For more than a decade, the smartphone industry has been defined by a familiar race. More megapixels. Faster processors. Bigger batteries. Thinner designs. Being first. Being the most. And being the fastest.

The industry rewarded brands that appeared to be chasing specs. Bigger numbers meant progress. At least on paper.

But if you ask Samsung, the days of chasing specs may no longer define the future of Galaxy smartphones.

During a regional roundtable following the launch of the latest Galaxy devices, I asked TM Roh how the company decides when it’s time for a major hardware upgrade if it isn’t simply chasing specs.

His answer revealed how Samsung now approaches the future of its flagship smartphones.

According to Roh, hardware upgrades are increasingly tied to how well they support Galaxy AI.

“To make Galaxy AI run smoothly, it must be backed by strong hardware,” Roh said during the session, speaking through a translator. He added that Samsung develops its hardware, software, and AI capabilities together — and that major upgrades tend to arrive only when the company reaches what he described as the “desired level of excellence.”
(Quotes are approximate translations.)

“To make Galaxy AI run smoothly, it must be backed by strong hardware.”
(Approximate translation from TM Roh during the roundtable)

In short, Samsung says it’s no longer chasing specs for the sake of winning spec-sheet battles. Not anymore.

Samsung CEO TM Roh answering questions at a media roundtable in San Francisco

When hardware stops chasing numbers

Hardware innovation still matters. But Samsung increasingly frames those improvements as tools that enable smarter software experiences.

During the roundtable, Roh pointed to Samsung’s custom application processors, which now include stronger neural processing capabilities designed to handle AI workloads more efficiently. Dedicated hardware is also being introduced to strengthen privacy and security — including technologies embedded directly into the display. (See: Privacy Display)

Even cameras, historically one of the biggest battlegrounds for smartphone innovation, are evolving in the same direction.

Roh noted that while sensors and lenses remain important, modern smartphone photography now relies heavily on AI-powered image processing working alongside the hardware. This could also explain why, as of writing, Samsung has resisted the extra telephoto lens accessories that is prevalent with other brands.

The shift is subtle but important. Instead of emphasizing bigger numbers on spec sheets, Samsung positions hardware upgrades as part of a broader system designed to support intelligent software.

Why Samsung gets dunked on online

That philosophy, however, exists in tension with how smartphones are often discussed online.

In a landscape driven by benchmark charts and viral comparisons, incremental refinement rarely generates the same excitement as dramatic hardware leaps. Over the past few years, the Galaxy S series has occasionally become an easy target for criticism — especially as rival Android manufacturers compete to deliver the biggest numbers, the fastest charging speeds, or the thinnest designs.

The temptation in tech media, particularly on platforms like YouTube, is often to dunk on Samsung rather than examine the nuance behind its approach. Spectacular upgrades and dramatic spec sheets make better thumbnails.

Yet listening to Samsung executives across multiple briefings reveals something interesting: the messaging is remarkably consistent. Whether discussing cameras, processors, or ecosystem features, the company repeatedly returns to the same principle. Hardware innovation matters most when it unlocks a better overall experience.

A company that knows its role

That consistency suggests Samsung knows exactly who it is in the smartphone industry.

As the largest Android smartphone manufacturer globally, Samsung occupies a position where competitors often measure themselves against it. Many brands differentiate by pushing aggressive specifications or experimenting with bold hardware changes.

In many ways, everyone else is punching up.

Scale changes priorities. When you’re building devices for hundreds of millions of users, the focus shifts toward reliability, ecosystem integration, and increasingly, AI-powered experiences that work consistently across products.

Why Southeast Asia matters in Samsung’s AI strategy

During the roundtable, Roh also emphasized the importance of Southeast Asia and Oceania to Samsung’s AI strategy.

According to the company’s internal research, the region ranks among the most receptive markets for AI-powered mobile features. Younger demographics and heavy social media usage are driving adoption.

In markets where smartphones are central to communication, content creation, and digital services, AI-powered tools — from translation features to image editing — have found strong traction.

That context helps explain why Samsung continues to position AI as the defining layer of its next-generation devices.

Is the smartphone spec race ending?

For years, smartphone makers built their identities around chasing specs.

Bigger numbers meant better phones. Faster chips meant progress.

Samsung, it seems, is chasing something else.

Whether that bet ultimately reshapes the smartphone experience remains to be seen. But if Roh’s comments are any indication, the next major leap in Galaxy hardware won’t happen simply because the numbers can go higher.

It will happen when Samsung believes the experience — not the spec sheet — is ready to move forward.

The MacBook Neo was the star of yesterday’s Apple event, and it has every right to be but it’s been a big week for Apple.

So as promised, we also went hands-on with every other device announced this week: iPhone 17e, M4 iPad Air, M5 MacBook Air, MacBook Pro with M5 Pro and M5 Max chips, and the new Studio Displays.

Globe has officially opened pre-orders for the Samsung Galaxy S26 series through its postpaid plans.

Customers can choose from three different models: the Samsung Galaxy S26, the Galaxy S26 Plus, and the Galaxy S26 Ultra.

As with Globe GPlans with previous flagship releases, the higher the postpaid plan you avail, the less you have to shell out as a one-time cashout fee.

Postpaid plans start at just 599 pesos, with a 24-month lock-in period and reward points for corresponding expenditures.

And as part of Globe’s pre-order offer, customers can enjoy double the storage when they avail of any device until March 17.

Here’s a quick breakdown of how much you will spend depending on the plan you choose:

Globe GPlan 599

Inclusions: 2GB data, 100 minutes mobile and landline calls, 100 minutes all-net texts

• Galaxy S26 (512GB): PhP 47,400 cashout
• Galaxy S26 Plus (512GB): PhP 59,400 cashout
• Galaxy S26 Ultra (512GB): PhP 67,400 cashout

Globe GPlan 799

Inclusions: 3GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 46,000 cashout
• Galaxy S26 Plus (512GB): PhP 58,000 cashout
• Galaxy S26 Ultra (512GB): PhP 66,000 cashout

Globe GPlan 999

Inclusions: 5GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 44,000 cashout
• Galaxy S26 Plus (512GB): PhP 56,000 cashout
• Galaxy S26 Ultra (512GB): PhP 64,000 cashout

Globe GPlan 1299

Inclusions: 8GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 42,000 cashout
• Galaxy S26 Plus (512GB): PhP 54,000 cashout
• Galaxy S26 Ultra (512GB): PhP 62,000 cashout

Globe GPlan 1499

Inclusions: 10GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 38,600 cashout
• Galaxy S26 Plus (512GB): PhP 50,600 cashout
• Galaxy S26 Ultra (512GB): PhP 58,600 cashout

Globe GPlan 1799

Inclusions: 13GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 35,300 cashout
• Galaxy S26 Plus (512GB): PhP 47,300 cashout
• Galaxy S26 Ultra (512GB): PhP 55,300 cashout

Globe GPlan 1999

Inclusions: 15GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 33,000 cashout
• Galaxy S26 Plus (512GB): PhP 45,000 cashout
• Galaxy S26 Ultra (512GB): PhP 53,000 cashout

Globe GPlan 2499

Inclusions: 25GB data, unlimited all-net calls (including landline) and texts

• Galaxy S26 (512GB): PhP 28,500 cashout
• Galaxy S26 Plus (512GB): PhP 40,500 cashout
• Galaxy S26 Ultra (512GB): PhP 48,500 cashout

In addition, customers can enjoy 0% interest installment up to 36 months via select bank credit cards, like UnionBank, BDO, BPI, Metrobank, EastWest, Chinabank, and more.