Today at Samsung’s Unpacked event, the tech giant launched its Galaxy S25 smartphone series, which includes the Galaxy S25, Galaxy S25 Plus, and Galaxy S25 Ultra. The flagship lineup will feature a new exclusive display technology called ProScaler, designed to produce more “lifelike… sharper visuals and brighter colors,” according to Samsung’s marketing material.
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ProScaler is a real-time AI-powered image quality enhancement technology unique to Samsung, delivering visible improvements over the Galaxy S24 series, especially in color accuracy and sharpness.
The feature, carried over from the brand’s TV lineup, essentially upscales content on your phone so what was previously low-resolution video appears more crisp. In other words, 480p videos should look closer to 720p videos, 1080p videos should look closer to 1440p videos, and so forth.
For ProScaler to function, users must set the screen resolution to the maximum QHD+ (3,120 x 1,440 pixels), meaning only the S25 Plus and S25 Ultra will support the feature. While the higher resolution setting technically results in higher battery consumption, the hope for Samsung is that the new Qualcomm Snapdragon 8 Elite chip will keep the devices running efficiently, so battery drainage won’t be an issue.
Also: Samsung Galaxy S25 Ultra hands-on: 3 major upgrades I’m looking forward to testing
For an improved visual experience, Samsung has substantially reduced the bezel thickness and frame width of its latest phones, allowing for a bigger screen without increasing the phone’s size. The company has also ditched the sharp and boxy design language for the S25 Ultra in favor of a more compact and curved finish.
Like the S24 Ultra, the company has constructed the new line with a titanium frame, deeming the Galaxy S25 Ultra the “thinnest and lightest top-tier flagship of its generation.”
Galaxy S25 devices are now available for pre-order, starting at $799 for the base model, with shipments set to begin in February.
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