It was analyzed that for Samsung Electronics' new flagship smartphone, the 'Galaxy S25', to be successful, generating revenue from AI software and services through the Galaxy S25 is key.

Samsung Electronics unveiled the 'Galaxy S25 series' on the 22nd local time in San Jose, USA.

Announcing this new product, President and Head of MX Business Division Noh Tae-moon said, “Samsung Electronics has been leading the mobile AI market through continuous innovation since launching the world’s first AI smartphone last year. The newly released Galaxy S25 series will present the easiest and most intuitive AI experience ever with an even more advanced Galaxy AI.” He emphasized the personalized AI experience, saying, “The Galaxy S25 series will revolutionize users’ daily lives with ‘One UI 7,’ a platform optimized for mobile AI.”

In this way, it is analyzed that the key to the success of this new product is the AI user experience that users can feel.

Samsung Electronics' Galaxy S series is Samsung Electronics' flagship product and is the core of its smartphone sales.

Data analyzed by Canalys, a subsidiary of OmdiaAccording to , the Galaxy S series has been growing steadily.

The Galaxy S22 shipped 18.7 million units from the first quarter of 2022 to the third quarter of 2022, when it was newly released, and the Galaxy S23 shipped 25.7 million units from the first quarter of 2023 to the third quarter of 2023, up 37.7% year-on-year. The Galaxy S24 shipped 32 million units from the first quarter to the third quarter of 2024, up 24.5% year-over-year.

Samsung Electronics' smartphone market share has also been steadily increasing.

Looking at the market share of smartphones priced over $600, Samsung has steadily grown to 19% in 2022, 20% in 2023, and 22% in 2024.

On the other hand, looking at the market share of smartphones priced over $600 excluding Apple, Samsung recorded 61% in 2022, slightly decreasing to 60% in 2023 and 58% in 2024.


Faced with this growth trend and a slight decline in market share in the high-end smartphone market, it is analyzed that AI experience through consumers' Galaxy S25 series will be important in leading the market share reversal in 2025.

Samsung Electronics has expanded the AI experience to smartphones by launching the world's first AI function built into a smartphone.

In particular, in 2025, it is expected that strong competitors such as Apple and challengers such as Honor and Xiaomi will launch a full-scale market attack armed with AI functions.

In 2024, it may be possible to appeal to consumers only with AI functions, but in 2025, the key issue will be whether consumers can use the AI functions usefully and whether related apps suitable for consumers can be distributed.all.

“It is still too early to tell whether Samsung will be able to leverage AI-based solutions in its flagship devices like the Galaxy S25 to drive software and services revenue opportunities in 2025, but growing the Galaxy AI user base remains a top priority for Samsung,” Canalys analysts said. “Premium device users tend to be more willing to spend on services, so acquiring these users will help Samsung position itself stronger to grow its AI and other software-related services.”

Meanwhile, the Galaxy S25 series is the first Galaxy to be equipped with an integrated AI platform, 'One UI 7', providing natural and intuitive usability.

It understands the user's situation and analyzes preferences through various user touchpoints such as text, voice, and images to implement a personalized AI experience, and provides a more natural mobile experience to users in their daily lives based on advanced natural language understanding technology.

For example, when searching for photos in the gallery, if the user enters keywords such as date or location, AI analyzes them and finds photos that match the keywords, and the new 'Now Brief' function analyzes the user's smartphone usage patterns and data to provide a personalized, customized information briefing.

This feature acts like a personal assistant, informing users of necessary information such as the weather, schedule, and my sleep score.

For example, for users who read the news every morning, we recommend news of interest based on frequently visited news pages.

In addition, it is equipped with AI agents and multimodal AI that simultaneously analyzes and processes various types of information such as text, images, and voice, providing users with an easy and convenient experience.
/> When a user performs a complex task that requires running multiple apps, the Galaxy S25 series can easily connect and run the necessary apps by entering a single command.

Users can hold down the AI button on the side of the phone to naturally input commands and perform tasks by speaking as if they were talking to a friend.

For example, if you want to check the schedule of your favorite sports team's games and save them to your calendar, you can now easily do the task that previously required going through multiple apps, such as search and calendar, with a single voice command, such as "Find the schedule of Team OO's games next week and add them to my calendar."

Currently supported apps are some Samsung and Google default apps, and we plan to continue expanding the list.

The 'Circle to Search' feature, which was first introduced in the Galaxy S24 series, has also evolved through collaboration with Google.

Multimodality is applied to handle various data types, and in addition to existing image and text searches, it also supports sound search played on the device.

In other words, if a user is curious about the music in a YouTube video, they can press the home button to launch the circle to search function and search for music to immediately check the song title.

Samsung Electronics and Google will continue to work together to realize a true AI ecosystem in which various partners and developers can participate.

Communication functions that eliminate language and expression barriers have also been upgraded.

First, the 'Live Translate' function, which provides real-time two-way interpretation service during calls, supports 20 languages, enabling free communication with people from more countries.

The Galaxy S25 series also transcribes call content into text. New support for ‘Call Transcript’ and ‘Call Summary’, which simply summarizes important points from a call.

It also features a new ‘Writing Assist’ feature developed through Galaxy AI.

Users can easily and quickly use text editing functions on any screen through ‘Writing Assist’, which integrates generative AI-based text editing functions such as text summarization, spelling and grammar check.