Samsung unveils slimmest AI phone in bid to outclass Apple

Samsung Electronics has launched its slimmest flagship smartphone to date, the Galaxy S25 Edge, as part of a strategic effort to outpace rival Apple in the high-end smartphone market.

The new model features enhanced AI capabilities and a sleek, ultra-thin design aimed at younger consumers seeking more portable devices.

The S25 Edge, which will launch in South Korea on 23 May and in the United States on 30 May, is just 5.8mm thick and comes with a 6.7-inch display.

Priced from $1,099, the device will be rolled out across 30 countries, including China and several European markets.

“The feedback was clear – users wanted something slimmer and easier to carry without sacrificing performance,” said Samsung.

The company reduced internal component thickness, including the printed circuit board and thermal systems, to achieve the slim profile.

Samsung's Executive Vice President Moon Sung-hoon addressed concerns over performance and heat management, assuring users that the device includes a thinner, optimised vapour chamber to prevent overheating.

The S25 Edge also introduces Samsung’s latest artificial intelligence features, including multimodal AI, allowing users to interact with their phone through both voice and vision in real time.

Analysts say the launch was tactically timed ahead of Apple’s expected release of a thinner iPhone later this year.

“By releasing the product a few months ahead, Samsung could inflict some impact on Apple and attract consumers looking for thinner smartphones,” said Ryu Young-ho, senior analyst at NH Investment & Securities.

Samsung led the global smartphone market in Q1 2025 with a 20% share, narrowly ahead of Apple’s 19%, according to Counterpoint Research.

However, the firm warned of potential shipment risks in Q2 due to global tariff uncertainties.