[THE VIEW]Samsung Galaxy AI Upgrade and Pricing

Real-time Foreign Language Translation and Editing
Lowering Language Barriers for Users
Prices Rise by Over $100
Attention on Whether Samsung Can Fend Off Chinese Brands

Samsung Electronics held the Samsung Galaxy Unpacked event on the 10th in the artistic city of Paris, France, unveiling new Galaxy products. The event, broadcast live both online and offline, heightened anticipation by revealing the price, detailed features, and specifications of the previously veiled Galaxy Ring alongside the upgraded Galaxy AI.

At this Unpacked event, Samsung introduced several new products including the Galaxy Watch and Buds, emphasizing upgrades through ‘AI.’ Furthermore, Vice President Choi Won-jun highlighted the formation of an AI ecosystem, stating that by 2024, AI usage experience will be provided on approximately 200 million mobile devices. This reflects Samsung’s commitment to building a stronger AI ecosystem through the rapid adoption of products equipped with Galaxy AI.

Samsung expressed its ambition that new technological innovations will lead to increased sales. Through generative AI technology, Galaxy AI offers significantly enhanced functions. Galaxy AI goes beyond simple camera and image processing capabilities to provide assistant functions that automatically coordinate schedules and meticulously notify users of upcoming appointments, as well as extensive features such as personalized health management.

In particular, the introduction of generative AI enables real-time translation and editing of foreign language texts, helping users overcome language barriers and enjoy diverse experiences. Through these features, Galaxy AI is evaluated not only for enhancing user experience but also for improving quality of life. It has been praised for evolving from a novel AI experience to a practical tool that users can rely on daily. In the future, combined use with the Galaxy Ring or Watch will enable more accurate user data collection, which, when integrated with Galaxy AI, could lead to a more detailed and personalized Galaxy AI.

However, more realistic considerations are needed regarding whether these technological advancements will directly translate into increased usage and sales. Samsung’s technological revolution has been accompanied by higher prices. The new Galaxy Z Fold has risen by about $100 compared to last year, and the Z Flip has shown a similar price increase.

While the enhanced Galaxy AI features embedded in foldable and flip phones are attractive, it is necessary to carefully assess how many consumers are willing to pay these costs.

It is also important to note the characteristics of markets such as India, which is on the verge of being caught up by Chinese brands, and the Middle East and Africa markets, which are faltering due to fierce competition from Chinese brands. In these markets, price is a very important criterion for consumers when choosing smartphones. The popularity of Chinese smartphones in India and Africa, which offer basic functions reliably despite lower brand value, is largely due to their affordable prices.

Although Samsung is steadily building strategies such as launching budget models and diversifying product versions, the price increase of base models due to technological innovation may lead to reduced consumption. It is a time that requires more delicate strategies to properly measure consumers’ willingness to pay for innovation and to align consumer expectations with the pace of innovation.

Kyung Na-kyung, Professor, Department of Computer Science, National University of Singapore

This content was produced with the assistance of AI translation services.