Samsung Electronics has introduced its latest flagship smartphone, the S25 Edge.
The device will launch in South Korea on May 23, followed by a release in the United States on May 30.
The S25 Edge, with a starting price of US$1,099, features a 6.7-inch display and measures 5.8 millimeters in thickness.
Samsung states that despite its slim profile, the phone maintains performance levels by using a thinner vapor chamber for heat management.
Analysts indicate that the timing of the launch is strategic. It coincides with expectations of a thinner iPhone release from Apple later this year.
🧠 Food for thought
1️⃣ Strategic timing becomes critical in the Apple-Samsung rivalry
Samsung’s decision to launch the slimmer S25 Edge months before Apple’s expected thinner iPhone release exemplifies the strategic chess game between these tech giants.
Historical data shows this pattern has intensified since their rivalry began in 2011, with both companies carefully timing product releases to maximize market impact and minimize competitor advantage 1.
This pre-emptive approach has proven effective in past product cycles, with Samsung previously gaining market share by releasing new features ahead of Apple’s fall launches 2.
The timing strategy appears particularly calculated given Samsung’s recent market leadership (20% global share versus Apple’s 19% in Q1 2025) and the potential disruption from tariffs that could affect both companies differently 3.
This “launch window” competition reflects how the smartphone market has matured, with companies no longer competing solely on features but also on strategic timing to capture consumer attention before their rivals.
2️⃣ Device slimness versus consumer priorities presents a potential disconnect
Samsung’s emphasis on creating a slimmer device raises questions about alignment with actual consumer priorities, as research shows battery life remains the top frustration for 75% of smartphone users planning to upgrade 4.
While Samsung addresses concerns about performance and heat management in their thinner design, consumer research consistently shows that performance (45%), camera quality (40%), and storage space (38%) rank higher on users’ priority lists than thickness 4.
This pattern of manufacturers focusing on visual design elements while consumers prioritize functionality has been observed since the iPhone revolutionized mobile design, shifting industry focus toward aesthetics 5.
The S25 Edge’s $1,099 price point places it firmly in the premium segment where brand loyalty is stronger (51% versus 31% for mid-range devices), suggesting Samsung may be targeting existing customers who appreciate design refinements rather than trying to win new users 4.
This approach aligns with the documented stagnation in smartphone design innovation noted in industry analyses, where companies have increasingly focused on incremental improvements rather than radical redesigns 6.
3️⃣ Tariff concerns could reshape smartphone market dynamics
Samsung’s launch timing may also reflect awareness of looming tariff impacts, as the company’s diversified manufacturing footprint (with less reliance on China than Apple) potentially gives it a competitive advantage in navigating trade tensions 3.
Industry analysis suggests new tariffs could increase smartphone prices by 40-50%, with Apple particularly vulnerable since approximately 90% of iPhone production remains in China 37.
AT&T’s CEO has already warned that these tariffs will likely lead to higher device prices for consumers, potentially extending upgrade cycles as users keep their phones longer to avoid price increases 8.
This economic pressure could benefit companies with diversified production locations like Samsung, whose manufacturing presence in Vietnam and India provides more flexibility in responding to tariff-related challenges 3.
The potential for $2,000+ flagship phones (versus current ~$1,000 price points) represents a significant market disruption that could alter competitive dynamics and consumer purchasing patterns across the smartphone industry 7.
Source: Samsung unveils slimmest smartphone, competing with Apple
