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 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.
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!
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.
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.
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
Inside London’s biggest Samsung experience space
Samsung KX ignited my grandest domestic fantasies
Stepping into King’s Cross following an invigorating stroll past St. Paul’s Cathedral and a quick ride on the Circle Line shifted my mood into pure aspiration.
London bustled around me, and as I approached Coal Drops Yard, I felt a familiar flutter. I caught myself mentally evaluating my outfit and my posture, filled with a sudden desire for my surroundings to match my grandest domestic fantasies.
I walked forward with genuine admiration, unaware that my destination was Samsung KX, the brand’s 20,000 sq ft. experiential flagship store in the UK.
Stepping inside felt like walking into a cathedral of modern design. Massive glass windows bathed the interior in natural light and offered sweeping views of people strolling outside.
They seemed oblivious to the marvels inside, while I stood frozen, already convincing myself I needed every single item on display.
Between workstations and digital playgrounds
The store layout struck an intentional balance between high performance and everyday living. At the heart of the space stood the Samsung Vision AI displays, arranged as a central living room showcase with striking fixtures. It felt like a high-end Mayfair penthouse.
Watching the Vision AI coordinate the living space, I realized true luxury is complex technology operating so seamlessly I never had to think about how it worked.
Beside it, productivity setups featuring the Galaxy XR showed how modern work could blend into personal space just as gracefully.
Further inside, the latest mobile lineup filled the display tables with the Galaxy Z Fold7, the Galaxy Z Flip7, and a curated set of matching accessories. This was before Samsung officially unveiled the next-generation Galaxy Z Fold8 and Z Flip8.
WATCH: Hands-on: Samsung Galaxy Z Fold8, Flip8, Ultra
Beyond the devices, the space opened into a lively hub with a kitchen bar, an event workshop area, and a Gamer Bus parked near a Mobile Gaming Bus Stop.
Surrounded by tech journalists comparing specs, I realized high-stakes gaming wasn’t exactly my domain. My idea of extreme competition usually involves bidding wars on vintage decor. Still, I could appreciate the craft behind the setups.
Sanctuary for the aesthetic soul
I gravitated toward the far right of the store, where the smart home ecosystem came alive, skipping the productivity workstations behind the central hub without a second thought.
I’m helpless in front of a bespoke living space that looks like it belongs on the cover of Architectural Digest.
Samsung had divided the smart home section into distinct real-world scenarios, each one showing how connected technology could elevate a different corner of a home.
We started in the Smart Kitchen, where the Home Control system was on demo. One press on the panel turned the kitchen into a control room.
The refrigerator screen and the ambient TV both displayed live security feeds from the home CCTV. I envisioned a delightful image of myself entertaining guests while keeping an eye on my front door from the island counter.
Further in, townhouse-style suites brought the vision to life. There’s a multi-room layout with a dining area, and a garage with integrated laundry along with a dedicated AirDresser.
Nearby, a solo living setup demonstrated the Samsung Routine feature. Through SmartThings, it adapts lighting and climate the moment you step through the door.
Where whimsy meets fine art
The highlight of the tour, for me, was a dedicated Moomin zone, showcasing The Frame Pro alongside Samsung’s flagship TVs.
Tove Jansson created the Finnish fairytale trolls in 1945, filling her stories with quiet adventures in Moominvalley. Seeing the illustrations rendered on ultra-high-definition displays made the technology feel closer to gallery art than showroom tech.
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I stood there imagining how easily I could switch my living room wall from a classical oil painting to a whimsical illustration, depending on my mood. It proved that modern displays can soften a living space instead of overpowering it.
Walking out of Samsung KX, I realized the tour gave me far more than a look at new gadgets. It sparked a real desire to curate a home that feels smart and beautifully tailored to my life.
Experiencing technology through the lens of design and daily comfort makes me want to dream bigger. To build a space where every moment feels simpler and maybe… a little more elegant.
Hands-On
Hands-on: Samsung Galaxy Z Fold8, Flip8, Ultra
Samsung’s freshest foldables come out of the oven
Three foldables. Three very different people.
Samsung’s Galaxy Z Fold8 Ultra — the productivity maximizer. Heritage form factor, everything cranked to the max.
The Galaxy Z Flip8, pure style. The smallest, loudest, most you one of the bunch.
And finally, the Samsung Galaxy Z Fold8 — the new beginning.
Built for the way most of us actually use our phones: watching, reading, scrolling. The one I keep reaching for and have a feeling THE Michael Josh will be using a lot.
Same family. Three ways to experience it.
Head over to our hands-on video on the latest and greatest Galaxy Z8 family for you to know your best bet.
Apps
The case for traveling without a plan
How Grab’s 5-Star Travel Guide replaced my spreadsheets, for personal travel anyway
I have somehow acquired the reputation of a man permanently in transit.
