LG could be about to overhaul its flagship smartphone strategy

LG could be about to overhaul its flagship smartphone strategy
Despite a dwindling market share and a shrinking presence in the premium phone segment, LG is hard at work on yet another flagship in an attempt to salvage what’s left of its business.

The device in question, for lack of a better expression, doesn’t seem very interesting when compared to rival products. But if new rumors are correct, the phone could mark the beginning of a huge release strategy overhaul.

The LG V-series will now compete with Galaxy S models

LG V-series smartphones have historically been released in the fall, although last year the company switched things up by introducing the V50 ThinQ 5G at MWC 2019 ahead of a release in summer. 

David Ruddock of Android Police has heard from sources that this early introduction was not a one-off thing. The South Korean brand is allegedly planning to announce all future V-branded devices during the first quarter of each year. 

In an attempt to compete more directly with Samsung, the LG V60 ThinQ launch is reportedly timed to coincide with that of the Galaxy S20 series. This strategy is expected to continue for years to come. 

LG has previously positioned its G-series smartphones as competitors to the Samsung Galaxy S line and, while the LG G9 ThinQ is expected to make an appearance next month as a cheaper 4G LTE alternative, it seems the company is preparing to phase out the devices completely in 2021.

LG V60 ThinQ & G9 ThinQ: what they bring to the table

To refresh your memory, the LG V60 ThinQ and LG G9 ThinQ are expected to debut with massive 6.8-inch notched OLED displays that are paired with one selfie sensor and a quad-camera setup on the back.

Little is known about the latter right now, but it’s expected to boast an upgraded primary camera paired with improved ultra-wide-angle and telephoto alternatives. A Time-of-Flight sensor for better portrait shots is expected as well.

Buyers should be able to find the Snapdragon 865 inside the LG V60 ThinQ, although the chipset inside the LG G9 ThinQ remains to be seen. Regardless, 8GB of RAM and 128GB of internal storage as standard seems likely.

Last on the list of features should be a 4,000mAh battery and LG’s version of Android 10, which appears to include a new desktop mode that’s quite similar to Samsung DeX.

Desktop mode could be very important for LG in 2021

Speaking of desktop mode, rumors indicate there are big plans to capitalize on the feature at the moment. These could change over the coming months, but right now LG is allegedly planning to bundle next year’s LG V70 ThinQ with a large display.

The panel, which would measure in at over 10-inches, should act as a tablet or laptop. It’s unclear whether the smartphone will connect to it wirelessly or via a dock, but an accompanying keyboard accessory is likely. 

The move will allow users to take full advantage of the desktop feature without worrying about acquiring an external display to use it on. 

A new flagship series is allegedly coming in fall 2020

As you may have noticed, the aforementioned release strategy creates a huge gap in LG’s flagship lineup – it has no fall release to compete with the iPhones, Galaxy Notes, and Pixels. 

The company fixed this issue last year by releasing improved versions of the LG G8 ThinQ and LG V50 ThinQ in September, but for 2020 it’s believed LG is preparing an entirely new flagship lineup. 

There’s no word whatsoever on what it’ll bring to the table, but LG has previously teased plans to release phones with the so-called “wow factor.” So there is some hope that it’ll be something impressive.



20. Rgallo10

Posts: 3; Member since: Oct 07, 2019

This should be easy for LG put out 2 phone one top of the line one mid tear put stock Android and watch them fly off the shelf, they can't compete with Samsung right now they are more in the OnePlus area

19. KingSam

Posts: 1551; Member since: Mar 13, 2016

If the V series competes with S series then push the G series down to compete in the $500 space. Pixel 3A etc. Switch to & series chip and 1080p OLED. A good balance of price to performance sells. Dual camera (not 4) and update your damn phones. Innovation is dying out. People want value because all phones have been good for a long while.

15. popstardj3

Posts: 1; Member since: Jan 23, 2020

I personally loved LG phone up until the 6. When I found one plus devices. LG has great hardware. In my opinion what holds them back is the OS look and feel. It's very Korean, child like. It doesn't look professional in comparison to other companies and it looks sooooo dated. Create a beautiful new UI that doesn't rely on outdated design, and that indicates gesture usage and control and you will have yourself another winner.

18. MrMalignance

Posts: 367; Member since: Feb 17, 2013

Not to take away from your opinion of the is, but I've always found most os's look and feel pretty much the same. There are a few different devices and models around in this household, at any given time. I often compare to see if there's anyone that does something different. Sadly they seem painfully similar. I do agree that a lot of the fonts and themes they have feel very child like. I envy Samsung's theme store

14. MrMalignance

Posts: 367; Member since: Feb 17, 2013

I'm rooting for them. If they stay competitive and work on the biggest issues(in my opinion): camera software and update speed. It takes a ridiculously long time for their updates, and the carriers seem intent on lagging it further. Key example: Sprint withholding the pie update for the v30+. They're the only carrier that hasn't released the update

16. Skizzo

Posts: 453; Member since: Jul 14, 2013

I'm rooting for them also, as it would be sad to see a tech giant like them disappear. I would like to add to what you mentioned tho. While purely subjective, I've grown very tired of the LG aesthetic. They have fallen very behind pretty much everyone else in every category when it comes to looks, both software and hardware. They desperately need a new design team in my opinion.

17. MrMalignance

Posts: 367; Member since: Feb 17, 2013

Yeah, they require something to make them stand out. I like that they went for a non "bump" camera region, but they could do more to add style

13. rsiders

Posts: 2066; Member since: Nov 17, 2011

I'm really excited about the V60. I loved all my 3 V series phones.

8. HarysViewty

Posts: 79; Member since: Apr 04, 2015

G9 FullHD+ aluminum 4g sd855+ V60 QuadHD+ stainless steel 5g sd865

6. TadTrickle

Posts: 176; Member since: Apr 08, 2019

This is trivial but I think LG can use a logo rebrand

11. TBomb

Posts: 1772; Member since: Dec 28, 2012

The LG circle icon or the bold LG letters? It could be hard to rebrand LG. They're a huge company, but they're not as successful as your Google, Samsung, Apple, etc. It could be risky to change the image in consumers brains when they hear "LG" without the strong following that the other companies have. A more appealing design would be nice though - but how creative can you get with 2 letters?

5. User123456789 unregistered

V needs a pen

7. HarysViewty

Posts: 79; Member since: Apr 04, 2015

Even a simple stylus like LG stylo & Vu will help

3. shield

Posts: 900; Member since: Sep 12, 2015

LG new high-end: 5000mAh battery 50W + 30W wireless 108MPx, Ultra wide 32MPx f/1.7 and OIS and AF, 20MPx zoom 10x with f/2.6.. Stereo, no notch, punch hole or waterdrop notch.. New design no copy other, and Best price!! And better update system!! 3year android!

4. User123456789 unregistered

Ultra wide does not need AF. Everything is in focus.

10. HarysViewty

Posts: 79; Member since: Apr 04, 2015

Af wide angle for macro shot & cinema anamorphic lens

9. HarysViewty

Posts: 79; Member since: Apr 04, 2015

LG new high-end will have at least 48mp for 8k recording Rumored camera hump 9.4mm Vs v30 1/3.1" 7.3mm v50 1/2.55" 8.4mm

12. Elvis358

Posts: 302; Member since: Mar 25, 2018

Dream on. No one will offer that.

2. inFla

Posts: 234; Member since: Aug 17, 2018

New LG phones, too big, poor updates and too expensive. What could go wrong?

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.
FCC OKs Cingular's purchase of AT&T Wireless