Samsung Electronics has unveiled the latest iteration of its flagship Galaxy S series, foregoing significant hardware upgrades to focus on a refreshed Google-backed artificial intelligence platform in an apparent challenge to Apple amid the battle for AI leadership.
The world's biggest mobile phone manufacturer introduced another trio of smartphones – the Galaxy S25, S25+ and S25 Ultra – at its first Unpacked event for 2025 in San Jose, California, on Wednesday, promising the "most natural" interaction on a mobile device.
Save for slightly rounder edges, Suwon-based Samsung maintained the hardware in what may be its most minimally-upgraded line-up. Their most significant new component is Qualcomm’s Snapdragon 8 Elite processor, specifically configured for its Galaxy smartphones, in the process ditching Samsung's own Exynos chipset that has in the past drawn criticism from users.
Samsung did maintain memory options and pricing, despite rumours of an increase in the latter, while introducing a new 512GB model for the base Galaxy S25.
But the company is banking on an improved Galaxy AI platform powered by Google's Gemini. Also, all Galaxy S25 devices come with six months of Gemini Advanced and 2TB of cloud storage free of charge. Gemini Advanced costs Dh76.99 per month as part of the Google One bundle.
"We're once again setting the standard for mobile AI innovation once again ... Samsung is excited to build the next frontier for AI with Google," T.M. Roh, president of Samsung's mobile division, said in his keynote.
Samsung said Galaxy AI services received upgrades across the board, improving features such as text writing, image generation and Google's Circle to Search that provides information on any selected portion of the screen. In addition, a new video editing tool has been introduced, which allows users to reduce or remove unwanted noise.
"It's a huge step in how we want to make AI more useful. It's more personalised … meaning that it understands what you need," Omar Saheb, chief marketing officer of Samsung Middle East and North Africa, told The National.
While the use of AI isn't new, smartphone manufacturers are locked in a new battlefront with the emergence of generative AI, developing software and collaborating with other AI leaders to offer productivity-friendly services at users' fingertips.
Samsung continues to compete with Apple, with both having developed their own digital assistants, Bixby and Siri, respectively. Samsung devices also use Google Assistant.
Samsung and California-based Google have long been partners, and the improvement of Gemini's integration on the Galaxy S25 devices can be viewed as a direct challenge to Apple's collaboration with OpenAI, which introduced ChatGPT and brought generative AI to the fore. Samsung and Google are also working on an extended reality headset code-named Project Moohan.
Samsung briefly presented the XR device at Unpacked, but said more details will be provided "later this year".
The company also teased the slimmer Galaxy S25 Edge, although it was not launched alongside the rest of the S25 line-up and no date was given for its release. That, however, may have set the tone for another battle with Apple, which is reportedly working on what has been called the "iPhone 17 Air".
Generative AI is also appearing to be a magnet for smartphone buyers: nearly 60 per cent of respondents across seven countries said they are "open" to purchasing a device powered by the technology within a year, according to a survey from Counterpoint Research.
While Samsung has been consistently on top in past years, Apple has caught up, causing Samsung's overall market share to end behind its rival in 2024 for a second straight year, data from Canalys has shown.
Cupertino-based Apple amassed a 23 per cent market share in the last three months of 2024, anchored by the strength of its iPhone 16 line-up in the key holiday quarter, the Singapore-based research firm said.
Global smartphone shipments last year hit about 1.22 billion units, a 7 per cent annual increase, it added.
"If Samsung is to reclaim its crown, it also needs to focus more on hardware upgrades – especially innovations around computing power, camera sensors and battery – as they are critical to perform on-device AI features to match customer expectations of what AI can deliver", Nicole Peng, a senior vice president at Canalys, told The National.
"I still expect Samsung, as the hardware leader of the market, to focus on these improvements. However, the S25 might not be able to deliver all of above areas in one go, especially where they have less control over the SoC [system-on-chip] road map – which is still going to be their Achilles heel," Ms Peng added, referring to the outsourced Snapdragon processor. For comparison, Apple develops its own chips, allowing it to customise its performance to its requirements.
The Galaxy S25 series are already available to order, with its general release on February 7. UAE prices start at Dh3,199.
How to apply for a drone permit
- Individuals must register on UAE Drone app or website using their UAE Pass
- Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
- Upload the training certificate from a centre accredited by the GCAA
- Submit their request
What are the regulations?
