But this is Samsung’s first proper attempt at AI that focuses solely on the device. If the company sticks with it, Bixby could become an essential part of the Galaxy experience. Gemini could only act on a couple of these commands because its focus is entirely different to Bixby’s.

The Samsung Galaxy S25+ lands right in that sweet spot between raw power and everyday practicality, delivering flagship-level performance without the extra heft of the Ultra model. This version rolls out some upgrades—notably the mighty Snapdragon 8 Elite chipset,

The S25 Ultra also sees the Drawing Assist feature getting a big upgrade. Users can now generate AI images using text prompts and customise the images to different art styles. Admittedly, it isn’t exactly a make-or-break feature but it is definitely one of the phone’s most fun tools.