Samsung Unveils AI-Driven Galaxy S25 Series to Compete with Apple and Chinese Rivals
Samsung Electronics (005930.KS) revealed its latest Galaxy S25 smartphones during a launch event on Wednesday, integrating Qualcomm’s cutting-edge chips and Google’s advanced artificial intelligence (AI) model. The company aims to boost sales and challenge competitors like Apple and Chinese smartphone brands with its enhanced AI capabilities.
The event in California also showcased a sleeker Galaxy S25 Edge, expected to hit the market in the first half of 2025, ahead of Apple’s anticipated slimmer iPhone release.
Although Samsung was an early adopter of AI-powered smartphones, it struggled to reclaim its top position in the global smartphone market last year. Increased competition from Apple in the premium segment and Chinese brands in the budget market further impacted its performance.
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“We’re ahead of the curve in delivering AI features. I’m confident we’re moving in the right direction,” said Park Ji-sun, executive vice president and head of Samsung’s Language AI team, in an interview with Reuters.
Pricing and AI Integration
Samsung maintained competitive pricing for the Galaxy S25 series, ranging from $799 to $1,299. The new devices leverage Google’s AI engine, Gemini, alongside Samsung’s upgraded Bixby voice assistant, offering users a seamless and personalized AI experience. According to Park, Bixby remains integral across Samsung’s diverse product ecosystem, including smartphones, TVs, and home appliances.
Challenges in Differentiating AI Features
Thomas Husson, a Forrester analyst, noted that Samsung faces challenges in making Bixby stand out. “There isn’t a standout AI feature yet that compels consumers to choose an AI smartphone solely for its intelligence,” he remarked. Despite this, Husson acknowledged that AI features could enhance Samsung’s brand image.
The Galaxy S25 introduces a more personalized AI experience with features like the “Now Brief” service. This tool analyzes user data stored locally on the phone to recommend customized updates, such as calendar events, news, or even indoor air quality metrics. Additionally, the device can execute complex tasks with a single command, like identifying upcoming sports events and automatically adding them to a calendar.
Shift in Strategy with Qualcomm Chips
For the Galaxy S25 lineup, Samsung opted for Qualcomm’s Snapdragon 8 Elite Mobile Platform, moving away from its in-house Exynos chips—a significant shift in strategy. While Samsung did not disclose the reasons for this decision, reports suggest Exynos chips may be used in its upcoming foldable phones later this year.
This move impacts Samsung’s chip division, as its mobile business has been a major customer for Exynos processors. According to Lim Su-jeong, associate director at Counterpoint Research, the success of the Galaxy S25 series is critical, especially as sales of Samsung’s foldable phones face stiff competition from Chinese brands.
Future Prospects Amid Market Challenges
Samsung’s preliminary Q4 profit results revealed significant losses due to rising chip development costs and intensifying competition. As the Galaxy S25 series enters the market, Samsung hopes its AI advancements and competitive pricing will help regain momentum in the global smartphone landscape.
