The much-anticipated Galaxy Unpacked event on January 22, 2025, witnessed Samsung unveiling the Galaxy S25 series. With the introduction of the Galaxy S25 Ultra, Galaxy S25+, and Galaxy S25, Samsung is promising a new benchmark in smartphone technology by combining cutting-edge hardware with new AI capabilities.
At the heart of the Galaxy S25 series lies Samsung’s ambition to create a true AI companion. The devices are equipped with multimodal AI agents that interpret text, speech, images, and videos, delivering seamless interactions that feel natural and intuitive. This AI evolution marks a significant leap forward in smartphone intelligence, offering users a more personalized and intuitive experience.
“The greatest innovations are a reflection of their users, which is why we evolved Galaxy AI to help everyone interact with their devices more naturally and effortlessly while trusting that their privacy is secured,” said TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics. “Galaxy S25 series opens the door to an AI-integrated OS that fundamentally shifts how we use technology and how we live our lives.”
The Galaxy S25 Ultra stands out as the most advanced model in the series. It boasts an upgraded 50MP ultrawide sensor, improved from the previous 12MP, enabling breathtakingly detailed shots. It also introduces 10-bit HDR recording and Virtual Aperture in Expert RAW mode, allowing DSLR-like depth-of-field control.
Samsung has significantly enhanced its neural processing capabilities with the Snapdragon® 8 Elite for Galaxy, delivering a 40% improved Neural Processing Unit (NPU), a 37% faster CPU, and a 30% more efficient GPU. These advancements mean that AI tasks such as Generative Edit can now be processed directly on the device, reducing the need for cloud-based computing.
How do the devices compare?
Samsung has also focused on thermal management with the S25 Ultra, integrating a 40% larger vapor chamber and a tailored thermal interface material (TIM) to enhance heat dissipation. This ensures smooth performance even during intensive gaming or AI-heavy tasks. The new editing tools, such as Audio Eraser and Galaxy Log, provide professional-grade capabilities, allowing users to isolate sounds, reduce noise, and apply advanced color grading to their content.
The Galaxy S25+ offers many of the Ultra model’s features but in a more affordable package. It balances power and efficiency, making it an ideal choice for users seeking high-end capabilities without the Ultra’s premium price tag.
Meanwhile, the Galaxy S25 remains the most accessible option in the lineup, offering essential features such as the Circle to Search upgrade and AI-driven personalization at a more competitive price point. However, in terms of design and hardware specifications, both models do not present significant upgrades from their predecessors.
Samsung has reinforced the durability of the S25 series by incorporating titanium frames and Corning® Gorilla® Armor 2, a groundbreaking material known for its superior scratch resistance and durability. The Ultra model maintains a lightweight design for a comfortable grip, while all models feature water and dust resistance. Sustainability remains a key focus, with Samsung utilizing recycled cobalt in batteries and incorporating recycled aluminum in the device frames, underscoring its commitment to environmentally responsible innovation.
Gaming enthusiasts will find the Galaxy S25 series particularly appealing, thanks to Samsung’s improved Vulkan Engine and Ray Tracing technology. These enhancements enable smoother frame rates and lifelike graphics, ensuring an immersive gaming experience. Coupled with the advanced Snapdragon® 8 Elite for Galaxy and a refined heat management system, the devices can handle demanding games without performance drops.
How much do they cost?
For the Kenyan market, Samsung has introduced tailored pricing and offers to make the Galaxy S25 series more appealing. The Galaxy S25 Ultra is priced at KES 188,400 for the 12GB RAM + 512GB model and KES 172,800 for the 12GB RAM + 256GB variant. The Galaxy S25+ costs KES 147,800 for the 12GB RAM + 512GB model and KES 132,000 for the 12GB RAM + 256GB version.
The standard Galaxy S25 is available at KES 116,200 for the 8GB RAM + 256GB option and KES 108,300 for the 8GB RAM + 128GB variant. Pre-order bonuses include double storage at no extra cost, a KES 5,000 cashback via Loop, and a free Jambojet return ticket, making the launch even more enticing for Kenyan consumers. Pre-orders are open from January 23 to February 16 at authorized Samsung stores and e-commerce partners.
Integration with Google’s Gemini
A key highlight of the Galaxy S25 series is its deep integration with Google’s AI ecosystem. Samsung’s collaboration with Google introduces Gemini, a powerful AI assistant designed to streamline productivity and everyday interactions.
“Just press and hold the side button to activate Gemini and perform seamless interaction across Samsung and Google apps, plus third-party apps such as Spotify. For example, find your favorite sports team’s season schedule and add it to Samsung Calendar — with a single command,” Samsung said. With a simple press of the side button, users can activate Gemini for real-time conversational assistance through Gemini Live.
“Gemini Advanced will allow users 6 months of free cloud storage of up to 2 terabytes on Samsung smartphones. Gemini is now far more capable at highly complex tasks like coding, logical reasoning, following nuanced instructions, and creative collaboration,” Google said at the event. “You can speak to your S25 device as though you’re talking to a friend.”
The assistant now supports multimodal input, meaning users can integrate text, images, and videos into their queries for richer, more contextual responses. It also extends its functionality to Samsung apps like Calendar, Notes, and Reminder, making it an invaluable productivity tool.
Offline Search and Circle to Search
Google also said it’s allowing users of Samsung devices to perform offline search, particularly through its “Gemini Nano” feature which enables access to AI features even when there is no internet connection, making it useful for situations with limited connectivity.
Samsung has also enhanced search functionality with AI-driven capabilities. The Circle to Search feature allows users to identify phone numbers, emails, and URLs on-screen for quick actions without switching apps. AI Overviews provide a detailed snapshot of search results, offering richer insights, whether identifying landmarks or researching trending topics. Additionally, the Now Bar displays real-time updates on sports, navigation, and notifications directly on the lock screen, providing users with instant access to important information.
The introduction of One UI 7 brings even greater levels of personalization and security. The Personal Data Engine ensures on-device AI processing for private and hyper-personalized experiences. Users can search for old photos using natural language commands, such as “Show me pictures from last summer,” improving accessibility to media content. The Now Brief feature on the lock screen proactively suggests reminders, event notifications, and task prompts, making daily planning more intuitive.
Privacy and cyber security
Privacy remains a cornerstone of Samsung’s ecosystem, with post-quantum cryptography ensuring data protection against emerging cybersecurity threats. The Knox Vault security platform safeguards biometric data and sensitive information, while the Knox Matrix dashboard allows users to monitor the security status of all connected devices.
“Because there is no privacy without holistic security, One UI 7 laid the groundwork for these innovations by introducing an extra, fortified layer of device safety designed for the age of AI and hyperconnectivity,” Samsung said. “Additional updates include added Maximum Restrictions settings, enhanced Theft Protection, and a new Knox Matrix dashboard to monitor the security status across a connected device ecosystem.”
For consumers who prefer a flexible device ownership model, Samsung has introduced the New Galaxy Club subscription plan. This initiative ensures that users always have access to the latest technology with periodic upgrades, making high-end smartphones more accessible and affordable over time.
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