Samsung May Drop “Galaxy” Name for Its Flagship Phones
Samsung is considering a rebrand of its smartphone line, moving away from the "Galaxy" brand to refresh its image and appeal to younger consumers, positioning itself against Apple.
A New Horizon for Samsung
In a fierce battle with Apple in both the United States and Korea, Samsung is reportedly considering a major rebranding. According to a report by Korean media outlet E-Today, the tech giant is thinking of dropping the long-standing “Galaxy” name from its smartphones.
A Necessary Shift in Strategy
The Korean brand currently markets five smartphone lines – the Z, S, A, M, and F series – all under the “Galaxy” umbrella. Additionally, numerous other products such as the Tab S10 tablets, Buds 3 Pro earphones, Watch 7 smartwatches, and the new Galaxy Ring also carry the Galaxy label. This overuse of the brand could be detrimental to the flagship’s image, especially among younger consumers who tend to view Galaxy products as inferior to iPhones.
An Old Rivalry with Apple
Since the debut of the first Samsung Galaxy in 2009, the brand has been in constant competition with Apple. However, the rivalry is not very close. According to Statcounter, Apple holds a 57.3% market share in the US compared to Samsung’s 23.2%. Even in Korea, Samsung’s home country, 64% of young people aged 18 to 29 report using an iPhone, and this number rises to 75% among women in their twenties.
An Uncertain Future for the Brand
The E-Today report does not specify how far along Samsung is in the rebranding process. However, an industry insider told the Korean publication that “Samsung is aware of the need for a new brand name, so there is a high likelihood that a new brand will be launched.” It’s probably too late for the upcoming Galaxy S25 Ultra to feature the new branding, but a future device from the S series, or possibly the Z series, might well do so.
Overall, Samsung appears ready to embrace a fresh start to better compete against Apple. Only time will tell if this strategy will prove successful.