THE FUSE

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.