South Korean electronics giant LG announced it’ll be shutting down the smartphone division (LG Mobile) due to deepening losses. After six years of posting a consistent loss, it was time for the phone maker to give up and focus on products that promised growth.
If you’re closely following the smartphone industry, LG Mobile’s demise doesn’t feel surprising. It was always playing catch-up in the market while Samsung and Apple were the trendsetters. Its current global share is only about two percent. It shipped 23 million phones last year which pales in comparison to the 256 million shipped by Samsung, according to research provider Counterpoint.
The story of LG Mobile is quite the same as BlackBerry, Nokia, Motorola, and HTC. The four brands that were once considered legends in the smartphone market are now history. Even though most of these brand names are again active, they no longer have the legacy DNA that made them what they were.
Why did LG Mobile fail to get a stronghold while newcomers like Xiaomi, OnePlus, OPPO, and vivo prospered? It also had an established sales channel in the US and Europe, where the demand for premium phones is higher. So, what went wrong?
The classic Samsung vs LG conflict
In March 2015, Samsung launched the Galaxy S6 while LG showed off the G4 after a month. Around the same time, HTC had also unveiled the One M9. This was when the three companies would try their best to outbid the other, and the stakes were high. Unlike today, Samsung was new to multiple variants of the same phone and it wasn’t the standard practice. LG Mobile only had one flagship and it had to do all the heavy lifting. Hence the price was also an important factor.
Samsung Galaxy Note 5, Samsung Galaxy S6 edge+, & Galaxy S6
Samsung was racing ahead with positive sales of the Galaxy S6 (and S6 edge) while LG Mobile wasn’t far behind. It had a solid reputation, and the G4 clocked an enthusiastic response in the American market. But the overall global sales were below expectations. HTC’s decline had started, and it was gradually sinking since it completely failed to take on Samsung’s marketing might and a more confident product offering.
Just like Samsung’s two flagships per year cycle, LG debuted its V10 in the second half of 2015. While Samsung always had the S-Pen to differentiate the Note series, other phone makers were struggling to find their niche. The V10 sported a tiny secondary display that added an always-on feature for notifications, music controls, quick settings, and more to bridge this gap.
LG V10
Even though the V10 had top-of-the-line specs, dual-selfie cameras, and a few productivity-centric features, it couldn’t go up against Samsung. The S and Note-series now had curved screens, best-in-class cameras, improving UI (TouchWiz), and long-term software support. Even though Samsung was often late in pushing OTA updates, it maintained a far better roll-out history than LG Mobile.
And most importantly, Samsung was ready to splurge on marketing. While LG Mobile was playing catch-up with Samsung, the latter was trying to take on Apple. The ambitions of the South Korean companies were starkly different.
The experimenting phase
LG Mobile had spent a lot on ads in 2015, including getting Bollywood celebrity Amitabh Bachchan to endorse the G4. This was an ambitious campaign because it intended to capture India’s growing upper-middle class population, who usually aspire for an Apple or Samsung.
But after three years of chasing Samsung, LG was tired. The usual formula of creating a top-notch flagship just wasn’t enough. And with new smartphone trends like unibody design, dual-cameras, and larger screens, LG Mobile decided to experiment in 2016.
The LG G5 had a radical design — it was modular, and the user could swap parts. Around this time, the excitement around Google’s Project ARA was at an all-time high, and this seemed like a logical first step. Are you a power user? Here’s an extra battery that you can swap. Are you an audiophile? Here’s an external DAC. Love photography? Add manual DSLR-like buttons or a 360-degree camera!
Samsung Galaxy S7
It was a very futuristic approach, and it should’ve worked, but it didn’t. Samsung again stole the show with its Galaxy S7 series, and it helped the brand mint strongest profits in over two years. But even Samsung’s winning streak came to an end with the master-blaster Note 7. The second half of 2016 gave LG Mobile some breather, but it still wasn’t enough to celebrate.
So, why did a wonderful phone like the G5 fail?
It’s all about how you’re perceived as a brand. Samsung and LG are household names that make large appliances like refrigerators, televisions, and washing machines. These products are considered mass-market and are designed keeping a broader audience in mind. While LG still rules the heavy appliances market, it never focused on its phone division and had conflicting strategies.
Firstly, LG was a premium brand, but it frequently had to undercut its phones’ price to ensure an edge over the others. This meant that it wasn’t actually dictating a premium, and the other brands were perceived to be better. Apple never reduces the price of its products within months of launch. The losses and reducing revenues forced the company to cut costs. And this was easily visible through its software update history.
