Samsung unveils S25 smartphone with enhanced AI amidst intensifying competition with Apple.

• The S25 series, launched by Samsung, includes three variants: the S25, S25+, and S25 Ultra.
• The S25, S25+, and S25 Ultra all have starting prices of $799, $999, and $1,299, respectively.
• Samsung highlighted enhanced AI capabilities to maintain a competitive edge against Apple and intensifying Chinese rivals.

On Wednesday, Samsung Electronics unveiled its latest flagship smartphones, the Galaxy S25 series, featuring a custom chip and enhanced AI capabilities.

Samsung's smartphone shipments faced pressure from Chinese players during the past year, leading to the release of the S25.

The S25 series from Samsung is available in three variants: the S25, S25+, and S25 Ultra, similar to previous flagship launches.

The starting prices are as follows:

• Galaxy S25: $799
• Galaxy S25+: $999
• Galaxy S25 Ultra: $1,299

On Wednesday, Samsung will begin accepting pre-orders for the S25 series, with sales commencing on Feb. 7.

Samsung Galaxy AI front and center

The S24 was launched with Samsung's suite of artificial intelligence features, known as Galaxy AI, last year.

Samsung unveiled new AI applications for the S25, aiming to transform the phone into a digital personal assistant.

Samsung's latest devices can perform tasks across multiple apps when prompted. For instance, a user can ask the phone to locate their favorite football team's schedule and add it to their calendar. Alternatively, a user can prompt the AI application to find nearby pet-friendly restaurants and send them to a specific contact. All of these actions will be executed by the device across multiple apps.

Samsung announced that the feature supports third-party apps such as Spotify and WhatsApp, in addition to its own and Samsung-owned apps.

The AI application can modify phone settings when instructed by a user.

Samsung's latest features highlight the competition among tech giants, including Samsung, to make AI on devices more personalized to individual usage habits and preferences.

Apple started introducing Apple Intelligence, its AI tools, to iPhones last year.

To distinguish their hardware from competitors, device makers see AI as a means of differentiation. For instance, Samsung aims to use the technology to boost sales of its high-end products.

Despite incremental improvements in hardware and product design, Samsung is focusing heavily on its AI capabilities with the release of the Galaxy S25 line-up. While there are some innovative features included, it's unlikely to significantly motivate consumers to upgrade their phones.

"While this problem is not exclusive to Samsung, Apple is also grappling with similar challenges with the iPhone 16 and Apple Intelligence. AI can be beneficial for those in need of an upgrade, but it may not be enough to sway consumers who already have a relatively modern phone."

In the fourth quarter of last year, Samsung's shipments of smartphones decreased by 2.7% year-on-year, while its market share shrank, according to International Data Corporation. Despite this, Samsung remained the second-largest smartphone shipper after Apple.

With aggressively-priced devices boasting solid specs, Chinese players Xiaomi, Transsion, and Vivo gained market share.

The S25 series is suitable for consumers with older mobile phones, but it is unlikely to prompt them to upgrade sooner.

Custom chip, new design

Samsung and Qualcomm collaborated to create the Qualcomm Snapdragon 8 Elite, an exclusive processor for the Galaxy device, which Samsung claims is the fastest ever in a Galaxy device.

Smartphones require processors with low power consumption to manage heavy AI workloads without draining the battery.

The S25 Ultra model from Samsung boasts an enhanced camera and a new design, in addition to other hardware changes.

The S25 series now features rounded corners instead of the angular design of its predecessors.