Samsung Electronics has just unveiled its slimmest flagship smartphone ever—the S25 Edge—featuring enhanced artificial intelligence (AI) capabilities. The launch is a strategic move to outpace rival Apple in the premium market.
The S25 Edge is designed to meet the growing demand for portable smartphones among consumers, particularly those in their 20s and 30s. “The feedback was clear—users wanted something slimmer and easier to carry without sacrificing performance,” a Samsung spokesperson said. To achieve this, Samsung made structural changes to reduce the thickness of internal components, including the printed circuit board and thermal systems.
Industry analysts believe the timing of the release is critical. “By launching the product a few months ahead, Samsung could impact Apple by attracting consumers looking for thinner smartphones,” said Ryu Young-ho, a senior analyst at NH Investment & Securities. “It appears to be a calculated decision to capture that segment of demand.”
The S25 Edge will be available in South Korea starting May 23 and in the United States on May 30. Samsung plans to roll it out to about 30 countries, including China and several European nations.
Starting at $1,099, the S25 Edge boasts a 6.7-inch (170 mm) screen and a sleek 5.8-millimeter-thick body, making it larger than the basic S25 model but only slightly heavier. It comes equipped with Samsung’s latest built-in 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 where the new model will be produced. The company recently became the world’s leading smartphone vendor in the first quarter of 2025, capturing 20% of the global market and narrowly surpassing Apple, which held a 19% share, according to data from Counterpoint Research.
Despite its success, Samsung warned that second-quarter shipments could be affected if tariff risks weaken demand. Only time will tell how the S25 Edge will fare in the competitive smartphone landscape.
