Live Updates From Samsung’s July 2026 Galaxy Unpacked 🔴
I’ve never been so invested in the fake life of somebody stuffed into what’s just another dry product showcase. Samsung chronicled the odyssey of a young woman trying to land a role in a London theater production, and I still do not know whether or not she achieved her dreams. The Unpacked conference started with a young lady looking up a script on her Galaxy Z Flip 8 as she absent-mindedly filled orders as a barista.
Then, in a following scene, we see the same woman seemingly failed to land the part. We then see her imagine herself in the starring role on a giant billboard, as if implying that if you don’t fulfill your dreams, you can use AI to insert your face onto the mug of anybody who succeeds over you.
Finally, at the end of the show, the same woman apparently walked into a rehearsal, got up on stage, and was transformed into the lead in a flash of light as the production team recorded her with Samsung’s new foldables. But here’s the question: was she only imagining she had landed the role of her dreams? Was she using AI to crop reality itself so she could stand on the stage of her dreams? What is Samsung trying to say here? That thanks to technology and AI, we should simply slopify our existence and pretend we’re more successful? Why do I care so goddam much about a fake lady in what’s nothing more than an extended commercial? —Kyle Barr
