With the appetizers out of the way, #SamsungUpacked moves to the entre: @samsung Galaxy S21, S21+, and S21 Ultra. I have the S21 and S21 Ultra in hand, and the distinctive design looks even better in real life than in photos.

New displays on the Galaxy S21/S21+ are incredible. Wildly bright, blue light filter, and adaptive refresh. It's better than last year, but most people upgrading to these phones don't have a fast refresh display at all. (Neither do any iPhones) #SamsungUnpacked

Camera tech has also improved significantly over the past few years, and @samsung has had time to iterate on these components. Lots of new software functionality in the Galaxy S21 family, too. #SamsungUnpacked

I'm not convinced that 8K video matters to most consumers, but @samsung's renewed focus on video (at all resolutions) in S21 family is important from a competitive perspective. Director's View (runs all cameras simultaneously) looks like fun, too. #SamsungUnpacked

As you'd expect, @Samsung Galaxy S21 family runs on latest @qualcomm Snapdragon 888 in some markets, and latest @SamsungExynos (now with integrated mmWave) in others. Faster, better graphics, better battery life. #SamsungUnpacked

. @Samsung highlighting One UI 3, which is not specific to Galaxy S21 (I've been testing on the Note20 Ultra). Better transfer experience from one phone to another (tested: works). Sync between some Samsung apps and @microsoft Office. #SamsungUnpacked

The Galaxy S21 starts in the sweet spot for premium smartphones: $799. @samsung is undercutting Apple, and, in the U.S., carriers will happily subsidize that further if you switch or trade-in a recent device. #SamsungUnpacked

But for consumers who are not price-sensitive, the Galaxy S21 Ultra upgrades the camera (a lot), the zoom array (a LOT), and the display (which is now capable of ridiculous resolution with fully adaptive refresh rates). #SamsungUnpacked

Samsung is spending a LOT of time in #SamsungUnpacked talking about its new matte black option (pinging @mkbhd). Apparently, black can be "strong, fluid, and modern." Um, OK.

As rumored, the Galaxy S21 Ultra (and only that model) supports @samsung's S-Pen (optional, not included in box, but it's only $39 or $69 with case). S Pen Pro coming later this year. Galaxy S21 Ultra price starts at $1199 #SamsungUnpacked

Samsung highlighting partnerships with Microsoft (Office, Xbox) and Google (Messages, Duo). #SamsungUnpacked

...and, like Apple, Samsung is leaving chargers out of the box for eco reasons, and lowering prices on chargers when purchased separately. #SamsungUnpacked

Now recapping #CES2021 announcements, showing how Galaxy S21 phones work with Galaxy Watches, Galaxy Health, Samsung TVs, Android Auto. This is more about showing Samsung can compete with Apple's ecosystem than any specific product/announcement. #SamsungUnpacked