One of the defining characteristics of the Samsung Galaxy S8 / Plus was the arrival of Bixby, the personal assistant who theoretically was going to pose a real competition to Google Now, Alexa, Siri or Cortana in this segment.
You can now cancel the physical button of the Galaxy S8 for Bixby
That platform, however, is not evolving as expected, and that has made the Galaxy S8, Galaxy S8 Plus and the new Note 8 more physical buttons a nuisance than anything that adds value. Samsung now allows disabling that access, which raises even more doubts about the future of an assistant who has much way to go to match the competitors.
That decision by Samsung shows that the launch of Bixby was premature and failed, and could affect other product lines such as those “smart” speakers that are rumored to appear in the short term.
In Samsung, they have tried to get Bixby expanded to 200 countries, but without leaving English or Korean as the only supported languages, integrated with LinkedIn and began using it also in the Galaxy A family, but there have been several obstacles in that evolution.