In the world of smartphones, perception is increasingly more important than performance.
For a long time, this was largely a successful formula. However, in recent years, Samsung’s S series has increasingly lost ground in the premium and ultra-premium market segments . With the S23, the company hopes to reverse this negative trend.
While most average users probably care little for hardware specifications, historically, one of the biggest issues of the S series has been the chipset. This year we have finally bid farewell to Exynos, which means two things, both of which are incredibly good for the Galaxy S23 and Samsung as a whole.
Having an inferior device, with worse battery life and thermal issues, leaves a bad taste in your mouth, when you know you have paid as much as any other user in another market. There is no way to measure the extent of the damage this business decision has done in the long term. However, the new consistency across markets is likely to improve the perception of the Galaxy S lineup and help with sales.
The divide between flagships and lower-end handsets has narrowed down significantly, as the price of the former has skyrocketed. Whether a premium device will succeed now increasingly depends on user perceptions and brand loyalty. This is where, in my view, Samsung is failing.Galaxy S23 Ultra For many, foldables are synonymous with Samsung and vice versa. Strictly speaking, this is not truly the case, as more and more manufacturers, especially in China, are experimenting with the form factor. However, the reality does not change the fact that the Z lineup increasingly looks like Samsung’s true flagship series.
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