Samsung’s newest Galaxy S smartphones a test of brand power in weak market

Samsung Electronics unveiled its latest premium smartphones with a focus on their powerful cameras on Wednesday, in a test of its brand power as the market for mobiles undergoes unprecedented contraction.

Analysts said the Galaxy S23 smartphone series, with its cameras and faster chips than its predecessor, could still face weak demand as consumers spend less amid surging inflation in a struggling global economy.

Acknowledging that challenge, the head of Samsung’s mobile experience, or MX Business, told reporters in a briefing after the event that there was a “noticeable shift to the premium segment” in developing and emerging markets. “We intend to focus on the premium segment in developed markets as well as some of the countries where we are seeing solid growth,” he said.