Are Galaxy phones going away? Samsung has a new plan to beat Apple

• Samsung is considering rebranding its premium phones
• Galaxy branding could end after 15 years on top models
• The reason is an effort to better compete with Apple and make the portfolio clearer

South Korean Samsung is considering a radical step in its product strategy. According to Korean website E-Today, he might sell premium phones under a completely new brand in the futurewhich would leave the established Galaxy name after 15 years. The reason is said to be primarily an effort to better compete with Apple and its iPhones.

Samsung reportedly conducted an internal study that aimed to create a new premium brand separate from the current portfolio. He could have found inspiration, for example, in the automotive industry – just as Hyundai has the Genesis luxury division or Toyota has the Lexus brand, Samsung would also like to clearly differentiate its top models.

Young people choose iPhone

Samsung is struggling with declining popularity, especially among the younger generation, which prefers iPhones. And not only in the US, but even in the domestic South Korean market. It is the new premium brand that should help reverse this trend.

While today all Samsung phones bear the Galaxy designation and differ only in letters and numbers in the name (S24 Ultra, Z Fold 6, A55, etc.), the new strategy should make the portfolio clearer. Premium models would get their own identity, while the middle and lower class would remain under the Galaxy brand.

However, Samsung also has to consider the risks – launching a new brand would require a massive marketing investment and it is not certain how customers would accept the change. This is not the first time that the company has changed its product lines – years ago, it merged most of the models under the Galaxy A brand to simplify the portfolio.

Multiple brands may work

If Samsung were to take this step, it wouldn’t be the first multi-brand manufacturer. For example, Chinese Xiaomi successfully runs separate POCO and Redmi brandsthe African Transsion is behind the brands Tecno, Infinix and iTel. For now, Samsung is silent on specific names or dates. So we will see whether we will see a new premium brand with the next generation of top models, or whether we will have to wait for this change.

Would you welcome the new branding of Samsung flagships?

Source: E-Today, Notebookcheck