Samsung is taking a direct shot at Apple’s Genius Bar with a new in-store repair service designed to cut downtime and simplify device care.

Dubbed ‘Baro Service’, the pilot program is currently running across four South Korean retail locations, offering customers walk-in diagnostics and faster turnaround times for phones, tablets, wearables and even small home appliances.

The move marks Samsung’s latest effort to streamline after-sales support, bringing triage directly to the counter.

Customers can walk into a participating store and have their device checked using Samsung’s proprietary diagnostic software. Minor fixes, such as display film attachment or quick tune-ups, can be completed on the spot.

More complex repairs are sent by courier to a nearby service centre, with most devices returned within one to two days. At two of the branches, Samsung has extended the program to small appliances like vacuum cleaners and microwaves.

If the South Korean trial performs well, Samsung plans to expand the concept globally.

It could put serious pressure on Apple’s Genius Bar and Google’s authorised repair partners, where multi-day waits remain common.

Samsung’s software ecosystem is also getting smarter with the rollout of One UI 8, built on Android 16 and powered by Google’s Gemini AI.

The update introduces Gemini Live, offering real-time contextual assistance that understands what’s on screen for faster translation, search, and productivity. It also boosts security with Knox Enhanced Encrypted Protection (KEEP), which isolates app data for stronger privacy.

Optimised for foldables, tablets, and phones, One UI 8 adds improved multitasking tools like AI Results View and Multi Window drag-and-drop, making it easier to work across apps.

While focused on performance and stability now, it also sets the stage for One UI 8.5 next year, which promises deeper AI-driven personalisation.