As the mid-range smartphone market continues to flourish, Samsung has made headlines with the launch of its latest Galaxy devices, the A56 5G and A36 5G, which promise exceptional performance and innovative features.
The new Galaxy A56 5G, priced at £499, along with the A36 5G, marks a significant release in the mid-range smartphone segment. Samsung’s Awesome Intelligence feature is a standout, aiming to enhance user experiences, particularly for the tech-savvy youth looking to juggle a busy lifestyle, be it in work or school.
Launched in March 2025, these devices are designed to empower users with tools that simplify tasks. The Galaxy A56 features a triple camera system with a 12MP ultra-wide lens, alongside AI functionalities that contribute to its overall appeal. Notably, the phones offer something unique: enhanced camera features like Best Face, which captures optimal expressions for group photos, and Enhanced Object Eraser, allowing users to remove unwanted distractions from images effortlessly.
“I really like the Best Face feature because that’s really the problem with group photos, especially when I’m there. I can choose a better face angle for my photo,” said Ashtine Olviga, a star of the popular web series Ang Mutya ng Section E and a new face in the endorsement of the Galaxy A series.
Her co-star, Andres Muhlach, also emphasized how the Awesome Intelligence technology significantly assists in his daily routine. “Since I’d like to improve my Filipino, whenever I read my script I can circle it and get the translation instantly,” he explained. This feature, Circle to Search with Google, is a testament to the seamless integration of AI into the devices, catering directly to user needs.
In addition to user-friendly features, Samsung's Galaxy A series incorporates high-performance specifications such as the latest Exynos 1580 chipset in the A56, which provides a smooth mobile gaming and multitasking experience. Both devices also support Super Fast Charge 2.0 technology for 45W fast charging—meaning less downtime for users with busy schedules.
“Of course, because the battery is also long-lasting. I can use it for everyday use, especially when our schedule is busy. It’s so perfect that I don’t even think about running out of power,” noted Olviga.
The device also meets durability standards with an IP67 rating for dust and water resistance, and features advanced Corning® Glass, making it suitable for everyday rugged use—an important aspect for the increasingly active lifestyles of younger generations.
In terms of aesthetics, both the Galaxy A56 and A36 are designed with a slim profile and available in vibrant colors. The A56 comes in Awesome Light Gray, Awesome Graphite, and Awesome Pink, while the A36 is offered in Awesome Lavender, Awesome Black, and Awesome White. These stylistic choices cater to the aesthetic preferences of today's youth.
As part of its launch strategy, Samsung has introduced a special promotion, valid until March 28, 2025. Customers can purchase a P250 e-voucher to secure a P1,500 discount on their Galaxy A56 and A36 purchases through Samsung Reservation+. The vouchers can be redeemed at the official Samsung website, starting March 28.
“I’m thrilled to be part of Team Galaxy, and experiencing Awesome Intelligence first hand with the latest Galaxy A series,” Muhlach expressed, showing keen enthusiasm for the partnership with Samsung. The excitement shared by both celebrities echoes a growing trend within the tech industry, where user-friendly innovations are becoming paramount in attracting a young consumer base.
Meanwhile, competition in the mid-range market is heating up, with brands like Google, Apple, and new entrants like Nothing and Poco also vying for market share. Google's Pixel 9a and Apple's iPhone 16e are popular choices, offering flagship-like experiences at more reasonable prices. However, Samsung aims to distinguish itself with the unique Awesome Intelligence feature set in its latest offerings.
The Samsung Galaxy A series not only seeks to meet consumer demands for high performance and style but also integrates advanced technology that addresses everyday challenges faced by youth today. With the ability to enhance productivity and creativity, it positions itself as an essential tool for the generation constantly on the go.
As the first endorsement for Olviga, she expresses notable excitement about the collaboration, stating, “It’s honestly such a big moment for me since this is my first endorsement, and I’m just so happy to be here. The support has been unreal, and I’m ready to take on this new chapter with the Galaxy A series, especially its Awesome Intelligence features!”
The growing mid-range smartphone market is refreshingly competitive, signaling a shift towards high-quality, affordable devices that do not compromise on features. As consumers increasingly recognize the value in mid-range options, brands must continue innovating to meet their needs effectively.
Overall, the Galaxy A56 5G and Galaxy A36 5G represent Samsung’s commitment to delivering excellent smartphones that cater to the dynamic lifestyles of today's youth, paving the way for future advancements in mobile technology.
