As you know already, the Samsung Galaxy S23 series is just a few days away. And so far, we know almost everything about the devices. Nonetheless, there is no denying that the upcoming Galaxy Unpacked event will have the biggest smartphone releases of the year. That alone is enough to get you excited about the devices.
However, the case is not the same for all. To put it simply, many of us are a little underwhelmed with the decisions that Samsung has made with all the marketing efforts that it has made with the Galaxy S23 lineup. And if you analyze them closely, Samsung is trying to play Apple’s game with the flagship series.
But even with all the grand ambitions, the Samsung Galaxy S23 might not be able to take on the iPhone 14 or even the upcoming iPhone 15 lineup.
Samsung’s “Too Little, Too Late” Strategy for Galaxy S23
Samsung announced that a change of direction is in effect for the Galaxy S23 series. It stated that the company would not prioritize profit margins anymore. Instead, they will focus on competitiveness, especially for the high-end Galaxy devices.
Now, when you think of premium and ultra-premium devices, it goes without saying that Apple is dominating the smartphone market. And Samsung’s new strategy for the Galaxy S23 lineup, especially the S23 Ultra, makes a lot of sense.
If Samsung continues to lose its grounds to Apple, it will need to face more detrimental consequences than a couple of poor financial quarters.
However, the new strategy for the Galaxy S23 series might not be enough. Even with that in place, Samsung might still fall short.
Where’s the Spirit of Innovation?
One sentiment that is popular among the tech community is that Apple stands for execution, while Samsung is there for innovation. While there has been some truth to this statement, there is a huge lacking of innovation in the Galaxy S23 lineup. That becomes more evident in the standard S23 and the S23 Plus.
Now, Samsung is simply playing the numbers game. But are more megapixels and a faster chipset actually innovating? Yes, they are a big deal for a new flagship, but will they be enough to set the Galaxy S23 series stand out from Apple flagships?
You can not forget the fact that mass consumers do not find devices appealing just for the specs. Smartphones need to have something more to sell well. Even if the selling point is real or imaginary (more about it below), it has to be there for the smartphones to have more appeal to them.
Another thing you cannot ignore is that the Galaxy S23 series looks exactly similar to the S22 series. There is nothing flashy about the build, nor is there anything that will make you say, “wow.” And why would anyone want to upgrade to a smartphone that looks exactly like the one they have in their hands?
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Now, you may argue that the same strategy has been working for iPhone for years. Well, there is a key difference you need to take into account. Apple is very good at making new iPhones look innovative (imaginary selling point). Take Dynamic Island, for example. Although it is far from being a groundbreaking feature, it made the iPhone 14 series sell well.
Who’s the Targeted Audience of the Galaxy S23 Series?
The commercial performance of the Galaxy S23 lineup is very confusing. You might struggle to find the consumers it is trying to appeal to. Simply trying to attract users that want to have the latest and the greatest specs on their phones is not enough. And it will definitely not make Apple users switch to Samsung.
First of all, Samsung needs to give solid reasons for current iPhone users to escape the Apple ecosystem. While there is a good reason for escaping the ecosystem (the pricing of iPhones has been soaring), that is simply not enough for most Apple users to get a new Galaxy S23 phone.
Secondly, if money is not a problem, Apple users would look for a more premium device than their iPhones. Yes, a good number of Apple consumers might be interested in getting the Galaxy S23 Ultra, but they will be equally attracted to other premium Android flagships out there. For example, the Galaxy Z Fold 4.
So, for Samsung to get some of Apple’s market share, the Galaxy S23 must be perceived as superior to iPhones. But if Samsung does not want to play that game, it needs to work on better competitive pricing for the devices.
Samsung S23 Series Pricing Hike – Is It Finally Happening?
Although the Galaxy S23 series is not out yet, we have some solid pricing details. Most leaks pointed out that there will be a price increase in the key markets, including the UK and EU.
And so far, it seems that the pricing in the US market will be the same. Why is Samsung making these unorthodox pricing decisions? Well, Samsung might be mirroring the international pricing strategy of Apple. Of course, the talks about pricing are still under the realm of speculation. We still have to wait for the Galaxy Unpacked event to see how much the Galaxy S23 devices will actually cost.
No matter what, it is clear that Samsung lacks proper marketing, competitive pricing, innovation, and quality. If only Samsung had found a good combination of these factors for the Galaxy S23 series, the lineup would have had better chances to take on the iPhone flagships.