Samsung is reportedly exploring the possibility of launching a new brand for its Android smartphones, in addition to its established Galaxy line. This move, if realized, would mark the first time the Korean electronics giant introduces a smartphone line that doesn’t carry the Galaxy name, which has been in use since 2009.
According to a report from E-Today, Samsung’s President of Global Marketing, Lee Youne Hee, suggested that consumers are anticipating a new brand to signify a significant innovation in its product offerings. By creating a distinct brand for its premium smartphones, Samsung aims to help customers identify these devices as having superior features, specifications, and pricing that differentiate them from other Galaxy models.
This branding strategy bears similarity to Hyundai’s approach with its Genesis line, which designates its premium vehicles. Currently, Samsung utilizes the Galaxy branding across a range of devices: the Galaxy M series for budget options, the Galaxy A series for low to mid-range models, the Galaxy S series for high-end devices, and the Galaxy Z series for foldable phones. Additionally, the Galaxy F series targets low to mid-range markets exclusively in countries like India, China, and Bangladesh.
The anticipated high-end brand from Samsung aims to directly compete with Apple, which has successfully positioned its iPhones as premium offerings. Unlike Samsung, which has a wide range of product classifications, Apple maintains a clear premium perception with minimal differentiation, primarily by incorporating the “Pro” designation for its higher-tier models.
Despite Samsung leading in the number of devices shipped annually, the company’s sales in the high-end segment have been declining, with Apple currently dominating and achieving higher profit margins. Recent findings from investment bank Piper Sandler indicate that 90% of American teenagers own an iPhone, prompting Samsung to believe that a new premium brand could help shift market dynamics in its favor against Apple.
