Samsung Electronics has launched its latest flagship smartphone, the S25 Edge, boasting an ultra-slim design and high-performance capabilities. This new device is set to challenge Apple’s upcoming iPhone release later this year.
The S25 Edge will hit South Korea on May 23 and is scheduled for a U.S. release on May 30. With a 6.7-inch display and a thickness of just 5.8 millimeters, this smartphone is a direct competitor to Apple’s rumored slimmer iPhone. Despite its thin profile, Samsung claims that the S25 Edge doesn’t sacrifice performance, using a thinner vapor chamber for efficient heat management.
Samsung’s strategic timing for the launch of the S25 Edge is no accident. Analysts point to the growing rivalry between Samsung and Apple, with both companies known for carefully coordinating their product releases to maintain market dominance.
The Strategic Launch: Samsung vs. Apple
Samsung’s decision to release the S25 Edge ahead of Apple’s anticipated slimmer iPhone later this year highlights the fierce competition between the two tech giants. The companies have a long history of timing their releases to outmaneuver each other, and this launch is no different.
Since 2011, when their rivalry began to heat up, both Samsung and Apple have been locked in a battle to capture the largest slice of the smartphone market. This has led to a trend of pre-emptive product releases, where one company introduces a new feature or design just before the other can make its move.
Samsung has capitalized on this tactic before. In the past, the company has successfully increased market share by releasing innovative features ahead of Apple’s annual fall launches. With the S25 Edge, Samsung is once again trying to position itself as the first mover in the race for consumer attention.
In fact, the timing couldn’t be more significant. In the first quarter of 2025, Samsung held 20% of the global smartphone market, just ahead of Apple’s 19%. With the market so evenly split, every move counts. Samsung’s decision to release its flagship ahead of Apple’s potential launch could be an attempt to capitalize on the strategic window before the iPhone steals the spotlight later in the year.
Consumer Preferences: Slimmer Devices vs. Performance Priorities
While Samsung is emphasizing the slim profile of the S25 Edge, some consumers may prioritize other features over thickness. Research shows that for the majority of smartphone users, factors like battery life, camera quality, and performance take precedence over a device’s design.
Data indicates that 75% of users upgrading their phones are most concerned with battery life. In comparison, only 10% would consider a slimmer device as a top priority. In fact, 45% of consumers said performance was their primary consideration when choosing a new phone, while camera quality and storage space were also much higher on the priority list than device thickness.
Samsung, however, is betting that the S25 Edge’s sleek design will resonate with its loyal customer base. At a starting price of $1,099, the S25 Edge falls into the premium category, where brand loyalty is stronger, and design refinement is often just as important as performance.
For Samsung, this product is less about attracting new customers and more about satisfying existing ones who appreciate the design and the incremental improvements. In fact, this strategy mirrors the industry’s current trend of making incremental design changes instead of radical innovations. The focus is shifting toward making devices thinner, sleeker, and more aesthetically pleasing rather than groundbreaking in terms of functionality.
The Tariff Battle: Samsung’s Market Advantage?
Beyond design and consumer preferences, the timing of Samsung’s S25 Edge launch may be influenced by looming concerns about tariffs. With ongoing trade tensions and the potential for new tariffs, Samsung’s diversified manufacturing operations could give it a strategic advantage over Apple.
Industry analysts have warned that new tariffs could push smartphone prices higher by 40% to 50%. This could particularly affect Apple, as approximately 90% of iPhone production remains in China. On the other hand, Samsung, with its manufacturing presence in countries like Vietnam and India, may be in a better position to weather the impact of tariffs. This could give the company more flexibility to adjust prices and maintain its competitive edge.
Pricing Pressure and Consumer Reactions
The specter of rising smartphone prices due to tariffs is a concern for both companies. AT&T’s CEO recently commented that higher tariffs would likely lead to an increase in device prices, extending the length of time consumers hold onto their phones. This could slow down upgrade cycles, with customers opting to keep their phones for longer periods rather than paying the premium for newer models.
The potential for flagship smartphones to exceed $2,000 could be a game-changer for the industry. If these price hikes occur, the competition between Samsung and Apple will only intensify as both companies work to justify the higher costs to consumers. For now, Samsung is positioning itself as the more nimble player with its ability to adapt quickly to the evolving economic landscape.