Samsung Galaxy Note 8 and Apple iPhone X
Secondly, a phone like the G5 is too confusing for the average Joe. An iPhone is marketed as a stand-alone device that can do everything. Samsung too followed the same track and ensured its phones are near-perfect. The display, camera, battery, performance, and longevity all had to be taken care of. By adding modules, LG Mobile definitely gave the nerds a hard boner, but it also repelled the wider audience.
Many other phone makers have tried to create a niche, but they usually fail. The smartphone business is about scaling as much as possible to reduce operational costs. A niche phone like the G5 has a lot of appeal, but it attracts only a small audience. Brands like Nextbit, Essential, and BlackBerry tried to please the niche audience for too long, in turn, losing the larger user base.
Not learning from its mistakes
One thing every LG Mobile user will agree with — the software is horrendous. The company never took it seriously, and it was a serious letdown since the beginning. It was average until the G4 and then consistently went downhill ever since. Samsung’s TouchWiz has been a viral meme target, and that’s actually because of the number of units the company has sold. LG never sold enough units to earn a condescending meme in the wider social network.
I vividly remember that the company decided to skip the app drawer from its UI before the G5 launched but hastily decided to put it back because users weren’t happy. It was considered a mimicry of iOS. Incidents like these tell you that LG Mobile was confused — proceed independently or start taking inspiration from those who are successfully selling?
The LG G6 was also an exciting phone that housed an amazing wide-angle lens, sleek design, and a gorgeous LCD display (yes, LCD). I remember wanting to buy the phone, but it just didn’t seem like a worth-it deal. Why spend so much on an LG phone when I can get the Galaxy S8? By this time, the trust in Samsung was higher than ever, iOS had its own bubble, and new Chinese entrants like OnePlus were gobbling the market.
Samsung Galaxy S8, Xiaomi Mi Mix, and LG G6
On the eastern side of the world, OnePlus and Xiaomi were among the first few to truly understand the potential of a perfect UI running on Android. OnePlus started with a niche, Cyanogen Mod, and soon migrated to Oxygen OS. MIUI was at the heart of all Xiaomi phones and was just getting started. OnePlus not only ate into Samsung’s pie but also sidelined LG completely. The troubled brand was now struggling in the developed as well as developing world.
Its brand name had taken a massive hit, it wasn’t able to sell enough phones, and the competition slowly pushed it out. It could neither undercut others via price cuts in the US nor command a premium in Asia. All the sweet spots it had, were gone.
In the affordable and midrange, LG stood no chance as it had to go up against multiple competitors with exceedingly aggressive pricing. It didn’t have a large supply chain to go up against the Chinese players and after burning billions, the need to invest more was unjustifiable.
The final years of surviving
The G and V-series continued to get successors until 2019. The G8X ThinQ marked the end of the classic lineup that started it all. The V-series was being updated, but it was almost like nobody cared. In the last two years, the company had almost given up. But there were a few takers who still found a lot of value in LG phones.
LG made a lot of mistakes, but it also made phones unlike any other. Despite loss-making quarters, the brand remained loyal to its experimenting philosophy and showed innovative concepts like the Dual Screen cover. Foldable phones have been around for quite some time, but they’re fragile and expensive. LG’s new form factor brought something new to the table, and many were happy with it.
LG’s phones shall always be synonymous with wide-angle cameras, Quad DAC, OLED screens, and sleek designs. In a world where camera bumps are getting larger than the phone itself, having a simple light slab of glass and metal in your hand is very satisfying.
As a final gesture of survival, LG announced a brand new strategy in mid of 2020 and unveiled the Velvet. The new strategy also brought along a swiveling phone — the LG Wing. But it was too late.
LG Mobile could either abandon its plans to be a niche player and go full steam like realme or close down the business. Even with a niche, it wasn’t selling enough to cover basic operational costs. The board members of LG chose the latter.
The company that had once kickstarted webOS development was now leaving the mobile market for good. Although, this doesn’t mean we won’t be seeing LG around in the smartphone space. The giant is a lot like Samsung and makes class-leading displays, chips, and other components. You may not have an LG-branded phone in the future, but you’ll surely end up using its know-how passively.
From now on, the company will focus on divisions that have growth prospects–namely, electric vehicle components, artificial intelligence, connected devices, smart home solutions, and more.
A large company like LG, Nokia, BlackBerry, or HTC is harder to navigate. Due to the sheer size and distribution of the company, a turnaround becomes equally difficult. The irony is, these multiple channels of sales made them giants. And is the same reason why they got too heavy and can’t stay afloat.
Features
Why the OPPO Reno15 5G series is a creator’s essential
4K Ultra-Steady, 50MP groufies, and AI edits in one device.
