In a bold marketing move, Samsung has ignited the competitive tech landscape by unveiling its much-anticipated Galaxy S25 Edge, while throwing shade at Apple’s artificial intelligence rollout. With the tagline, “They’re here now, not coming soon,” the tech giant clearly took aim at Apple’s recent WWDC teaser, which promised significant AI enhancements in the future.
This headline-grabbing statement was part of Samsung’s global launch event for the Galaxy S25 Edge, where the company emphasized that AI-powered features are already integrated and fully functional in its latest flagship.
Edge Leads the Way in AI Innovation
“Edge” becomes the perfect keyword—not only for the product's name but as a statement of Samsung’s position in the race for AI dominance. At the core of the S25 Edge’s design is a next-generation AI engine, seamlessly integrated into core functionalities including voice interaction, real-time translation, camera optimization, and smart battery management.
Samsung representatives were unapologetic in their critique of the competition. In an on-stage presentation, a Samsung executive remarked, “While others are talking about what’s coming, we’re delivering what’s already here.” The crowd responded with enthusiasm, clearly appreciating the assertiveness of the brand’s messaging.
This direct contrast to Apple’s strategy was no coincidence. In recent months, Apple has hinted at transformative AI features coming later this year. Samsung, however, has fast-tracked these tools into its hardware, offering users a tangible taste of what the future looks like—right now.
Design-wise, the Galaxy S25 Edge doesn’t disappoint either. With a sleeker, more curved screen, improved durability, and a feather-light chassis, it’s clear the “Edge” name isn’t just symbolic. The handset also introduces a revamped One UI interface that leverages AI to adjust themes, icons, and settings based on user habits.
Further standing out, the phone includes “Smart Assist”—an AI-powered personal assistant that learns user routines and suggests actions before they’re needed. From personalized camera settings to predictive app launches, Samsung’s AI suite feels like a matured version of what Apple is still previewing.
With this strategic launch, Samsung not only ups the ante in smartphone technology but also redefines how tech brands communicate progress. It’s not just about announcing features anymore—it’s about proving them.
As the Galaxy S25 Edge makes its way into markets, one thing is clear: in the AI race, Samsung isn’t waiting for the future. It’s living it now.