Rumors surrounding a potential rebrand for Samsung’s Galaxy S series smartphones have been swirling for some time now, and while we expect the upcoming Samsung Galaxy S25 line to stick with tradition,

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.

Samsung's smartphones are losing their identity — figuratively and literally. The brand, which was once a fan favorite owing to the South Korean tech giant's innovation, really left a foul taste in fans' mouths in July this year when it revealed a lineup of products that wasn't much different from its predecessors.

Samsung's Galaxy brand of devices has defined the company, heck, the entire tech industry since its inception back in 2009. It's one of the