The Galaxy S25 Ultra S Pen needs no more introduction at this point, but still, here's a quick recap of what has transpired so far. Samsung removed Bluetooth and Air Actions from the S25 Ultra S Pen, and some people are frustrated or don't understand why.

I have a theory, or at least a hunch. It could be wrong, and I don't believe in my theory strongly enough to proclaim it's the ultimate truth. But I think it's worth exploring a little further.

So, here we go. The theory is that Samsung did it because Apple did it first, and it worked. Allow me to explain.

A weird Apple-like move done on purpose

I should clarify that this editorial piece and theory of mine is inspired by something YouTuber MKBHD said in one of his videos. Unfortunately, I cannot recall exactly which one, so I will be paraphrasing, but it went something like this:

• Apple often does weird things on purpose — such as placing a charging port at the bottom of its Magic Mouse — because these unusual design choices often become nearly endless talking points.

I believe there is some truth to this, and I suspect that Samsung tried to pull a similar stunt with the Galaxy S25 Ultra S Pen.

Going back to the Apple Magic Mouse as an example, people can rightfully say that the charging port's location is downright silly. However, most people who actually want a Magic Mouse will buy one anyway and overlook the charging port's silliness. Sure, Apple could have moved the port to a more sensible location, but then there is nothing weird to talk about.

I suspect Samsung may have had a similar goal as Apple when it removed Bluetooth from the Galaxy S25 Ultra S Pen. And here is why.

The story continues after the video

The Galaxy S25 Ultra is a near-perfect phone. However, one could argue that the phone is so well optimized that it has become somewhat boring. Everything about it is just great and polished to a high degree, but the downside is that nothing weird or unusual sticks out for people to debate. “It's just a really good phone” doesn't sound that exciting.

So, Samsung may have attempted an Apple-like stunt. First, Samsung had to figure out the most acceptable compromise and then do it in exchange for making the Galaxy S25 Ultra a more interesting topic of conversation. Looking at the numbers and the low amount of people who were using Air Actions, removing Bluetooth from the S Pen may have been the safest compromise with the highest chances of achieving the desired outcome.

In other words, such as in the case of Magic Mouse fans, most people who want the Galaxy S25 Ultra will buy one, regardless of whether or not the S Pen has Bluetooth. At the same time, enough people may talk about Samsung's weird decision that the Galaxy S25 Ultra suddenly becomes a more interesting topic of conversation. At least more interesting than it would have been otherwise.

Once again, this is just a thought. I can't be sure this is what Samsung was thinking. Nevertheless, it is a theory, and it is worth noting that Samsung has learned a lot from Apple in recent years. Borrowing this sort of marketing strategy doesn't seem outside the realm of possibility to me.

It's also worth thinking about the fact that Samsung might be able to proverbially milk this supposed marketing stunt further by releasing a Bluetooth S Pen for the Galaxy S25 Ultra at some point — maybe once the conversation about Air Actions dies down a bit.

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