Samsung is considering dropping the Galaxy brand from its flagship smartphones. According to the Korean media, the company aims to set the flagship lineup apart from mid-range models, establishing a distinct brand identity. It may either introduce a new brand or simply use “Samsung,” potentially rebranding the upcoming Galaxy S25 Ultra as Samsung S25 Ultra.
Next-gen Samsung flagships may not use the Galaxy brand
Samsung launches smartphones at every price point, from sub-$200 budget models to foldables costing over $2,000. The whole portfolio is housed under the Galaxy brand and even uses an identical design language. This strategy has somewhat backfired as it blurs the distinction between high-end and entry-level devices. There’s no unique appeal in opting for a premium model, as they share similar aesthetics and names to budget offerings.
This has allowed Apple to dominate the premium smartphone segment. The company only makes premium devices, so the iPhone has a much higher brand value than Galaxy. The younger demographic is particularly leaning toward iPhones. According to surveys, 9 out of 10 American teens use iPhones. Apple dominates the market even in Samsung’s home country. 64% of South Koreans in their 20s (18-29 years old) use iPhones.
Reports indicate that Samsung may be losing the battle to Apple because it offers entry-level products under the Galaxy brand. Many parents buy budget Galaxy phones as starter devices for their children. As these kids grow up and compare their Galaxy devices to iPhones, they notice a performance gap. They view all Galaxy models as similar. This perception often leads them to choose an iPhone over a Galaxy flagship when they upgrade.
Samsung may now address this problem by dropping the Galaxy brand from flagships. “I understand that Galaxy has so many lineups that we expect a new name when there is an innovative inflection point,” the company’s global marketing head Lee Young-hee said earlier this year. The strategy mirrors the success of fellow Korean automotive company Hyundai Motors, which has distinguished its luxury vehicles with the Genesis sub-brand.
“There will be a lot of things to worry about, such as marketing costs due to brand name changes or additions,” Korean publication eToday quoted an industry insider. “Samsung is also aware of the need for a new brand name, so there is a high possibility that a new brand will emerge.” It remains to be seen if and when the company makes this massive brand overhaul of its flagships. It is gearing up to launch the Galaxy S25 series in early 2025.
