Samsung has been using the Galaxy name for its smartphones for years. This brand covers everything from budget-friendly entry-level devices to high-end premium models.
However, it seems that this branding strategy is holding Samsung back in the premium smartphone market, according to a recent report from South Korea’s E-Today. While Samsung usually leads in overall smartphone shipments, Apple has a stronghold on the premium segment.
This has led Samsung to consider a new branding approach for its Android smartphones alongside the Galaxy brand. Introducing a fresh premium brand could help make its high-end devices more appealing to consumers.
Currently, the reports don’t specify what the company has in mind—whether it will be a new series within the company, or an entirely separate brand is still unclear. If they choose the latter option, they might find themselves following in the footsteps of other Chinese brands like OPPO, vivo, realme, and OnePlus, as well as Xiaomi, Redmi, and POCO, along with Huawei and Honor.
