Samsung ushers in a new super cycle era of AI-powered smartphones
A complete change in mindset and approach from Samsung with the new S24 sees the focus now firmly on AI features and less on the hardware.
Samsung’s Unpacked 2024 event was held in Apple’s backyard in downtown San Jose. A glitz and glamour affair, the vendor unveiled the new Galaxy S24 line-up which includes:
The flagship Galaxy S24 Ultra
Galaxy S24 and Galaxy S24+
Prices start at €899 for the S24 and €1149 for the S24+. The S24 Ultra will set consumers back €1449 for the 256GB model, topping out at €1809 for the 1TB unit.
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e54d7ee-590e-4f30-bb61-86a295b382e1_5712x4284.jpeg)
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F681f22f3-b9c0-45ea-91b6-8435fa4717bb_5712x4284.jpeg)
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F4185852f-e6e7-4e7d-8cc0-9664a6aa90d1_5712x4284.jpeg)
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5fc4a1bc-2e75-4aad-bdfe-781790b7c36a_5712x4284.jpeg)
Galaxy AI
In stark contrast to previous Samsung events, greater airtime was placed on new services thanks to its own AI capabilities, Galaxy AI. This represents a pivotal moment for the industry as it potentially ushers in a new era in the way smartphones (and consumer electronic devices) are positioned in the market.
The challenge remains the same for all providers like Samsung. Convincing users to fork out for these new all shiny devices will not be easy during the ongoing cost-of-living crisis. Some will see the new hardware-centric features as incremental, which will make it a harder sale for users.
Also, there appears to be further pressure on new premium high-end devices to deliver and meet even higher expectations. Let’s not forget that with users extending the lifecycle of a device, it could be that we might see greater demand for the next generation of a device.
Hence, the importance of finding new categories like foldables, as well as positioning new consumer electronic devices in a different way.
On the design side of things, there are subtle changes to the new Galaxy S24 line-up (see below).
While the Ultra stands out on its own as a clear differentiator for Samsung, the other models remain a concern as they look very similar to the iPhone. Some of the new AI-powered features are truly groundbreaking, though, such as real-time voice interpreter and text translation, and of use to everyone.
A bonus for users too as Samsung will extend the product lifecycle of the Galaxy S24, offering seven generations of OS upgrades and seven years of security updates.
Galaxy AI in action
Here is an example of the Interpreter on-device AI service.
Interpreter can be used in flight mode thanks to on-device AI, which will be mind-blowing to users who cannot get a connection or do not want to pay extortionate roaming fees while travelling.
Here’s a demonstration of Live Translate, which provides two-way, real-time voice and text translations of phone calls within the native app.
As you can see from the above clip, there was a bit of lag with this demonstration.
The company is claiming to make other experiences simple thanks to AI with the introduction of what it calls meaningful intelligence. See below for some examples, with AI integrated into the Samsung keyboard, which translates messages in real-time in 13 languages.
Here is the use of Chat Assist to help optimise messages to make sure they send as intended.
See below for Note Assist in Samsung Notes, which features AI-generated summaries, template creation that streamlines notes with pre-made formats, and cover creation to make notes easy to spot with a brief preview.
And here’s an example of Transcript Assist that uses AI and Speech-to-Text technology to transcribe, summarize, and even translate recordings.
One new feature that stands out is Circle to Search with Google with a simple on-screen gesture. This will open up new use cases allowing brands to be more creative with the way content is searched and accessed on-device (see below).
The AI functionality extends beyond the phone environment too. Android Auto will automatically summarize incoming messages and suggest relevant replies and actions, such as sharing your ETA.
Camera upgrades
Naturally, there are enhancements to the camera. The Galaxy S24 Ultra’s Quad Tele System has a new 5x optical zoom lens that works with the 50MP sensor to enable optical-quality performance at zoom levels from 2x, 3x, 5x to 10x magnification thanks to adaptive pixel Sensor. The images show crystal clear results at 100x with enhanced digital zoom.
