**Targeting the Premium Smartphone Market in the Second Half… Strengthening Three Pillars: AI, Durability, and Design**
Samsung Electronics has officially kicked off its offensive in the premium market for the second half of the year by unveiling its new strategic smartphone, the 'Galaxy S25 Edge.' This new model, which completes the puzzle of the Galaxy S25 series, boasts a thickness of just 5.8mm, making it the thinnest in the history of the Galaxy S series, with a strategy aimed at redefining the boundaries between slimness and high performance.
On the morning of the 13th, Samsung Electronics held a launch event themed 'Galaxy S25 Edge: Beyond slim' through online channels like Samsung.com. The official launch is set for the 23rd, with pre-orders running from the 14th to the 20th.
Samsung Electronics' acting head of DX division, Roh Tae-moon, explained, "The Galaxy S25 Edge is a product that transcends the limits of ultra-slim technology, rewriting user experience. It represents a new premium category that balances design and engineering."
**Premium Strategy Capturing Three Elements: AI, Durability, and Lightweight**
The key features of the Galaxy S25 Edge include its 5.8mm thickness and lightweight body weighing just 163g. Compared to previously released models in the same series, such as the S25 Ultra (8.2mm, 218g), S25+ (7.3mm, 190g), and S25 (7.2mm, 162g), it offers a thinner and much lighter option.
It’s not just about the slim appearance. Samsung Electronics has also invested efforts in durability and performance. The front display is equipped with 'Corning Gorilla Glass Ceramic 2,' enhancing damage resistance, while the frame is made from titanium material. Additionally, it comes with an IP68 rating for water and dust resistance as standard.
The camera performance can compete with the higher-end model, the S25 Ultra. It features a 200MP high-resolution wide-angle camera and a 12MP ultra-wide lens, supporting close-up photography through automatic focusing (AF). The nighttime shooting capabilities have also been improved with 'Nightography' technology, which enlarges pixel size by 40%.
AI features are another strength of the S25 Edge. Based on the latest 'Snapdragon 8 Elite for Galaxy' chipset and its own thermal management system (vapor chamber), the device elevates on-device AI processing capabilities. It includes enhanced 'Writing Assist' features such as text summarization, translation, table creation, and image saving, as well as real-time visual recognition functionality.
Samsung's security solution 'Knox Vault' is also implemented to protect sensitive data such as passwords and authentication information at the hardware level.
**Targeted Premium Benefits with 'AI Subscription Club' and Reward Program**
The retail price is set at 1,496,000 KRW for the 256GB model and 1,639,000 KRW for the 512GB model. Samsung Electronics is offering a 'Double Storage' benefit for pre-order customers, providing a free upgrade from the 256GB to the 512GB model.
Content benefits include six months of Google One AI Premium and a three-month free subscription to Willa, along with a 30% discount coupon for Samsung.com exclusive accessories. The device is available in three colors: 'Titanium Silver,' 'Titanium Jet Black,' and 'Titanium Ice Blue.'
In addition, Samsung Electronics will operate a subscription program called 'New Galaxy AI Subscription Club' targeting premium customers. Subscribers can receive up to 50% compensation upon device return, along with benefits from 'Samsung Care+ Smartphone Damage+' and accessory discounts. The monthly fee is 5,900 KRW, with options for a 12-month or 24-month subscription.
Meanwhile, Samsung Electronics also introduced the 'Galaxy Ring Two-Tone Titanium Black' alongside the Galaxy S25 Edge, which will be available in limited quantities at Samsung's Gangnam store starting from the 14th. Purchasing the S25 Edge together with the Galaxy Ring will provide a 20% discount on the Galaxy Ring and 100,000 Samsung membership points.
Image source: News1
