Samsung Electronics has unveiled its latest flagship smartphone, the Galaxy S25 series, featuring enhanced AI capabilities and a custom chip designed to compete with Apple amid increasing pressure from Chinese competitors.
The S25 series includes three models: the Galaxy S25 priced at $799, the S25+ at $999, and the S25 Ultra at $1,299. Preorders for the devices began on Wednesday, with sales set to start on February 7.
Building on last year’s introduction of Galaxy AI, Samsung has expanded its suite of artificial intelligence features with the S25. The new AI applications aim to transform the smartphone experience into something akin to a personal digital assistant. This AI functionality supports third-party apps like Spotify and WhatsApp, as well as Samsung’s and Google’s applications.
The push for advanced AI features reflects a broader trend in the smartphone industry as manufacturers seek to differentiate their products in a crowded market. Samsung hopes that these innovations will help revive sales of its high-end devices. However, industry experts suggest that while the enhancements are impressive, they may not be enough for consumers to upgrade from recent models.
In the fourth quarter of the previous year, Samsung’s smartphone shipments declined by 2.7%, leading to a decrease in market share, with Apple maintaining its position as the top player in terms of shipment volume. Competitors like Xiaomi, Transsion, and Vivo have gained market share by offering competitively priced smartphones with strong specifications.
Samsung’s new S25 series features a custom Qualcomm Snapdragon 8 Elite processor, touted as the fastest ever in a Galaxy device, designed for efficient performance while managing demanding AI tasks. Additionally, the S25 Ultra boasts an improved camera and a refreshed design with rounded corners, moving away from the angular aesthetics.