Here is the Quad Tele System with the new 5x optical zoom lens in practice.
Enhanced digital zoom in action:
As you’d expect, there are an array of Galaxy AI editing tools to help users optimise the images, which also includes Edit Suggestion and Generative Edit. See below for more, as well as Instant Slo-Mo.
We should not underestimate the sheer computing power required for all of these new features. It underlines the significant strides Qualcomm has made to raise the bar even further with the robustness and efficiencies of its chipsets. Every Galaxy S24 Ultra is equipped with the Snapdragon 8 Gen 3 Mobile Platform for Galaxy. All three S24 models have 1-120 Hz adaptive refresh rates to also improve performance efficiency. All of this provides a far superior experience for playing games in any environment.
The Ultra version boasts an optimal thermal control system with a 1.9x larger vapour chamber, improving device surface temperature while also maximizing sustained performance power. Ray tracing enables life-like visuals with superior shadow and reflection effect.
Sustainability
In keeping with its environmental objectives, these latest devices go one step further. For the first time, Galaxy S24 features components made with recycled cobalt and rare earth elements. In Galaxy S24 Ultra, a minimum of 50% recycled cobalt was used in the battery, and 100% recycled rare earth elements were incorporated into the speakers.
Galaxy S24 is also the first Galaxy S series to be designed with recycled steel and Thermoplastic Polyurethane (TPU). Galaxy S24 Ultra features a minimum of 40% recycled steel in the speakers, and it includes a minimum of 10% pre-consumer recycled TPU in the side and volume keys. Additionally, every Galaxy S24 comes in a packaging box made from 100% recycled paper material.
A new AI-powered era
All of these latest enhancements and features can be attributed to Samsung’s close affiliation with partners. Over the years, it has worked tirelessly and closely with a vast range of partners, including Google and Qualcomm, culminating with today’s news.
The new Ultra, along with some strong on-device AI-powered features, has certainly thrown the gauntlet to rivals and raises the benchmark for the next generation of smartphones. This suggests a complete change in mindset and approach as the focus is clearly on Galaxy AI. This is only the beginning, and expect to see much more very quickly.
Ultimately articulating the merits of AI and the new features to users will be no easy feat. Expect Samsung to invest heavily in an aggressive campaign across all channels to raise as much awareness as possible. Furthermore, the experiences need to be as seamless as possible, which the new features promise to be.
It is apparent that Samsung must focus its efforts on retaining its core loyal premium base. Arguably it has done more than enough with the new features powered by its own AI platform. This potentially could be the start of a new era for smartphones, representing a key super cycle for Samsung and all.
With this in mind, Samsung will have to entice users with a range of competitor offers to suit everyone; this includes owners of older Samsung devices who will inevitably be looking for a much-needed upgrade. This is an area in which Samsung should do a better job as Apple has done with newer devices.
While the focus was on Galaxy AI, it was disappointing not to see a shout out for SmartThings, which was a key part of Samsung’s stand at CES 2024. Given that the smartphone plays a central role and gateway to other devices in the home, Samsung missed a trick here by not stating its credentials with seamless experiences inside and outside of the home.
We are still in the early days of AI, and we’ve seen huge excitement due to the euphoria around ChatGPT. AI has now replaced the word smart, and we should expect developments to accelerate as awareness and adoption grows. Not all users are aware of AI and will be sceptical at first. What might have been perceived as a gimmick, however, becomes very real once users start seeing these experiences on a device. Vendors will have to keep on reassuring users of security and data protection. The role Samsung Knox will play here cannot be underestimated, which gives Samsung a unique advantage over rivals in emphasising the security of data in this AI-powered world.
For now Samsung is in pole position and hopes to benefit from early mover advantage as it has tried to do with foldable devices. The race is firmly on to sway users that its AI platform will understand habits, behaviour, and offer a better seamless experience than rivals. As always, simplicity and security will be paramount in gaining users’ trust and credibility.
All eyes are now firmly focussed on the next iPhone; over to you Apple.