Samsung named its first wave of launch partners for a new interactive video ad format on Samsung TV Plus, built on Amazon Ads remote-enabled tech. Brands including Boiron USA, Logitech, PLAION, PMG, and Reckitt are first in line.

Watch a show, see an ad, click your remote, buy the thing. For brands selling on Amazon, viewers can add items to their Amazon cart straight from the TV. For everyone else, there are softer calls to action like “Send to Phone” or “Sign Up Today.”

Amazon Ads has its own numbers; it’s been circulating: interactive video drives six times higher brand searches, four times more add-to-cart actions, and five times higher purchase rates compared to standard formats.

Brands poured money into streaming inventory, called it full-funnel strategy, and quietly accepted that the bottom of that funnel was somewhere else entirely. Samsung and Amazon are now charging for the privilege of closing that gap.

Logitech, Reckitt, and Boiron all dropped quotes about discovery and frictionless paths to purchase. Every one of those brands is watching e-commerce fragment across screens and trying desperately not to miss the moment.

Samsung TV Plus inventory is activated through Amazon DSP, which means advertisers get Samsung’s FAST environment paired with Amazon’s shopping and browsing signals.

Additionally, Samsung announced that the TV Plus platform crossed 100 million monthly active users this year.

Related article:

• Brands get seamless ad-buying experience for Samsung Smart TVs with AI

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SK Hynix, this Monday, broke a 25-year Samsung record of being the most valuable company in South Korea. Riding the AI boom and HBM memory success, SK Hynix outclassed Samsung for the first time in its home ground.

According to KEDGlobal, SK Hynix market share surpassed Samsung Electronics, snatching a 25-year crown on June 22. Shares of the “now” most valuable company closed up 5.6%, lifting its market capitalisation to $1.35 trillion.

On the other hand, Samsung’s stock eased 0.14% to give it a ​market value of 2,066.7 trillion won, excluding preferred shares. Despite a broad business portfolio, Samsung surrendered its crown to SK Hynix due to the AI wave.

However, the Galaxy maker stated that its market cap should include preferred shares. Including those shares, the company’s ⁠value as of the market close stood at 2,246.4 trillion won, which is still ahead of SK Hynix.

“The emergence of customised AI memory fundamentally changed the industry’s economics and allowed SK Hynix to establish itself as the market leader,” said Kim Sunwoo, a senior analyst at Meritz Securities.

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Samsung Electro-Mechanics has started mass production of FC-BGA substrates for Qualcomm AI200 at its Busan plant. Qualcomm is targeting a second-half 2026 launch; Samsung Electro-Mechanics is moving in lockstep.

The AI200 is Qualcomm’s first AI accelerator built specifically for data centers, unveiled last October. It pairs a custom Oryon CPU with a Hexagon NPU and runs on LPDDR5 memory, which trades raw bandwidth for power efficiency.

Samsung Electro-Mechanics has spent years supplying package substrates for Qualcomm’s application processors in phones and PCs. The AI200 deal marks the first time that the relationship bleeds into data center silicon.

Industry insiders say (via ZD Net) that the long-standing relationship made the AI200 supply agreement a relatively clean negotiation.

The AI250 is reportedly coming in 2027, which means Samsung Electro-Mechanics could be stacking recurring data center revenue on top of its mobile base.

The AI200 requires a lower performance threshold for FC-BGA compared to High Bandwidth Memory (HBM)-based AI accelerators. Therefore, the barrier to entry will be relatively low for LG Innotek, which is a latecomer to the FC-BGA industry.

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Apple reportedly handed Samsung Display and LG Display of South Korea a big OLED display opportunity for the iPhone 18 Pro, foldable iPhone, and MacBook Pro.

The US tech giant appears to have exited China, for now, for OLED display supply. Korean firms, Samsung Display and LG Display, likely dominate the OLED display supply for the next-generation Apple products.

According to SemiconductorsX, Samsung Display and LG Display may supply all OLED panels for all the Apple devices coming in 2026. The two Korean companies have grabbed a 100 percent share, and it’s a big blow to China’s BOE.

Apple usually sourced OLEDs from BOE for the standard iPhone model. The company plans to postpone the standard iPhone release to early 2027. This year’s event could only bring the Pro and Pro Max models of iPhone.

iPhone 18 Pro line is expected to launch in September, and the Korean display suppliers have reportedly begun mass production of the panels.

