Samsung's Circle to Search efforts will now enrich its Android rivals

But how is this possible? How can a Samsung feature – one that the company views as one of the main selling points for Galaxy AI – make its way onto competing phone brands?

Well, that's the thing. Circle to Search may have been co-developed by Samsung and Google, but Google did all the heavy lifting. Circle to Search is essentially Google Lens with a different coat of paint and interface, which explains why it is also available for select Pixel phones rather than a pure Galaxy-exclusive tool.

Either way, Google reportedly wants to put Circle to Search in the hands of millions more users, and to do this, the exclusivity Samsung Galaxy and Google Pixel have over the feature might have to end.

Circle to Search might reach Android users next month

Interestingly, this information about Circle to Search coming to more Android devices was extrapolated from reviews of the TECNO Phantom V Fold 2. Apparently, Chinese phone manufacturer TECNO told reviewers that Circle to Search should land on the Phantom V Fold 2 in October (via Android Central / @MishaalRahman).

But why stop there? Why would TECNO gain access to Circle to Search while other Android OEMs would not? Well, that's the point: If TECNO gets Circle to Search in October, it likely won't be the only Android manufacturer to enjoy this feature. The floodgates will open, and this once-exclusive (to Galaxy and Pixel) feature will be available for any Android smartphone maker to implement on their devices.

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Google hasn't confirmed this, and there is a slight possibility that TECNO may have intended to say something else. Maybe it is developing a Circle to Search-like feature based on its Ella AI assistant.

On the other hand, history shows that many Pixel-exclusive features lose exclusivity and come to other Android phones eventually. Remember, Circle to Search isn't technically 100% a Samsung feature but a Pixel and Galaxy phone exclusive tool powered by Google technologies.

With that in mind, it's possible that Google might have the final word and that Circle to Search will soon become a standard Android 15 component available across the Android phone landscape.

Android 15 debuted on Pixel phones earlier this month. The OS update will be released more widely in October, which coincides with TECNO's statement about its latest foldable device getting Circle to Search the same month.

Samsung spending money could benefit other OEMs

What seems rather odd about this possibility that Circle to Search may become a standard Android 15 feature is that Samsung spent a lot of money on advertising Circle to Search early on. In essence, Google may have built Circle to Search, but Samsung made Circle to Search what it is today.

For example, at the beginning of the year, the company paid over a million dollars for a Circle to Search subway ad campaign created in collaboration with Transport for London. Samsung also had airplane pilots draw circles in the sky above Cape Town to promote the feature.

If the rumors that Circle to Search will come to more Android phones are true, it almost seems like Samsung was instrumental in helping Google promote a feature that other Android smartphone makers will enjoy. And that seems like an unusual spot for Samsung to be in. Hopefully, it was all worth it for the Korean tech giant.