- Fly it within visual line of sight
- Never over populated areas
- Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
- Users must avoid flying over restricted areas listed on the UAE Drone app
- Only fly the drone during the day, and never at night
- Should have a live feed of the drone flight
- Drones must weigh 5 kg or less
Timeline
2012-2015
The company offers payments/bribes to win key contracts in the Middle East
May 2017
The UK SFO officially opens investigation into Petrofac’s use of agents, corruption, and potential bribery to secure contracts
September 2021
Petrofac pleads guilty to seven counts of failing to prevent bribery under the UK Bribery Act
October 2021
Court fines Petrofac £77 million for bribery. Former executive receives a two-year suspended sentence
December 2024
Petrofac enters into comprehensive restructuring to strengthen the financial position of the group
May 2025
The High Court of England and Wales approves the company’s restructuring plan
July 2025
The Court of Appeal issues a judgment challenging parts of the restructuring plan
August 2025
Petrofac issues a business update to execute the restructuring and confirms it will appeal the Court of Appeal decision
October 2025
Petrofac loses a major TenneT offshore wind contract worth €13 billion. Holding company files for administration in the UK. Petrofac delisted from the London Stock Exchange
November 2025
180 Petrofac employees laid off in the UAE
Small Victories: The True Story of Faith No More by Adrian Harte
Jawbone Press
Racecard
7pm: Abu Dhabi - Conditions (PA) Dh 80,000 (Dirt) 1,600m
7.30pm: Dubai - Maiden (TB) Dh82,500 (D) 1,400m
8pm: Sharjah - Maiden (TB) Dh82,500 (D) 1,600m
8.30pm: Ajman - Handicap (TB) Dh82,500 (D) 2,200m
9pm: Umm Al Quwain - The Entisar - Listed (TB) Dh132,500 (D) 2,000m
9.30pm: Ras Al Khaimah - Rated Conditions (TB) Dh95,000 (D) 1,600m
10pm: Fujairah - Handicap (TB) Dh87,500 (D) 1,200m
COMPANY%20PROFILE
%3Cp%3E%3Cstrong%3ECompany%20name%3A%3C%2Fstrong%3E%20Alaan%3Cbr%3E%3Cstrong%3EStarted%3A%3C%2Fstrong%3E%202021%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20Dubai%3Cbr%3E%3Cstrong%3EFounders%3A%3C%2Fstrong%3E%20Parthi%20Duraisamy%20and%20Karun%20Kurien%3Cbr%3E%3Cstrong%3ESector%3A%3C%2Fstrong%3E%20FinTech%3Cbr%3E%3Cstrong%3EInvestment%20stage%3A%3C%2Fstrong%3E%20%247%20million%20raised%20in%20total%20%E2%80%94%20%242.5%20million%20in%20a%20seed%20round%20and%20%244.5%20million%20in%20a%20pre-series%20A%20round%3Cbr%3E%3Cbr%3E%3C%2Fp%3E%0A
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
Winners
Best Men's Player of the Year: Kylian Mbappe (PSG)
Maradona Award for Best Goal Scorer of the Year: Robert Lewandowski (Bayern Munich)
TikTok Fans’ Player of the Year: Robert Lewandowski
Top Goal Scorer of All Time: Cristiano Ronaldo (Manchester United)
Best Women's Player of the Year: Alexia Putellas (Barcelona)
Best Men's Club of the Year: Chelsea
Best Women's Club of the Year: Barcelona
Best Defender of the Year: Leonardo Bonucci (Juventus/Italy)
Best Goalkeeper of the Year: Gianluigi Donnarumma (PSG/Italy)
Best Coach of the Year: Roberto Mancini (Italy)
Best National Team of the Year: Italy
Best Agent of the Year: Federico Pastorello
Best Sporting Director of the Year: Txiki Begiristain (Manchester City)
Player Career Award: Ronaldinho
MATCH INFO
Uefa Champions League semi-final, first leg
Bayern Munich v Real Madrid
When: April 25, 10.45pm kick-off (UAE)
Where: Allianz Arena, Munich
Live: BeIN Sports HD
Second leg: May 1, Santiago Bernabeu, Madrid
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Gulf Under 19s final
Dubai College A 50-12 Dubai College B
How much do leading UAE’s UK curriculum schools charge for Year 6?
- Nord Anglia International School (Dubai) – Dh85,032
- Kings School Al Barsha (Dubai) – Dh71,905
- Brighton College Abu Dhabi - Dh68,560
- Jumeirah English Speaking School (Dubai) – Dh59,728
- Gems Wellington International School – Dubai Branch – Dh58,488
- The British School Al Khubairat (Abu Dhabi) - Dh54,170
- Dubai English Speaking School – Dh51,269
*Annual tuition fees covering the 2024/2025 academic year
Griselda
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