Samsung Electronics has rolled out its slimmest flagship smartphone to date, aiming to dominate the premium smartphone space with enhanced AI capabilities and a refined design.
The new S25 Edge model is tailored for the growing number of younger users—particularly those in their 20s and 30s—who prefer lightweight devices without compromising on performance.
“The feedback was clear – users wanted something slimmer and easier to carry without sacrificing performance,” the company stated, noting that it redesigned key components like the printed circuit board and thermal systems to cut down on bulk.
The phone’s body measures just 5.8 millimetres thick and features a 6.7-inch display. Although it’s larger than the standard S25, the Edge version adds only a slight increase in weight.
It will launch in South Korea on May 23 and in the United States on May 30. Samsung plans to expand its release to around 30 countries, including China and several European nations. The starting price is $1,099.
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Timed to Beat Apple to the Punch
Industry watchers suggest the launch was no coincidence. Apple is reportedly preparing a slimmer iPhone for release later this year, and Samsung’s move appears designed to capture market attention first.
“By releasing the product a few months ahead, Samsung could inflict some impact on Apple and attract consumers looking for thinner smartphones.
It appears to be a calculated decision to capture that segment of demand,” said Ryu Young-ho, a senior analyst at NH Investment & Securities.
In addition to its sleek design, the S25 Edge comes packed with Samsung’s most advanced artificial intelligence features to date.
Among them is multimodal AI, which enables users to interact using both voice and visual input—such as asking questions through the camera in real time.
Samsung did not disclose where the S25 Edge is being manufactured.
According to Counterpoint Research, Samsung was the top smartphone vendor globally in the first quarter of 2025, with a 20% market share.
Apple followed closely with 19%. However, Samsung has warned that second-quarter sales might decline if global tariff uncertainties dampen consumer demand.
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