Samsung Electronics unveiled its latest flagship, the Galaxy S25, on February 10, with pre-order pickups for retailers starting on February 11. According to Jacob Chen, GM of Samsung Taiwan's Mobile Communications Division, pre-orders for the S25 series in 2025 have recorded double-digit growth compared to the S24 series in 2024, underscoring strong market demand.
The Galaxy S25 Ultra (16GB RAM, 1TB storage) sold out within an hour of pre-orders opening, highlighting strong consumer demand for Samsung's premium-tier model. This surge in sales is projected to boost Samsung's mobile revenue by 25% year-over-year in 2025 while also driving AI smartphone adoption in Taiwan, with penetration expected to rise by more than 10% compared to 2024.
In 2025, 75% of Galaxy S25 series buyers are expected to be existing Samsung users upgrading from older devices, while 25% will be first-time Samsung customers switching from other brands, according to Chen. Among upgraders, those transitioning from earlier Galaxy Note models—including the original Galaxy Note (Note 1)—constitute the largest group, accounting for 20–30% of total purchases.
An estimated 600,000 to 700,000 users are still actively using the Galaxy Note 3 and Note 4, presenting a significant upgrade opportunity for Samsung. In 2025, the company plans to ramp up marketing initiatives to encourage these long-time users to transition to the Galaxy S25 series.
Among the most popular Galaxy AI features on the S25 series in 2025 are Circle to Search, Live Translate, and Note Assist, according to Chen. The integration of generative AI has also had a direct impact on consumer behavior—shortening the typical upgrade cycle from 36 months to approximately 30 months—signaling a rising market acceptance of AI-powered smartphones.
In 2025, Samsung's strategy extends beyond just AI smartphone marketing and brand positioning. The company is set to expand its sales channels while rolling out new promotional offers, ensuring a more seamless and comprehensive purchasing experience for consumers.
Samsung has grown its direct-operated retail network to 80 stores, with plans for further expansion—prioritizing locations in shopping mall districts. The company aims to increase the share of revenue generated from its own retail channels to over 25% in the coming years.