Samsung’s AI Gamble: Beyond Gemini, Tariffs, and the Coming Apple Foldable
The foldable phone market is about to get a whole lot more interesting – and competitive. Samsung, currently dominating the space, isn’t resting on its laurels, even as Apple prepares to enter the fray. A recent Bloomberg interview with Samsung’s mobile President, Won-Joon Choi, reveals a multi-pronged strategy focused on AI integration, supply chain flexibility, and continued innovation, all while bracing for a potential price shock from looming US tariffs.
The Apple Factor: Competition Breeds Innovation
Choi acknowledged the impending arrival of Apple’s first foldable, framing it not as a threat, but as a positive force. “Having another global technology company in this category is good for the industry and is going to be great for the consumers,” he stated. This sentiment underscores Samsung’s confidence in its established lead, built on years of research and development in **foldable phone** technology. However, complacency isn’t an option. The entrance of a major player like Apple will undoubtedly intensify pressure on pricing and features, forcing Samsung to continually refine its offerings.
Exynos Returns: A Strategic Chipset Play
The Galaxy Z Flip 7 marks a significant shift, being the first Samsung foldable to utilize an Exynos chip. Choi emphasized a “rigorous process” in chipset selection, prioritizing performance, power efficiency, and consumer needs. While the future of Exynos in the Flip line – specifically the potential use of the Exynos 2600 – remains uncertain, Samsung’s willingness to explore alternatives demonstrates a commitment to optimizing its devices. This move could also signal a desire to reduce reliance on Qualcomm, diversifying its supply chain and potentially lowering costs. The choice of chipset is crucial, impacting everything from battery life to processing speed, directly influencing the user experience.
Navigating the Tariff Tightrope
A potential 25% tariff on Galaxy phones manufactured outside the US presents a substantial challenge. Choi revealed Samsung’s proactive approach, leveraging a global network of “manufacturing facilities in key regions around the world” to maintain “a lot of flexibility.” The company is actively working to ensure US-bound products can be produced in “multiple locations,” mitigating the impact of the proposed tariffs. This strategic diversification highlights Samsung’s understanding of the geopolitical landscape and its commitment to maintaining a competitive price point in the crucial US market. The situation remains fluid, with “a lot of uncertainties,” but Samsung appears well-prepared to adapt.
The AI Revolution: Beyond Gemini Lies a Multi-Agent Future
Perhaps the most intriguing aspect of the interview centered on Samsung’s AI strategy. While Gemini is currently a key component of the Galaxy experience, Choi made it clear that it won’t be the sole AI assistant. “Gemini will not be the only AI assistant we’re going to integrate with Galaxy,” he explained. Samsung envisions a future where its devices leverage “multiple AI assistants and AI agents,” offering users a choice and a more personalized experience.
The S26 as an AI Showcase
The Galaxy S26 is shaping up to be a pivotal moment. Choi teased that users will see a significant expansion of AI capabilities alongside the S26 launch, hinting at partnerships with companies like Perplexity and ChatGPT. This open approach – “anyone” is potentially on the table – suggests Samsung is actively exploring the best AI technologies to integrate into its ecosystem. This isn’t just about adding features; it’s about transforming the smartphone into an intelligent hub, capable of anticipating user needs and streamlining daily tasks. Statista reports the global AI market is projected to reach $500 billion by 2026, underscoring the massive opportunity for Samsung.
The Smartphone as the AI Hub
Choi’s concluding remarks solidified Samsung’s vision: the smartphone will be the “central hub” for AI in the future. This isn’t simply about processing power; it’s about creating a seamless, intuitive experience where AI enhances every aspect of the user’s digital life. From personalized recommendations to proactive assistance, Samsung aims to make AI an integral part of the Galaxy ecosystem.
The coming years will be critical for Samsung. Successfully navigating the Apple challenge, tariff uncertainties, and the rapidly evolving AI landscape will require strategic agility and a relentless focus on innovation. But if Choi’s statements are any indication, Samsung is prepared to embrace the future – and shape it.
What AI assistants would you like to see integrated into the Galaxy ecosystem? Share your thoughts in the comments below!
