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Samsung is arguably the 800-pound gorilla of CES, since many of the other consumer tech titans — Apple, Google, Microsoft, Meta, Amazon — either no longer have a presence, or have never shown up to begin with. In the past, that's given Samsung free range to bow a full spectrum of products that range from phones and computers to refrigerators, AI assistants and rolling robots. But for CES 2026, the company is switching things up a bit: Instead of its longtime midday Monday press conference, the Korean giant will take the lead of the show with a Sunday night presentation.
Over the past few weeks, Samsung has been dropping press releases left and right, so we know at least some of what to expect in Vegas this year. Of course, we're holding out hope that we get to hear an update on the Ballie robot — a star of previous CES presentations that ostensibly missed its previously promised 2025 release date.
How to watch Samsung's "The First Look" pr
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