There’s one thing Samsung didn’t shout about at Unpacked that could actually change how people use Samsung phones: vibe coding.

Recently, Hamish Hector of Techradar asked Won-Joon Choi, Samsung’s head of MX Business, whether vibe coding might surface on Samsung Galaxy devices; he didn’t shut the door. “Something we’re looking into,” he said.

Then he got specific; the appeal isn’t just app tweaks, it’s deeper.

“The possibility of customising your smartphone experience in new ways, not just your apps but your UX.” Right now, we are stuck with whatever Samsung or Google decided to ship, but vibe coding flips that.

You tell an AI what you want built. Maybe you’re sick of YouTube Shorts clogging your feed and you want a version that strips them out entirely. The AI writes the code, you install it and it’s done, Shorts gone from your feed.

This isn’t some futuristic concept either; coding assistants have been around since LLMs first showed up, but the new breed of vibe coding tools can hand working apps to people who’ve never touched a line of code.

Samsung loves reminding everyone that Android is open. Benjamin Braun, Samsung’s chief marketing officer, celebrated that openness in a post-Unpacked panel.

If Android lets you sideload anything you want already, why wouldn’t Samsung bake vibe coding directly into One UI? It’s the most obvious move they could make.

Choi seemed interested, at least. He didn’t commit to a timeline or confirm it’s definitely happening. But the fact that he engaged with it at all tells you Samsung’s at least thinking about this seriously.

If Samsung actually does this, the “AI phone” label might finally mean something beyond marketing copy. You wouldn’t just be using Samsung and Google’s preloaded apps, but you would make your own apps and use them on Galaxy.

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