Samsung Launches Galaxy S25, AI Phone With Qualcomm Chip

JAKARTA - Samsung Electronics on Wednesday, January 22, launched its newest Galaxy S25 smartphone, powered by Qualcomm chips and Google's artificial intelligence model. They hope the upgraded AI feature can revive sales and expel Apple and competitors from China.

Samsung also previewed a thinner version of its flagship model at the end of a show in California, aiming to launch the Galaxy S25 Edge in the first half of this year ahead of Apple's thinner iPhone launch.

Samsung was faster than Apple in launching an AI-based smartphone but failed to reclaim the throne on the global smartphone market last year, caught by competition with US competitors in the premium market and with Chinese companies in the lower class segment.

"We are one step ahead of the industry in terms of offering AI features. I believe we are on the right track," said Park Ji-sun, executive vice president who leads Samsung's AI team.

Samsung maintains the price of the Galaxy S25 series has not changed between Rp14,999,000 to Rp28,999,000.

According to Park, the new Galaxy S25 uses Gemini offered by Alphabet's Google as its default AI machine, and features Samsung's improved internal voice assistant, Bixby.

The two tools complement each other, and Bixby plays a key role in Samsung, whose products include cell phones to TV and household appliances, he said.

Thomas Husson, an analyst at Forrester, said that distinguishing Bixby would be a challenge for Samsung.

"I don't think there's a real killer app today that you know will convince them (consumers), 'Okay, I'm going to buy this one because this is an AI smartphone'," he said.

However, Husson added, that the AI feature can create halo effects around the Samsung brand.

The Galaxy S25 will offer a more personal AI experience. For example, its "Now Brief" service - which provides recommendations to users based on personal data stored and processed on mobile phones for privacy reasons - will feature a series of custom items such as calendars, news, and bedroom temperature and carbon dioxide levels.

This phone will be able to perform multiple tasks with one command, such as finding upcoming sporting events and then adding them to the user's calendar.

Samsung uses the Snapdragon 8 Elite Mobile Platform Qualcomm for the entire Galaxy S25 lineup, disposing of its own Exynos mobile chip, a major strategic change for companies that previously used both to have more bargaining power with suppliers.

Using Qualcomm chips is a setback for the South Korean company's chip business, which makes its mobile division one of its main customers.

Samsung didn't say why they decided not to use their own chips in the new model.

A source familiar with the matter said Samsung was looking to use the Exynos chip on its foldable phone which will be launched later this year.

"The sale of the Galaxy S25 series is important when Samsung's folding phone sales have stagnant in facing challenges from Chinese companies," said Lim Su-jeong, associate director at research firm Counterpoint.

Samsung's first quarter of profit, released earlier this month, missed expectations due to chip development costs and increased competition in the smartphone market.