Since the smartphone revolution, Samsung has built a name for itself as one of the foremost mobile companies. The company has become one of Google’s most important ecosystem partners with the success of their flagships. They have steadily pushed the ball and upped the ante since the first Galaxy S smartphone and with their revolutionary Galaxy Note series. But, over the past few years, their flagships have not only been uninspired, but their so-called flagships have steadily become a repeat performance.

With the Galaxy S20, S21 and S22, we were willing to give them the benefit of the doubt. However, with the S23, it seems like the company is telling us to get ready for more repeat performances with each iteration as they focus on improving their “user experience”.

The “Ultra” Golden Child

That said, their renewed focus on user experience is leaving out one of the most important aspects of the smartphone user experience – especially when you’re buying a brand-new phone – the features. The vanilla S23 and the S23+ are essentially a repackaging of last year’s S22 and S22+ with a new processor and a selfie camera upgrade. The elephant’s share of updates and upgrades to the smartphone series is seen only in the S23 Ultra – or as we like to call it – the Galaxy S23 Note. While this has been happening since the S20, the S23 series is the most egregious. As reviewers, the trend makes us ask ourselves – is it worth recommending or talking about the vanilla S23 and S23+ at all?

The Ultra has become Samsung’s golden child when it comes to revolutionary features. This year, the new 200-megapixel sensor which promises better low-light performance thanks to better pixel binning technology and improved autofocus makes its debut with the S23 Ultra. While in the past, the introduction of a brand new feature like this would indicate a trickling down of older features down the series, the S23 saw none of it. Instead, we’re left with the exact same setup from S22. Not even the S20 Ultra’s 108-megapixel sensor trickled down to the S23 or the S23+. Let’s be honest here, the S23 and S23+ are just padding to raise the prices of their true flagship – the S23 Ultra.

Abandoning a Legacy of Affordable Innovation for Lux and Premium Status

While this may seem like a small matter, we have to also take into consideration that these smartphones are not even keeping their prices from last year. They continue to increase in price year on year. While the S23 series could be excused for the squeeze the recent pandemic put on resources, the truth of the matter is: prices are not going down. With a recession around the corner, we’re poised to see companies like Samsung use it as an excuse to pad their coffers further.

What irks us even further is that consumers are continually being duped out of “the next big thing” cause of cost. Samsung had a golden opportunity to incorporate imaging sensors from their own company into the S23 and S23+ and bring the same software features to their flagship series, not just a flagship device. Let’s be honest, it wouldn’t have been hard for them to justify the bump in hardware with the bump in price.

In their lust for luxury, the company has dropped the ball when it comes to meaningful, affordable innovation – a legacy which has brought them this far. Their customers don’t even get the benefit of innovation being trickled down the price ladder. Where we were able to buy a Galaxy Note for less than MYR 3,000 – we are expected to pay MYR6,199 this year with no option for something more affordable.

Passing off Google & Microsoft’s Homework as Their Own

It’s not just about legacy when it comes to innovations. Samsung is quickly becoming a partner that companies like Google and Microsoft can’t do without. As a company, they control a large portion of not only the mobile and device markets worldwide, it has seen steady growth in the Smart TVs, monitors and appliances segments. That said, it’s become an increasingly apparent trend that Samsung is passing off the work of their partners as their own. We saw inklings of this with the last few devices in the Galaxy Note series and continue to see this even with the Galaxy S23 series and other Galaxy Ecosystem devices.

Let’s look at the core of Samsung’s Galaxy ecosystem, on the other hand, is Samsung’s take on Android they’ve named “One UI”. Samsung’s mobile devices – smartphones and tablets in particular – use this exclusively. In their announcement of the Galaxy S23 series, the company talked about personalization, security and an improved user experience. While we will readily admit when it comes to security Samsung has contributed the lion’s share with Knox; we can’t ignore that when it comes to personalization and user experience, Samsung has done little to contribute.