There are two kinds of travel essentials: the ones you pack because you have to, and the ones you pack because they make the story better.
Often, we feel forced to choose between traveling light and bringing the bulky gear necessary to document the trip properly.
On your next trip, the OPPO Reno15 5G Series eliminates that compromise. With a thoughtful mix of hardware and software, it becomes your pocket-sized production crew, ready to capture life as it unfolds.
The crew in your pocket
The first rule of travel is to keep things light, but for a creator, “light” cannot mean lower quality.
Whether you are navigating crowded night markets or chasing the golden hour on a steep, adventurous rooftop, the 4K Ultra Steady feature ensures your footage looks composed even when the environment is chaotic.
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This stabilization changes the energy of a travel vlog, turning handheld montages into polished, cinematic clips that are ready for a Reel the moment you hit save.
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Capturing everything and everyone
Travel stories are built on shared memories, but too often, the person behind the lens is left out.
Group shots often become a messy scramble to squeeze everyone into a tight frame. The 50MP Selfie Camera changes that outcome with its 0.6x ultra-wide-angle mode
It captures the entire group with sharp detail across the frame, ensuring no one is relegated to the blurry edges.
Even if you need to crop the image later for a specific social media layout, faces remain clear and the background stays defined.
The result is a “groufie” that feels complete and professional
Scroll-stopping memories
We often summarize our trips through collages: layered photos that tell a single story.
The AI Motion Photo Popout tool brings a new dimension to these memories. With a few taps in the Gallery, the subject separates from the background to create a sophisticated, layered effect.
These edits serve as the perfect foundation for Instagram Story covers, Reel thumbnails, or high-quality personal wallpapers.
It’s a subtle digital adjustment that makes a visible difference in how your audience experiences your journey.
Reliability for the modern creator.
A smartphone is no longer just a gadget; it is a creative partner. The OPPO Reno15 Series 5G features a sleek design that looks at home beside a passport or a boarding pass.
It’s light enough for long days of exploration but polished enough for high-end city trips. The reliable battery life supports early flights, full-day itineraries, and even late-night uploads.
You’ll spend less time searching for an outlet and more time capturing the moments that matter.
Which OPPO Reno15 Series 5G is your GadgetMatch?
The series offers variants designed to fit your specific creative style.
Pick the OPPO Reno15 5G if you want a balanced everyday companion, and if you want flexibility and reliability without overcomplicating the process.
There’s the OPPO Reno15 Pro; the choice for creators where photography and videography are the main event, offering enhanced tools in a compact form.
But if you’re a value-conscious traveler who wants a practical entry point that provides core camera and AI features, then the OPPO Reno15 F 5G is your GadgetMatch.
Whichever you choose, the series proves that a travel accessory can do more than complement an outfit. It preserves your stories because it doubles as a content creator’s must-have tool.
The OPPO Reno15 Series 5G is now available in OPPO stores nationwide and the OPPO Online Store.
SEE MORE: The art of being in and behind the frame | OPPO Reno15 Pro: Camera Review
@gadgetmatch A phone that does more… so you can focus more on the moments that matter. The Galaxy S26 Ultra lets Galaxy AI handle the small stuff so you can stay present for the moments that matter. Also great for the occasional KPop concert video. Pre-order until March 17 and get double storage worth up to PhP 14,000. https://www.samsung.com/ph/smartphones/galaxy-s26-ultra/buy/ #GalaxyS26Ultra #EverydaywithGalaxyAI @samsungph ♬ original sound – GadgetMatch
Here’s the dream: a phone that helps you stay on top of things, so you can focus more on what matters.
That’s basically the idea behind Galaxy AI on the Samsung Galaxy S26 Ultra.
Instead of adding more things to do, the phone helps take care of the small stuff for you. Things like reminding you what’s next, or surfacing the information you need right when you need it.
So you spend less time digging through apps and more time actually doing the things you planned to do.
Editing photos is easier too. With Photo Assist, you can just describe the change you want… and Galaxy AI fills in the rest.
And if you’re cleaning up a video, Audio Eraser can reduce background noise — even from clips on third-party apps like Instagram or YouTube.
The point isn’t to make your phone the center of attention. It’s to make it helpful enough that you can forget about it for a while. Until something worth capturing happens.
And when things get a little chaotic — like concerts, street performances, or just life moving fast — Super Steady Video helps keep your shots level.
That’s definitely coming with me to the next K-pop concert.
The Galaxy S26 Ultra. Smarter phone. Slightly less stressed me.
Pre-orders are open now — with double storage for early buyers, plus additional discounts and installment offers from participating banks.
