Samsung is not slowing down. Just days after Apple announced its iPhone 17 event and Google revealed its new Pixel phones, Samsung has confirmed a new Unpacked Event set for September 4, 2025. The virtual showcase will stream live at 5:30 a.m. ET on Samsung’s YouTube channel and official website.
This will be Samsung’s fourth major launch event of the year, coming after headline reveals for the Galaxy S25 series in January, its Galaxy Z Fold 7, Flip 7, Flip 7 FE, and Watch 8 in July, and the Galaxy S25 Edge in May.
What’s Happening & Why This Matters
Samsung’s September slot sets the stage for a busy showdown between the world’s leading phone makers. The company teased that it will unveil “a wider range of devices—from premium AI tablets to the newest member of the Galaxy S25 family.” This wording points squarely at the long-rumored Galaxy S25 FE (Fan Edition).
Traditionally, the Fan Edition serves as Samsung’s “flagship light.” It delivers most of the features from its premium phones at a more affordable price: the last two Fan Editions, the S23 FE and S24 FE, launched in October. A September release means Samsung is moving up the timeline—likely to get ahead of Apple’s iPhone 17 debut just five days later.
Beyond the S25 FE, expectations are rising for the Galaxy Tab S11 series, which could include both the S11+ and S11 Ultra. Last year, the Tab S10 lineup dropped around the same time, making this year’s event the perfect window. Samsung has already opened reservations for the upcoming Tab, offering customers $50 in Samsung credit when pre-orders are finalized.
Analysts also suggest that all new devices will ship with Android 16 and One UI 8, the latest iteration of Samsung’s custom software layer. The company is reportedly developing a trifold phone, but most industry watchers believe such a futuristic device would warrant an in-person spectacle rather than a virtual event.
This event sets up direct competition with Apple’s iPhone 17 reveal scheduled for 9 September 2025. The proximity of these announcements suggests both companies want to dominate consumer attention heading into the holiday shopping season.
TF Summary: What’s Next
Samsung’s Sept. 4 Unpacked Event puts it in direct competition with Apple’s iPhone 17 launch just days later. The Galaxy S25 FE is expected to take center stage, flanked by new premium tablets in the Galaxy Tab S11 line. For Samsung fans, this is an opportunity to acquire flagship-level devices at non-flagship prices. For the industry, it’s another sign that Apple and Samsung are locked in a high-stakes race to win consumer wallets before the end of the year.
— Text-to-Speech (TTS) provided by gspeech