The Samsung Galaxy S25 and S25 Plus have finally arrived, and the verdict is in: these phones are incredibly iterative. In a review of the latest flagship devices, it's clear that Samsung is focusing on software and AI capabilities, rather than hardware innovation. The result is a pair of phones that are great, but lack a compelling reason to upgrade from previous models.

The Galaxy S25 and S25 Plus boast impressive specs, including a 6.2-inch screen on the smaller model and a 6.7-inch panel on the Plus. The phones also feature a 4,000mAh battery on the S25 and a 4,900mAh battery on the S25 Plus, ensuring all-day battery life. The design remains largely unchanged, with flat edges and curved corners, but the stoplight rear camera arrangement is still a standout feature.

One of the most significant updates comes in the form of Samsung's One UI 7.0 software, which introduces a Dynamic Island-like Now Bar, a split notification and quick settings shade, and subtle design updates throughout. The software is a welcome refresh, but it's not a game-changer. Additionally, Samsung's artificial intelligence tools, referred to as Galaxy AI, show promise but are still inconsistent and unreliable.

The camera system is largely unchanged from the S24 series, with a 50-megapixel main sensor, 10-megapixel telephoto lens, and 12-megapixel ultrawide-angle lens. While the camera takes great photos, it's not a significant upgrade from previous models. The portrait mode is still excellent, but the camera can struggle with subject isolation and focus.

The real story here is the shift towards a software-driven innovation cycle. Samsung is no longer focused on hardware innovation, instead relying on software updates to drive sales. This means that previous S-series phones will receive many of the same updates, making it difficult to justify upgrading to the S25 or S25 Plus. The phones are great, but they're not a must-have upgrade.

In a software era, it's clear that Samsung is playing the long game. The company is focused on providing a solid foundation for its phones, with seven years of OS upgrades promised for the S25 and S25 Plus. This is a significant selling point, especially for those who plan to hold onto their phones for an extended period.

Ultimately, the Samsung Galaxy S25 and S25 Plus are great phones, but they're not a compelling reason to upgrade from previous models. If you're due for an upgrade, these phones will serve you well, but if you're happy with your current S-series phone, there's no need to rush out and buy the latest and greatest.

The Galaxy S25 presents an attractive image of what useful AI could look like on our phones, but it's unclear when that might change. For now, it's a software era, and Samsung is playing the long game.