Apple and Samsung are preparing major updates to their flagship smartphone lines through 2027, according to recent supply chain and analyst reports.
The changes mark a shift from the incremental updates that have defined recent product cycles. Both companies face pressure to differentiate their devices as global smartphone sales plateau.
iPhone redesign expected
Apple plans to introduce a slimmer iPhone 17 model this year, Bloomberg reported. The device will feature a reduced thickness compared to current models.
The company is also developing foldable iPhone prototypes. The Information reported that Apple has increased investment in folding display technology, with a potential launch as early as 2026.
Apple’s camera system will see updates across the lineup. The company plans to add a periscope telephoto lens to more models beyond the Pro Max variant, expanding optical zoom capabilities.
Galaxy lineup shifts
Samsung is preparing design changes for its Galaxy S series. The company will introduce new materials and chassis construction for devices launching in 2025, according to Korean publication The Elec.
The Galaxy Z Fold and Z Flip foldable lines will receive thinner displays and improved hinge mechanisms. Samsung told investors in its Q4 2024 earnings call that it aims to reduce the folded thickness of its devices by 20% within two years.
Samsung is also working on roll-able display technology. The company demonstrated prototypes at CES 2025 but has not announced production timelines.
Display technology advances
Both manufacturers are investing in new screen technology. Apple is testing micro-LED displays for future iPhone models, display analyst Ross Young reported. The technology offers improved brightness and power efficiency compared to current OLED panels.
Samsung Display, which supplies screens to both companies, is developing tandem OLED technology. The design stacks two light-emitting layers to increase brightness and lifespan.
Chip development
Apple continues developing its custom silicon. The A19 and A20 chips expected in 2025 and 2026 iPhones will use TSMC’s 2-nanometer manufacturing process, according to Nikkei Asia. The smaller transistors should improve performance and battery efficiency.
Samsung uses a mix of Qualcomm Snapdragon and its own Exynos processors depending on market. The company said it will expand Exynos use in flagship models starting in 2026 after improving performance gaps with Qualcomm chips.
Software integration
Both companies are adding AI features to their operating systems. Apple introduced Apple Intelligence across iOS 18 devices. Samsung launched Galaxy AI features in its One UI 7 update.
The software changes require increased processing power and memory. Base storage for flagship models from both makers is expected to start at 256GB by 2026, up from current 128GB entry points.
Earlier, both companies relied on incremental camera and processor upgrades to drive annual sales. Slowing replacement cycles have pushed them toward more visible hardware changes.
Global smartphone shipments totaled 1.24 billion units in 2024, essentially flat compared to 2023, according to IDC data. The research firm projects minimal growth through 2026.
