Google and Samsung had very totally different years in 2024. Google soared to the highest, managing to have certainly one of its largest lineup of units launch within the fall and a profitable yr with increasing Gemini. Alternatively, Samsung had a bumpy street with a profitable S24 and A sequence launch and getting on monitor with Galaxy AI, but it surely struggled with its sequence 6 foldable lineup.
It isn’t remarkable for firms to have a very good or a foul yr; that’s how the tech area works. There are ebbs and flows to success, and it doesn’t imply that an organization is completely dangerous or will at all times be seen nearly as good.
I spoke to a few trade analysis analysts who instructed me about why both firm did properly and areas of enchancment for 2025.
Google must hold innovating
As I mentioned earlier, Google had a terrific yr. The corporate turned a powerful competitor to OpenAI’s ChatGPT by launching Gemini in additional nations and, by the top of the yr, launched Gemini 2.0 Experimental Advance for Gemini Advance subscribers.
It efficiently rolled out secure Android 15 and even launched the Android 16 developer preview a lot sooner than regular. Within the fall, Google launched its Pixel 9 sequence together with different merchandise, and within the time I’ve been overlaying expertise, it was the largest launch of merchandise I’ve ever seen Google do.
Nonetheless, Neil Shah, vice chairman of analysis at Counterpoint Analysis, says it’s arduous to inform whether or not the launch of Gemini AI on its Pixel 9 sequence of telephones has helped with gross sales.
“[The] Gemini AI impact has but to be seen absolutely to spice up Google Pixel gross sales, nonetheless, it’s positively one of many key hooks in coming years for Google Pixel to deliver flagship Gen AI experiences on the Pixel {hardware},” he notes.
I might agree; I don’t assume we’re at a degree but the place individuals are shopping for a cellphone due to its AI capabilities. I don’t assume there are sufficient options or common sufficient use case eventualities the place individuals are utilizing AI day by day, and I consider individuals don’t know sufficient about AI.
That being mentioned, certainly one of my favourite options, and in my view, the perfect function Google got here out with this yr, was Circle to Search. It’s palms down essentially the most revolutionary function and one which I actively use every day. However aside from that, I actually haven’t been utilizing a lot of Gemini’s options on a day-to-day foundation.
Jitesh Ubrani, analysis supervisor for IDC’s Worldwide Cellular System Trackers, agrees and provides that Google must deal with innovating Gemini for extra normal options.
“Google’s fixed iteration and use of consumer suggestions together with enhancements in distribution and pricing together with elevated advertising spend have helped the corporate achieve share previously few years. Having differentiating options equivalent to nice images, name screening, Magic Eraser, and different AI options have helped alongside the way in which,” he says.
Ubrani provides that in 2025, he’d additionally prefer to see Google increase Gemini throughout all platforms and units, not simply smartphones. That is one thing that I hope Google prioritizes subsequent yr.
This yr, Google additionally launched one of many greatest suites of merchandise that I’ve ever seen an organization do in a very long time. Extra importantly, it launched the Pixel 9 sequence with Gemini built-in into it.
I feel the Pixel 9 sequence is certainly one of Google’s greatest cellphone launches. Whereas I had no points with the cellphone, there can at all times be enhancements, in accordance with Anshel Sag, principal analyst for Moor Insights & Technique.
“Google wants to enhance the Pixel battery life, by shifting to superior nodes and utilizing the perfect processors. The identical goes for Wi-Fi connectivity and 5G, I used to be actually upset how a lot of a downgrade the Pixel was on connectivity from my S24 Extremely,” he mentioned.
And Google is probably going planning to handle this challenge with rumors indicating that the Pixel 10 lineup can have the Tensor G5. Google has additionally allegedly completed its design and despatched it alongside for manufacturing at TSMC, ending the period of Samsung-produced designs. TSMC tends to fabricate higher chipsets than Samsung. For reference, Qualcomm used Samsung to supply the Snapdragon 8 Gen 1, a processor that was notorious for overheating and heavy throttling.