Samsung’s colour palette feature and even customisations to notification drawers and lock screens are core updates to Google’s Android OS. These updates came with Android 13 and will continue to see improvements with Android 14. However, Samsung has in their announcement of One UI 5.0 and One UI 5.1 passed these features as their own. We will give them the nod on their admitting that Android is the backbone of One UI.

Samsung isn’t just doing this on Android. One of the key “features” they touted at the recent Unpacked for the Galaxy Book and Galaxy Smartphones is the ability to work seamlessly between the two. This feature is available as a core feature of Microsoft’s Windows platform as “Phone Link”. In fact, it’s the reason that companies like Dell have sunset their takes on the same feature. It works with any Android device and in a limited way on Apple devices. However, Samsung touts this as an “exclusive” feature of their devices.

Perhaps even more irksome are the recent reports that state that Samsung has been loading unwanted apps into their devices This is of significance when they tout that their S23 and S23+ will have improvements to the user experience as one of their main features. If the OS alone is going to take up a significant amount of storage, that leaves little for our apps and using their camera. We all know what happens when any device runs low on memory, don’t we?

The one space that Samsung hasn’t done this is their Camera features. However, as we mentioned earlier, these features seem to be meant only for the S23 Ultra, their true flagship. So, where does this leave the S23 and S23+? Should they even be in the lineup?

”A” Pain in the “S”

The biggest sign of the death of their Flagship “S” is that their midrange “A” is more exciting. The Galaxy A series of smartphones continues to churn out flagship-class devices that are affordable and bring a dimension of value the “premium” Galaxy S has abandoned. It’s also doing this while being overly saturated with devices. Just last year, the company saw more success with their Galaxy A53 and Galaxy A73 than their flagship Galaxy S series.

There’s a simple reason behind it. The Galaxy A53 and A73 have comparable specifications to the Galaxy S22 and S22+. The biggest differences between the devices are their processor and display. However, even with those differences, the experience on the Galaxy A53 and Galaxy A73 is comparable to that of the Galaxy S. Even with a slightly lower-specced camera setup with a 64-Megapixel and 108-Megapixel sensor respectively, users can achieve comparable pictures and videos. More importantly, the hardware improvements generation on generation is complemented by an improved software experience. Even once exclusive features like DeX are slowly making their way to the Galaxy A series.

It is obvious that Samsung themselves has recognized the threat that its own midrange Galaxy A series poses to their Galaxy S flagships with the rumoured cancellation of the Galaxy A74 and even their Galaxy S22 FE. Both these smartphones were outpacing their S20 and S21 series flagships. It’s also an indication that users are looking for an affordable device with the features they care about.

A Dangerous Game to Play

Samsung is playing a dangerous game when it comes down to it. Gunning for the glitz, glam and bank of a premium flagship is pushing more and more of their users to their competitors. With the recent restructuring and abandonment of their in-house Exynos processors for their Galaxy S flagships, Samsung’s innovation streak seems to be coming to an end. Their most exciting lineup seems to be the Galaxy A series and the Galaxy Z series, the latter of which suffers from the same issues plaguing the flagship Galaxy S series.

Or could this be their big game plan? Are Samsung’s promise of having a full-featured, affordable piece of innovation seems to be their means of buying more time? If it is, we’re bound to see the Galaxy S series slowly fade into irrelevance while consumers bend to their foldable whims. But will we see something truly revolutionary with the Galaxy Z series when Samsung is still trying to perfect their display technology for it? They are undoubtedly looking to be market leaders with their foldables but what about those of us that don’t want a foldable? Perhaps it’s time we look to brands like OnePlus, Xiaomi and even OPPO for a device that will check all the boxes.

Samsung’s best bet is to look at trends and customer feedback when it comes to their smartphones and devices. Unlike their biggest competition, Apple, their ecosystem is more open and less likely to create “lock-ins” with their users. Their unwillingness to budge may continue their downward trend in market share. This will undoubtedly be exacerbated by a shrinking marketplace and the foreboding of an incoming global recession.