Samsung plans to put Galaxy AI on 800 million devices this year, while Apple sells restraint, and analysts still disagree over which bet is working. Samsung used a London launch on Jul. 22 to push agentic AI across three new foldables, two watches and its first smart glasses. Prices for the three phones start at $1,199 and climb to $2,099. TM Roh said Galaxy AI would reach 800 million devices by the end of the year. Apple took the opposite route at its developer conference on Jun. 8, where it showed a rebuilt assistant called Siri AI running on its own foundation models. Counterpoint Research forecasts that generative AI phones will account for 45 percent of global shipments in 2026 and 52 percent in 2027. Research director Tarun Pathak said the capability is now standard above $400 wholesale without giving buyers a compelling reason to upgrade. The hardware test arrives in September, when Apple is widely expected to show its first foldable iPhone.