Samsung Electronics has unveiled its slimmest flagship smartphone to date, introducing the S25 Edge with enhanced artificial intelligence features as part of a strategy to strengthen its position in the premium device market. The launch seeks to meet the growing demand among consumers in their 20s and 30s for more portable yet high-performance smartphones. Samsung stated that user feedback consistently pointed to a preference for slimmer designs without compromising capability, which led to structural changes that reduced the thickness of internal components such as the printed circuit board and thermal systems.
Industry analysts noted that the timing of the release appears deliberate. Apple is widely expected to launch a thinner iPhone in the second half of this year, and by releasing the S25 Edge ahead of that window Samsung may influence customer choices. Ryu Young-ho, senior analyst at NH Investment & Securities, commented that the move could help Samsung attract consumers specifically seeking thinner smartphones before Apple’s new device becomes available. The S25 Edge will launch first in South Korea on May 23, followed by the United States on May 30, with plans to roll out to around 30 countries, including China and several European markets.
Priced from $1,099, the S25 Edge features a 6.7-inch (170 mm) display and a body measuring just 5.8 millimetres thick. Although slightly larger than the basic S25 model, it is only marginally heavier, reflecting Samsung’s efforts to balance portability with usability. The device includes Samsung’s latest built-in AI functions, such as multimodal AI that allows users to engage in real-time interactions through vision and voice. By using the camera, users can ask questions and receive responses instantly, reflecting a focus on integrating practical AI tools into everyday smartphone use.
At the launch event, Samsung executives addressed concerns about potential performance limitations and heat management in a thinner device. Moon Sung-hoon, Executive Vice President at Samsung Electronics, said that the company engineered a thinner vapor chamber to fit within the slim design while maintaining effective thermal control. Moon added that the development process prioritized ensuring consistent performance without overheating issues, which gives confidence in the device’s reliability. Samsung, which overtook Apple in the first quarter of 2025 with a 20% share of the global smartphone market compared to Apple’s 19%, indicated that it remains watchful of factors such as tariff risks that could impact demand in the upcoming quarter.
The introduction of the S25 Edge also comes amid heightened competition in the compact flagship segment. Two weeks earlier, OnePlus launched the 13T model aimed at consumers seeking affordable yet powerful smartphones. Apple recently reintroduced its iPhone 15 Pro and iPhone 15 Pro Max models in select European markets at significantly reduced prices. These moves underscore how major brands are adjusting their strategies to maintain consumer interest while contending with evolving market conditions and regional pricing pressures.
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