Samsung Corporation has decided to launch a new brand for premium smartphones, reports E-Today.

Currently, the company markets its smartphones under a single brand, Galaxy, which executives believe dilutes brand perception. In response, Samsung plans to create a separate brand under which it will release premium devices.

The publication highlights that the Galaxy lineup includes the Z, S, A, M, and F series smartphones. Unlike Samsung, Apple only offers premium iPhones. Samsung’s management believes that a separate brand will make it easier to compete with the American company and promote high-end smartphones.

On October 28, it was reported that Samsung is preparing to release its first 5G smartphone in the budget Galaxy A0X series. This lineup typically includes affordable phones with basic features, but until now, it has only offered 4G models.

The release date for the Galaxy A06 5G has not yet been confirmed, but Samsung is expected to share more information soon.