South Korean technology company Samsung Electronics Co Ltd unveiled on Tuesday its latest artificial intelligence-powered flagship smartphone, the Galaxy S25 Edge, in a bid to grab a bigger slice of the pie in the highly competitive smartphone market.

The device, which is only 5.8 millimeter thick and weighs 163 grams, has enhanced AI and photography functionalities like audio and picture editing tools, providing a professional shooting experience and helping users capture images in low-light environments.

TM Roh, president and acting head of the device eXperience (DX) division at Samsung Electronics, said the S25 Edge not only marks a breakthrough for its category, but it also accelerates important innovation across the mobile industry.

Global market consultancy IDC said global smartphone shipments increased 1.5 year-on-year to 304.9 million units in the first quarter of 2025.

Samsung regained its top spot in the market, claiming a 19.9 percent market share with 60.6 million shipments in the first quarter. Apple came second with shipments of 57.9 million and a 19 percent market share. While, Xiaomi ranked third with 41.8 million shipments and a 13.7 percent market share.

The consultancy also estimated that most enterprises will experience a notable shift in the weight of technology investments toward AI implementation and adoption of AI-enhanced products and services.