In what would be a bold move, Samsung is reportedly considering discontinuing the use of its famous “Galaxy” brand for some of its premium Android smartphones.
Samsung’s reasoning, according to South Korean E-Today (via 9 to 5 Google), is said to be that it wants to be able to separate its various “innovative turning points”.
Which smartphones could be affected and which brand the mobile manufacturer would use instead of Galaxy is currently unknown but upcoming premium devices from the firm include the Galaxy S25 series though this may be too soon for the branding change.
Earlier this year, Samsung’s Lee Young-hee said that Galaxy has so many product lines now that he understands that people expect a new name when there is an innovative turning point.
It would be a big move for the tech world considering the history and weight of the Galaxy branding which has been in use for phones since 2009. It also spans further than smartphones being used on tablets, smartwatches, smart rings and more.
This article originally appeared on our sister publication M3 and was translated and adapted from Swedish.