This is the company's strategy to battle the rise of Apple, which, in different analyst opinions, might have surpassed it as the biggest smartphone maker last quarter. These promises for more premium smartphones are not some "supply chain" rumors, but actual words of Samsung's Co-Chief Executive Officer Shin Jong Kyun during the annual shareholder meeting in Seoul today.
Samsung already started the process with the metal casing of the Galaxy Alpha, then followed suit with the A-series, and now with the flagship Galaxy S6 and the unique S6 edge. Seemingly it will continue this trend unabated, and we might finally see an end to the plasticky, low-res handsets of the Core, Ace, and whatnot lines, that cost more than Chinese phones with much better specs and, often, design. “Samsung Electronics aims to consolidate its leadership in the premium market and plans to newly change the smartphone line-up to strengthen competitiveness,” as per boss JK Shin. Hear, hear.