Samsung's ambitious attempt to beat Apple in the ultra-thin smartphone race appears to be falling flat, with the Galaxy S25 Edge reportedly experiencing disappointing sales figures despite launching ahead of Apple's rumored iPhone 17 Air. The device, which launched in May 2025 after being teased in January, represents Samsung's bid to capture the premium slim phone market, but early indicators suggest the strategy may have backfired.
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| The dual-camera system of the Galaxy S25 Edge, showcasing its sleek and modern design |
Sales Performance Falls Short of Expectations
According to industry sources cited by SamMobile, the Galaxy S25 Edge is performing below Samsung's internal sales expectations. This poor performance is particularly notable given Samsung's typical practice of sharing positive sales data from pre-orders and launch periods in its home market of South Korea. The company's unusual silence on sales figures for the S25 Edge suggests the numbers are not meeting corporate expectations.
The lukewarm reception extends beyond sales figures to community sentiment. Even on Samsung-focused forums like the Galaxy subreddit, where users typically show brand loyalty, the device has faced harsh criticism. One highly upvoted comment described the phone as the dumbest Samsung ever, citing concerns about pricing, necessity, and marketing claims.
Design Philosophy Creates Divisive User Experience
Samsung's approach to the Galaxy S25 Edge centered on achieving maximum thinness without compromise, according to Blake Gaiser, Samsung's director of smartphone product management in America. However, this design philosophy has created a device that polarizes users and critics alike. The ultra-thin form factor required significant trade-offs, including a smaller 3,900mAh battery and the elimination of telephoto camera capabilities.
Gaiser has defended these compromises by arguing that most users don't actually need advanced features like telephoto zoom or extended battery life beyond all-day usage. His strategy for addressing criticism has been to encourage skeptics to physically handle the device before making judgments, suggesting that the tactile experience might overcome specification concerns.
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| The sleek side profile of the Galaxy S25 Edge emphasizes its ultra-thin design, a focal point of Samsung's latest smartphone strategy |
Marketing Missteps and Messaging Problems
Industry observers point to Samsung's marketing approach as a significant factor in the device's poor reception. Rather than acknowledging the trade-offs inherent in ultra-thin design and positioning them as worthwhile sacrifices for portability, Samsung has maintained that the S25 Edge represents a no-compromise solution. This messaging disconnect has left potential customers feeling misled about the device's limitations.
The company's broader strategy of copying Apple's design language has also drawn criticism. The S25 Edge's resemblance to iPhone designs, combined with iOS-like features in Samsung's One UI 7 software update, has frustrated longtime Galaxy users who valued Samsung's distinct approach to smartphone design and functionality.
Market Position Weakens Against Apple Competition
Recent market data from Counterpoint Research reveals the broader challenge Samsung faces in competing with Apple. The top four best-selling smartphones in Q1 2025 were all iPhone models, with Samsung's first entry appearing in fifth place. More concerning for Samsung, the flagship Galaxy S25 Ultra dropped to seventh place compared to the Galaxy S24 Ultra's fifth-place position in Q1 2024.
This declining market position comes as Samsung attempts to differentiate itself through ultra-thin designs while Apple prepares its own slim iPhone 17 Air. The timing suggests Samsung may have rushed the S25 Edge to market without adequately addressing consumer concerns about the compromises required for extreme thinness.
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| The Galaxy S25 Edge, showcased in a casual setting, reflecting its place in the competitive smartphone market against Apple |
Future Implications for Slim Phone Segment
The Galaxy S25 Edge's reception raises questions about consumer appetite for ultra-thin smartphones that sacrifice traditional flagship features. While some users appreciate the improved portability and reduced weight, the broader market appears hesitant to accept the trade-offs in battery life and camera capabilities that current technology requires for extreme thinness.
Samsung's experience with the S25 Edge may serve as a cautionary tale for the emerging slim phone segment, particularly as Apple prepares to enter the market with its own ultra-thin device. The success or failure of these early ultra-thin flagships will likely determine whether this form factor becomes a lasting trend or a short-lived experiment in smartphone design.
