Rumor: Samsung might introduce flagship smartphones under a separate premium brand
The company is exploring the possibility of creating a separate brand for premium devices to compete with the iPhone, reports the Korean publication EToday.
Statistics show that Samsung is losing the race in the premium segment among young people in its home market: 64% of respondents aged 18 to 29 in South Korea prefer the iPhone.
Allegedly, Samsung attributes this to the confusion of its mobile lineup. All smartphones, from the most budget-friendly A models to the premium S and Z ones, bear the “Galaxy” brand in their names, which might mislead consumers.
The company is drawing on the experience of another Korean company, Hyundai, which launched the Genesis sub-brand in 2015 to produce premium-class vehicles. This move allowed the automotive giant to boost its profits.
