Samsung Launches Slimmest Smartphone in Race Against Apple

Samsung’s unveiling of the Galaxy S25 Edge marks a decisive push to capture consumers seeking both style and substance in their smartphones. Launched on May 13, 2025, the S25 Edge is Samsung’s slimmest flagship to date—measuring just 5.8 mm thick—while packing cutting-edge AI features designed to offer real-time multimodal interactions via vision and voice. With a 6.7-inch display, a starting price of $1,099, and rollout beginning May 23 in South Korea (May 30 in the U.S.) before expanding to around 30 markets, Samsung aims squarely at users in their 20s and 30s who demand portability without compromise.

Design: Reducing Thickness, Maintaining Performance

Samsung responded to consumer demand for sleeker devices by reengineering core components. Structural changes to the printed circuit board and thermal systems allowed the company to shave the Galaxy S25 Edge’s thickness down to just 5.8 mm, making it its slimmest-ever flagship while retaining high performance and effective heat management. Despite the slimmer chassis, the S25 Edge features a generous 6.7-inch screen and is only fractionally heavier than the basic S25 model. This balance of ultra-thin styling with robust componentry directly addresses portability concerns without sacrificing durability or user experience.

AI Capabilities: Real-Time Multimodal Interaction

Beyond its thin profile, the S25 Edge is distinguished by Samsung’s latest built-in AI suite. Multimodal AI allows users to engage with the device in real time using both vision and voice—enabling on-the-fly queries through the camera interface and seamless voice-driven assistance. These enhancements leverage Samsung’s in-house AI frameworks to deliver context-aware suggestions, intuitive image recognition, and natural language responses without depending solely on cloud connectivity.

Market Positioning and the Apple Challenge

Analysts view the S25 Edge launch as a pre-emptive strike ahead of Apple’s own pursuit of thinner designs. Apple is widely expected to introduce a slimmer iPhone—code-named D23—alongside its iPhone 17 lineup in September 2025, featuring next-generation chips and a refreshed form factor. By launching the S25 Edge months earlier, Samsung aims to capture demand from style-driven buyers and potentially divert attention from Apple’s premium release. NH Investment & Securities senior analyst Ryu Young-ho notes that this calculated timing could “inflict some impact on Apple and attract consumers looking for thinner smartphones.”

Availability and Pricing Strategy

Samsung has slated the S25 Edge’s rollout for May 23 in South Korea and May 30 in the United States, followed by expansion to approximately 30 countries—including China and major European markets—by early summer. The device’s $1,099 entry-level price places it within the premium segment, directly competing with high-end offerings from both Apple and leading Chinese manufacturers. Catering specifically to younger demographics seeking style-driven portability, Samsung anticipates strong uptake among users in their 20s and 30s.

Market Impact and Potential Headwinds

Having overtaken Apple to become the world’s leading smartphone vendor in Q1 2025 with a 20% market share (Apple held 19%), Samsung’s momentum is clear. However, the company has cautioned that second-quarter shipments could face tariff-related risks, which may dampen demand and supply chain fluidity. With global economic uncertainties and evolving trade policies, Samsung will need to navigate potential headwinds to sustain its competitive edge.

Conclusion

The Galaxy S25 Edge encapsulates Samsung’s strategy of marrying sleek design with advanced AI functionality to seize market share and outmaneuver rivals. By debuting this slimmest-ever flagship ahead of Apple’s thinner iPhone release, Samsung aims to solidify its lead among style-conscious premium buyers. Yet, with tariff ambiguities and fierce competition on the horizon, the S25 Edge’s success will ultimately hinge on consumer reception and the broader health of the global premium smartphone market.

Source: Reuters