Samsung has officially launched its latest Galaxy S25 series, introducing three new models: the S25, S25+, and S25 Ultra. The launch follows a challenging year for Samsung, with its smartphone shipments facing stiff competition from Chinese brands and Apple. The innovative Galaxy S25 series aims to rejuvenate Samsung's market presence by integrating advanced artificial intelligence (AI) capabilities and a custom chip, which the company hopes will revitalize sales of its high-end devices.
The new Galaxy S25 series boasts a suite of AI features, collectively known as Galaxy AI, capable of performing tasks across multiple applications at user prompts. This includes changing phone settings, supporting third-party apps such as Spotify and Meta-owned WhatsApp, alongside native Samsung and Google apps. Samsung collaborated with Qualcomm to develop the custom Qualcomm Snapdragon 8 Elite for Galaxy processor, which powers these AI functionalities. This processor is exclusive to Samsung, marking the fastest ever in a Galaxy device.
Despite the technological advancements, industry experts remain cautious about the series' potential impact on consumer behavior. Ben Wood, chief of research at CCS Insight, remarked on the gradual nature of hardware improvements in the smartphone industry.
"At a time when improvements to hardware capabilities and product design are largely incremental, Samsung is doubling down on its AI story. There are some clever enhancements included in the Galaxy S25 line-up, but it's unlikely they'll be enough to have consumers rushing out to upgrade their phones prematurely," said Wood.
The S25 series introduces a revamped design with significant improvements to the camera system on the S25 Ultra model. The pricing structure starts at $799 for the S25, $999 for the S25+, and $1,299 for the S25 Ultra. Pre-orders commence on Wednesday, with official sales beginning February 7.
Samsung's latest offering targets consumers who have held onto their mobile devices for three to four years. However, Wood suggested that while it is well-suited to this demographic, it might not prompt immediate upgrades.
"It's unlikely to get people upgrading any sooner," added Wood.
Samsung's smartphone shipments fell 2.7% year-on-year in the fourth quarter of last year, as per International Data Corporation figures. The drop reflects a contraction in market share amidst heightened competition.
By enhancing its AI capabilities and leveraging a powerful custom chip, Samsung positions itself amidst a competitive landscape, seeking to reclaim momentum against rivals. The new features present an intriguing proposition for tech enthusiasts and loyal users of the brand.