Samsung has unveiled its latest AI-powered smartphone, the S25, at its annual “Unpacked” event in San Jose, California, marking a determined effort to expand its share of the US smartphone market, according to a report by the Financial Times.
The S25 features an advanced AI operating system developed in partnership with Google’s Gemini large language models and powered by Qualcomm’s Snapdragon 8 Elite chips. TM Roh, president of Samsung’s mobile division, stated that this collaboration positions the company strongly in a US market dominated by Apple. “The AI ecosystem that we are developing with Google is very well-positioned in the US market,” Roh said.
Samsung’s move comes as both it and Apple increasingly focus on AI technology to reignite demand for smartphones following a year of sluggish global sales. Apple currently holds 53% of the US smartphone market compared to Samsung’s 23%, according to Counterpoint Research.
The S25 is Samsung’s second AI-driven device after the S24, launched last year. The new model aims to transition users from a touchscreen-dominated interface to an AI-powered voice assistant capable of handling a wide range of tasks. Samsung claims its revamped operating system offers faster and more personalized responses, leveraging locally stored data for improved performance.
The S25 also introduces integration with third-party apps like WhatsApp and Spotify, with plans to expand its Android ecosystem. Google Gemini, available in 46 languages on the S25, provides broader linguistic coverage compared to Apple’s AI, which remains limited to select English variants.
However, questions remain about the real impact of generative AI on the smartphone industry. Analysts, including technology research firm Canalys, see potential for growth, especially given Samsung’s first-mover advantage. But a survey by SellCell found that most consumers perceived existing AI features as offering “little or no value.”
Samsung’s launch coincides with challenges in its semiconductor division, which accounts for 60% of its operating profit. The decision to use Qualcomm’s processors in the S25 instead of its in-house Exynos chips underscores recent struggles. Samsung is also under pressure from Chinese competitors in the foldable phone market.
Despite these headwinds, the S25 represents a bold push to outpace Apple in AI innovation, signaling Samsung’s ambition to redefine smartphone interactions and regain ground in the highly competitive US market.
