Everything You Need To Know About The Samsung Unpacked 2025 Launch Event
The Samsung Unpacked 2025 event was the phone giant’s annual reveal, and there was enough to keep rivals like Apple, Google and Sony quaking. As we’ve come to expect for these launches, the next generation of their flagship phone, the Samsung S series, was profiled. And it’s no surprise that AI featured heavily in Samsung’s plans moving forward – and we mean heavily.
While there was no rumoured new smart glasses or ring, as we saw in last year’s event, there were some surprises. Here’s everything you need to know about the Samsung Unpacked 2025 event.
Samsung Galaxy S25, S25+, and S25 Ultra phones
At first, it might seem like all three phones in the S25 range have much in common with the previous year’s model: a 6.2”, 6.7” or 6.9|” display, 4,000mAh, 4,900mAh or 5,000mAh batteries,120Hz adaptive refresh rate, and a camera set-up of a 50 MP main lens, a 12MP ultrawide, a 10 MP telephoto, and a 12MP selfie camera. But you’ll quickly notice the differences – like the Ultra’s 50MP selfie camera instead.
Also, the S25 range are lighter than their predecessors and slightly smaller in size, and they come in some cool new colours: new Icy blue, Mint, and Silver Shadow online-only options. More importantly, you’ll see a major improvement in performance with the newly launched Qualcomm Snapdragon 8 Elite, which Samsung say boosts performance across the phones by 40%. Combined with its new AI wizardry, it will mean better streaming, game-playing and higher quality photos and videos. All three phones are available from 7th February.
Samsung Galaxy S25 Edge
In case you can’t decide between the three S25’s announced, Samsung revealed a fourth: the Galaxy S25 Edge, due to be released in the first half of this year. The standout feature of the S25 Edge is its thinness: it measures just 6.3mm in width. In comparison, the Samsung S25 is 7.6mm in width and the iPhone 16 Pro is 8.25mm thick. Most likely, Samsung is trying to compete with the touted release of the iPhone 17 Air. It could be that Samsung have pipped it to the post and will release theirs first. Time will tell.
AI features
Samsung opened Unpacked 25 with its new AI announcements for a reason: it’s headline making stuff. The new AI features will be the thing that transforms these phones into something very different to their predecessors. So, what’s it all about? Well, AI in the S25 will be more of a personal assistant than Samsung phones have ever been before. Circle to Search has some updates and can now recognise emails, phone numbers and URLs on the screen, making it more efficient. If you want to find a photo fast you can use a natural language prompt and the AI photo search will find it. In fact, you can use natural language to do a lot of things on the S25. Simply ask it to find something, change the size of text, give you information etc, and the S25 can do it instantly.
Perhaps the niftiest AI feature is the new Now Brief, which gives you briefing updates throughout your day. It also tells you how well you slept, what time you need to set off for work, how many steps you’re doing, the times of meetings and appointments, and what your ‘energy score’ is. At the end of each day your AI assistant will give you a rundown of your day and brief you on what’s to come tomorrow.
All of this is possible because of the other major update, the One U17 operating system, which gives your phone a whole new look interface and makes it easier to use the new AI features. This upgrade was teased back in December but was officially launched at Unpacked 25 along with the new AI features that it facilitates.
Project Moohan XR Headset
Samsung’s mixed-reality headset was the first surprise of the event, and although there’s no release date or price for it yet, it caused quite a stir at the event. Looking a bit like a ski mask, it appears similar to the Apple Vision Pro: slimline with smooth curves and lightweight. A collaboration between Google and Qualcomm, the appearance of this innovative headset was more of an unveiling than anything else. It was officially announced in December, but this is the first time we’ve had a close up look. What do they mean by mixed reality? This headset will combine virtual reality, augmented reality, and artificial intelligence, to create a new experience that’s expected to blend into all future wearables.
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