Samsung Electronics and Apple are set to face off in the smartphone market this fall. Both companies are focused on attacking each other's 'home turf' as they launch new products. The key phrases for this smartphone war are 'slim' and 'artificial intelligence' (AI).
On the 28th, Samsung Electronics sent invitations for a 'Galaxy event' to global media and partners, stating, "We will introduce the new family of the Galaxy S25 series." This product unveiling will take place at the IFA 2025, Europe's largest electronics exhibition, scheduled for September 5 in Berlin. Industry predictions suggest that the Galaxy S25 Fan Edition (FE) and the Galaxy Tab S11 series will be unveiled at this Galaxy event.
Samsung Electronics has typically unveiled and launched FE models at the end of the year. The Galaxy S23 FE was released in December 2023, while the Galaxy S24 FE was launched in November last year in South Korea. FE refers to products that maintain popular features from flagship models while reducing some specifications to offer a more affordable price. The Galaxy S25 series will include the existing three models (base, plus, ultra) along with the Edge (released on May 23) and FE models, thereby covering all market demands from budget to flagship.
The unusual timing of Samsung Electronics revealing the FE model in September is believed to be influenced by Apple's product announcement schedule. Apple plans to hold a product launch event at the Steve Jobs Theater in Apple Park, Cupertino, California, on September 9, where they will unveil the 'iPhone 17 series' and others.
An industry official noted regarding the Galaxy event, "Samsung Electronics is preemptively showcasing the FE model ahead of Apple's product announcement schedule, creating a counterattack." He added, "The Galaxy S25 series is expected to gain popularity in not just Korea but globally, increasing demand for the FE model."
◇ The iPhone getting thinner, following the Galaxy
The major change in the iPhone 17 series is the addition of the 'Air' model. According to industry sources, the newly added Air model will have a thickness of just 5.5 mm, making it the thinnest iPhone to date. This is thinner than the 'Galaxy S25 Edge', which has the thinnest thickness of the Galaxy S series at 5.8 mm. Apple is reported to have removed the 'Plus' version from the existing four models (base, plus, pro, pro max) in favor of adding the Air.
Apple's release of a slim phone reflects the fact that Samsung Electronics confirmed market demand with the launches of the Galaxy S25 Edge and the Fold and Flip 7. The Galaxy Z Fold 7 has a thickness of 8.9 mm when folded, which is only a 0.7 mm difference compared to the bar-shaped Galaxy S25 Ultra. When unfolded, it has a thickness of just 4.2 mm. IT media TechCrunch stated that Apple's addition of the Air to its lineup is a response to the 'thinned smartphone' trend, following in the footsteps of companies like Samsung Electronics, as well as an attempt to pave the way for Apple's foldable phone expected to launch in September 2026.
Samsung Electronics has increased its shipment volumes by releasing smartphones with a 'thin design.' According to Counterpoint Research, Samsung Electronics recorded a 20% share of the global smartphone market in terms of shipment volume in the second quarter of this year, ranking first. This is an 8% increase in shipments compared to the same period last year, and the market share has also risen by 1 percentage point.
◇ Focusing on attacking the 'home turf' market... The key is 'AI completeness'
Samsung Electronics and Apple appear to be focusing on attacking each other's home turf as they launch their new smartphones.
Currently, the South Korean market is led by Samsung Electronics. According to market research firm Counterpoint, Samsung Electronics accounted for 82% of the smartphone market share in terms of sales from January to July this year. This marks the 'largest sales share ever' during this period.
However, Counterpoint has raised the possibility that Samsung Electronics' dominance could be shaken by the release of the iPhone 17 series. Apple is doubling down on its market strategy by including South Korea as a 'primary launch country' for the iPhone for two consecutive years. Recently, it has also been strengthening its 'locally customized' strategy by introducing T-money into Apple Pay.
Counterpoint stated, "While demand for Samsung's Galaxy flagship smartphones among young people has somewhat risen, customer loyalty to Apple remains strong, suggesting that Samsung's dominance is likely to wane somewhat starting in September."
Samsung Electronics is also boosting its market dominance by intensifying its marketing in the U.S. According to market research firm Canalys, Samsung Electronics recorded a 31% market share in terms of shipment volume in the U.S. smartphone market in the second quarter. This marks an 8 percentage point increase compared to the same period last year when it was 23%. During the same period, Apple's share fell from 56% to 49%, a drop of 7 percentage points. Industry analysis suggests that the difference in AI technology between Apple and Samsung Electronics has contributed to this change.
AI capabilities are being cited as a decisive factor in the competition between the two companies' smartphones in the latter half of this year. Apple held its annual Worldwide Developers Conference (WWDC25) last June and unveiled numerous new AI features. However, evaluations suggest that most of these features are identical to those introduced by Samsung Electronics with the Galaxy S24 series last year. Regarding the upcoming release of the 'Siri 2.0' version, which combines generative AI with a voice recognition assistant to enhance usability, Apple noted that "more time is needed."
The mind games between the two companies have already begun. Samsung Electronics' U.S. branch recently released a 30-second advertisement pointing out the shortcomings of the AI capabilities in iPhones. After juxtaposing the Galaxy Z Fold 7 and the iPhone, it indirectly indicated the differences in 'AI photo editing features.' An industry official said, "If the AI completeness in the iPhone 17 series is inferior to that of Galaxy, it may impact Apple's image, which has symbolized innovation."