BOE tried much, but Apple ended up excluding BOE from the premium OLED supply. The Chinese firm now have to wait for a few months as the standard model could be postponed.

In addition to iPhone 18 Pro models, Samsung Display and LG Display have secured huge orders for the next-generation iPad Mini and iPhone Ultra (the first foldable product from Apple).

Samsung could begin producing OLED displays for MacBook Pro next month as it aims to get its new production line functioning. Meanwhile, LG Display has secured the entire stack of OLED supply for the Apple Watch 12.

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Samsung is giving OpenAI’s ChatGPT Codex to every employee in its Device eXperience division worldwide, plus every worker in Korea across the full company.

OpenAI is calling it one of its largest enterprise deployments ever. Samsung’s DX division alone spans tens of thousands of people across continents, covering everything from Galaxy phones to home appliances.

As announced by OpenAI, ChatGPT Enterprise and Codex are available to all Samsung Electronics employees in Korea and all Device eXperience (DX) employees worldwide.

Codex started as a code-writing tool, but Samsung isn’t deploying it only to engineers sitting in front of IDEs. Marketing teams, product developers, manufacturing staff, and anyone with a workflow that could benefit from automation are in scope.

An employee with zero coding background can theoretically describe what they want and get working software back.

ChatGPT Enterprise is bundled into the deal alongside Codex, covering the knowledge work side: research, drafting, data interpretation, and internal documentation.

Codex can enhance not only developer productivity through tasks such as writing, reviewing, and debugging code, but also the productivity of non-technical teams in their day-to-day work.

The enterprise tier brings security controls and access management, which matters a lot when you’re Samsung and your employees are touching product roadmaps and supply chain data daily.

The relationship between the two companies was already bigger than most people realized. Samsung has been supplying advanced memory chips to OpenAI for next-generation AI infrastructure.

This deployment stretches that partnership into a completely different direction: workforce transformation, internal tooling, the day-to-day mechanics of how 300,000-plus employees actually get work done.

Related article:

• Samsung AX AI Transformation is now official with ChatGPT, Claude and Gemini

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Samsung Art Store now carries more than 5,000 4K artworks from over 800 artists and 80 institutional partners. That’s not a library, but a museum that fits on a wall you already own, available through a single subscription.

At this year’s fair in Basel, Switzerland, running June 18 to 21, Samsung ran the Art Store Lounge. Visitors filled out a short survey about what catches their eye, what they want art to do in a room.

The lounge’s central Art Wall, built from Micro RGB, OLED, The Frame Pro, and The Frame displays, then matched them to one of four curated themes: Geometric, Surreal, Vibrant, or Painterly.

“One attendee said, “I was surprised by how well the Vibrant theme matched my taste. The colors looked so rich on the Samsung Art TVs. I could picture one of those pieces bringing so much energy into my home.”.

Samsung’s 2026 Art TV Ambassador is New York artist Daniel Arsham. His custom bezel for The Frame Pro uses stone-like material with raised texture, referencing erosion and topography.

After the fair closed each day, Samsung’s story moved to Gare du Nord for “Art Night with Samsung Art TV,” a panel conversation with Arsham, Art Basel Paris Director Karim Crippa, and Samsung Art Store’s Head of Content and Curation Daria Greene.

In Basel, where the art world gathers around what comes next, Samsung Art TV offered a firsthand look at the future of art at home. On screen, a collection can grow with personal curation, new discoveries and the rhythms of daily life.

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Samsung isn’t playing defense anymore; the company’s Device Solutions Division held a closed-door global strategy meeting. To meet its AI ambitions, Samsung prepares to fix the HBM pipeline, lock in the big customers, and stop losing ground.

According to SemiconductorsX (via MojoTrick), the meeting Samsung held on June 18 was focused on HBM3E, the fifth-generation stack Samsung is still trying to push into Nvidia’s supply chain in meaningful volume.

Samsung also mapped out the road ahead on HBM4 and HBM4E, where it claims two notable firsts: mass production of HBM4 began back in February, and samples of seventh-generation HBM4E started shipping to customers last month.

The core agenda was the HBM supply strategy.

Discussions focused on how to expand the supply of 5th-generation HBM3E targeting major Big Tech customers such as Nvidia. Strategies regarding the supply of next-generation lineups (HBM4 and HBM4E) were also devised.

Long-term agreements were also on the table. Leading global firms are tired of supply volatility, so they’re asking for multi-year contracts. Samsung is trying to use those deals to stabilize revenue while adjusting production capacity to match demand.

