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Samsung Shows Off A New Attitude In San Francisco This Week

The company’s executives shed some of the buttoned-up formality they’re know for at its developer conference.

Call it a makeover. Samsung has long had a reputation in America for being businesslike, mechanical, and inscrutable. At the tech giant’s annual developer conference, the presentations are usually led by older Korean men in business suits who tout its products like hype men at a 1950s auto show.

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