Samsung launches its latest AI-powered smartphone, the S25, in a bid to challenge Apple's dominance in the US market. The phone features Google's Gemini AI and Qualcomm's Snapdragon 8 Elite chips, aiming to deliver faster performance and personalized experiences.
Samsung is intensifying its efforts to capture a larger share of the US smartphone market from Apple with the launch of its latest artificial intelligence-powered smartphone. The company unveiled the S25 at Samsung ’s annual “Unpacked” event in San Jose, California, marking its latest attempt to capitalize on its first-mover advantage over Apple , which has been slower to integrate generative AI features across iPhones.
TM Roh, president of Samsung’s mobile division, stated that the S25’s new AI operating system, built upon Google’s Gemini large language models and Qualcomm chips, would provide it with a competitive edge in the US smartphone market, where Apple holds a dominant sales position. “The AI ecosystem that we are developing with Google is very well positioned in the US market,” said Roh.This move comes as both Samsung and Apple are investing in AI technology to stimulate demand for their smartphones following a year of relatively stagnant global sales. Samsung launched its first AI smartphone, the S24, in January last year. Apple introduced initial AI features — known as Apple Intelligence — in October, followed by an integration of Siri with OpenAI’s ChatGPT in December. Apple currently commands the largest share of the US smartphone market, accounting for approximately 53 percent of shipments in the quarter ending September, compared to Samsung’s 23 percent, according to Counterpoint Research. The launch is particularly significant for Samsung, which has faced a series of setbacks within its semiconductor division. Its shares have plummeted by more than 30 percent over the past six months, prompting the group to issue a rare apology in October for its subpar performance. Samsung’s decision to select Qualcomm application processors for the S25 instead of its own in-house Exynos series marks another setback for its chip division, which contributes 60 percent of operating profit. The company is also facing mounting pressure from Chinese rivals in the rapidly expanding foldable phone segment. Roh asserted that the S25 would propel users from the era of touchscreens, where individuals utilize a suite of applications daily, to a landscape dominated by an AI voice assistant capable of executing tasks across the device on the user’s behalf. Samsung emphasized that the S25 operating system delivers faster responses to voice and text instructions, personalized to the user based on data stored locally on the device. Qualcomm’s Snapdragon 8 Elite chips are being utilized for the first time across all three models of the S25, resulting in a 40 percent performance enhancement for its neural processor, the “brain” powering AI, according to Samsung. WhatsApp and Spotify are among the inaugural third-party applications capable of interacting with the revamped AI assistant. Roh stated that the objective is to cultivate a vast ecosystem of Android apps that Gemini can interact with. He added that the S25 would offer Google Gemini in 46 different languages. Apple, which employs a combination of its own LLMs and OpenAI’s ChatGPT, has thus far rolled out Apple Intelligence only in local variants of English, with more planned by April. Nevertheless, the extent to which generative AI will reshape the smartphone industry remains uncertain, according to analysts. Technology analysis firm Canalys stated on Monday that consumers are becoming more aware of the new features, which is positive news for Samsung “given its global availability and first-mover advantage”. However, a December survey of consumers with AI-enabled smartphones by price-comparison site SellCell found that a substantial majority of both Apple and Samsung users perceived the initial features as adding “little or no value”
SAMSUNG AI SMARTPHONE S25 APPLE US MARKET GOOGLE GEMINI QUALCOMM CHIP DIVISION GENERATIVE AI
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