Would you consider a new premium Samsung smartphone brand over ‘Galaxy’

There’s a rumor that Samsung is searching for a new brand name for premium smartphones to show the company’s utmost competition against the iPhone.

The term ‘Galaxy’ defines Samsung’s entire smart device ecosystem but it primarily relates to smartphones. The Korean tech company has remained the sole champion in sales and market share for years.

The reason for this dominance is the Galaxy brand. It sells millions of smartphones each year in different categories including budget, mid-range, and premium. All of these have one word in common “Galaxy”.

The word Galaxy popularized this brand with premium smartphones in the S-series and Note-series. Since it also offers budget devices, Galaxy made a debut in the J series.

Later the Galaxy adopted for A and Y/F/M series. Ultra-premium foldable phones (Z series) also became a Galaxy member.

Hard to differentiate

A Korean media outlet Etoday recently reported that Samsung is having an internal discussion about a new premium smartphone brand. It says the company has no specific identification for its premium segment because all of its smartphones are now Galaxy.

This aspect would hurt its competitive edge against the iPhone, the best-selling premium device. Some analysts also see this situation as a lack of innovation.

Moreover, the innovation part is taking its global market share away each quarter. In the past two years, we’ve seen iPhone shipments taking over Galaxy devices.

Still, a new identity for the premium segment is a key to this whole conversation. Besides, Samsung is serving tablets, earbuds, smartwatches, and notebooks under the Galaxy brand. That makes the entire brand scenario a big complex for consumers.

In that case, bringing a new identity for premium smartphones will make more sense. This could also increase its efforts in competition against the Apple.

Chinese smartphone companies have become a nemesis for Samsung’s Galaxy brand in the past few years, especially Xiaomi.

The 2023 smartphone shipment data from Canalys ranked Samsung in second spot. It also lost more than 10 percent annual growth compared to 2022.

Though, it wasn’t the only one to lose its growth but Apple and Xiaomi reduced their decline to the lowest. Especially Apple, which releases only four iPhones a year and sells millions of units. On the other hand, Samsung rolled out many new devices in a year but now lags behind in shipment.

Despite being a high-priced device, the iPhone still rules sales over Samsung. That sums up a need for the Korean company to upgrade its strategy and strengthen competition with iPhones.

Why it’s important

Despite an edge-to-edge competition with Apple, Xiaomi, and other Chinese brands, Samsung still has huge advantages.

It uses in-house displays and cameras, brings powerful performance, and provides the latest Android + self-developed One UI features and after-sale software support. It optimizes these aspects to achieve durability and performance simultaneously.

You can get all of these in Samsung’s premium S-series smartphone. No other Android phone maker has this magnitude of self-reliance and user experience.

Some might side with Chinese smartphone maker but their after-sales experience may cool down these arguments. So, Samsung’s S-series phones are the sole competitor for iPhones.

A new smartphone IP would automatically represent Samsung’s top-of-the-line performance, power, better camera, and design for consumers.

Eventually, it will help them to understand the brand value of Samsung’s premium devices before and after launch. Furthermore, it would be able to bundle a few more features into these devices.

Will it happen?

Samsung has not published any statement on this matter but we’ll update this article if it arrives.