Samsung and Google’s AI partnership is a bigger win than you think – and I’m worried for Apple

At its Unpacked occasion yesterday, Samsung introduced its new lineup of AI-packed Galaxy smartphones, together with an on-device LLM that learns out of your habits and multimodal AI that may take motion based mostly on what it sees and hears. 

After some customers gave a lukewarm reception to Apple Intelligence within the iPhone 16, Samsung’s Galaxy S25 lineup stays centered on progressive AI options, whereas doubling down on integrations throughout its ecosystem of merchandise.

Samsung desires its ecosystem to be persistent throughout all its units, understanding that the traces between tablets, smartphones, and laptops are beginning to blur. “Shoppers’ lives aren’t as binary as they was once,” Danielle Moten, Samsung’s director of PC product instructed me in an interview. “We have taken the flexibility to proceed what you are doing from system to system.”  

Samsung repeatedly referenced its “shared imaginative and prescient for an open AI ecosystem” throughout its Unpacked keynote occasion, highlighting its partnership with Google and positioning the pair as leaders in AI innovation, with AI current throughout units and working techniques.

“We need to supply a very cross-OS platform expertise,” MC Lee, Samsung company VP, elaborated in the identical interview. “In the case of the Galaxy ecosystem, we made no compromises.” 

The Galaxy S25 lineup backs up that declare, with a give attention to software program and versatile, multimodal AI that Samsung says will break down boundaries between completely different features, finally transcending the app construction as we all know it altogether. Samsung’s partnership with Google’s Undertaking Astra imbues its units with cutting-edge options like display share and reside video streaming, setting the Galaxy units aside from different Androids (even Google’s personal Pixel line).   

Many of those options have actually been knowledgeable by Apple, which has a status for having (arguably) the perfect integration throughout its personal ecosystem. Samsung seemingly desires to take a web page from Apple’s e book, however do it higher, with the understanding that deep cross-device integration is what retains customers embedded throughout the ecosystem. 

That is one thing Apple is aware of all too effectively: the iPhone is ubiquitous, and lots of the customers stick to the system as a result of they know the way to use it, it does what they want, and all of their different units “simply work” with it. After getting that established, most customers won’t hassle to unravel the net. That’s, until there is a robust motive to. 

Samsung’s imaginative and prescient is to draw new customers by increasing its market share throughout the wearable, laptop computer, and smartphone markets, uniting all of those merchandise underneath one usability stream and fueled by helpful, distinctive AI options. Proper now, it is capitalizing on the truth that customers hear so much about AI, however most individuals nonetheless do not even know the way to use it. 

It is not alone in its quest. In partnership with Google, Samsung is positioning itself because the arbiter of AI innovation reverse Apple (a partnership which will additionally yield AR glasses) and produce the good points made by Google’s Gemini to not only a singular product, however a dwelling, respiration ecosystem that may scale en masse. 

With Google’s assist, this design philosophy might be the gas that propels Samsung to a place to actually problem the iPhone. We’ll simply have to attend and see as soon as we are able to absolutely take a look at the brand new Galaxy S25 units. Till then, I will be protecting my eye on additional developments.