The year 2015 marked a period of intense competition in the smartphone industry, with manufacturers vying to create the thinnest phones possible. Chinese brands made a significant impact, often outdoing established players in the slimness race. A decade later, the trend seems to be circling back, with rumors swirling about the Galaxy S25 Slim and iPhone 17 Slim. While a potential iPhone redesign sparks excitement, Samsung’s approach leaves much to be desired.
A Sea of Sameness: Spot the Flagship (Spoiler: You Can’t)
Comparison of a mid-range Samsung phone and Galaxy S25 Ultra.A mid-range Samsung phone (left) and a Galaxy S25 Ultra render
Leaked images of the Galaxy S25 series suggest a continuation of the S24’s design language. The S25 Ultra offers minor refinements, such as rounded corners, but hardly qualifies as a significant overhaul. The standard and Plus models appear to only differ in color. The resemblance between the S25 Ultra and the entry-level Galaxy A13 is striking, separated only by subtle differences in side profiles and corner radii.
Comparison of three different Samsung Galaxy mid-range phones.Galaxy A16, A05s, and A34 5G smartphones
The Galaxy A16, A05s, and A34 5G further illustrate the design homogeneity. The A05s, priced significantly lower than the cheapest S24, looks remarkably similar. Even the glass-and-metal construction and premium feel of the A55 5G and A54 5G mirror the Galaxy S24 and S23, eliminating the “superior build quality” argument.
Comparison collage of Galaxy M and Galaxy A series phones.Galaxy A14 5G, Galaxy A55 5G, and Galaxy A54 5G
Even Apple Looks Innovative (By Comparison)
Comparison of three man line iPhones launched across four generations.Three mainline iPhones across four generations
While Apple continues to sell the iPhone SE, based on a 2017 design, even they have shown more evolution in their mainline iPhones. Camera placements have shifted, and the notch has been replaced by the Dynamic Island. Samsung, meanwhile, has doubled down on a uniform aesthetic across its entire lineup, from flagships to budget devices.
Rear panel of budget Samsung phones.Rear panels of budget Samsung phones
Ironically, some of Samsung’s budget phones exhibit more distinctive designs than their flagship counterparts.
A Plea for Originality: Remembering Samsung’s Design Legacy
Samsung Galaxy S6 and Galaxy S8.Samsung Galaxy S6 Edge and Galaxy S8
Samsung’s marketing language, touting “Essence of Originality” and “Bold Geometry,” rings hollow when faced with the reality of their homogenous product line. Looking back at devices like the Galaxy S6 Edge and S8, with their distinct aesthetics and bold color choices, serves as a reminder of Samsung’s design capabilities.
The Samsung Galaxy S24 Ultra and Galaxy S23 UltraSamsung Galaxy S24 Ultra and Galaxy S23 Ultra
Looking Ahead: A Glimmer of Hope for 2026?
With the resources and talent at its disposal, Samsung has the potential to reclaim its design leadership. Chinese competitors like OnePlus, Oppo, Vivo, and Xiaomi offer compelling examples of innovation and unique design language, often at lower price points. The OnePlus 11, Oppo Find X8, Xiaomi 15, and Google Pixel 9 Pro all stand out with their distinctive appearances. Perhaps 2026 will mark a return to form for Samsung’s design philosophy. For now, it seems the company needs to look to its past for inspiration.
