Samsung Electronics unveiled its slimmest flagship smartphone to date on Tuesday — the Galaxy S25 Edge — featuring advanced artificial intelligence capabilities. The move is seen as a strategic push to outpace rival Apple in the competitive premium smartphone market.
Designed with younger consumers in mind, particularly those in their 20s and 30s, the S25 Edge caters to rising demand for more portable yet high-performance devices. Its sleek form factor is a key selling point for users prioritizing mobility without compromising on features.
“User feedback was clear — they wanted a slimmer, more portable phone that still delivers top-tier performance,” said Samsung in a statement. The company revealed it made significant structural changes, including redesigning the printed circuit board and thermal systems, to achieve the device’s ultra-thin profile.
Industry analysts suggest the timing of the launch is deliberate. Apple is widely expected to debut a thinner iPhone model later this year, and Samsung’s early release may preemptively capture market share.
“Samsung appears to be strategically positioning itself by launching a few months ahead of Apple,” said Ryu Young-ho, Senior Analyst at NH Investment & Securities. “It’s a calculated move to win over consumers interested in thinner, premium smartphones.”
Samsung confirmed that the Galaxy S25 Edge will be available in South Korea starting May 23, followed by a U.S. release on May 30. The phone will roll out to about 30 additional markets, including China and various European countries.
The S25 Edge is priced from $1,099 and features a 6.7-inch display with a remarkably slim 5.8-millimeter body. Though larger than the standard S25, it’s only marginally heavier. The phone incorporates Samsung’s latest multimodal AI, enabling real-time interactions using voice and vision via the camera.
Samsung did not reveal the manufacturing location of the new device.
At the launch event, the company addressed concerns regarding heat management in a thinner chassis.
“Some might worry that a slim design could impact performance or cooling,” said Executive VP Moon Sung-hoon. “But we developed a thinner vapor chamber specifically for this device. We’re confident the S25 Edge won’t face overheating issues.”
Samsung reclaimed the top spot in global smartphone sales in Q1 2025, capturing 20% of the market, narrowly beating Apple’s 19%, according to Counterpoint Research. However, the company cautioned that second-quarter shipments could be affected by potential tariff-related demand fluctuations.
