Hyderabad, May 13th 2025– In a bold move to preempt its biggest rival, Samsung Electronics (005930.KS) has unveiled its slimmest flagship model to date, the S25 Edge, featuring enhanced artificial intelligence capabilities. The global tech giant announced the launch on Tuesday, aiming to capture the attention of young consumers craving more portable, performance-driven smartphones.
The S25 Edge is Samsung’s response to the growing demand for sleek and easily portable smartphones, particularly among consumers in their 20s and 30s. “The feedback was clear—users wanted something slimmer and easier to carry without sacrificing performance,” a Samsung representative stated. The company achieved the sleek 5.8-millimeter-thick design by making structural changes to internal components, including the printed circuit board and thermal systems.
The timing of the launch appears strategic, as analysts suggest it is aimed at getting ahead of Apple Inc. (AAPL.O), which is expected to release a thinner version of its iPhone in the latter half of this year. “By releasing the product a few months ahead, Samsung could inflict some impact on Apple and attract consumers looking for thinner smartphones. It appears to be a calculated decision to capture that segment of demand,” said Ryu Young-ho, a senior analyst at NH Investment & Securities.
Samsung’s flagship model will go on sale in South Korea on May 23 and in the United States on May 30. The company confirmed it plans to roll out the S25 Edge to around 30 countries, including China and several European markets. Priced at $1,099, the S25 Edge sports a 6.7-inch screen, making it larger than the basic S25 model but only marginally heavier.
One of the standout features of the S25 Edge is its built-in AI capabilities, particularly its multimodal AI. This feature allows users to interact with their device in real time through both vision and voice, enabling intuitive controls such as asking questions directly through the camera interface.
Concerns about potential performance or heat management issues were swiftly addressed by Samsung during the launch event. Moon Sung-hoon, Executive Vice President of Samsung Electronics, reassured consumers, “Some may worry that a thinner phone compromises performance or struggles with heat management. We managed to engineer a thinner vapor chamber to fit the slim design, and we put everything into making that happen. We’re confident the S25 Edge can be used without concerns about overheating.“
The launch comes as Samsung solidifies its position as the world’s leading smartphone vendor. According to Counterpoint Research, Samsung captured 20% of the global smartphone market in the first quarter of 2025, narrowly surpassing Apple’s 19% share. This lead, though slim, marks a significant milestone in Samsung’s ongoing competition with Apple in the premium smartphone segment.
However, Samsung cautioned last month that its second-quarter shipments might face challenges if tariff risks begin to dampen demand. Despite this, the company is optimistic that the S25 Edge’s innovative design and cutting-edge AI features will drive strong consumer interest.
With the S25 Edge, Samsung not only pushes the boundaries of smartphone design but also sets the stage for a head-to-head battle with Apple later this year. As the market braces for Apple’s response, Samsung’s strategic timing and engineering advancements could very well shift the momentum in its favor.
