Galaxy S25 phones impress but feel too familiar to this journalist

Samsung has unveiled its Galaxy S25 series smartphones, featuring minimal design changes but significant AI-powered software improvements across three models: the S25, S25 Plus, and S25 Ultra.

Design evolution: The Galaxy S25 Ultra receives subtle refinements to better align with its smaller siblings while maintaining its distinct premium position.

• Flat titanium sides replace the previous convex design
• Rounded corners eliminate the sharp edges of prior models
• New unified camera lens design with thick bezels across all models
• Slightly larger 6.9-inch display with reduced bezels

Hardware specifications: The entire lineup maintains largely similar hardware to previous generations, with select improvements.

• All models globally feature the Qualcomm Snapdragon 8 Elite processor
• Base S25 model now includes 12GB RAM, up from 8GB
• S25 Ultra features a new 50MP ultrawide camera
• Gorilla Glass Armor 2 protection on the Ultra model
• Battery capacities and charging speeds remain unchanged

Software innovations: Samsung’s focus on AI integration brings new practical features to the Galaxy ecosystem.

• Google Gemini replaces Bixby as the default digital assistant
• AI-powered settings assistant helps users navigate phone options
• Cross-app actions enable seamless task completion across multiple applications
• Enhanced photo search capabilities through natural language
• New Galaxy Log feature for improved video color correction

Ecosystem improvements: Samsung has enhanced the integration between its devices.

• Automated routines based on usage patterns
• Cross-device features like TV control based on sleep detection
• Seamless updates finally implemented across the S25 series
• S Pen loses Bluetooth functionality in the Ultra model

Market positioning: Samsung’s strategy of minimal hardware changes while emphasizing AI capabilities presents both opportunities and challenges.

• The similar design to previous models may impact upgrade appeal
• Most AI features expected to eventually reach older Galaxy devices
• Price competition from discounted S24 series could affect sales
• Focus on software over hardware improvements reflects shifting industry priorities

Looking ahead: While Samsung’s AI innovations show promise, the conservative approach to hardware updates may test consumer appetite for upgrades in an increasingly competitive smartphone market. The success of the S25 series will likely depend on whether users find the AI features compelling enough to justify the investment, particularly when previous models offer similar physical experiences at lower prices.