Samsung could abandon the “Galaxy” brand from its top-tier smartphones, according to whispers from inside the South Korean firm. It’s used the moniker on its handsets since June 2009 and can be found across all of its models, from the budget Galaxy A-series to the flagship Galaxy S- and foldable Galaxy Z- models.
By creating a distinct identity for its flagship smartphones, Samsung aims to differentiate its high-end devices from its broader range of Galaxy-branded phones. Unlike the Galaxy brand, which spans almost every price point, the new moniker will be reserved for premium models — holding its prestige.
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It’s unclear what brand name Samsung is considering, but tipsters believe the shake-up in strategy is designed to better help the South Korean firm compete with the iPhone — its biggest rival, reports suggest.
The purported rebrand draws comparisons to Hyundai’s introduction of the Genesis brand for its luxury vehicles. This move allowed Hyundai (another South Korean company) to create a distinct identity separate from its mainstream offerings that is now widely perceived as a premium brand.
Samsung is hoping to compete more effectively with Apple in the premium smartphone market, where the iPhone currently holds a significant advantage. Apple only sells a single “Pro” model at any one time, with the previous year’s offering being discontinued as soon as the new handset is introduced.
With its standard iPhone series, Apple keeps two prior generations of the handset on sale. It also offers an affordable SE handset, which costs £429. This is the lowest price for any iPhone, in comparison to the Galaxy brand from Samsung, which is included on smartphones as low as £129 for the Galaxy A05s.
A recent report by investment bank Piper Sandler revealed that 9 out of 10 teenagers in the United States of America now own an iPhone, highlighting Apple’s stronghold in this crucial demographic.
By differentiating its premium phones, Samsung hopes to challenge the iPhone’s iron-grip on younger consumers. The company believes that a new brand could create a distinct status symbol, potentially attracting teenagers who view high-end smartphones as desirable accessories.
However, Samsung has yet to officially announce any plans to introduce a new smartphone brand.
“Galaxy” isn’t only used for its smartphones, Samsung has also used the moniker for its Artificial Intelligence systems, smartwatches, and health tracking ring
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The South Korean company is currently rolling out Galaxy AI features across various models, including some Galaxy A-series phones and also used the Galaxy brand name on its latest hardware innovation — a fitness-tracking ring, dubbed Galaxy Ring.