According to the report, Samsung is considering a new brand for some of its smartphones, reserving the Galaxy brand for select models. The South Korean tech company currently produces new flagship phones in the Galaxy S and Galaxy Z series, as well as the more affordable Galaxy A, Galaxy M and Galaxy F models. A separate brand for high-end phones could help the company compete with rivals such as Apple. The company has not yet announced plans to launch a new smartphone brand.

A report from eToday (in Korean) says that Samsung is exploring the pros and cons of launching a new brand for some smartphones. The publication compares the potential brand segmentation to Hyundai’s decision to introduce a new top-of-the-range Genesis brand as part of the automaker’s efforts to promote its premium image.

Samsung’s biggest competitor in several markets (including the US) is Apple, and although the latter sells only premium smartphones, the most affordable models of the South Korean company’s Galaxy M and Galaxy F series, as well as high-end Galaxy Z and Galaxy S series phones are all released under the same brand.

In comparison, the company’s most affordable smartphone in India is the Samsung Galaxy A06, which starts at Rs. 9999. Samsung Galaxy S24 Ultra and Galaxy Z Fold 6 prices start at Rs. 1,21,999 and Rs.1,44,999 respectively. On the other hand, Apple’s most affordable phone is the iPhone SE (2022) which is priced at Rs. 47,600, while the latest iPhone 16 Pro Max model starts at Rs. 1,44,900.

It’s worth noting that Samsung has yet to announce any plans to introduce a new smartphone brand to differentiate its premium phones. The company is rolling out Galaxy AI-branded artificial intelligence (AI) features on several smartphones, including some Galaxy A-series phones, and it’s currently unclear how the company’s rebranding might affect its software.