What does Samsung have in store for tonight?

Samsung is a long-time rival of Apple in the smartphone market. However, its position is threatened when at the end of 2023, the global smartphone market share was surpassed by Apple for the first time in 12 years.

The South Korean company has been grappling with a number of issues, including the scandal surrounding Chairman Lee Jae-yong, who has been in the works for more than a decade. In 2017, he was convicted of bribery in connection with then-president Park Geun-hye but was pardoned in 2022. Earlier this year, Lee was acquitted of charges of stock price manipulation and accounting fraud.

After a series of difficulties, Samsung is aiming to develop thanks to artificial intelligence (AI), the most interested field recently, a factor that can help the company compete with Apple in the smartphone market.

Samsung is hoping to draw attention to its Unpacked 2024 event, taking place in Paris (France) tonight, July 10. Besides new phones, improvements related to Galaxy AI are said to be the focus of the event.

Theo Business Insiderthis is an important stage for Samsung because Apple has just launched Intelligence, a set of AI-related features created on the iPhone.

Some of the notable features of Apple Intelligence include notification summaries, ChatGPT integration with Siri, text-based emoji generation, and many other tools.

For Apple, which is facing fierce competition in major markets like China, the company is hoping that Intelligence will create a “super cycle” that will encourage users to upgrade their devices to get AI — but the feature will only be available on the iPhone 15 Pro and the upcoming iPhone 16 series.

Circle to Search feature on Galaxy S24. Photo: Tom’s Guide.

Samsung certainly doesn’t want to be left behind. The company debuted Galaxy AI, its suite of artificial intelligence tools, on the Galaxy S24 series in January. Notable features include Circle to Search powered by Google, call translation, and photo editing.

While Apple wants users to upgrade their devices to access AI, Samsung appears to be taking a different approach. The company is rolling out Galaxy AI to older devices like the Galaxy S23 and Z Fold5.

In other words, Samsung wants AI to be accessible to as many people as possible. According to Business Insiderthis strategy could help users access AI features and upgrade their phones if given the chance.

In its preliminary business report on July 5, Samsung Electronics estimated its second-quarter operating profit at $7.54 billion, a sharp increase compared to the same period last year ($485 million).

Samsung also surpassed Apple in the first 3 months of the year to become the world’s largest smartphone maker. According to IDCthis advantage comes from the fact that the Korean company launched its flagship in the first quarter, while Apple did not launch a new phone.

After its initial success, Samsung hopes AI will help the company surpass Apple throughout the year. Before the event, the company said it would “enter a new phase of mobile AI” – a phase where Samsung wants to lead the smartphone market in the AI ​​era.