Samsung's Galaxy-S series has always played a special role for the South Korean company. The first S models were seen as Samsung's answer to Apple's iPhone.
Over time, the S series has grown into a standalone product with its own identity and hallmarks, like the signature curved edges of its so-called infinity display.
Nor is Apple its chief rival any more. These days, the toughest competition comes from China.
To ward off the competition, Samsung has designed the Galaxy S10 to meet every customer's needs. This year it's actually a family of phones: Next to the S10 with a 6.1in screen (same as the iPhone XR), there's the larger S10+ with a 6.4in screen and the cheaper S10e that comes with a 5.8in screen and no telephoto lens.
Where Apple alienated customers in modernizing its latest version too quickly, Samsung has played it safer – so much so that The Verge, a tech blog, declared it the "anti-iPhone". Remember the controversy over iPhone's missing headphone jack? You can still find one on the S10. The fingerprint scanner that the iPhone X replaced with facial recognition? The S10 and S10+ have it built directly into the screen, and the S10e has built it into an off switch on the side.
Fingerprint scanners built into the screen have only been available since the start of last year and are offered by very few manufacturers. Samsung also notes that the S10 uses a new ultra-sound sensor that works better than the optic offerings of its rivals, and consumer tests have shown that its sensor performs better in wet conditions, for example.
Other new elements include an ultra-wide angle lens on the back side. The 123° range should help consumers take pictures of bigger buildings or close-ups of larger groups of people. The lens is extremely efficient, but should be used with caution as the outer edges of the objects can tilt inwards with a fisheye effect. Altogether, the S10 and S10+ have three camera lenses installed on the rear, while the S10e has two.
Samsung has spared no camera functions, either. Photos can be tinkered with in live time, for example by bringing out the colour only in the middle of the picture and leaving the rest in black and white. There's also a manual "pro mode" and a special foodie mode to please Instagrammers. Other functions include super slow-motion, time lapses and picture stabilisers.
Another nice feature is that other Samsung products, like its new earbuds or smartwatch, can be wirelessly charged on the back of the phone, though the phone can't really be used while you're charging.
All three versions come with the very latest technology upgrades, including the new Bluetooth 5.0 and the more secure Internet connection WiFi 6. There's also a super-fast LTE network.
The S10 also brings Samsung and Google's app worlds together for the pre-installed apps: The phone offers both Samsung's web browser and Chrome; Samsung's email client and Gmail; apps in the Galaxy Store and the Play Store of Google.
Samsung has varied its price points based on the value, hardware and functions on offer. The S10 with 128 gigabytes of memory costs US$899 (RM3,671) and the 512GB version US$1,149 (RM4,692).
For an extra premium, you can get the S10+ with a ceramic back that is said to be less breakable than glass. With one terabyte of memory, it costs almost US$1,600 (RM6,533) in the United States and with 512GB it drops to US$1,249 (RM5,100).
On the cheaper side, the S10e with 128GB can be had for US$749 (RM3,058), bringing it closer to budget Chinese rivals from Huawei and co. The high-powered phones also have strong batteries to keep them running: 4,100 milliamp hours (mAh) for the S10+, 3400 mAh for the S10, and 3100 mAh for the S10e. – dpa
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