Fill your feed with airport check-ins, road trips, hotel rooms, and race bibs for a decade, and people stop seeing travel as a hobby. They start treating it like a personality trait. And naturally, everyone is always breathless to know: “MJ, how on earth do you manage it all?”
Here’s the truth: every trip begins long before I pack a bag. A good itinerary takes time. Flights, hotels, transfers, backup plans, restaurant lists all have to fit together well enough to make the trip feel worthwhile.
My colleagues would probably call me a Type A traveler. They’ve watched me run international coverages and high-stakes business trips entirely off spreadsheets. Spreadsheets!
Timed down to the exact micro-second, complete with contingency plans for every possible disaster short of an alien invasion.
And they are completely right. For work. But personal travel? Oh, darling, personal travel plays by a completely different set of rules.
The luxury of letting go (and the panic that follows)
A month before departure, I am all about securing the basics. But once the flights and rooms are locked in? I completely let go.
I would much rather leave room for fabulous, unexpected curiosity than fill every single hour with another rigid destination.
Part of it is sheer decision fatigue. I spend so much of my professional life making executive decisions that the last thing I want to do on vacation is have a minor existential crisis at 2:00 p.m. over which artisanal café deserves the honor of my afternoon. I want to wake up, look at the sunlight filtering through the curtains, and let the universe decide.
Of course, ironically, that absolute freedom can spiral into its own fabulous brand of panic. I know I want to go somewhere chic. I just have absolutely no idea where.
Which is precisely how Grab’s 5-Star Travel Guide quietly became the most indispensable accessory of my latest getaway.
Finding somewhere to spend the afternoon
I recently flew to Cagayan de Oro to spend some quality time with my long-term, long-distance, low-commitment, casual boyfriend. (Yes, it’s complicated, but the mystery keeps it glamorous.)
I arrived with absolutely zero plans, and this was entirely deliberate. If there is one thing a strong, independent person must never do, it is rely on someone else to dictate his day — even if that someone is technically his own handsome, local tour guide.
Instead of waiting around for an itinerary to be handed to me, I simply opened my Grab app while I’m in downtown and slithered over to their Travel Guide.
My fabulous friend, Syra, glided over from Midtown, and we agreed to rendezvous in Uptown to finally check out H Proper Coffee, which was practically screaming at me from the top of the Grab list.
It’s the city’s legendary third-wave coffee pioneer — complete with a deeply impressive roastery — and it has recently, thank goodness, expanded to Makati.
- Bowerbird Coffee
The guide also flirted with other familiar, delicious names like Milestone Coffee (where Syra and I had gossiped over lattes just six months prior), alongside Bowerbird Coffee, Fukuro, Apostrophe Café, The Lone Wolf, and Grae Coffee.
I must say, the recommendations were utterly spot-on. They weren’t just highly rated by random bots; these were the actual enclaves that the city’s stylish locals genuinely know and love.
Dinner dilemma (solved!)
The Travel Guide came through yet again when the sun began to set and the crucial question of dinner arose. Now, I absolutely adore discovering hidden neighborhood gems and family-run eateries. They possess a soul that no luxury restaurant could ever replicate.
That said, every proper holiday demands at least one evening where you put on a sharp blazer, splash on some Tom Ford, and indulge in a truly beautiful meal.
Unsurprisingly, Cucina Higala seduced me all over again. Look, I am a creature of habit. If I know an establishment delivers perfection, I will return.
Seeing it sitting proudly near the top of Grab’s curated list felt like a delicious little pat on the back; a quiet validation that my impeccable taste is worth trusting after all.
Beyond the plate
Refreshingly, the guide doesn’t stop at flat whites and fine dining. Grab’s Travel Guide also highlights local luxury hotels.
Though, fair warning, a few of them are the sort that make your credit card wince slightly. (But darling, they are five-star for a reason.)
It also curates actual experiences. Browsing through the app, I found options for everything from heart-pounding whitewater rafting and sharp Pilates studios, to a world-class pottery atelier, a folkloric museum, and a sweeping, adventure-filled mountain retreat.
Some were already on my radar, but others? I would never, in a million years, have stumbled upon them myself. And that is the thrill of traveling this way. You leave just enough empty space in your diary to be utterly surprised.
For the spontaneous traveler
Let’s be clear: planning every detail down to the last centavo is not a flaw. When you’re younger or traveling on a strict budget, every single peso counts, and a meticulously plotted itinerary ensures you maximize both your wallet and your time.
But eventually, thank heavens, you reach a stage in life where the itinerary matters just a little bit less. A stage where time and budget stop being the terrifying monsters standing between you and a boarding pass.
You learn that not every single meal requires three weeks of intense counter-research. Not every hour requires a reservation confirmation number.
Sometimes, the most breathtaking, unforgettable moments happen simply because you wandered into a doorway you weren’t even looking for.
So, book the flight. Secure the hotel. Figure out how you’ll get around. Then let your feelings, and Grab’s Travel Guide, decide the rest.
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