Galaxy Unpacked – August 5th. It’s all going to be very different

TM Roh, President and Head of Mobile Communications Business at Samsung

A lot has changed over the last few months. The high street, as we’ve known it for many years, had already suffered at the hands of out-of-town shopping malls and internet shopping. However, when the coronavirus hit, those who’d never shopped online started doing so, and now it’s all so normal.

Likewise, what was once ordinary now feels extraordinary. Squashing into a pub or club, hugging strangers, going for a run in the gym or getting your hair cut – it’s now surrounded by masks, shields, gloves and restrictions.

Samsung have also decided to embrace the current climate, and have ensured that their new kit plays an essential role. On August 5th they’ll be doing their summer “Unpacked” launch live from South Korea, in what they call a “new era” and the “Next Normal”.

The tech they will announce will … society continue to move forward. (Delivering) new ways to communicate, new ways to work, and new ways to connect.

Five new devices are expected to be launched, with a promise of “new mobile experiences that flow seamlessly and continuously wherever we go”.

We’re expecting wearables – earphones and a watch, plus new phones. Samsung tell us that they won’t be “playing it safe” and are seeking to make a big impression next month. They’ve investing heavily in R&D and have grown their partner network.