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 also previewed a thinner version of the flagship models at the end of an event in San Francisco, aiming to launch the Galaxy S25 Edge in the first half of this year ahead of Apple's anticipated rollout of its slimmer iPhone.

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.