Samsung changed its strategy of developing and manufacturing smartphones. This was reported by Korean publication Hankyung.

According to media sources, Han Jung-hee, Vice President of Samsung Electronics, held a meeting with representatives of the Device Experience division. During the discussion on the development of the mobile division, the top manager gave orders to the employees. “Thinking of ways to increase the competitiveness of smartphones without focusing on reducing costs”. The transition to a new strategy will take place especially in the name of competition with Apple.

According to Han Jung-hee, Samsung should stop looking for ways to save money on smartphone development because “Even Chinese companies lagging behind the market can easily cut costs”. In this regard, the company’s senior manager noted that the company has decided to stop developing phones. “with an inconsistent design and useless feature set”.

Journalists noted that the concern of Samsung executives is related to Apple’s strong position in the premium smartphones segment. According to Counterpoint Research, the share of the American company in the market of premium gadgets in the third quarter is 57 percent, Samsung – only 19 percent.