At CES 2026, Samsung Display’s most intriguing reveal was a “seamless” foldable screen that seemingly eliminates the visible crease that has plagued the category since its inception. Labelled as an R&D concept, the prototype was briefly removed from the booth before reappearing, fueling speculation about its future application—potentially for Apple’s long-rumored entry into the foldables market or the next Galaxy Z Fold generation. When placed beside a standard Galaxy Z Fold, the difference was stark, making the current consumer technology look like a “messy first-iteration” in comparison.
The company also unveiled a prototype OLED TV capable of hitting a staggering 4,500 nits of peak brightness. This is a significant leap over current consumer-level high-end TVs, which typically max out around 2,700 nits. While OLED panels are renowned for their deep contrast and color accuracy, they have historically lagged behind other technologies in raw brightness. This “beastly” prototype challenges that limitation, requiring observers to practically need sunglasses to view it comfortably.
Samsung also sought to dispel myths about the fragility of flexible screens with a dramatic robotic demonstration. The booth featured a robotic arm repeatedly hurling basketballs at a hoop equipped with a backboard made of 18 foldable OLED panels. Despite the loud bangs that made nearby executives visibly anxious, the display held up, serving as a testament to the durability of modern foldable tech. On the gaming front, mass production has begun for a new 360Hz QD-OLED panel featuring a “V-Stripe” pixel structure designed to improve text clarity and edge definition for both office work and high-performance gaming.
The showcase extended into experimental and automotive territory, displaying everything from “Flexible L” digital cockpits to sliding passenger screens. The automotive concept featured a dashboard where a 13.8-inch display slides out for the passenger, integrating screens seamlessly into the vehicle’s interior. On the more whimsical side, Samsung demonstrated small circular OLEDs used as customizable digital button badges and screens embedded into the earcups of wireless headphones—innovations that, while arguably unnecessary, highlight the company’s drive to put displays on every conceivable surface.
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