Samsung Electronics Co. plans to launch an ultrathin version of its Galaxy S25 phone in the first half of this year, beating Apple Inc. to a promising new category.

Samsung launched the S25 series which comes in three variants — the S25, S25+ and the S25 Ultra. The S25 starts at $799, the S25+ starts at $999 and the S25 Ultra starts at $1,299. Samsung touted improved artificial intelligence features as it looks to stay competitive against Apple and increasingly-competitive Chinese players.

Samsung has just launched its new Galaxy S25 smartphones and there is a limited time deal that Apple has never matched.