Samsung is contemplating a significant move to rebrand its flagship smartphones. Reports from South Korea, specifically E-Today, indicate that the company intends to drop the “Galaxy” name from its premium series in favor of a new, more exclusive brand identity.
Traditionally, all Samsung phones have carried the Galaxy label, ranging from budget models like the Galaxy A series to high-end flagship devices such as the Galaxy S and Galaxy Z. However, the widespread use of the Galaxy name across different market segments has diluted its premium appeal, which Samsung aims to retain in the high-end sector.
Facing fierce competition from Apple in the premium market, particularly among younger consumers who perceive the iPhone as more luxurious, Samsung is eager to reclaim its status. A survey conducted in South Korea revealed that 64% of individuals in their 20s use iPhones, with that figure rising to 75% among women in the same age group.
Samsung sees an opportunity to develop an exclusive brand similar to Hyundai’s Genesis for its luxury vehicles. This strategy is expected to help Samsung’s flagship products stand out and compete more effectively with the iPhone in the premium market.
While no new name has been proposed to replace Galaxy yet, this decision could mark a pivotal change for Samsung. Although loyal Galaxy users may find the transition odd, the rebranding is anticipated to enhance the company’s image within the flagship segment.
One possibility is that Samsung might simply refer to its flagship phones as “Samsung S25,” eliminating the Galaxy moniker entirely. This approach is akin to Xiaomi’s strategy, which dropped the “Mi” branding for its flagship devices, now only naming them Xiaomi 15.
What are your thoughts on this? Do you agree with the change?