Two flagships, two philosophies. Apple’s iPhone 17 Pro Max focuses on pro-grade video and a tight ecosystem, Samsung’s Galaxy S25 Ultra doubles down on display tech, AI assists and the S Pen. I compared the aspects that actually matter day-to-day — screens, cameras, performance, artificial intelligence, storage and ecosystem — and found a winner for most people.
Design and display: visibility with polish
Samsung’s Ultra line has always been easy to read and nearly unbreakable, and the S25 Ultra extends that legacy with an anti-reflective, smudge-resistant panel that makes outdoor reading a breeze. Adding to the anti-glare tech made popular by Corning’s protective glass on last year’s Ultra, this is the screen to beat for commuters, photographers and anyone working under harsh lighting.
Apple responds with a newer anti-reflective display on the iPhone 17 Pro Max. On paper, that finally addresses a point of pain that has long dogged iPhone owners who shoot or navigate in bright sun – DisplayMate’s own testing of peak brightness and anti-reflection coatings has always given its thumbs up to Samsung, but if Apple’s figures stand up under independent scrutiny then the gap could close.
From an ergonomic perspective, Apple’s titanium build keeps the weight low and hand feel high-end, while Samsung’s squared off shape is a trade of screen real estate and S Pen storage. Both are flagship polished; the S25 Ultra’s just a bit of a showoff when it comes to being seen.
Cameras and video: creators vs. power zoom
If you need to shoot a lot of video, the iPhone 17 Pro Max is the more practical tool. Apple takes the crown with ProRes RAW recording and 4K Dolby Vision video at up to 120 fps on the main camera (and up to 60 fps on the other cameras). Throw in a vastly improved 18MP front camera with Center Stage and “ultrastabilized” selfie video, and you’ve got something aimed at mobile filmmakers and creators who need discretion in post.
There’s precedent for this focus: from iPhone-shot features by Steven Soderbergh to the widely embraced pro apps like Filmic Pro, the iPhone’s video pipeline has long catered to professionals. That tradition is obviously on offer here, and it’s enhanced by Apple’s color science, as well reliable autofocus behavior.
Samsung, on the other hand, has historically had a stranglehold on mobile zoom and high-resolution stills. Though the S25 Ultra refines more than it reinvents, extreme range and detailed images remain its calling cards. Pair those strengths with Samsung’s object eraser and Instant Slow-Mo, and both still shooters — and social creatives who like quick, clever edits — will feel well served.
Performance and battery: speed versus stamina
Both phones are exceptionally fast. Apple’s newest silicon usually comes out on top for single-core performance and efficiency, which matters when it comes to timeline scrubbing and on-device AI. Samsung strikes back with beefy sustained performance and thermal headroom that should benefit long gaming sessions and extended camera use. Independent labs such as Geekbench have in the past placed Apple ahead on single-core performance, and Samsung competitive on multi-core; anticipate that situation to reign again.
Battery life is great on both, and depends on what sort of work you’re doing. Video capture is in Apple’s favor, marathon screen-on time with mixed workload is usually on Samsung’s side because of the larger thermal envelope and tuning. Anyway, there’s no compromise on endurance here or anything.
AI and productivity: Galaxy AI takes the lead
These days, Samsung’s Galaxy AI seems to actually be more fleshed-out in real-world use. And the sidebar, AI Select and one-press Instant Slow-Mo speed up your routine most used functions without having to hunt through a menu. Things like object eraser are fast, easy to use and compelling for nonpros.
Apple Intelligence features careful tools — notification summaries, writing aids and image tidying, deeply woven throughout iOS. They’re finished but are less prevalent in day-to-day tasks at the moment. If you’re starved of ambient, on-tap help that reshapes the UI to your demands, Samsung’s approach is the real-world win right now.
Ecosystem, accessories, and storage
MagSafe is a strong moat for Apple. For those of you already in possession of a magnetic accessories tripod, wallet or power bank, the iPhone 17 Pro Max is now your go-to phone on the move and for all creators. That ecosystem friction is real when you think of jumping ship, though.
Meanwhile, the S25 Ultra’s S Pen is a key boon for notetakers, annotators and on-the-fly diagrammers. While Samsung prunes legacy remote gimmicks, the pen continues to change how you use that expansive display — something no other flagship compares with.
Storage could be the difference maker for pros. At the very least there’s that 2TB model available from Apple for the iPhone 17 Pro Max (great for ProRes RAW shooters) even if it will cost a pretty penny at $1,999. Samsung offers up to 1TB, which is enough for most, but not as flexible for video-centric workflows. Counterpoint Research has also shown that iPhones do a good job of holding their value when it’s time to resell, which can mitigate some of your initial cost over a typical upgrade cycle.
The verdict: A practical winner
The Samsung Galaxy S25 Ultra wins in most cases. Unrivalled outdoor visibility and the Galaxy AI make everyday tasks easier, faster and more enjoyable, while S Pen adds new levels of efficiency. If you spend your life staring at your phone’s screen, this is the experience that will greet you every hour.
If you are a creator or firmly rooted in Apple’s ecosystem, it makes more sense to buy the iPhone 17 Pro Max. The combination of ProRes RAW, Dolby Vision at high frame rates, a beefed-up selfie system, MagSafe accessories and that optional 2TB tier makes for a content-capture stack that’s hard to beat.
Meanwhile, choose Samsung for the best display you can buy and the most assistant-y AI of today. Choose Apple if you are video pro and your gear bag already talks MagSafe. Either way, you’re getting a best-in-class flagship — just tune to what you actually do.