Samsung is reportedly considering an expansion to its smartphone branding, selling phones by a name other than Galaxy.

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The report from the Korean publication E-Today (via tipster Jukanlosreve on X) claims that Samsung is exploring rebranding the company's flagship smartphones with a non-Galaxy name. This would be similar to how Hyundai sells its premium cars under the Genesis branding or how Lexus is Toyota's luxury car brand.

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Samsung is considering dropping the Galaxy branding for its premium devices. While not alluded to, this will likely include the S and Z series. The change is aimed at creating a premium brand image for Samsung's top-of-the-line smartphones and foldables.