Preorder success and rapid sales of these flagship models underscore Samsung's strong market momentum in 2025.

Offline events like the Galaxy Unfolders reflect this youth-oriented trend, with over 75% of participants being in their teens to 30s.

Market data from Counterpoint Research shows Samsung captured 82% of South Korea's smartphone sales from January to July 2025, up 4 percentage points from the previous year, while Apple's market share declined to 18%.

Samsung's dominant market share in Korea is bolstered by its appeal among younger demographics, especially those in their 30s, where it leads with 55% preference over Apple's 38%.

Despite Samsung's strong position, the upcoming launch of Apple's iPhone 17 in September poses a challenge, as Apple's loyal customer base and cautious AI approach could slow Samsung's growth.

Apple's strategic caution regarding AI and its upcoming flagship launch may impact Samsung's momentum, though Samsung's recent innovations have given it a competitive edge.

Polling by Gallup Korea indicates a significant shift among 18-29-year-olds, with 46% now preferring Galaxy phones in 2025, up from 36% in 2024, while iPhone preference has declined.

Samsung's aggressive AI development, including partnerships with Google’s Gemini and features like conversation translation and advanced image editing, is viewed as a key competitive advantage over Apple and Xiaomi.

Design improvements, such as the ultra-thin profile of the Galaxy Z Fold 7, are central to Samsung's rebranding efforts, helping shed its old image and appeal to younger consumers.

Samsung Electronics is actively repositioning its Galaxy smartphones from an outdated 'ajeossi' image to a trendier, younger appeal, driven by recent design upgrades and advanced AI features.

This rebranding effort is supported by design enhancements like slimmer phones and viral social media content, including videos praising Galaxy devices among younger audiences.

Recent social media campaigns, such as a viral YouTube video by a female singer, have helped reshape Samsung's image by addressing past stereotypes and highlighting the phones' modern appeal.

Samsung's latest flagship devices, including the Galaxy Z Fold 7 and Flip 7, achieved record-breaking preorders exceeding 1 million units, while the Galaxy S25 series sold over 3 million units shortly after release.