Galaxy S21 Unboxing... Targeting Apple and Eyeing Huawei's Gap
Lowering Release Price to Expand Market Share
S Pen Support and Camera Improvements in Ultra Model
Ranked 3rd in 5G Market Share Last Year... Close Competition Expected in Q1
[Asia Economy Reporter Han Jinju] Samsung Electronics' Galaxy Unpacked event, where it unveils its flagship new products, is just one day away. The Unpacked event, moved up by more than a month, will showcase new products including the Galaxy S21 and Galaxy Buds Pro. Samsung aims to strengthen its market share by blocking Apple's rapid advance and filling the gap left by the faltering Huawei.
Starting at midnight Korean time on the 15th, Samsung Electronics will hold 'Galaxy Unpacked 2021.' Like last year's August Unpacked, this year's event will be held online. Pre-recorded videos shot in various locations both domestically and internationally will be compiled and streamed live. Tae-moon Roh, President of the Wireless Business Division, will appear to introduce the Galaxy S21 and the company's vision, while employees of the Wireless Business Division will explain the features and usage of the new products.
Galaxy S21 Differentiated by Camera and S Pen
The Galaxy S21 features significant improvements in camera functions and, for the first time in the S series, supports the S Pen on the Ultra model. The Unpacked teaser video released by Samsung on the 12th hinted at the enhanced camera performance of the Galaxy S21. It showed dynamic moments such as dancing and snowboarding being captured, and multi-camera usage recording videos simultaneously from close and distant perspectives. The Ultra model supports a quad camera setup including a 108-megapixel camera and up to 10x optical zoom. The Galaxy S21 and Galaxy S21 Plus are equipped with a triple camera system with up to 64 megapixels.
What draws the most attention is the price. The Galaxy S21 is priced at 999,900 KRW, the Galaxy S21 Plus at 1,199,000 KRW, the Galaxy S21 Ultra 256GB at 1,452,000 KRW, and the Galaxy S21 Ultra 512GB at 1,599,400 KRW. This is about 250,000 KRW cheaper than the previous Galaxy S20. The price range is similar to the iPhone 12 series, which starts at 950,000 KRW. In line with environmental protection trends, Samsung will exclude chargers and earphones from the package starting this year. The S Pen, usable with the Ultra model, will not be included by default but will be available for separate purchase.
Samsung Chasing Apple
Samsung Electronics advanced the launch schedule of the Galaxy S21 and lowered prices mainly to counter Apple. Apple released the iPhone 12 in October and became the number one seller of 5G smartphones within two weeks. According to market research firm Strategy Analytics, Samsung held a 15.1% share of the 5G smartphone market last year, ranking third. Huawei was first with 29.2%, and Apple, which launched the 5G iPhone in October, caught up to second place.
From this quarter, a fierce competition is expected between Apple and Samsung for the market share left by Huawei, whose wings were clipped by U.S. government sanctions. Especially in Europe and Southeast Asia, who captures Huawei's market share will be a key factor determining market share and sales this year. If Apple releases mid-range 5G phones in the first half of this year, the competition for market share will inevitably intensify.
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Stunning Supporting Role: Galaxy Buds Pro
The new wireless earphone 'Galaxy Buds Pro' will also be unveiled at this Unpacked event. It features active noise canceling and a pebble design makeover. As an in-ear type, its noise canceling function is improved compared to the previous Galaxy Buds Live, and it adds a conversation mode that clearly transmits human voices and a 3D spatial audio function that delivers sound more immersively. This aims to block Apple's dominance as the number one wireless earphone brand and pioneer the premium wireless earphone market while expanding the 'Galaxy ecosystem.' According to market research firm Canalys, the wireless earphone market is expected to grow 40% from this year to reach 350 million units in size.
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