones this year; last year’s fourth device, the Edge, which was the ultra-thin model, has been dropped, perhaps thanks to a lack of demand in the market. Instead, the company is focussed on its core, the S26, S26+, and S26 Ultra, with the premium Ultra model likely to make up far more than 50 per cent of their sales.

It’s only the S26 Ultra model which features the new privacy screen, while across all three models there are many tweaks and improvements, not least the horizontal lock feature, which allows your video recording to stay stable and level even if the phone is twisted upside down.

In a time of rising interest rates and cost of living pressures, both Samsung and their telco partners will be hoping for some forgiveness from buyers with outright prices rising year on year.

The entry-level S26 is $1549, up from $1399 for the S25. The S26+ is also $150 more than its predecessor while the S26 Ultra is just $50 more than last year’s model.

All three go on sale on March 11, with pre-orders starting today. Samsung will also be hoping their subscription program “New Galaxy Club” might appeal to those who upgrade frequently, offering a $14 per month program to get device repair guarantees, and a guaranteed 50 per cent value back when you upgrade a year later.

Trevor Long travelled to San Francisco as a guest of Samsung.

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