Being a good smartphone is not enough to beat the iPhone.
In the following paragraphs, I will put forward my case as to why I think Samsung’s Galaxy S23 lineup reflects neither the company’s vision, nor its values. This in turn leads me to believe that the lineup is unlikely to deliver the results Samsung is hoping for. Firstly, I need to elaborate on my last point. A couple of weeks ago, Samsung announced a change of direction which should have gone into effect immediately.
Samsung is simply playing the numbers game: a faster chipset, more megapixels etc. Basically, we are looking at spec bumps across the board and the end of Exynos. Do not get me wrong - this is a big deal, but I still think it will not be enough. But before anyone points out that Apple’s been selling iPhones for years with that same strategy, there is one key difference that needs to be taken into account. The Cupertino company is very good at making any new iPhoneinnovative. For example, the Dynamic Island, while far from a groundbreaking feature, was successfully presented as peak innovation.
If money is not the problem, however, there is always the scenario in which a user is merely looking for a premium Android alternative to the iPhone. I do believe that a subsection of these consumers could be interested in buying the S23, but they would also be equally attracted to all other Android flagships out there.
In an effort to price the S23 competitively while simultaneously squeezing as much profits as possible, Samsung could end up mimicking Apple’s pricing strategy in key markets. This would not make a lot of sense as the former is a Korean company and has historically tried to offer its devices at similar price points worldwide.
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