Samsung Considers Dropping Iconic 'Galaxy' Brand for Flagship Phones
Samsung is considering introducing a new premium smartphone brand that would exist alongside or even replace its iconic "Galaxy" branding, according to Korean publication E-Today.
The potential rebranding initiative reportedly aims to differentiate Samsung's high-end devices from its budget offerings. Currently, the company's broad use of "Galaxy" spans from entry-level Galaxy A and M series phones priced around $100-200 to premium Galaxy S flagships and Galaxy Z foldables that can cost upwards of $1,800.
Industry analysts suggest the wide price range under a single brand may dilute the premium perception of Samsung's high-end devices. The belief is that when consumers associate the Galaxy name with budget-friendly options, it becomes more challenging for Samsung to position its flagship devices as direct competitors to Apple's iPhone in the premium segment.
In comments made at CES 2024 in January, Samsung's global marketing head, Lee Young-hee, hinted at the potential branding strategy: "Galaxy has so many lineups that I understand people are expecting a new name when there is an innovative turning point," said Lee.
What Samsung considers an innovative turning point is unclear, but such an initiative would involve significant marketing costs. The news comes as the company faces increasing competition from Apple in the premium segment, especially among younger consumers. For example, a recent Gallup Korea survey revealed that 64% of South Korean consumers in their 20s use iPhones, with that figure rising to 75% among women in the same age group.
Industry observers have compared the potential strategy to Hyundai's successful Genesis luxury brand launch. Introduced in 2015, Genesis reached one million global sales by August 2023 and helped elevate Hyundai's brand image and profitability. Samsung has not revealed any specific alternative brand names, but it is reportedly conducting internal studies to evaluate the benefits and drawbacks of introducing a new premium brand.
Popular Stories
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year.
In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July.
Transparency
In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors.
Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each.
iPhone 17 Series
iPho...
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year.
As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display
iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further.
Apple has a web page with a list of vehicle models that ...
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max.
Image via Majin Bu.
Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side.
...
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices.
Below, we recap key changes rumored for the iPhone 17 Pro models.
Latest Rumors
These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes.
With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID.
If you receive an Apple gift card, for example, it is added to an Apple Account that is also...