So, for all we all know, the problem surrounding a slower battery is perhaps resolved, making the Pixel 10 lineup an much more premium system.
I do know Google can have a easy 2025, however I simply hope that relating to AI, it’s actually capable of push the typical shopper and assist them perceive tips on how to use AI safely and effectively day by day.
2025 would be the rise of success for Samsung
It’s extensively recognized that Samsung bears the hat of getting the greatest Android telephones and is continually the chief within the Android area. Nonetheless, this previous yr, the corporate confronted a number of challenges regardless of beginning the yr robust by launching its S24 sequence of telephones.
However whereas the S24 was a terrific sequence, it didn’t actually assist enhance the downward trajectory of Samsung’s gross sales. In April 2024, Samsung initiated a six-day workweek for executives to create “a way of disaster” among the many firm’s management crew.
The place Samsung started to actually wrestle was after launching its Samsung Galaxy Z Flip 6 and Z Fold 6, which in lots of tech circles was extra of an iterative replace to what it launched final yr. The telephones weren’t tremendous thrilling and weren’t as revolutionary as they’ve been in earlier years.
Samsung seen this to the purpose the place, for the primary time, Samsung Electronics’ DS Division, Jeon Younger-hyun, issued a uncommon apology for the corporate’s failure to innovate. He acknowledged that outsiders are viewing the corporate’s present state of affairs as a “disaster” and vowed to make modifications and enhancements that can profit traders, clients, and workers alike.
It got here to a degree the place different firms have been even mocking the discharge of the Z Fold 6 and the way thick it was, like Honor engraving a tiny “world’s smallest apology” on the hinge of a special-edition Magic V3.
IDC additionally confirmed that Samsung had misplaced smartphone market share as of Q2 2024 in comparison with the identical quarter in 2023. The analysis agency additionally said that whereas Samsung moved over 53 million smartphone models within the second quarter, its market share dipped to 18.4 p.c, down from 20% in the identical interval final yr. This comes at a time when different China-based manufacturers like Xiaomi and Vivo have been innovating and increasing their market share.
Ubrani says, “Samsung has rested on their laurels for a lot too lengthy, and it’s beginning to catch as much as them. Most Chinese language smartphone manufacturers have outengineered and out innovated them in recent times relating to issues like foldables, battery life, gaming efficiency, cameras, and so forth.
For the longest time, Samsung has targeted on competitors with Apple when globally they’re competing with many extra manufacturers. To achieve success, Samsung wants to appreciate that there’s most than simply Apple. Samsung ought to leverage their scale to iterate quicker and proceed to spend money on advertising like they used to take action through the pre-pandemic period.”
Shah additionally notes that the launch of the S and A sequence helped hold Samsung afloat, but when it desires to get its numbers again up, it must deal with innovating its foldables.
“The foldables efficiency has been disappointing, which [offset] the great traction for S and A sequence this yr,” he mentioned. “Samsung should shield its foldable management place as gamers equivalent to Google, OnePlus and others are developing with higher form-factors. Designs and digital camera efficiency.”
I feel Samsung is ok; it’s not the kind of firm to fail, and it is aware of when to repair itself; living proof, the general public apology. Nonetheless, I do assume that Samsung wants to remain targeted on itself and never always take a look at what different firms are doing. Sure, to remain within the sport, you want to see what others are doing, however trying an excessive amount of will distract you.
Sag agrees, including that Samsung must cease what Apple is doing to innovate as a result of its clients don’t care about Apple.
“Samsung must lean into what makes Android enjoyable and thrilling, individuals are probably not switching between Android and iOS (Razr+ excepted). Samsung wants to determine tips on how to execute Galaxy AI in a extra significant method and get again its repute because the provider of the Android banner,” he mentioned.
I might wholeheartedly agree that Samsung must remind its customers why it’s the perfect innovator and why it was the primary to introduce foldables and excite its customers once more.
I’ve been overlaying expertise for a few years, and 2024 has been an enchanting yr for each Google and Samsung. I count on quite a bit from each firms in 2025, and I can’t wait to see how they innovate extra.