There was once a time when Samsungโs trailers for upcoming One UI versions were genuinely excitingโstunning showcases of motion animation, sound engineering, and Samsungโs evolving identity. That magic seems to have faded over the years, a trend continued by the recent One UI 7 reveal.
Letโs go back in time
Think back to 2018, when the Galaxy S10 was on the horizon. Samsung released One UI 1.0, marking a monumental change to the Galaxy user interface and the brandโs identity as a whole. A new rounded, bubbly aesthetic defined the new direction, featuring rounded corners, โsquircleโ icons, and a focus on one-handed usability. Coming from the older Samsung Experience, it was a huge shift. How did Samsung showcase this transformation? With a fantastic animated video. The music was perfectly chosen, and the vision was clearly presented, letting consumers know exactly what to expect.
The quality of these reveal trailers arguably improved with subsequent versions. One UI 2โs reveal cleverly incorporated the recognizable โSpacelineโ notification sound while effectively highlighting the various design changes. One UI 3โs showcase featured more narration but still largely focused on design and new features. The following year, One UI 4โs trailer paid homage to its predecessors while perfecting both audio and animation. However, a shift began to occur, and the original focus started to waver.
They soon stopped making One UI reveal trailers
One UI 5 marked the last version to receive a dedicated unveiling trailer during a major Samsung event. They ditched the narration, focusing instead on the visual changes that the version brought along, such as the updated icons and new lock screen editor. Perhaps they were running out of fresh ways to showcase One UI, especially as it wasnโt a particularly revolutionary update. Consequently, it felt somewhat mundane compared to previous reveals.
A year later, with One UI 6, there was no video reveal at all. It was unveiled on stage at SDC 2023, with the presenter detailing changes like the redesigned quick settings panel and the new default font. Absent were the slick video, engaging animation, and memorable soundtracks of previous reveals. This felt somewhat jarring at the time, given that One UI 6 represented a rather substantial visual update. However, the features were well-explained, albeit at a slower pace than an animated showcase.
AI takes over
These announcements preceded the major AI boom ignited by ChatGPTโs release in late 2023. Little did we know how pervasive AI would become.
Galaxy AI became the talk of the town with the S24 series launch just months after One UI 6โs debut. A plethora of new features, like Photo Assist, were announced and packed into the One UI 6.1 update. Notably, the entire tech industry seemed fixated on AI thereafter. This intense focus on AI continued with Google I/O later that year. The same trend dominated the One UI 6.1.1 announcement in the summer, and even Appleโs iOS 18 reveal followed suit. But none quite compares to the One UI 7 announcement.
A missed opportunity
One UI 7 arguably represents the biggest design overhaul to Samsungโs UI skin since its inception. It affects everything from the icons and quick settings to the home screen, lock screen, and even in-app layouts. But did Samsung decide to showcase these significant visual changes? No. Did they highlight the new widgets, which are drastically different from One UI 6.1? Again, no. The overwhelming focus was, predictably, on AI.
The updateโs tagline says it all: โA true AI companion.โ The reveal highlighted features like Now Brief (an S25 series exclusive), Drawing Assist, and โPress and hold for Gemini,โ but neglected almost all of the aesthetic changes. Only a few frames tucked away at the end offered glimpses of the new design. The presentation also saw the return of narration and included numerous real-life shots โ a far cry from the smooth motion graphics of yesteryear. It felt like more of an S25 Ultra ad than anything.
So to wrap things up, Samsung has clearly evolved its approach to software reveals. The focus has shifted from engaging motion animations and stunning sound engineering to practical, real-life examples showcasing AI-driven functionality. While perhaps a minor issue in the grand scheme of things, the nature of these reveals still holds importance. These showcases drive hype within the community and give customers an exciting preview of whatโs coming to their devices โ something the latest reveal arguably lacked for design enthusiasts.
