Samsung will unveil its new line-up of flagship smartphones later on Thursday, as experts raise questions about the public desire for premium phones during a pandemic.
The technology giant is expected to reveal the next generation of its Galaxy S range of phones, likely to be called the S21 series.
The announcement will mark the first major smartphone launch of 2021, and will be Samsung’s first major phone unveiling since rivals Apple launched the iPhone 12 range late last year.
Ru Bhikha, mobiles expert at Uswitch.com, told the PA news agency that he believed Samsung’s latest devices would be influenced by both the coronavirus pandemic and the firm wanting to take on its rivals.
“The world has changed beyond all recognition since the S20 launched last year, and the S21 arrives at a time when premium handsets are feeling the squeeze,” he said.
“Last year, we saw Apple offer an entry-level iPhone 12 at a cheaper price than might have been expected, and we’re predicting that the basic S21 will cost less than the S20 did last year.
“At a time when many consumers are feeling financial difficulties brought on by the global pandemic, a cheaper flagship phone is likely to win many people over.”
In recent years, the price of high-end smartphones has been steadily rising, with many premium devices from the biggest manufacturers often starting at around £1,000.
As a result, mid-tier devices – which house high-end specifications but at reduced prices – have become increasingly popular.
Samsung’s latest phone launch comes at the end of a busy week for the firm, which revealed a new family of home assistance robots during the CES technology convention on Monday, which are designed to help owners with daily chores and other tasks around the house, including one capable of loading a dishwasher and pouring wine with its mechanical arm.