This will be a game changer and might even start next bull run. Been an iPhone user for several years but contemplating switching to android for this feature alone. As a crypto enthusiast I want to try this feature out. 

It's cool in terms of publicity because I assume it's something pre-installed, I don't think I'm going to trust it if it isn't open-source; though it depends, I would probably consider if they implement it like how Ledger does it. I'm definitely sticking with my Ledger Nano S in terms of cold storage though; as I definitely wouldn't want my cold storage connected to the internet almost 24/7.

This is interesting, it shows that the big corporations are starting to embrace cryptos, and I suppose Samsung are doing this because they know there's actually a demand for it the market, otherwise, why go through all the trouble to have built-in wallet?

But this raises a lot of questions about security (private keys, passwords, etc), but I doubt the average samsung user cares security. Nevertheless, if true, this could be huge for adoption.