Samsung Brings AI to Mid-Range with A37, A57 in Pakistan

News Desk 

Islamabad: In a clear push to dominate Pakistan’s increasingly competitive mid-range smartphone segment, Samsung has unveiled the new Samsung Galaxy A37 and Samsung Galaxy A57, with a strong focus on artificial intelligence, long-term software support, and premium design features.

Rather than competing solely on hardware, Samsung appears to be shifting its strategy toward AI-driven user experience, bringing features once limited to flagship devices into more affordable price tiers.

At the center of this strategy is the Galaxy A57, which introduces advanced AI tools such as Best Face, Auto Trim, Object Eraser, and voice transcription—features designed to enhance photography, content creation, and everyday productivity. The A37, meanwhile, offers a more basic set of AI capabilities, targeting users who want reliability without paying for high-end extras.

Both devices feature a 6.7-inch Super AMOLED display with a 120Hz refresh rate, signaling Samsung’s intent to standardize premium screen technology across its mid-range lineup. However, the differentiation becomes clearer in performance and build quality.

The Galaxy A57 is powered by a newer 4nm Exynos 1680 processor and comes with up to 12GB RAM and 512GB storage, while also featuring a slimmer metal frame and IP68-rated water and dust resistance—features rarely seen at this price point. 

The A37, equipped with the Exynos 1480 chipset and 8GB RAM, caters to more budget-conscious users.

Battery life remains consistent across both models, with a 5,000mAh capacity and 45W fast charging, offering up to 60% charge in around 30 minutes.

Another key selling point is software longevity. Both devices ship with One UI 8.5 based on Android 16 and promise up to six years of updates, a move that reflects Samsung’s effort to build long-term consumer trust in markets like Pakistan, where device replacement cycles are often longer.

Pricing Strategy

Samsung has positioned the devices to appeal to a wide range of users:

Galaxy A37 (8GB + 256GB): Rs 149,999

Galaxy A57 (8GB + 256GB): Rs 166,999

Galaxy A57 (12GB variants): Up to Rs 184,999

A Competitive Play

The launch comes at a time when Pakistan’s smartphone market is witnessing growing competition from Chinese brands offering aggressive pricing and high specifications. 

By emphasizing AI, durability, and extended software support, Samsung is attempting to differentiate itself beyond traditional spec comparisons.

With the A37 and A57, the company is not just launching new phones—it is testing whether AI can become the next big selling point in Pakistan’s mid-range smartphone market.