The premium smartphone segment in India is mainly dominated by Apple and Samsung, with other players like OnePlus, Oppo, and Vivo offering premium products at competitive prices, posing a tough challenge. These brands are gradually increasing their market share in the premium category. Apple recorded a historic number of shipments in the last quarter, while Samsung has recently lost market share to its rivals. To regain its position and reinforce its brand image, Samsung India has launched the Galaxy S25 Series with the tagline – Your True AI Companion.
There is a growing demand for AI features in smartphones, with consumers increasingly seeking premium devices powered by AI, personalised information, and enhanced data analytics. This trend is driven by factors such as rising internet penetration and a tech-savvy population, making AI-enabled smartphones a key focus in the Indian market. According to Statista Market Insights, India’s smartphone market revenue is projected to reach $48.2 billion in 2025, with an anticipated compound annual growth rate (CAGR) of 6.87 per cent from 2025 to 2029. India’s smartphone market is also witnessing a surge in demand for budget-friendly devices due to its large population and price-sensitive consumer base. In terms of per capita income, each person in India is expected to generate revenue of $33.37 in 2025. Looking ahead, the market volume is forecast to reach 243.4 milliSamsung, India’s largest consumer electronics brand, has introduced its new S25 series – Galaxy S25 Ultra, Galaxy S25+, and Galaxy S25 – with prices starting at R80,999 and going up to R1.65 lakh for the top-end Ultra model, which comes with 12GB RAM and 1TB storage. These smartphones feature the latest technology and customer-centric innovations. The Galaxy S25 series marks Samsung’s first step in its vision to revolutionise user interactions by seamlessly integrating AI agents and multimodal capabilities. In addition, the company will introduce an ultra-thin model – the Galaxy S25 Edge – which is expected later this year.
“Samsung unveiled the era of mobile AI with the launch of Galaxy AI last year. We are now opening the next chapter of Galaxy AI with the Galaxy S25 series – Your True AI Companion. The Galaxy S25 series delivers the most context-aware, personalised AI yet, offering tailored, actionable insights while ensuring user privacy. I am pleased to share that the new Galaxy S25 series will be manufactured at our Noida factory,” said JB Park, President and CEO, Samsung Southwest Asia.
The Galaxy S25 series is the first to feature One UI 7, Samsung’s AI-first platform designed to provide intuitive controls and AI-powered personalised experiences. AI agents with multimodal capabilities allow the Galaxy S25 series to interpret text, speech, images, and videos, making interactions feel more natural. Users can also perform actionable searches with context-aware suggestions for the next steps. Additionally, switching between apps for quick follow-up actions, such as sharing a GIF or saving event details, is seamless. These smartphones also represent a breakthrough in natural language understanding, simplifying everyday interactions.
Advantage of AI
The Galaxy S25 series brings a range of upgrades to Galaxy AI’s popular tools for communication, productivity, and creativity. Google’s Circle to Search now instantly recognises phone numbers, emails, and URLs on the screen. Calls are organised with an automatic call transcript and summary. With Writing Assist, users can summarise content or automatically format notes. Drawing Assist introduces new ways to bring ideas to life through sketches, text, or image prompts.
The new series includes a Personal Data Engine, which safely analyses user data on-device to deliver highly tailored experiences that reflect individual preferences and usage patterns. These insights enable personalised features such as searching for old photos in the Gallery using natural language or receiving proactive daily guidance through Now Brief, accessible via the Now Bar8 on the lock screen. Additionally, the phone offers an Audio Eraser to remove unwanted background noise from videos. The Galaxy S25 series also enhances cinematic creativity with Galaxy Log, which enables precise colour grading for more professional video production. In terms of sustainability, the components of the Galaxy S25+ and S25 now include at least one recycled material.
To mark its anniversary, Samsung’s flagship store in Mumbai celebrated with a record-breaking 700 early deliveries of the new Galaxy S25 Series smartphones to customers. Samsung India is aggressively driving its marketing and branding activities across multiple platforms to expand its reach. Whether these efforts will successfully help Samsung reclaim its brand image and market share remains to be seen.