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Despite making some of the cheapest Android phones, Samsung remains the only Android OEM giving Apple a hard time. No other manufacturer's premium lineup has as much depth as Samsung. This allows the company to compete effectively against Apple's iPhone.
For years, Apple has only released one new iPhone model each year. Android OEMs like Samsung have launched multiple flagships and countless other devices in the low and mid-range segments. Apple has deliberately targeted only the high-end segment, which has done very well for the company.
Apple has changed things a bit in recent years. It now launches multiple new iPhone models a year. It even sells a 5.4-inch iPhone mini to appeal to customers who don't want big phones. This allowed the company to get more value without having to dilute its smartphone lineup.
For the most part, Samsung competed against iPhones with its flagship Galaxy S and Galaxy Note series devices. Since the first Galaxy Fold was introduced in 2019, the company has had another weapon up its sleeve, as foldables are a segment in which Apple seems to have given up on innovation.
The Galaxy Z Fold 3 and especially the Galaxy Z Flip 3 have been an incredible hit. Samsung's decision to include the discontinued Galaxy Note series in the Galaxy S22 Ultra has also proven to be a big controversy.
Yet this year, Samsung faces perhaps the most dangerous iPhone threat ever. The new iPhones released in the last few years haven't really brought revolutionary changes. This is expected to change with the iPhone 14, which will be released later this year.
Rumor has it that four new iPhone 14 models will be available. The 2022 iPhone 14 Pro models will reportedly ditch the infamous Face ID notch in favor of a hole-punch, unlike Samsung's Infinity-O display.
It may also opt for a thicker body to allow the rear camera bump to sit flush with the rear glass. Other rumors include a titanium frame, steam room thermal system and camera upgrades. Exactly how much of that will be true remains to be seen, but it's what Apple loyalists have been waiting for for 2022.
If true, these will be some of the most significant changes to the iPhone in years, which will likely result in a surge in demand. The challenge for Samsung is twofold: winning over potentially existing iPhone users before they upgrade, and preventing smartphone users from buying their first iPhone.
Samsung has achieved this to some extent with some of its current devices. The unique form factor, style, and capabilities of the Galaxy Z Fold 3 and Galaxy Z Flip 3 have won over iPhone users who aren't connected to the entire Apple ecosystem. Samsung's solid Galaxy S lineup continues to attract smartphone buyers who might otherwise consider buying an iPhone.
That's going to get even harder when the new iPhone 14 models launch this year. Samsung will have limited weapons in its arsenal to fight against them. The Galaxy S22 series is out already and there is no other flagship series to be released in the second half of the year. Obviously, all responsibility falls on the Galaxy Z Fold 4 and Galaxy Z Flip 4.
Samsung needs to deliver notable improvements for both devices to make them more attractive to its customers. Steps can include anything from improving cameras to making devices more powerful, stylish and capable. The four years of Android OS upgrades it promises for future devices adds to its appeal even more.
The company's decision to lower the prices of the Galaxy Z Fold 3 and Z Flip 3 contributed greatly to their stellar sales performance. Further price cuts, especially for the Galaxy Z Fold 4, could help the company win over customers willing to spend top dollar on a new smartphone and try an entirely unique form factor.
Samsung may also try to revive the sales momentum for the Galaxy S22 series in the second half of this year with lucrative promotions and offers. We have seen the company follow this path in the past as well. This will allow it to extract the most value possible from its 2022 flagship series.
There's no denying that the Apple iPhone threat in 2022 is serious. Samsung needs to play its cards right to keep the fruit company within contact distance. It's vital that Samsung demonstrates that it won't back down without a fight, as it's currently pondering an iPhone subscription program that Samsung can't replicate.
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