SEOUL, May 13 — Samsung Electronics released its slimmest flagship model to date, complete with enhanced artificial intelligence features, as it seeks to outperform rival Apple in the premium market.
The S25 Edge launch today is designed to appeal to the increasing demand for more portable smartphones, especially among consumers in their 20s and 30s.
"The feedback was clear: users wanted something slimmer and easier to carry without sacrificing performance," said Samsung, which made structural changes to reduce the thickness of internal components, including the printed circuit board and thermal systems.
Analysts said the launch was strategically timed to pre-empt Apple, which is expected to launch a thinner iPhone in the second 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 NH Investment and Securities senior analyst Ryu Young-ho.
The S25 Edge will go on sale in South Korea on May 23 and in the United States on May 30, and Samsung will roll it out to about 30 countries, including China and in Europe.
Starting at US$1,099 (RM4,748.87), the model has a 6.7-inch (170 mm) screen and a 5.8 millimetre-thick body, making it larger than the basic S25 model but only fractionally heavier.
The S25 Edge has Samsung's latest built-in Artificial Intelligence (AI) functions, including multimodal AI that allows users to interact with the device in real time through vision and voice, using the camera to ask questions.
Samsung did not disclose the production site for the new model.
According to data from Counterpoint Research, it became the world’s leading smartphone vendor in the first quarter of 2025, capturing 20 per cent of the global market and narrowly surpassing Apple, which held an 19 per cent share.
However, last month, Samsung said second-quarter shipments could be affected if tariff risks weaken demand.
— Reuters
[caption id="attachment_400747" align="aligncenter" width="1539"]
Samsung Electronics’ Galaxy S25 Edge smartphone is on display during an event at its store in Seoul, South Korea, on May 13, 2025. — Picture by REUTERS[/caption]
