The term “Galaxy” has become synonymous with Samsung’s Android-powered phones. The company’s smartphone lineup has the term “Galaxy” in front of its actual name, whether it’s an entry-level device that costs just over $100 or a foldable device that costs $1,800. This has been the case since 2009, and all Android smartphones since then have followed the same naming convention.
Samsung’s product lines, like the Galaxy M series and Galaxy J series, have expanded and contracted over the years through repeated additions and subtractions. But Galaxy usage hasn’t changed. Brand consistency across the lineup is debatable, but if a new report is to be believed, the company seems to feel this is holding back its most profitable devices.
Galaxy could be discontinued in favor of new brand of flagship device
A new report out of South Korea says Samsung is internally considering the possibility of introducing a new brand to strengthen the image of its phones, especially in the high-end market. It is reportedly inspired by the way Hyundai has effectively used its Genesis brand to market its luxury cars.
Currently, all Samsung phones are branded under the Galaxy umbrella. Perhaps there is a feeling that the brand cannot compete as effectively with the iPhone in the premium segment. It’s simply because while there’s an implicit understanding that an iPhone is an iPhone and a premium product, a Galaxy can be anything. From cheap Android smartphones to top-of-the-line foldable smartphones.
It is reported that an internal investigation was conducted at Samsung regarding this brand change. Although a replacement brand name has not yet been revealed, the report mentions the possibility of Samsung dropping the “Galaxy” prefix from future flagship models and using the Samsung brand alone. For example, the next flagship phone will likely not be the Galaxy S25 but the Samsung S25.
Samsung has actually done the opposite in Japan since dropping the corporate “Samsung” brand in 2015 and using only “Galaxy” for its phones in the country. This started when the Galaxy S6 series was introduced and even the Samsung logo was removed from promotional materials. It took the company eight years to regain its corporate branding in Japan, a move that was only reversed last year.
The move was driven by geopolitical considerations, and this rumored change comes as more and more young people are attracted to the iPhone simply because it is seen as a more premium brand compared to the Galaxy. It is based on the fact that The situation is dire in Samsung’s home country of South Korea, where 64% of respondents in their 20s said they use an iPhone in a recent survey. When this data was further narrowed down to women in their 20s, that percentage jumped to 75%.
Samsung’s hope here is reportedly to create an ambitious brand that won’t be overshadowed by Galaxy’s long shadow, but it’s anyone’s guess what that will ultimately look like. This may seem like a far-fetched rumor, and it seems somewhat far-fetched given the high costs and headaches involved in rebranding the entire Premium Series, but in reality, it’s a strange That’s what’s happening.
