Samsung's Galaxy S9 and Galaxy S9 Plus are currently believed to be the best-selling smartphones on the planet, yet their performance still isn't anywhere near that of their predecessors. The latest industry predictions put the Galaxy S9 sales at some eight million units over the second quarter of the year, with Samsung being expected to sell approximately 28 million of them by the end of the year. The Galaxy S8 and Galaxy S8 Plus recorded roughly 38 million sales over the same period last year and while the weaker performance of their predecessors may not necessarily be unexpected, it's a definite failure in Samsung's eyes given how its top executives previously said they're expecting the series to outsell the 2017 line.
While the Galaxy S8 and Galaxy S8 Plus marked the debut of Samsung's Infinity Display-centric design language featuring slim bezels, subtle curves, and an 18.5:9 aspect ratio, the Galaxy S9 series only refined that formula in a minimal manner. The new devices are also largely similar to their predecessors in other aspects, with the only significant improvement coming in the form of a more efficient chip and a variable-aperture camera lens. That lack of major upgrades is likely at least part of the reason for the weaker commercial performance of the Galaxy S9 and Galaxy S9 Plus, many industry watchers previously argued.
The upcoming Galaxy Note 9 is expected to be yet another similar-looking device from Samsung, with recent reports suggesting the Galaxy S10 family could also stick with the company's bezel-less look that's still widely touted as one of the most functional and visually pleasing aesthetics in the smartphone industry. Samsung is still preparing significant mobile improvements for 2019, with a number of rumors now pointing to the Galaxy S10 series featuring an in-display fingerprint reader and a front-facing 3D camera with depth-sensing capabilities, similar to the one used by Apple's iPhone X and the Xiaomi Mi 8.