Features

Fall of LG Mobile: 5 years of experimenting gone wrong

A loss of $4.5 billion in six years

Published

April 7, 2021

Shivam Vahia

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.

WATCH: Remembering the best LG Phones

Related Topics:LG LG G5 LG G6 LG G8X LG Mobile LG Mobile Exit LG V10 LG V20 LG V40 Samsung

Cameras

Inside an OCR training day with Bring Your Game

Captured on the Canon EOS R6 Mark III

Published

June 19, 2026

MJ Jucutan

The first leg of Spartan Race’s Philippine National Series doesn’t wait for anyone.

We joined an OCR team, BGY BYG aka Bring Your Game, at Bridgetowne Obstacle Park as they put themselves through an obstacle course race simulation. I brought the Canon EOS R6 Mark III to document every athlete giving their best.

Shooting under direct midday sun is its own challenge. The 32.5MP sensor handled the harshness of open daylight without blowing out detail. The 40fps electronic shutter and Pre-continuous shooting meant we were already in the frame before the moment fully happened.

Athletes were moving fast and in every direction, but the 8.5-stop IBIS kept every shot steady as we moved alongside them.

The Dual Pixel CMOS AF II stayed locked mid-sprint, mid-climb, and everywhere in between.

This is what race prep looks like up close.

Abegail Manzano, UAAP Season 85 Rookie of the Year in women’s athletics at UP Diliman, leading the warm-up session.

Jeri Vega Oro from All-female Pop-Rock Band, ROUGE.

In photo: Georgii Brisuela

In photo: JBL PartyBox Encore Essential 2

BGY BYG/Bring Your Game’s Team Captain, Aldrin Collantes

Words and photos by MJ Jucutan.

Computex 2026

Why is AI loved in COMPUTEX but hated in the rest of the world?

Two sides of the same coin.

Published

June 19, 2026

Luigi Leonardo

To cover COMPUTEX 2026, I found myself staying in the Grand Hilai Taipei, a 5-star hotel right beside the Taipei Nangang Exhibition Center (TaiNEX), the historical home of the annual conference. I can’t help but think of The Grand Budapest Hotel, a Wes Anderson flick about a similarly decadent hotel. But it’s not the plush hotel rooms, the hospitable staff, or the Romanesque public sauna that has me thinking of the iconic 2014 film. Rather, it’s the man of the hour himself, NVIDIA’s Jensen Huang, the king of today’s AI.

In The Grand Budapest Hotel, Ralph Fiennes plays Monsieur Gustave, the eponymous hotel’s flamboyant concierge. Always the life of the party, Gustave blends seamlessly into the hotel’s luxurious pink decor as he cavorts willy-nilly with the elder clientele. While the film flings Gustave around a thrilling chase for a deceased friend’s inheritance, the film’s subtext is one of politics, mistrust, and war. Around the hotel, the world haplessly descends into the geopolitical turmoil that brought about the Second World War. And yet, Gustave remains indifferent, content as he is to be atop his lofty pulpit while luxuriating in L’Air de Panache.

The amicable Gustave as he lures you in.

Jensen Huang, clad in his trademark leather jacket, is our story’s Monsieur Gustave. Much like Gustave, Huang revels in the fanfare around him. In COMPUTEX, he’s a hero adored by the masses. Wherever he goes, fans bend over backwards to take a selfie. His merchandise (and yes, it exists), touting AI-generated versions of him, is constantly sold out. It’s a stark contrast to the world and all its doom-and-gloom for a future bloated with AI.

The silence behind the applause

Before the official start of COMPUTEX, Huang conducted his own keynote speech for NVIDIA. If you’ve been to one of his keynotes in the past, you’ll hardly recognize what it’s become. There’s no more talks of realistic graphics or faster gaming performance. It’s all about AI.

Most of his time was dedicated to Vera Rubin, a multi-rack AI supercomputer destined to power the future’s data centers. Amid the drone of technical jargon (almost bordering on technobabble), I was quietly asking myself what I was doing here. Meanwhile, beside me, an enthusiastic woman clapped with as much fervor as if Huang was the second coming of Christ himself. Even if Huang could hear her individual applause (and he most certainly didn’t), he couldn’t have seen her Googling frantically what a multi-rack AI supercomputer was.

NVIDIA’s Vera Rubin

After what felt like forever on the Vera Rubin, Huang finally talked about a consumer-ready product: the new RTX Spark laptops. Admittedly, my interest was piqued. After all, it’s supposed to be the next evolution of PCs. Cue: more applause.

Although, the subtext here is as loud as the clamor. Though it’s certainly impressive that a single RTX Spark notebook can deliver 1 petaflop of AI performance and 192GB of unified memory, this next big thing is not for you and me. No one wanted to talk about the price of these things; not a single OEM, not even Huang himself.

All the hype is on productivity and profitability. It will make more work and more money… but not for you. If anything, you’ll probably end up worse.

The price of progress

Building a PC these days can bankrupt you just as easily as visiting an American hospital. A decent stick of RAM is no longer as accessible as it was a few years ago. And it’s all thanks to AI.

