LG and Samsung are seemingly in a race to release as many phones as possible in 2018, according to a new report out of DigiTimes. The report does not simply draw on the already-increasing evidence of the higher number of smartphone releases by the two companies so far this year, but specifically states this is a conscious decision by the two companies and draws on "industry sources" for the information.
For example, the report — and the sources — suggest the two South Korean brands have taken this approach as a direct means to counter their "shrinking smartphone revenues" and better compete with the rise of other smartphone brands – this is not necessarily a race with each other. Furthermore, this is a strategy that is said to be in effect worldwide, and not just resigned to certain markets where the two might be seeing greater levels of decline. To put the number into perspective, the report highlights how both LG and Samsung each released eleven models over the course of 2016 and 2017. Compared to that two-year figure, the report indicates that LG has already released at least eight smartphones in 2018 alone, and Samsung – at least, nine. What's more, as the year is only half done, both vendors are expected to release more smartphones before the year closes out.
While this might be expected with Samsung, LG is in a very different position due to its greater market share losses over the past few months and years. Even stranger, back in January of this year LG specifically said it was revising its mobile strategy with the suggestion fewer devices would actually come through. Then, the suggestion was LG might forgo annual release altogether and instead opt to focus on an 'as and when needed' smartphone release schedule, while also paying greater attention to support for its existing phones and customers. Although that seems to not have been the case between Jan and July with LG having already released a number of new phones, including multiple high-end handsets, such as the LG V30S ThinQ, the LG G7 ThinQ, and the LG V35 ThinQ. With the V40 ThinQ also expected to join the party soon enough.