Samsung’s latest Galaxy A series arrives in the UAE with upgraded Awesome Intelligence, enhanced cameras, durable design and long-term software support for value-conscious users.
Samsung Gulf Electronics has launched the Galaxy A57 5G and Galaxy A37 5G in the UAE, strengthening its mid-range smartphone portfolio with a sharper focus on AI-powered experiences, camera performance and long-term device support.
Available from 10 April across Samsung’s online and retail channels, the two new Galaxy A series devices are designed to bring what Samsung describes as “Awesome Intelligence” to a wider user base. The launch reflects the company’s broader strategy to extend AI-enabled mobile experiences beyond flagship devices and into more accessible price points, with the Galaxy A37 5G starting at Dh1,409 and the Galaxy A57 5G range opening at Dh1,739.
Samsung says both smartphones deliver upgrades across key areas including performance, camera quality, display technology, durability and security. Leading the new line-up, the Galaxy A57 5G combines a slimmer design with more advanced AI-driven features, with pricing rising to Dh2,579 for the 12GB+512GB variant. The Galaxy A37 5G, aimed at users seeking a more affordable option, is available in configurations up to 8GB+256GB, priced at Dh1,719.
Fadi Abu Shamat, Vice President and Head of the Mobile eXperience Division at Samsung Gulf Electronics, said demand in the UAE continues to grow for smartphones that feel more intuitive and better integrated into everyday life.
“The new Galaxy A series has been developed to meet that demand through reliable performance, enhanced photography and AI-powered features that support smoother, more natural interactions.”
Running on One UI 8.5, the Galaxy A57 5G and Galaxy A37 5G introduce a suite of AI-led tools aimed at improving productivity and creativity. Features include Voice Transcription, AI Select, Object Eraser, Filters and Edit Suggestions. The Galaxy A57 5G also adds Best Face and Auto Trim, giving users more options for editing and image enhancement.
Samsung has further upgraded Circle to Search with Google, which now supports multi-object recognition, while improvements to Bixby and Gemini are intended to make interactions more seamless and conversational. For buyers weighing features against budget, the Galaxy A57 5G is offered in 8GB+128GB, 8GB+256GB, 12GB+256GB and 12GB+512GB variants at Dh1,739, Dh1,949, Dh2,159 and Dh2,579 respectively.
On the imaging side, both devices feature a triple-camera system built around a 50MP main sensor. Samsung says the setup is designed to deliver brighter, more detailed photos and videos in a variety of lighting conditions. Enhanced Nightography also improves low-light capture, while the Galaxy A57 5G adds sharper detail, reduced noise and more vibrant image results.
Ultra-wide and macro lenses provide added shooting flexibility, supported by AI-based scene optimisation for different photography scenarios. Meanwhile, the Galaxy A37 5G line-up spans 6GB+128GB, 8GB+128GB and 8GB+256GB versions, priced at Dh1,409, Dh1,509 and Dh1,719, giving consumers a tiered route into Samsung’s latest AI-enabled mobile features.
Performance remains a central focus, particularly for the Galaxy A57 5G, which benefits from upgraded CPU, GPU and NPU capabilities. Samsung says these enhancements are intended to support smoother streaming, scrolling and content creation. A 5,000mAh battery, Super Fast Charging 2.0 and an enhanced vapour chamber further strengthen the device’s everyday usability.
Both the Galaxy A57 5G and Galaxy A37 5G feature Super AMOLED+ displays with Vision Booster technology, along with IP68-rated water and dust resistance. Security features include Samsung Knox Vault protection as well as tools such as Private Album, Theft Protection and Privacy Alerts.
Samsung is also highlighting device longevity, with both models set to receive up to six generations of Android OS and One UI upgrades, alongside up to six years of security updates. The extended support cycle adds further appeal for users looking to maximise value over the lifespan of their smartphones.
In the UAE, the Galaxy A57 5G is available in Awesome Navy, Awesome Gray, Awesome IcyBlue and Awesome Lilac. The Galaxy A37 5G comes in Awesome Graygreen, Awesome Charcoal, Awesome Lavender and Awesome White.
Samsung is supporting the launch with a range of bundled offers. Through Samsung Members, buyers can access a one-year Entertainer membership, three months of Amazon Prime, four months of OSN+, three months of Anghami Plus and two months of Careem+. Trade-in offers provide savings of up to Dh599, while Samsung’s e-store is offering cashback of Dh200 on the Galaxy A57 5G and Dh150 on the Galaxy A37 5G. Samsung Care+ is also available, covering accidental damage protection, extended warranty options and expert support.
