Samsung Electronics has officially introduced its thinnest premium smartphone to date—the Galaxy S25 Edge—signaling a strategic push to win over consumers who want sleeker devices without compromising on performance. The launch comes as the tech giant looks to stay ahead of Apple in the competitive high-end mobile segment.
With the Galaxy S25 Edge, Samsung is specifically targeting younger demographics, particularly users in their 20s and 30s, who increasingly prioritize portability. The device features a 6.7-inch display and an ultra-thin 5.8 mm profile, making it the slimmest flagship ever released by the company.
“The message from our users was loud and clear—they want a device that’s easier to carry, yet just as powerful,” a Samsung representative said at the unveiling. To achieve this, the company overhauled several internal components, including a redesigned printed circuit board and a more compact thermal system.
Industry experts believe the timing of the release is no coincidence. Apple is rumored to be working on a slimmer iPhone model expected later this year. According to Ryu Young-ho, a senior analyst at NH Investment & Securities, Samsung’s move is “likely aimed at capturing market share from users looking for a thinner smartphone experience ahead of Apple’s next launch.”
The Galaxy S25 Edge is scheduled to hit shelves in South Korea on May 23, with U.S. availability starting May 30. The rollout will extend to approximately 30 additional countries, including major markets in Europe and China. Starting at $1,099, the phone is just slightly heavier than its S25 counterpart despite its larger screen.
Samsung has equipped the S25 Edge with advanced on-device AI, including multimodal features that allow real-time interaction using both voice and camera input. Users will be able to ask visual questions simply by pointing the phone’s camera at an object or scene.
Concerns over performance and potential overheating were addressed at the launch. Samsung Executive VP Moon Sung-hoon reassured users that the device includes a newly engineered slim vapor chamber for heat dissipation, maintaining high performance in a smaller form factor.
Samsung recently overtook Apple in global smartphone shipments for Q1 2025, securing a 20% market share compared to Apple’s 19%, according to Counterpoint Research. However, the company did caution that second-quarter sales might face challenges if global trade tariffs impact consumer demand.