Additionally, Samsung Foundry, along with System LSI, apparently got some airtime too. Both divisions have been underperforming.

The company has the roadmap, the milestones, and the executive attention; however, it is not yet the kind of unshakeable customer trust that SK Hynix spent years quietly earning.

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Earlier this week, Samsung released One UI 9.0 beta 3 for the Galaxy S26 series, and we’ve explored five improvements targeting the system and apps experience. If you are using the One UI beta, tag along and try to notice them by yourself.

Animations

The first thing is smoother animations; pulling down the notifications or quick panel shows a smooth, gradual unfolding of the content. Scrolling through the home screen and the content also feels slightly improved as well.

Camera fix

Users have previously reported this issue for the 30X camera zoom. The problem it used to create is that the focus automatically shifts away from the subject. It sometimes returns and sometimes remains blurred.

Another issue that was addressed in this update is the new camera preview screen, which previously cropped under certain conditions.

Performance

The one thing in this update is obvious, and that is the performance enhancements, specifically, the app openings are smoother and faster than the initial version. The app opening and closing sequence is also aligned with the smoothness.

Blackout bug fix

Last but not least, the random screen blackout bug is fixed with the One UI 9.0 beta 3. We’ve found this bug in the beta 2 while going back and forth through the background apps, but there’s no bug in this area any longer. That’s what I should give Samsung devs credit for resolving.

Battery

The beta 1 and 2 have been slightly offset from the good battery backup, but beta 3 has been performing well in terms of overall battery performance since installation. This experience might vary for testers, but we would like to read your own experience on this matter.

Conclusion

With these improvements, Samsung has really pushed the One UI 9.0 beta program to the next phase. However, there’s always room for more optimizations as we still have rollouts left before the stable release.

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Netlist has filed complaints at the US International Trade Commission and the Eastern District of Texas, seeking an import ban on Samsung HBM and DDR5 RDIMM and MRDIMM DRAM AI memory product lines.

It’s demanding import bans (via SemiconductorsX) and sales prohibitions across the board, and it didn’t stop at Samsung. Notably, Google, NVIDIA, Broadcom, and Supermicro are also named alongside Samsung in the complaint filed by Netlist.

The patents at the center of this are U.S. Patent Nos. 12,646,537 and 12,650,937, both registered this year. The ‘537 covers vertically stacked memory dies with TSV structures, the core architecture inside every HBM chip Samsung ships.

The “937” covers a clock driver trick that repurposes an error signal line during initialization. Neither one, Netlist argues, is a JEDEC standard-essential patent, so Samsung can’t hide behind RAND licensing terms.

Samsung and Netlist signed a joint development deal back in 2015. Samsung walked in 2020. Two Texas juries have since handed Netlist $303 million and $118 million in willful infringement verdicts. Samsung kept shipping anyway.

Samsung Electronics previously entered into a licensing agreement with Netlist in 2015 but breached it in 2020. Despite twice receiving verdicts of willful patent infringement and damages awards (amounting to $303 million and $118 million, respectively) from federal juries in Texas, Samsung continues to import the infringing products into the United States.

C.K. Hong, CEO of Netlist, stated, “Netlist continues to lead innovative breakthroughs in the AI memory sector. This legal action expands our efforts to protect next-generation server DIMM and HBM technologies from unauthorized use.”

Samsung’s HBM3E is inside NVIDIA’s Blackwell GPUs. Those GPUs are inside data centers that half the AI industry depends on. A successful exclusion order wouldn’t just sting Samsung; it would have a very broad impact.

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Samsung isn’t the kind of company you stiff on a contract and walk away from clean; Triller learned that lesson the hard way, and it’s still learning it.

According to TheBiz, Samsung is seeking nearly $3 million from Triller after the short-video platform allegedly failed to pay for a Galaxy app promotion deal.

The dispute began in December 2020, when Samsung and Triller signed an agreement where Samsung would promote Triller’s app on Galaxy smartphones, with Triller paying based on installations.

Payments were made initially, but between April and September 2021, Triller stopped paying, leaving $1.81 million in unpaid principal.

Samsung filed for ICC arbitration in July 2022. Triller argued that some installations were generated by bots and raised concerns about suspicious traffic, but the company never completed its defense. Its legal counsel withdrew.

Triller did not submit a response or request a hearing; the ICC ruled in Samsung’s favor. Samsung then moved to enforce the award in the US federal court, where the Central District of California confirmed the judgment in May 2024.