Touting them as humanity’s next evolution, the world’s biggest tech companies want you, a regular consumer, to believe that the technology is coming to your home. But first, they need acres of real estate for data centers. Several states in America have already relegated land to put up these centers, much to the chagrin of their residents. Despite assurances that newer ones can more effectively balance the load on the grid, these same data centers need a lot of space, power, and water. All three of which are coming from the communities surrounding them. At the time of this writing, some state governments are pushing back against the incoming infrastructure, perhaps realizing the mistake of unimpeded data center developments. The outside world is slowly turning on AI, but it’s not a global crackdown.

These stickers are getting more expensive.

And that’s before the effect of these data centers on regular consumer technology. Besides all that land, they need a horde of silicon. That’s why NVIDIA has stopped positioning itself as a GPU company, and that’s why all the chips just disappeared. All those data centers are buying up the world’s stock of chips. It’s all a matter of supply and demand at that point; scarcity drives prices up, and we’re left to pick up the pieces. The GPU that was supposed to go to your new PC is now inside a data center somewhere in the States.

Even if you don’t live near a data center, you’re still not safe. Companies, especially in the Western world, believe that AI can replace human workers, leading to mass layoffs. To be clear, while AI can help with productivity when used as a tool, a full replacement isn’t the most feasible option yet. In fact, according to Fortune, AI is just a convenient scapegoat when companies simply want to cut labor expenses by any means necessary.

And yet, the party goes on. Huang is adamant that you are on the ground floor of a revolution that will change the world. But, sorry, bucko; that elevator is going up without you.

The mask falls

As tempting as it is to pick on a single target, the NVIDIA CEO wasn’t the only Monsieur Gustave gallivanting around COMPUTEX. Qualcomm’s Cristiano Amon had his own keynote speech to herald the annual conference. But, opposed to decadence of Huang’s optimism, Amon lets his mask fall just a tiny bit.

To his credit, Amon didn’t extol Qualcomm’s developments exclusively. Rather, he spoke of the overall effects of AI on our world. It’s, of course, the usual optimistic accoutrements of harder, better, faster, stronger for society. Eventually, his excitement gets the best of him and lets slip some shadier effects.

“6G will turn us all into walking cameras,” he said, talking about how AI will affect connectivity.

Now, to be fair, radio frequency sensing isn’t new technology. It’s already been possible to detect objects using only radio signals. 6G, bolstered by AI, will expand this to cover a much wider area for more possible uses.

Amon himself admits that it was a controversial statement. But perhaps, he doesn’t know (or care) about any potential invasions of privacy. He remains ever-so-confident that the use of 6G for surveillance will ultimately help with public safety and infrastructure.

All I can think of is The Dark Knight‘s Lucius Fox doing the moral thing and shutting off Batman’s mass surveillance system after finding the Joker.

It’s a tiny slip, but it speak volumes. Your privacy is a sacrifice that they’re willing to take.

As if that’s not enough, Amon signs off on his diatribe with a succinct “resistance is futile,” talking to those who still oppose AI.

An odd way to start off a celebration of AI, isn’t it? Traditionally, that phrase is one oft used by villainous characters, but that’s just par for the course in today’s AI-infested world. Peter Thiel, one of the moguls of AI, infamously named his company Palantir, the same malevolent surveillance tool used by Sauron in The Lord of the Rings. For some, masks don’t really exist.

The other concierge

Speaking as someone who keeps his finger on the pulse of AI more on the Western side of the world, it’s strange to see a different side of the coin. Huang and Amon are icons. You can’t last two seconds without seeing a single mention of AI somewhere on the show floor. There’s a palpable electricity when talking about the potential of AI.

And to be fair, when I talked to a few developers and engineers, I can feel the optimism. One talked about a voice assistant that would suggest better gift ideas for her spouse based on their history. Another one passionately talked about how much gaming has been better with DLSS 4.5. They truly believe that AI can work to their (and our) benefit, and I believe them. Underneath the smarminess of tech billionaires are ordinary people who found ways to better society. That’s where the conversation about AI should start.

But that’s not what the people want. The people want the parties, the glitz and the glamor. And all these billionaires desperately want to be the next Steve Jobs, the next Great Gatsby. And everyone else wants someone to hate.

In Taiwan, it’s not easy to hate a Monsieur Gustave that wants to make you feel welcome. It’s much easier to come for a monster taking your land, your jobs, and your money.

In Taiwan, Monsieur Gustave can have his parties, his adoring friends, and his fancy leather jacket. But in the rest of the world, he finds in himself the caretaker of an entirely different hotel, The Shining’s Overlook Hotel. Beneath Monsieur Gustave is Jack Torrance, and he’s always been the caretaker.

“Here’s Jensen!”

The other concierge.

Buyer's Guide

Buyer’s Guide: TECNO SPARK 50 Pro vs SPARK 50 5G

Which afforda-phone SPARKs more joy?

Published

June 18, 2026

Vincenz

Within two months, TECNO separately launched the SPARK 50 Pro and SPARK 50 5G.

