According to Korean sources, Samsung is considering removing the Galaxy surname from its premium devices. The company has been conducting internal research to find a new way to segment brands in its phone family, and a change in nomenclature will be one of the key steps to achieving this.

Galaxy yes, but not for premium mobiles. According to the source, Samsung is not considering completely abandoning the Galaxy family name. The main point to resolve is that the surname is present on all devices, from the Galaxy A at just over 200 euros to the Galaxy S24 Ultra at almost 1,500 euros.

One possible strategy, as mentioned, is to reserve the surname for devices outside the premium family and leave the higher-end models without the surname. In other words, the future “Samsung S25, Samsung S26, etc.” Achieve a greater brand identity with.

The plan comes from afar. This isn’t the first time Samsung has considered a major change to its brand strategy. In Japan in 2015, the company made the opposite move to what is currently thought. With the release of the Galaxy S6 and S6 Edge, the name “Samsung” was completely deleted from the branding of these devices.

At the time, Samsung claimed that “the Galaxy brand is well-established in Japan”, but the move did not attract enough attention.

More than just a surname. Samsung’s plans don’t just include saying goodbye to its surname. The company’s efforts to create a new brand also make it inevitable to consider similar moves made by its competitors.

Xiaomi has bid farewell to the ‘Redmi’ surname, turning it into a sub-ship, and while for practical purposes it is still Xiaomi Redmi, they have managed to associate Redmi with the mid-range and entry-level. Playing on the last name is a simple move, but important on a brand level.

At the moment these are just unconfirmed rumors, albeit with some plausibility and weight.

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