Samsung appears to be gearing up for a new addition to its Galaxy S25 lineup with an ultra-slim model that could launch in the second quarter of 2025. This release would set up a direct competition with Apple’s rumored "iPhone 17 Air," expected to arrive in September of the same year.
This isn’t the first time Samsung has developed products based on reports of Apple’s projects. Back in 2021, Samsung launched its Galaxy SmartTags following rumors that Apple was working on AirTags, which would later debut as Apple’s first tracker device.
Reports from South Korean media indicate that Samsung has filed a new smartphone, model SM-S937U, in the GSMA registry, a move that aligns with the company’s standard testing practices ahead of launch. The slim model will reportedly be marketed separately from the primary Galaxy S25 series to avoid overlap in sales.
Samsung’s strategy recalls its 2014 Galaxy Alpha—a thinner alternative in the Galaxy lineup—and represents an attempt to reignite interest in a maturing smartphone market. This slim device may act as a litmus test for the brand’s future direction, with Samsung monitoring consumer response to inform its Galaxy S26 lineup in 2026.
Meanwhile, Apple’s iPhone 17 “Air” is anticipated to feature a 6.6-inch display, an A19 chip, and a Dynamic Island display, alongside a custom 5G modem.
As Samsung and Apple move toward slimmer, more minimalist designs, their devices could redefine expectations in the smartphone category, hinting at a future where thin, efficient design becomes the new standard in premium tech.