Clearly, the uprising brand aims to target consumers who want to buy a shiny new smartphone within their means. This also meant budget buyers might get confused which to get between the two.

Interested yet still confused? Read more to know which SPARK is your GadgetMatch.

Design

While design is (and will always be) subjective, the design of the TECNO SPARK 50 Pro and SPARK 50 5G are on two different sides of the coin.

The newer SPARK 50 Pro is offered in stronger color choices — from Midnight Blue to the Dynamic Orange I own. Albeit, there are the less flashy Ink Black, Titanium Grey, and Cloud White shades.

On the other hand, the SPARK 50 5G has classier colorways: Champagne Gold, Mint Green and Fantasy Purple. That’s alongside the subdued Ink Black and Titanium Grey options.

Personally, the SPARK 50 5G’s clean-looking horizontal camera bar design was the clear giveaway. While the SPARK 50 Pro is a bit slimmer at 7.8mm, the SPARK 50 5G is still comfortable to hold despite being thicker at 8.18mm.

Furthermore, the Champagne Gold unit I rock looks more premium and doesn’t try to be in with the unnecessary “orange” trend.

Editor’s Choice: SPARK 50 5G

Durability

Usually, design and durability coincide with one another. But, that’s not always the case.

Despite the SPARK 50 5G having an aviation-grade body, it only has an IP64 rating. It can withstand dust particles but, only water splashes and light sprays. Good to note though that it is MIL-STD-810H compliant.

Meanwhile, the less premium-looking SPARK 50 Pro actually boasts the sturdier IP68 and IP69 water and resistance ratings. This means it can withstand dust, water immersion, and even stronger, high-pressure sprays.

This makes the SPARK 50 Pro one of the few phones to have an IP rating previously limited to flagships and higher-end midrangers.

Editor’s Choice: SPARK 50 Pro

Audiovisual

Both the SPARK 50 Pro and SPARK 50 5G share a 6.78-inch IPS LCD display. Both are also 720p in resolution and refresh rate maxes out at 120Hz.

Obviously, these phones don’t have the best in class displays. But, for such segment and price, having such display tech alongside a punch-hole cutout (instead of a raindrop notch) means a lot.

Stereo speakers are also powered by DTS sound. Undoubtedly, these two phones are like identical twins in this segment.

The only thing that the SPARK 50 5G has the upper-hand is none other than its inclusion of 3.5mm audio jack that the SPARK 50 Pro lacks. Still beneficial for people who fully rely on wired audio.

Editor’s Choice: SPARK 50 5G

Performance

While the front part is harder to distinguish from one another, each inner core is what separates these phones apart.

The TECNO SPARK 50 5G is powered by the MediaTek’s Dimensity 6400 SoC.

Of course, it’s not the most powerful out there. But, for its league, it’s a capable chipset that can multitask and run most game titles. Even 5G support never forgotten.

Meanwhile, the SPARK 50 Pro, despite having that “Pro” superlative, only runs the Dimensity G100 Ultimate. CPU speeds are obviously lower. Worse? It’s only limited to 4G speeds.

On the positive note, it gives better camera support.

Memory sizes are available in 4,6, and 8GB with storage options in either 128 or 256GB. Fortunately, these phones still have a dedicated microSD slot.

Editor’s Choice: SPARK 50 5G

Camera

With the camera talk already mentioned, most would think that the 50MP main rear camera of the SPARK 50 Pro and SPARK 50 5G are just the same. Well, they’re not.

Photography duties of the SPARK 50 Pro are mainly handled by Sony’s LYTIA 600 (or LYT-600) image sensor. For reference, that’s the same image sensor found on most modern midrangers.

The SPARK 50 5G uses an older Sony Exmor sensor. Aperture slightly differ at f/1.9 and f/1.8 respectively.

For further context, here’s how the two smartphones produce photos.

To compensate for that, the SPARK 50 5G tends to over-sharpen and color boost its photo output over SPARK 50 Pro’s natural image rendering.

The SPARK 50 Pro also has a better-looking bokeh falloff than its 5G counterpart.

Editor’s Choice: SPARK 50 Pro

Power

Finally, the highlight of both phones: battery capacity.

ICYMI, the TECNO SPARK 50 Pro has two versions: a single-cell 5600mAh model and a bigger 6000mAh dual-cell version.

The SPARK 50 5G takes it up a notch with an even bigger 6500mAh capacity.

Although that is only a 500mAh (or 900mAh) discrepancy, that battery boost still means a lot for an every day user.

Charging-wise, the SPARK 50 Pro has a faster 60W speed over the regular 45W charging in the 5G version.

IMHO, I would still choose a bigger battery over faster charging speeds. Still, it’s great to have both in a single package.

Editor’s Choice: SPARK 50 5G

Which afforda-phone SPARKs more joy?

If we are going to tally the scores, the clear afforda-phone choice is none other than the TECNO SPARK 50 5G.

It ticks 4 out of 6 boxes — from that classier design to its beastly battery despite that thin chassis. Even better, a 5G-capable chipset and 3.5mm audio jack inclusion that the “Pro” variant simply lacks.