With interest, arbitration costs, and legal fees added, the amount reached nearly $3 million.

The case continued after Triller’s parent company, Triller Group, listed a roughly $3 million “Samsung Arbitration Award” liability in its 2025 SEC filing.

Samsung used that disclosure to seek to add Triller Group as a judgment debtor, but the court denied the request due to procedural issues, allowing Samsung to refile after proper notice.

Triller Group was delisted from Nasdaq in December 2024 and continues facing creditor pressure. Samsung is pursuing enforcement through asset tracing and legal measures, showing the company is not ready to abandon the unpaid debt.

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Google officially released the Wear OS 7 update for Pixel Watch models. The new wearable platform introduces a battery life boost, Live Updates, Gemini Intelligence, and cross-device connectivity.

Samsung will bring the new wearable operating system to its Galaxy devices through the One UI 9 Watch update. A Beta Program was assumed to have already started, but users are still awaiting an announcement.

Meanwhile, Samsung is more widely rolling out its May 2026 security patches. In the latest expansion, the fresh security patches have started to arrive on 8 Samsung Galaxy Watches in the US.

The May 2026 update’s changelog clearly states that the OTA includes the most up-to-date Android security patches. However, the OTA has even more to offer, which Samsung hasn’t even mentioned in the changelog.

Samsung users reported a broken app launch bug on Galaxy Watches in the US. Every time they launch/open an application from the app drawer, it shows a dark black glimpse on the screen and then returns to the app drawer.

Galaxy Watch users found that the problem had been resolved after installing the May 2026 security update. It was initially dropped in South Korea, and a major expansion brought it to users in the United States.

Samsung may have also included system optimization inside. System cache and junk data will also be cleared during installation, which would provide an enhanced user experience.

Software version information:

• Galaxy Watch 4 – R865USQS2JZE1 (40mm) / R875USQS2JZE1 (44mm)
• Galaxy Watch 4 Classic – R885USQS2JZE1 (42mm) / R895USQS2JZE1 (46mm)
• Galaxy Watch 5 – R905USQS2DZE1 (40mm) / R915USQS2DZE1 (44mm)
• Galaxy Watch 5 Pro – R925USQS2DZE1 (45mm)
• Galaxy Watch 6 – R935USQS2CZE1 (40mm) / R945USQS2CZE1 (44mm)
• Galaxy Watch 6 Classic – R955USQS2CZE1 (43mm) / R965USQS2CZE1 (47mm)
• Galaxy Watch FE – R866USQS2BZE1

The updates are available on Verizon-bound Galaxy Watches in the US. You can get the latest software on your smartwatch using the Galaxy Wearable app.

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Samsung is showcasing the Galaxy A37 and Galaxy A57 cameras in collaboration with South African creators. Samsung South Africa teamed up with one of Mzansi’s leading film production companies to drop a short film.

The Korean tech giant has been quietly building something in the Galaxy A series for years. The Galaxy A57 5G and Galaxy A37 5G are the latest proof that AI-powered photography isn’t just for flagship phones anymore.

The short film is less product advertisement and more of a cultural document.

Director Lindo Langa helmed the project, and the result is genuinely cinematic. The film opens frozen, moments suspended just before the shutter clicks, then accelerates into the full kinetic energy of South African youth culture.

It’s the kind of brief you don’t expect from a mid-range phone launch. Content creators Dee Koala, Sine Madondo, Coachella Randy, and Jaedin Rhodes appear as themselves, doing exactly what they do in real life.

Designed to make everyday experiences simpler, smarter, and more intuitive, the new Galaxy A57 5G and A37 5G reflect Samsung’s ongoing commitment to democratising artificial intelligence.

By expanding AI capabilities across more accessible devices, Samsung continues to empower users to do more with the technology in their hands, from capturing meaningful moments to enhancing everyday productivity.

Samsung is pushing AI camera capabilities down into devices that real people can afford. Not everyone is buying an S-series phone, and pretending otherwise is how you lose the next generation of customers.

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Pope Leo XIV is officially a Samsung guy; he rocks a Galaxy phone and wears a Galaxy Watch. When South Korean President Lee Jae-myung visited the Vatican earlier this week, he came away with more than diplomatic goodwill.

During their meeting, Pope Leo XIV held up a Black smartwatch and quizzed the President: “Do you know what this is?” It was a Samsung Galaxy Watch. The Pope then mentioned he also carries a Galaxy smartphone and drives a Hyundai.

