The Samsung Galaxy S25 and Galaxy S25 Plus should be two of the best and most exciting phones of the year — but I barely care about them.

Samsung’s Galaxy S25 devices are now available to buy. It starts at £999 / $999 / AU$1699 for the 256GB variant. That sees the 2025 mode at the same launch price as the Galaxy S24 Plus was upon launch last year, avoiding inflationary pressures.

Samsung’s Galaxy S-series is in its software era. Maybe the whole smartphone industry is, too, save for a few phones with hinges (Samsung’s included). But overall, we have exited the hardware-driven innovation cycle and are firmly in the midst of a software-based one.