Samsung debuts its slimmest phone to rival Apple's offerings.

Samsung Unveils World’s Slimmest Flagship Smartphone to Outpace Apple

Reuters, SEOUL, May 13 – As it escalates its fight with Apple (AAPL.O) for supremacy in the premium market, Samsung Electronics (005930.KS) today unveiled the Galaxy S25 Edge, its thinnest and most sophisticated flagship smartphone to date.

Thinner, Smarter, and AI-Powered

Samsung's slimmest flagship to date, the S25 Edge boasts a sleek 5.8mm-thick body and powerful AI capabilities. The printed circuit board and cooling systems were among the internal components that the company re-engineered to achieve the ultra-thin design without sacrificing performance.

Samsung said in a statement that "user feedback was clear—users wanted a slimmer, more portable device that doesn't sacrifice power."

Strategic Move to Beat Apple

Given that Apple is anticipated to release a thinner iPhone later this year, analysts view the launch as a preemptive move.

"Samsung can influence customers seeking streamlined designs and possibly hurt Apple's sales by launching months in advance," stated Ryu Young-ho, senior analyst at NH Investment & Securities.

Targeting Young Professionals

The 6.7-inch S25 Edge, which starts at $1,099, is marginally bigger than the standard S25 model but still manages to be lightweight. Samsung is placing a large wager on the demand from Gen Z and millennial consumers who value portability and cutting-edge technology.

AI Takes the Lead

Multimodal AI is integrated into the phone, enabling voice and visual communication in real time. For instance, users can ask questions and receive immediate AI-powered answers by pointing the camera at an object.

Global Launch & Competition in the Market

The S25 Edge will make its debut in South Korea on May 23 and the United States on May 30, after which it will be available in more than 30 markets, including China and Europe.

According to Counterpoint Research, Samsung regained its position as the leading smartphone vendor in the world in Q1 2025, holding a 20% market share, just ahead of Apple's 19%. But the business cautioned that Q2 shipments may be impacted by tariff risks.

The Thinnest Smartphone War Heats Up

With Apple’s slim iPhone looming, Samsung’s early move could give it a crucial edge in the high-stakes premium smartphone race.

Key Specifications & Innovations

1. Display: 6.7-inch Dynamic AMOLED 2X, 120Hz refresh rate, 2500 nits peak brightness
2. Processor: Next-gen Exynos 2500 (global) / Snapdragon 8 Gen 4 (U.S.), optimized for AI tasks
3. Battery: 4,800mAh with 45W fast charging, despite slim profile
4. Camera: 200MP main sensor + 50MP ultrawide + 12MP periscope telephoto (5x optical zoom)
5. Durability: Armor Aluminum 3.0 frame with improved drop resistance
6. AI Features:

• Live Translate for real-time voice/video call translations
• ProVisual Engine for enhanced computational photography
• Contextual Awareness mode that predicts user needs

Market Context Q1 2025 Sales: Apple shipped 59M units (19%), while Samsung shipped 62M units (20%).

Tariff Risks: By Q3, prices could increase due to a possible 15% EU levy on components made in China.

Consumer Trends: Reports from Counterpoint 38% of high-end consumers value the combination of "thinness + battery life."

Risk Factors

1. Supply Chain Vulnerabilities:
2. 60% production concentration in Vietnam

Potential display panel yield issues with new LTPO technology

Market Risks:

1. Apple's pricing counter-strategies
2. Consumer sensitivity to post-2026 AI subscription costs

The launch of the Galaxy S25 Edge is a strategic masterclass in more than just another product iteration.

Technical Leadership: Expanding smartphone design's tangible bounds

Market Timing: Interrupting the cycles of rival products

Building an Ecosystem: Making AI a Source of Income

Samsung has successfully increased the stakes in the competition for premium market dominance, compelling competitors to meet its new standard for thinness, intelligence, and strategic execution.