For a man who could have his pick of any device, the choice is telling. While Silicon Valley’s flagship products dominate the pockets of most Western leaders and public figures, the leader of Catholics is running on Korean tech.

The Pope’s device preferences emerged as something of a lighthearted footnote to a substantive meeting that covered Korean Peninsula peace efforts, next year’s World Youth Day in Seoul, and a potential papal visit to North Korea.

Samsung’s Galaxy lineup has long held its ground as a premium alternative to Apple, and apparently, that reputation reaches all the way to the Holy See.

Whether by personal preference or happy coincidence, the first American Pope seems to have gone Korean when it counts.

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A new market report reveals that the global smartwatch market has returned to growth, with major brands gaining momentum. Samsung took a different path in Q1 2026, with smartwatch shipments facing a steep decline.

According to Counterpoint Research, the global smartwatch shipments grew 4% YoY in Q1 2026. Analysts believe Apple was the key driver given its newest Watch portfolio, along with growing demand for premium devices.

Samsung was the only smartwatch brand that flagged a massive downturn in its shipments in Q1 2026. The company’s market share declined from 7 percent in Q1 2025 to 5 percent in the first quarter of the year.

The shipment data reveals that Galaxy Watch shipments declined 28 percent YoY. It signals that the company’s wearable strategy requires revisions. A new set of watches is coming next month, and market share is expected to rise.

Apple led the worldwide smartwatch market with 23 percent market share. The US tech giant flagged a steep growth of 21 percent year-on-year. The momentum will continue as Q3 is set to welcome the next-gen wearables.

Huawei also grew 12 percent, with the company’s market share jumping from 16 percent in Q1 2025 to 17 percent in Q1 2026. The Chinese brand ranked second, thanks to aggressive marketing and push from key markets.

The growth of the Chinese market, led by Huawei’s ecosystem push and government subsidies, encouraged consumer upgrades and strengthened overall demand.

Xiaomi maintained its third spot and 10 percent market share in Q1 2026’s smartwatch market. The company’s overall smartwatch shipments grew 9 percent year over year.

imoo was the fourth largest smartwatch vendor in the first quarter, retaining 7 percent market share with 2 percent YoY growth.

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Thanks to the AI momentum, Samsung has just surpassed Bitcoin in terms of market value. Samsung Electronics is sitting at a $1.522 trillion market cap while Bitcoin is at $1.276 trillion; it is a $246 billion gap, and it has widened fast.

The KOSPI cracked 9,000 intraday for the first time ever, dragging semiconductor stocks higher while Bitcoin quietly bled out. SEDaily reports that Samsung climbed to 12th among global assets, while Bitcoin slipped to 15th.

Samsung surpassed Bitcoin on November 1, then lost ground after shares cratered on November 8. Meanwhile, AI chip demand and high-bandwidth memory optimism have since pulled Samsung back ahead.

The gap isn’t shrinking

MarketWatch columnist Mark Hulbert ran the numbers on a fair-value model and surfaced something brutal: Bitcoin converging around $120,000 by 2140 implies an expected annual return of roughly 0.6% over 120 years.

Apart from this, SK Hynix is also running up 6.51% in a single session, its market value reached $1.248 trillion, placing it just $28 billion behind Bitcoin at 16th globally.

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Samsung and a startup called Claros have quietly locked in one of the more technically precise collaborations to surface from the AI infrastructure arms race.

Claros will produce its IVR designs using Samsung Foundry’s US-based 14nm FinFET process. The company’s CEO, Daniel Kultran, has been direct about the friction, saying data center operators keep hitting the same wall because they want integrated voltage regulation but won’t move without volume certainty.

“Samsung’s FinFET process is the manufacturing foundation our IVR needs, and now our customers have a production timeline they can plan around,” said Claros Co-Founder and CEO Daniel Kultran.

Samsung’s Margaret Han, who runs US Foundry operations, signaled that the company sees applications beyond data centers, including industrial and automotive applications.

“Processor-level power delivery is one of the most critical challenges facing AI infrastructure, and Claros is tackling it with a truly forward-looking approach,” said Margaret Han, Executive Vice President and Head of US Foundry at Samsung Electronics.

AI workloads don’t just demand power; they waste it. The industry has been pushing 800 VDC architecture at the rack level, which helps, but stops short.

