Samsung Electronics launched its One UI 7 Beta testing program in Taiwan on December 6, 2024, introducing the most significant upgrade to the One UI interface in recent years. This update aligns with Samsung's strategy to integrate advanced AI features into its upcoming flagship model, the Galaxy S25, set to launch in the first quarter of 2025.
The beta program's initial rollout targets Galaxy S24 series users in select markets, including Germany, India, South Korea, Poland, the UK, and the US. Samsung plans to incorporate the official One UI 7 version into the Galaxy S25 series starting in the first quarter of 2025, aiming to boost both sales and user experience compared to the S24 line.
The new One UI 7 brings an enhanced human-machine interface with expanded AI functionalities. Samsung has strengthened cybersecurity through its Knox Matrix system, incorporating Trust Chain secure and private blockchain monitoring technology. This feature streamlines security operations and increases transparency within the connected device ecosystem.
The company's advanced data protection tools will enhance data synchronization, backup, and recovery across devices. These improvements aim to counter growing cybersecurity threats, including malicious applications, data breaches, and mobile phone theft.
On the hardware front, industry sources indicate that the Galaxy S25 will continue to feature a lightweight build with narrow bezels. The device is expected to see improvements in screen color performance, camera recording capabilities, and power management, enhancing user experience.
Regarding software, the current Galaxy AI offers generative AI tools such as note assistants, translation tools, and contextual search functions. However, while Samsung emphasizes security upgrades, it remains unclear what additional AI-powered applications will debut with the Galaxy S25 in 2025.
According to smartphone channel operators, the emergence of AI-powered smartphones in 2024 has reshaped the mobile market, with AI phone shipments reaching nearly 20% of total market share within just one year. Industry data shows that common generative AI features, like search and translation, have seen higher adoption among users.
However, brand-specific AI features, such as image editing and AI-assisted drawing tools, have struggled to gain traction. Industry analysts suggest that these less-utilized functions are not yet compelling enough to significantly drive replacement demand for AI phones. For smartphone brands like Samsung, this underscores the need to develop clear and differentiated marketing strategies for AI functionalities in 2025.
