Samsung didn’t mention Bixby once during its entire Galaxy Note 10 event

Photo by Amelia Holowaty Krales / The Verge

Not once during Samsung’s Unpacked event today for the new Galaxy Note 10 did anyone on stage say the word “Bixby.” Samsung’s virtual assistant — positioned as an alternative to Alexa, Google Assistant, and Siri — was never directly brought up over the course of the Note’s introduction and several other product sequences featuring the Galaxy Watch Active 2, Galaxy Tab S6, and other devices. Bixby wasn’t included in any demonstrations of the Note 10’s many new software tricks, productivity enhancements, and features designed with convenience in mind.

It was a remarkable exclusion from Samsung after years of trying to establish Bixby as central to Samsung’s in-house software efforts and AI advancements. The absence was particularly...

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