Without voltage regulation happening millimeters from the actual processor, a significant slice of that efficiency disappears as heat. Claros’s integrated voltage regulator closes that gap, cutting energy loss by up to 30 percent.

This is Claros’s first manufacturing agreement. The company closed a $30 million seed round recently and is now positioned to actually ship at scale.

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Samsung is already preparing Galaxy devices for the quantum security era with the latest Android 16-based One UI 8.5 update. Quantum computers capable of cracking modern encryption aren’t here, but the people building them are working fast.

Most of the encryption protecting your banking apps, your Wi-Fi sessions, and your private messages relies on mathematical problems that traditional computers can’t solve in any reasonable timeframe.

Quantum machines could solve them in minutes. Post-quantum cryptography (PQC) is the field that is developing replacement algorithms designed to withstand that kind of computational power.

One UI 8.5 brings quantum-resistant encryption to Secure Wi-Fi, which protects connections on public and shared networks.

Among the security initiatives presented by Samsung are:

• New advanced encryption mechanisms for personal data;
• Intelligent threat monitoring among connected Galaxy devices;
• Preventive features capable of identifying suspicious activities in real time;
• Expansion of Knox Enhanced Encrypted Protection (KEEP), an architecture developed to protect personalized AI features.

Samsung has also expanded Knox Matrix and strengthened Knox Enhanced Encrypted Protection, the architecture built specifically to guard personalized AI features as they process increasingly sensitive behavioral data.

Meanwhile, the Korean tech giant has not published deep technical documentation on exactly which PQC algorithms are being deployed or at what layer, but the direction is right.

Samsung launched One UI 8.5 with the Galaxy S26 flagship phones. The official rollout began in May 2026, and dozens of Galaxy devices have received the update to date.

Beyond that, Samsung embarked on the One UI 9 journey, based on Android 17. The software is available in Beta for the Galaxy S26 series in Germany, India, Poland, South Korea, the United Kingdom, and the United States.

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Researchers at Counterpoint Research published the worldwide smartphone sales report for Week 20 of 2026. Samsung maintained its smartphone sales in that period, while Apple and Huawei secured solid growth.

According to the report, the global smartphone sales declined by 8% YoY in Week 20 of 2026, marking the ninth consecutive week of negative growth. Overall, demand remained sluggish during Week 20, despite some promotional events in China and India.

Apple and Huawei were the only phone makers that flagged positive growth. Samsung, at the same time, managed to keep its sales momentum consistent in a declining smartphone market.

Brands with stable supply chains and high visibility into key components such as memory were able to maintain more consistent pricing and promotional strategies. Apple is in an advantageous position in this regard.

Apple grew 10 percent year over year, while Huawei grew a huge 23 percent. Samsung managed to prevent a sales slump, but ended up facing a sales decline of 1 percent year over year.

Chinese vendors, such as Oppo, Vivo, and Xiaomi, declined 10%, 19%, and 17%, respectively. The phone makers are getting hurt by the rising component costs and the memory price hike.

With supply chain stability emerging as a key differentiator this year, brands with higher supply stability for core components, particularly AI memory, competing with data center demand, widened the gap with their competitors.

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Samsung’s System LSI division just delivered its best-ever first-quarter revenue. Sounds like great news, right? But there’s a catch – the company still expects to end the full year with losses in this part of its chip business.

President Park Yong-in recently talked about the challenges. He said Samsung needs bigger structural changes because demand is soft in several key areas. Even with strong memory (HBM) chip sales, thanks to AI demand, the non-memory side (foundry and System LSI) continues to struggle.

“We achieved the highest level of sales in the first quarter of this year” Park said at the briefing. Park said, “The System-on-Chip (SoC) business is difficult to convert into a surplus in the short term, but we will strive to improve the business body and improve profitability.” “We will create an environment where structural problems can be solved by management and members can focus on technology.”

The one chance? Development of the next flagship Exynos 2700 processor is moving along steadily. Samsung is expected to use it in the next Galaxy S-series phones.

Samsung is clearly treating its foundry business (making chips for other companies) and System LSI (mobile processors and more) as key parts for the entire company.

What’s the real issue? The mobile SoC market is super competitive, and AI demand has not helped every segment the same way. While memory chips are printing money, fixing the logic and foundry side will take serious time and effort.

For long-term success, Samsung is trying to balance its memory and non-memory chip businesses. Investors are watching closely to see if these changes start delivering real results soon.

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