Which is great… because apparently I shoot way too many videos.
For more than a decade, the smartphone industry has been defined by a familiar race. More megapixels. Faster processors. Bigger batteries. Thinner designs. Being first. Being the most. And being the fastest.
The industry rewarded brands that appeared to be chasing specs. Bigger numbers meant progress. At least on paper.
But if you ask Samsung, the days of chasing specs may no longer define the future of Galaxy smartphones.
During a regional roundtable following the launch of the latest Galaxy devices, I asked TM Roh how the company decides when it’s time for a major hardware upgrade if it isn’t simply chasing specs.
His answer revealed how Samsung now approaches the future of its flagship smartphones.
According to Roh, hardware upgrades are increasingly tied to how well they support Galaxy AI.
“To make Galaxy AI run smoothly, it must be backed by strong hardware,” Roh said during the session, speaking through a translator. He added that Samsung develops its hardware, software, and AI capabilities together — and that major upgrades tend to arrive only when the company reaches what he described as the “desired level of excellence.”
(Quotes are approximate translations.)
“To make Galaxy AI run smoothly, it must be backed by strong hardware.”
(Approximate translation from TM Roh during the roundtable)
In short, Samsung says it’s no longer chasing specs for the sake of winning spec-sheet battles. Not anymore.
Samsung CEO TM Roh answering questions at a media roundtable in San Francisco
When hardware stops chasing numbers
Hardware innovation still matters. But Samsung increasingly frames those improvements as tools that enable smarter software experiences.
During the roundtable, Roh pointed to Samsung’s custom application processors, which now include stronger neural processing capabilities designed to handle AI workloads more efficiently. Dedicated hardware is also being introduced to strengthen privacy and security — including technologies embedded directly into the display. (See: Privacy Display)
Even cameras, historically one of the biggest battlegrounds for smartphone innovation, are evolving in the same direction.
Roh noted that while sensors and lenses remain important, modern smartphone photography now relies heavily on AI-powered image processing working alongside the hardware. This could also explain why, as of writing, Samsung has resisted the extra telephoto lens accessories that is prevalent with other brands.
The shift is subtle but important. Instead of emphasizing bigger numbers on spec sheets, Samsung positions hardware upgrades as part of a broader system designed to support intelligent software.
Why Samsung gets dunked on online
That philosophy, however, exists in tension with how smartphones are often discussed online.
In a landscape driven by benchmark charts and viral comparisons, incremental refinement rarely generates the same excitement as dramatic hardware leaps. Over the past few years, the Galaxy S series has occasionally become an easy target for criticism — especially as rival Android manufacturers compete to deliver the biggest numbers, the fastest charging speeds, or the thinnest designs.
The temptation in tech media, particularly on platforms like YouTube, is often to dunk on Samsung rather than examine the nuance behind its approach. Spectacular upgrades and dramatic spec sheets make better thumbnails.
Yet listening to Samsung executives across multiple briefings reveals something interesting: the messaging is remarkably consistent. Whether discussing cameras, processors, or ecosystem features, the company repeatedly returns to the same principle. Hardware innovation matters most when it unlocks a better overall experience.
A company that knows its role
That consistency suggests Samsung knows exactly who it is in the smartphone industry.
As the largest Android smartphone manufacturer globally, Samsung occupies a position where competitors often measure themselves against it. Many brands differentiate by pushing aggressive specifications or experimenting with bold hardware changes.
In many ways, everyone else is punching up.
Scale changes priorities. When you’re building devices for hundreds of millions of users, the focus shifts toward reliability, ecosystem integration, and increasingly, AI-powered experiences that work consistently across products.
Why Southeast Asia matters in Samsung’s AI strategy
During the roundtable, Roh also emphasized the importance of Southeast Asia and Oceania to Samsung’s AI strategy.
According to the company’s internal research, the region ranks among the most receptive markets for AI-powered mobile features. Younger demographics and heavy social media usage are driving adoption.
In markets where smartphones are central to communication, content creation, and digital services, AI-powered tools — from translation features to image editing — have found strong traction.
That context helps explain why Samsung continues to position AI as the defining layer of its next-generation devices.
Is the smartphone spec race ending?
For years, smartphone makers built their identities around chasing specs.
Bigger numbers meant better phones. Faster chips meant progress.
Samsung, it seems, is chasing something else.
Whether that bet ultimately reshapes the smartphone experience remains to be seen. But if Roh’s comments are any indication, the next major leap in Galaxy hardware won’t happen simply because the numbers can go higher.
It will happen when Samsung believes the experience — not the spec sheet — is ready to move forward.
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