The Galaxy S25 Edge teaser made me care even less about the Galaxy S25

Nicely, it’s occurred — Samsung has lastly gone for an Apple-esque “Yet another factor” second. It waited till the final minute of its Galaxy Unpacked occasion to preview one other brand-new system, the Galaxy S25 Edge. And what? It paid off; my curiosity is piqued. I need to be taught extra about this ultra-slim flagship, and I need it in my arms as quickly as doable.

Nonetheless, Samsung’s top-secret tease has one slightly unlucky aspect impact: I’m not fascinated by the usual Galaxy S25 sequence, and right here’s why.

Let’s face it: The Galaxy S25 Edge is so thrilling proper now as a result of we all know nothing about it — or we don’t know very a lot. We’ve seen the design, so we all know that the cellphone is bigger than the Galaxy S25 however smaller than the Galaxy S25 Extremely and comes with two cameras slightly than Samsung’s ever-reliable trio, however that’s about it. Perhaps we are able to make an informed guess, like the truth that it can provide 25W or 45W wired charging and carry an overclocked Snapdragon For Galaxy chipset, however the remainder is a thriller.

Then again, the common Galaxy S25 sequence landed with about as a lot intrigue as a five-year-old doing a magic trick. Samsung did its best possible to hype up the brand new AI options (most of which have been co-developed with Google) and discuss its easy, emotive design ideas, however all of us noticed the updates coming from a mile away. It’ll be common, little question, however that’s not the identical as thrilling. Some issues that we hoped for, like magnet-compatible Qi2 charging, didn’t materialize, whereas pipe desires like an up to date design remained, properly, desires. I listened to the viewers clap politely through the Unpacked livestream, however I might inform the gang wished a bit of extra.

So, when the final second of an hour-long occasion preserved simply sufficient thriller, it lastly acquired my consideration. I put down the cup of espresso that had been warming my arms and jumped right into a Slack thread to see if anybody had recognized this was coming. Watching the Galaxy S25 Edge come collectively however by no means totally activate made me need ten extra seconds of video, purely within the hopes of seeing one thing new. If it’s going to tackle the rumored iPhone 17 Air, the Edge has to have one thing up its tightly tailor-made sleeve.

After all, my pleasure got here with the standard quantity of skepticism. Did I giggle at dubbing a cellphone with a flat show the Edge when all earlier Samsung Edge telephones have been curved? Positive, however I additionally cherished that Samsung discovered a solution to carry again the branding that made me drool in a Verizon retailer nearly a decade in the past. Do I hope that Samsung makes the best selection for its pair of rear cameras (a 200MP extensive sensor and a 50MP telephoto)? Sure, however I do know I’ll have to attend a number of months to seek out out. And, as a cellphone nerd, I’m excited to take action. Not a lot catches me off guard on the charge of product leaks nowadays, however Samsung lastly pulled off one thing neat.

And, on that observe, I feel I do know the place it went improper with its teaser, too.

Whereas I like that Samsung determined to finish its Galaxy Unpacked occasion with a punch, I feel it threw the improper blow. What makes Apple’s signature “Yet another factor” teaser so efficient is that it’s all the time totally different from the principle launch. As an alternative of getting one other model of the principle factor, you’re getting one other factor — you may be excited in regards to the new MacBook or iPad that’s on its means, however you additionally be taught a bit of bit about one thing coming even additional down the road.

For instance, when Tim Cook dinner unveiled the unique Apple Watch in September 2014, he did so on the finish of an iPhone occasion. He let iOS followers take pleasure in {that a} new flagship cellphone was coming however gave them one thing totally different to look ahead to. Cook dinner did the identical with Apple’s Imaginative and prescient Professional, debuting it at WWDC slightly than utilizing it to attract pleasure away from one other main launch. For those who’re going to tease one thing massive, you’ll be able to’t achieve this at the price of your present bread and butter.

And but, that’s precisely what Samsung did. It’s given Galaxy followers a purpose to sit down round and look ahead to the opposite shoe to drop — which it can, hopefully, sooner slightly than later. It’s made me excited for what’s to return, however it’s finished so at the price of what’s right here now.