Samsung is doing Apple better than Apple. Let me explain, clearing up any misunderstandings. I am not talking about the product; well, actually, I am because at the centre of the dispute is the Samsung Galaxy S25 Edge, the latest top-of-the-range model from the Korean company. But the smartphone is not important for what it offers, but rather for the strategy adopted by Samsung Electronics in launching a device that sits alongside its best-selling phone.
The S25 Edge stands out almost exclusively for its thickness, which is 5.8 mm, and its weight of 163 grams. This means that when you pick it up or put it in your trouser pocket, you can feel the difference in size and lightness compared to the most popular models in recent years.
A marketing triumph
That is the point. Faced with a phone that sacrifices some of the distinctive features of the S25 Plus (such as the S Pen) in order to reduce its size, Samsung has been clever in planning a marketing campaign to establish its latest smartphone.
This is no easy feat because presenting something less than the best Android smartphone on the market risks dampening public enthusiasm especially when the price ranges from €1,299 (12GB + 256GB) to €1,419 (12GB + 512GB), which should not be considered in absolute terms but also in relation to the cost of the S25 Ultra, the top of the range from Samsung, which is on sale starting at €1,499 (12GB + 256GB).
What struck me goes beyond questions about the quality of the phone, its price and how many units will be sold. The main issue concerns the company’s strategy, which has managed to win over the public with a phone that offers little in the way of innovation.
”The cutting-edge engineering that made this revolutionary smartphone possible is a testament to Samsung’s commitment to pushing the boundaries to deliver truly extraordinary premium experiences to users around the world. The Galaxy S25 Edge accelerates innovation across the mobile industry.”
In addition to defending the fort, the words of TM Roh, president of Samsung Electronics, emphasise the innovative scope of the phone. This is evident because reducing the thickness of a smartphone is no easy feat, especially when that phone includes a Snapdragon 8 Elite chip and a 200-megapixel camera, in addition to a titanium body.
Driving innovation, even when compromises are unavoidable
Looking at the specifications of the S25 Edge, which takes its name from Samsung Electronics’ previous range of phones with curved edges (produced before the invention of foldable), in addition to its 5.8 mm thickness, the 3900 mAh battery also stands out.
This capacity seems too limited, both because it is lower than the S25 and because, in practice, with intensive use, it is unlikely to be enough to last a whole day (despite the progress made by the company in recent years).
Even with the minimal thickness, Samsung’s efforts are partly negated by the protrusions of the external camera block, which are identical in size to those of the S25.
What some may see as critical issues, when viewed from another perspective, reinforce the Korean company’s ability to enhance the value of the S25 Edge, which perhaps not coincidentally arrived at a time when rumours are rife about the iPhone 17 Air, set to be launched next September. The Apple smartphone promises to integrate a silicon battery, which, thanks to its higher energy density, will reduce thickness without compromising battery life.
For its part, in addition to its historic rival, Samsung Electronics has probably wanted to demonstrate that it can raise the bar in innovation in response to the records often touted by Chinese companies. Considering that until the arrival of GenAI, hardware had been at the centre of discussions about the value of smartphones for years, with the S25 Edge, Samsung has shown that it knows how to play on the offensive, even without stunning software innovations. It may seem like a small achievement, but for the company, it is a big step forward.
