Usually flashy new features always arrive on the most expensive smartphones first however Samsung may be taking a different approach. DJ Koh, head of Samsung’s mobile division, says that the company is now focused on differentiating mid-range phones ahead of flagship phones, as sales lag on higher-end models.
The first phone to follow this new design approach is supposed to be this year’s Galaxy A series phone. Those phones are priced around $400, which puts them far below flagships like the S9 and Note 9, but still well above the type of budget phones that are popular in many markets. Samsung’s mobile revenues have been sliding over the past couple years, and the smartphone market is changing: while high-end phones play well in the US, other markets are far more price sensitive while still looking for higher-end specs and features.
There are plenty of phones that will offer that balance. Barely a month goes by before exciting new features and designs make their way from flagships to cheaper phones designed for those markets, making it hard for companies stuck in a more traditional product cycle to stand out.