Samsung Electronics has once again taken a step forward with the launch of its Galaxy S25 series. Revealed at the Galaxy Unpacked event in San Jose, California, the flagship smartphones highlight the brandโs focus on integrating advanced hardware with AI capabilities. Set to elevate the user experience, the Galaxy S25 series is designed to face fierce competition from rivals like Apple and leading Chinese manufacturers. That said, while the updates are notable, some aspects of Samsungโs progress feel more iterative than revolutionary.
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A Closer Look At The Key Highlights
The Galaxy S25 range โ comprising the Galaxy S25, S25+, and S25 Ultra โ features a sleek design that reflects understated elegance. Samsungโs efforts to improve usability and durability are clear, with all models now equipped with Corningโs Gorilla Armor 2 glass for greater resistance to fractures. Notably, the Galaxy S25 Ultraโs vapour chamber cooling system has been enlarged by 40%, ensuring peak performance during demanding tasks like gaming. Still, the overall design language remains restrained, with minimal aesthetic changes compared to last yearโs Galaxy S24 lineup.
While the Galaxy S25 Ultra retains its large display, Samsung has introduced softer, rounded corners to improve comfort during use. The Ultraโs upgraded 6.9-inch screen incorporates ProScaler, a new feature that adjusts images to match the QHD+ display resolution, delivering stunningly detailed visuals. That said, the lack of significant design updates may leave some users feeling the S25 series doesnโt push boundaries enough.
Smarter Or More Confusing?
The Galaxy S25 series advances artificial intelligence with Googleโs Gemini AI and an upgraded Bixby voice assistant. While Gemini handles complex cross-app tasks โ such as finding NFL match schedules and syncing them with your calendar โ Bixby focuses on managing device-specific functions. Although, the coexistence of two AI systems could leave users confused, as their roles overlap and the transition between tasks isnโt always smooth. For example, during demonstrations, Gemini struggled with certain device-specific actions that Bixby executed effortlessly, raising concerns about the integration between the two.
Beyond task management, the Galaxy S25 also introduces creative tools powered by generative AI, catering to artistic and content-savvy users. The new Drawing Assist feature transforms sketches into refined artworks, while AI Select and Audio Eraser tools make video editing simpler and enhance sound quality, enriching the content creation experience.
Inside The Making Of The Galaxy S25 Range
Equipped with Qualcommโs Snapdragon 8 Elite chipset, the Galaxy S25 delivers notable performance upgrades, including a 37% boost in CPU speed and a 40% improvement in neural processing. Samsungโs collaboration with Qualcomm enhances multitasking capabilities while improving energy efficiency. However, the decision to forego its in-house Exynos chips for this series, even in global markets, feels like a missed opportunity to showcase Samsungโs advancements in semiconductor technology.
On the sustainability front, Samsung continues its eco-conscious efforts by incorporating recycled materials into the Galaxy S25 lineup. Each device includes at least 50% recycled cobalt in the battery, sourced from older Galaxy models, reflecting the brandโs commitment to reducing electronic waste. While commendable, these measures fall short of the ambitious sustainability benchmarks set by some competitors in recent launches.
Strong Performer, But Missing The Wow Factor
Samsung has kept pricing consistent with its previous models, with the Galaxy S25 starting at USD$799, the S25+ at USD$999, and the S25 Ultra at USD$1,299. Preorders are now open, with official sales beginning 7 February. While the pricing remains competitive, itโs worth noting that the absence of Qi2 native support may disappoint users seeking effortless wireless charging options.
The launch also hinted at the ultra-thin Galaxy S25 Edge, an upcoming model aimed at competing directly with Appleโs rumoured iPhone 17 Air. While details are limited, the S25 Edge could represent a noteworthy step forward in the race for ultra-slim smartphones.
For productivity, creativity, and entertainment, the S25 performs well. However, for those anticipating transformative changes, the wait might not be over just yet.
Catherine Pun
A Hong Kong native with Filipino-Chinese roots, Catherine infuses every part of her life with zest, whether sheโs belting out karaoke tunes or exploring off-the-beaten-path destinations. Her downtime often includes unwinding with Netflix and indulging in a 10-step skincare routine. As the Editorial Director of Friday Club., Catherine brings her wealth of experience from major publishing houses, where she refined her craft and even authored a book. Her sharp editorial insight makes her a dynamic force, always on the lookout for the next compelling narrative.
