Tae Moon Roh Shares Insights at Unpacked Press Conference
"Price Freeze Was Challenging... Exchange Rate Was an Obstacle"
Key Difference from Previous Model:
AI Seamlessly Operates Across Multiple Apps
Tae Moon Roh, President and Head of Samsung Electronics' MX Division, stated on the 22nd (local time), "The Galaxy S25 series will achieve sales that surpass this year's market growth rate," and added, "We will lead the popularization of AI phones and take the lead in the market."
On the 22nd (local time), at the Galaxy Unpacked 2025 press conference held in San Jose, California, USA, Tae Moon Roh, head of Samsung Electronics MX Division, is listening to a reporter's question. Photo by Seoyul Hwang chestnut@
At a press conference held immediately after the 'Samsung Galaxy Unpacked 2025' event in San Jose, California, USA, Roh expressed his expectations by saying, "Sales will exceed those of the previous S24 series."
KB Securities estimated in a report released the same day, "Galaxy S25 sales are projected to reach approximately 37 million units, representing a 7% increase compared to the previous year's 35 million units," and added, "This would mark the highest sales in nine years since the S7 in 2016, which sold around 49 million units."
To drive the popularization of AI phones, Samsung Electronics has kept the price of the Galaxy S25 series unchanged, while also providing easy and intuitive features. Roh stated, "We decided to freeze the domestic price of the Galaxy S25 series so that more people can experience the new AI features," and added, "I have been considering a price freeze for several months. Although there were challenges due to exchange rate fluctuations during that time, I hope people recognize the company's sincerity in its efforts for the Korean market." As a result, the Ultra model starts at 1,698,400 KRW, the Plus at 1,353,000 KRW, and the base model at 1,155,000 KRW, all based on 12GB of memory.
The most distinctive feature separating the new Galaxy S25 series from its predecessor, the so-called first AI smartphone 'Galaxy S24 series,' is its more intuitive and user-friendly AI functions. In particular, the ability for AI to automatically switch between two or three applications with a single user command stands out. Previously, AI operated within a single app, such as summarizing call content during phone calls. Now, several apps can run simultaneously to fulfill a user's command. For example, if a user requests, "Find my favorite singer's concert schedule," the AI will search for the date and location and automatically enter the information into the phone's calendar. Roh described this as "fulfilling the true role of an AI companion."
He also shared his thoughts on the 'Galaxy S25 Edge,' the thinnest model among the S series unveiled at the event. This product was expected to be released under the name 'Galaxy S25 Slim,' but appeared at the Unpacked event with a different name. Roh explained, "Samsung Electronics first used the term 'Edge' with the launch of the Note Edge in September 2014," and added, "We used it to lead consumer trends, and this meaning was reflected in the naming decision." He continued, "I don't think consumers simply want thinner devices," and added, "We are developing the product so that consumers can understand why we chose this name, which is not only extremely thin but also delivers strong performance, including in camera capabilities."
Samsung Electronics also briefly showcased new device forms such as a triple-fold phone and AR glasses in the Unpacked event video. Roh stated, "We are preparing to try new form factors (devices)," and added, "We will launch them when usability and the ecosystem are ready."
Starting with this Galaxy series, Samsung Electronics is introducing a mobile subscription service called the 'New Galaxy AI Subscription Club.' The Subscription Club offers benefits such as guaranteeing up to 50% of the residual value when returning the device. If a Subscription Club member returns their Galaxy smartphone after using it for 12 months, they are guaranteed 50% of the standard price on Samsung.com; after 24 months, 40% is guaranteed. The monthly subscription fee is 5,900 KRW.
Roh commented, "We have put a lot of thought and effort into ensuring that many consumers can use new features and that the residual value (the amount that can be recovered at the time of sale) is guaranteed." Lim Sungtaek, Executive Vice President overseeing domestic sales at Samsung Electronics, also added, "Through the Subscription Club service, we hope to accelerate the transition to the AI era." Subscription Club enrollment begins on the 24th.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
