At its annual Unpacked event on Wednesday, Samsung unveiled its latest Galaxy S smartphones – and the company is betting that the focus on camera improvements will be enough to get consumers to upgrade.
The new lineup, which includes the 6.8-inch Galaxy S23 Ultra, 6.6-inch Galaxy S23+ and 6.1-inch Galaxy S23, is similar to last year’s models but with new photo features, a battery longer lasting (with faster charging speeds) and a unique chip.
But the standout feature is the new camera.
The next-gen S23 Ultra features for the first time a new 200MP adaptive pixel sensor that supports multiple levels of high-resolution processing at the same time, enabling what the company called “unprecedented resolution photographic quality never before seen in a smartphone camera”.
The new phones offer improved photo and video stabilization, Nightography for photos and videos (enabling the ability to capture photos in low-light situations), and a new AI-powered image signal processing algorithm that enhances object detail and color tone.
Samsung also introduced its first Super HDR selfie camera, jumping from 30 frames per second to 60 frames per second, for better front-end images and videos.
The Galaxy S23+ and Galaxy S23’s cameras even have a subtle new look: the contour housing has been removed, which Samsung said marks a new era of design.
The screen on the Galaxy S23 Ultra comes with reduced curvature to create a larger, flatter surface for a better viewing experience.
Its enhanced comfort feature allows users to adjust color tones and contrast levels and lessen eye strain at night.
Its vision booster tool has also received an update to further reduce glare.
Ahead of the event, Jude Buckley, executive vice president of mobile business at Samsung Electronics America, told CNN that its strategy remains at the forefront of camera innovation.
“We try to own some really unique things, and the camera is one of the things we have to stay very ahead of,” he said.
The launch comes as Samsung and other tech companies grapple with broader economic uncertainty that could prompt consumers to rethink their spending.
Global smartphone shipments dropped 18% in the fourth quarter of 2022, according to market research firm Canalys.
Earlier this week, Samsung said its quarterly profits fell to an eight-year low as customers bought fewer smartphones and laptops. Its revenue was also down 8% year-over-year.
While the company is keeping prices the same as a year ago, it must convince customers to shell out as much as four figures for its new lineup of phones in a tough market.
The Galaxy S23 Ultra, which comes with Samsung’s exclusive S Pen, will start at $1,199.99 (about Rs. ) and the Galaxy S23 starts at US$799.99 (about R$4,000).
The new range, available for pre-order starting Wednesday, comes in four matte colors: black, cream, green and lavender. Other colors such as Lime, Graphite, Sky Blue and Red will be available for purchase directly from Samsung.com.
The company also showed off its latest flagship in the Galaxy Book3 PC series: the high-end Galaxy Book3 Ultra ($2,399.99); the Book3 Pro 360 ($1,899.99) – featuring a 2-in-1 convertible form factor with S Pen functionality; and the Galaxy Book3 Pro ($1,449), a slim clamshell laptop.
While the S23 lineup’s new features may not be revolutionary, some may resonate with its loyal users and keep Samsung competitive in the market.
“The Galaxy S23 family demonstrates how difficult it is to tell a new story in today’s smartphone market,” said Leo Gebbie, principal analyst at CCS Insight.
“Samsung’s latest devices are undoubtedly impressive, but the emphasis on improvements in camera features and battery life is nothing new.”
They underscore the difficulty Samsung and other phone makers have in finding genuinely new ways to promote and sell their products.
David McQueen, director of research at ABI Research, said manufacturers are continuing to roll out incremental updates, rather than waiting two years to release an impactful new device, because “the market moves so quickly right now.”
“Companies need to be seen as providing new devices with the latest technology, no matter how inconspicuous the update, in order to survive,” he said. Samsung agrees.
Buckley told CNN that while some updates are bigger than others, it needs to stay on top of the latest trends to stay competitive.
“Our heritage is technology, and we have a very fierce competitor who has done an incredible job over many, many years,” Buckley said, in an apparent reference to Apple.
“And if your technology, if your value proposition is technology-based, you always have to be at the forefront.
If you were the first to go every two years, it would be a painful two years.
Source: CNN Brasil
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