As 2024 concludes, with no further Samsung announcements anticipated until 2025, it’s an opportune time to analyze the performance of the two dominant U.S. smartphone players over the past year. While the Galaxy S24 Ultra and Z Fold 6 showcased Samsung’s technical prowess, they struggled to differentiate themselves in a fiercely competitive market. Conversely, Apple had a landmark year, strategically introducing Apple Intelligence and setting the stage for a future driven by AI. While both companies achieved financial success, their trajectories appear to diverge. With the Galaxy S25 Ultra on the horizon, and leaks hinting at more of the same, Samsung needs a bold strategy to regain its competitive edge. Here are five key areas where Samsung can surpass Apple in the coming year.
Embrace Bold Innovation
Samsung's "Flex Liple" folding phone concept at CES 2024.Samsung’s “Flex Liple” folding phone concept at CES 2024. Photo by Joe Maring / MaagX
Samsung’s recent risk-averse approach, while understandable given past challenges, has allowed competitors to catch up. Leaks suggest the Galaxy S25 series will continue this trend, raising concerns about stagnant design. While excellent products and marketing have fueled Samsung’s success, history demonstrates that even industry giants are vulnerable. Companies like RIM and Nokia fell behind by failing to adapt to evolving market dynamics. Samsung has a history of groundbreaking innovation, and 2025 presents the perfect opportunity to recapture that spirit.
Reimagine the Smartphone Experience
Samsung Galaxy Note Edge top screen angleMaagX
From the Galaxy Note Edge to the first foldable phones and the S22 Ultra, Samsung has a legacy of disrupting the market. Each of these devices marked a new era for the company. However, the current design language, while initially refreshing, has become stale, especially as competitors have surpassed Samsung in hardware specifications. Thinner, lighter phones with faster charging, longer battery life, and superior cameras are now readily available. While smartphone development takes time, Samsung’s consistent design process over the past three generations suggests that now is the ideal moment for a radical shift. The potential for innovation, particularly in the foldable phone segment, is ripe for exploration.
Revolutionize the Galaxy Fold
Someone holding the Tecno Phantom Ultimate rollable phone concept.The Tecno Phantom Ultimate Concept phone with a rollable screen. Photo by Joe Maring / MaagX
While Samsung has undeniably driven the adoption of foldable phones, its dominance is under threat. The Galaxy Z Fold 6, while impressive, suffers from drawbacks like bulkiness and less intuitive multitasking compared to competitors. The Honor Magic V3, with its thin and light design, highlights the potential for slimmer foldables.
A person taking the Samsung Galaxy Z Fold 6 out of a pocket.Andy Boxall / MaagX
Furthermore, the OnePlus Open offers faster charging, better battery life, a superior camera, and improved multitasking at a lower price point. This underscores the need for Samsung to innovate beyond the current folding screen technology. Rollable displays, with their potential for creaseless screens, could be the key to the next generation of foldable devices.
Honor Magic V3 usb port compared to the Galaxy Z Fold 6Galaxy Z Fold 6 thickness (top) versus Honor Magic V3 (bottom). Nirave Gondhia / MaagX
Prioritize Sleek Design for the Galaxy S Series
The back of the Samsung Galaxy S24 Ultra and Apple iPhone 16 Pro Max.The Samsung Galaxy S24 Ultra (left) and Apple iPhone 16 Pro Max. Andy Boxall / MaagX
While the Galaxy S24 Ultra boasts impressive features, its size and weight remain a concern. Competitors like the Oppo Find X8 Pro offer a lighter, longer-lasting phone with a superior camera. For the Galaxy S series, particularly the Ultra model, a renewed focus on slimness and weight reduction is crucial. Addressing the weight imbalance and adopting a new design language could significantly enhance the user experience.
Develop a Distinctive AI Strategy
A photo of a Samsung Galaxy AI keynote, taken with the iPhone 16 Pro.Joe Maring / MaagX
Currently, Galaxy AI lacks a distinct identity, often relying on Google-developed features. With Apple emphasizing Apple Intelligence and Google promoting Gemini, Samsung’s AI offerings risk being overshadowed. A strategic approach that bridges the gap between Gemini’s research-focused capabilities and Apple Intelligence’s everyday enhancements could carve a unique space for Galaxy AI. Leveraging Samsung’s resources to develop a proprietary AI solution is crucial to competing effectively in the rapidly evolving AI landscape.
A person using the Generative AI wallpapers on the Samsung Galaxy S24 Ultra.Andy Boxall / MaagX
Whether Samsung adopts these recommendations remains to be seen. However, the competitive landscape, particularly with Apple’s continued advancements, demands a proactive and innovative approach. 2025 holds the potential for Samsung to reignite its innovative spirit and reclaim its leadership position.
