“I name it the James Bond telephone,” Samsung’s Annika Bizon, vp of cellular product and advertising and marketing within the U.Ok. and Eire, informed Digital Tendencies throughout a dialog in regards to the new Galaxy S25 Edge shortly after its announcement.
“I name it the Bruce Wayne telephone.” Samsung’s smartphone specialist product supervisor Kadesh Beckford mentioned later in the identical name.
Why did these names come up, and the way do they relate to the brand new, slimline smartphone? It seems, understanding why the comparisons have been drawn is essential to understanding the Galaxy S25 Edge itself, and Samsung’s daring plan with it.
A press release maker
I actually wished to grasp who Samsung has made the Galaxy S25 Edge — a 5.8mm, 163 gram flagship smartphone — for, and spoke at size about it with Bizon and Beckford throughout a web based dialog quickly after the telephone’s announcement.
“Samsung has seen individuals need lightness, slimness, and to know they’ve the perfect expertise of their machine,” Bizon defined. “The S25 Edge is for individuals who wish to make an announcement, and it blows my thoughts how we’ve managed to suit a lot into such a small house. I name it the James Bond of telephones. He would solely have the good of telephones.”
Whereas the comparability with a cool character is sensible, what she mentioned subsequent confirmed whereas Bond can be an awesome match for the S25 Edge, the telephone has been positioned and pitched fairly in another way to different Samsung cellular gadgets.
“We’ve appeared on the youthful market,” Bizon mentioned, “however we don’t know who else it is going to be for but, and that’s thrilling. We’ve finished the analysis to seek out there’s demand, so we’ve obtained the foundations, however we’ve obtained to be taught who’s shopping for it, what they’re utilizing it for, and the way they’re having fun with it.”
A telephone with presence
The extra we talked in regards to the Galaxy S25 Edge, the extra delightfully experimental it sounded. Not when it comes to its expertise, however the way it suits into Samsung’s vary of gadgets, and the individuals the corporate expects it to attraction to. It’s how Batman entered the dialog.
“I name it the Bruce Wayne telephone,” Beckford laughed, “In Jet Black it’d match up with the Batmobile rather well.”
Beckford continued to say what the telephone means to him, and his personal reference to a well known character associated extra to the S25 Edge’s presence than its coolness. “It permits me to make an announcement. You set an S25 Edge down on the desk, and it means one thing.”
Beckford gave some deep perception into how the Galaxy S25 Edge enters new territory for Samsung:
“Our Galaxy S25 Extremely and Galaxy Z Fold 6 telephones are referred to as ‘Life Maximizers,” he mentioned, “whereas the bottom Galaxy S25, S25 Plus, and FE telephones are ‘Social Expressers. What’s occurring is we’re seeing individuals who desire a little bit of each. They wish to specific themselves, however in addition they need the ability and efficiency from a Life Maximizer telephone brings. The S25 Edge is a tool that matches into each these areas.”
Inner innovation
It was changing into clear the S25 Edge is greater than only a new entry into the S25 sequence, and understanding among the engineering that went into making it sees it shift nearer to the Z Fold sequence for innovation. Beckford talked about among the challenges confronted by the crew making the telephone:
“The digicam module was a problem,” he mentioned. “The 200-megapixel primary sensor is sort of thick, however we lowered it in dimension by 18% to suit. It means the telephone is effectively balanced. In a confined house you normally lose efficiency from the processor if there’s no warmth dissipation. We’ve used particular cooling and a vapor chamber to make sure the telephone runs at its highest efficiency with out overheating. These are challenges that come from making a telephone this slim, however we solved them.”
Why doesn’t the S25 Edge have a telephoto digicam? In any case, the Galaxy S25 Plus has one. It goes again to the telephone interesting to 2 normally separate teams of patrons. The principle and wide-angle cameras are key on the Galaxy Z Flip 6, and the S25 Edge is as a lot part of that household as it’s the S Sequence. Beckford identified that though there are solely two cameras, you continue to get a macro mode and a 2x optical high quality zoom alongside them.
A brand new course for Samsung
The Galaxy S25 Edge has components of the technical innovation we love from Samsung’s ongoing vary of folding gadgets, blended with the mainstream attraction of its S sequence telephones. What differentiates it’s the unbelievable slim, light-weight physique and design. Bizon ended our dialog by telling me how this has formed her private opinion of the S25 Edge.
“I feel it’s lovely,” she mentioned. “It’s an announcement about you, I like that it’s a dialog starter, and I see it stepping extra into vogue and magnificence.” She added, “It’s a must to be playful and quirky and do issues in another way to draw individuals.” I felt this doubtless finest described what Samsung is hoping to realize with the Galaxy S25 Edge.
Playful, quirky, fascinating, cool, trendy, and classy. When was the final time all of those phrases might be used collectively to explain a single cellular machine? It’s actually not not too long ago, and the very fact we’re utilizing them to speak a couple of new Samsung — a model few would contemplate daring in terms of design — smartphone is a specific shock.
There was an air of pleasure throughout my dialog with Bizon and Beckford. Prefer it was the beginning of one thing new and thrilling, but additionally ever-so-slightly mysterious and experimental too. After taking part in it protected with the Galaxy S25 and Galaxy S25 Extremely, Samsung has let itself go wild with the Galaxy S25 Edge and in one of the simplest ways attainable it’s not totally positive the place it’s going to guide, which makes us like this extremely slim telephone much more.