Samsung's Ballie Robot Faces Delays Amid Identity Concerns

Samsung's AI-powered spherical robot, Ballie, which was anticipated to launch this summer as a household assistant, is reportedly facing further delays. According to sources from South Korea, the company is grappling with questions regarding the purpose and value of Ballie, especially since many of its intended functions can already be performed using smartphones.

The concept for Ballie was first introduced at CES 2020, and its features were showcased again in 2024. Most recently, at CES 2025, Samsung highlighted its capabilities as a personal home assistant designed to manage various tasks. Earlier this year, Samsung indicated that Ballie would be released in the summer, targeting markets in South Korea and the USA.

Ballie is designed to operate via voice commands using an integrated microphone, allowing users to control smart home devices. Powered by an advanced AI, it can respond to queries within seconds. For this purpose, Samsung has partnered with Google to integrate the multimodal reasoning capabilities of Google Gemini into the robot. This collaboration aims to enhance Ballie's ability to process and understand a wide range of inputs, including audio, speech, visual data from its cameras, and sensor information from its surroundings.

However, reports from Korea Times suggest that Samsung is delaying Ballie's release once again. While the company has not officially cited reasons for the postponement, industry insiders indicate that Samsung is seeking the optimal market positioning for Ballie in homes that are already equipped with other AI-enabled devices. Additionally, there are concerns regarding the expected high price of over $2000, which could hinder potential sales.

This price point raises questions about the necessity of a new device, as many of Ballie's functions can be accomplished by modern smartphones, including Samsung's own Galaxy devices that feature Galaxy AI. If consumers already have smart home devices for monitoring children or pets--one of Ballie's initial selling points--the robot may be seen as redundant.

Despite the technological advancements that Ballie embodies, the company appears to be taking its time to gauge consumer reactions to its pricing and practical applications. A representative from the industry noted that while Ballie may be technically sophisticated, Samsung is approaching the product's market positioning with caution. The extended timeline before its availability could also provide an opportunity for Samsung to make modifications to enhance Ballie's appeal and usefulness.

As of now, Samsung has not made an official announcement regarding the delay, and it remains to be seen when Ballie will be available for purchase. The potential release in South Korea and the USA raises further questions about future availability in Europe and the pricing structure in those markets.