Samsung Electronics Co. plans to launch an ultrathin version of its Galaxy S25 phone in the first half of this year, beating Apple Inc. to a promising new category.

Samsung launched the S25 series which comes in three variants — the S25, S25+ and the S25 Ultra. The S25 starts at $799, the S25+ starts at $999 and the S25 Ultra starts at $1,299. Samsung touted improved artificial intelligence features as it looks to stay competitive against Apple and increasingly-competitive Chinese players.

Samsung Electronics on Wednesday launched its latest flagship smartphones—the Galaxy S25 series—tasting a custom chip and boosted AI features. TakeAway Points: Samsung introduced the S25 series, which includes the S25,

Samsung Electronics on Wednesday unveiled its newest Galaxy S25 smartphones, powered by Qualcomm's chips and Google's artificial-intelligence model, hoping its upgraded AI features can reinvigorate sales and fend off Apple and Chinese rivals.

Samsung Electronics has unveiled the latest iteration of its flagship Galaxy S series, foregoing significant hardware upgrades to focus on a refreshed Google-backed artificial intelligence platform in an apparent challenge to Apple amid the battle for AI leadership.