Samsung Electronics has launched its slimmest flagship smartphone to date — the Galaxy S25 Edge — in a bold move to outpace tech rival Apple in the competitive premium smartphone market.
Revealed during a launch event at the company’s store in Seoul, the Galaxy S25 Edge combines a sleek design with cutting-edge artificial intelligence features, targeting younger consumers increasingly drawn to portable yet powerful devices.
Samsung says the device, which boasts a 6.7-inch display and a body just 5.8 millimetres thick, is a direct response to user demand for slimmer phones that don’t compromise performance.
“The feedback was clear — users wanted something slimmer and easier to carry without sacrificing performance,” a Samsung spokesperson said. The company reportedly restructured key internal components, including the printed circuit board and thermal systems, to achieve the new form factor.
The launch comes ahead of Apple’s expected release of a thinner iPhone later this year. Industry analysts say Samsung’s timing may give it a competitive edge.
“By launching first, Samsung may sway consumers looking for thinner smartphones and potentially undercut Apple’s momentum,” said Ryu Young-ho, senior analyst at NH Investment & Securities.
The S25 Edge will go on sale in South Korea on May 23 and in the United States on May 30, with availability expanding to 30 other markets, including China and countries across Europe. It will start at $1,099.
Alongside its ultra-thin profile, the S25 Edge includes Samsung’s latest AI capabilities, such as multimodal interaction — allowing users to ask questions via camera and voice in real-time.
Addressing potential concerns about overheating and performance in a thinner model, Samsung Executive Vice President Moon Sung-hoon said the company had engineered a new, slimmer vapor chamber to manage heat.
“We’re confident the S25 Edge can be used without concerns about overheating,” Moon said.
Samsung recently reclaimed the top spot as the world’s leading smartphone vendor, holding 20% of global market share in the first quarter of 2025, just ahead of Apple’s 19%, according to Counterpoint Research.
Despite this, the company has warned that geopolitical tensions and tariff uncertainties could dampen demand and affect second-quarter shipments.
