Samsung to find new name for top smartphones

The Korean company is currently in a kind of discovery phase. You want to rethink many processes and product strategies. According to new information, some of the group’s most popular products will also be given a new name.

Samsung in crisis

Things haven’t been going particularly well for Samsung’s smartphone division lately. The Koreans’ new foldables – the Galaxy Z Fold 6 and the Z Flip 6 – are selling poorly. Then there were also allegations that the company was no longer inspiring people with its own ideas and was simply copying the designs of its products such as the Galaxy Watch 7 and the Galaxy Buds 3 from Apple.

Even Samsung boss Lee Jae-yong criticized the company’s latest products. Finally, the group’s management apologized because the profit of 6.4 billion US dollars had fallen short of the self-imposed target by 900 million. In view of these figures, it may seem inappropriate to speak of a ‘crisis’. Nevertheless, the company vowed to improve and is thinking about new ways to make its own products more attractive to customers again.

I don’t like the name “Galaxy” anymore

In this context, Samsung is now also re-branding some smartphones. Like the Korean website E-Today (via 9to5Google) reports, they may no longer want to use the name “Galaxy” for the Z and S series in the future, under which the absolute top models are published. Instead, they want to give the flagships a new shine with a fresh name and differentiate them from the mid-range and starter-class devices from the A, M and F series. Interesting: The letters in Samsung’s smartphone series all have different meanings. M stands for “Magical”, A for “Awesome” and S for “Super Smart”.

Samsung no longer seems to be satisfied with the confusing nature of the Galaxy brand for a long time. High-ranking employees had already made similar comments at the beginning of the year.

Galaxy has so many product lines that I understand that when there is an innovative turning point, people expect a new name. Lee Young-hee, President Global Marketing Center, Samsung

There is currently no concrete information about a potential new brand name. However, it is doubtful whether simply giving the company’s products a new name will help to attract more customers. But if Samsung actually reaches an “innovative turning point” and develops truly groundbreaking new devices, a new name could help to differentiate the top devices from the other smartphone models.

A brand with history

The name “Galaxy” first appeared with the release of the Samsung Galaxy (GT-i7500) in 2009. Since then, hundreds of products such as smartphones, tablets, smartwatches and laptops have been released under the brand. For 15 years, “Galaxy” has been associated worldwide not only with Samsung, but also with consumer technology products in general. In any case, it will be difficult for a new brand to follow in these footsteps.