LG G7, the successor to last year’s flagship G6, might not launch at Mobile World Congress next month. LG CEO has reportedly asked the engineering team to start from scratch on its next-generation flagship smartphone.
According to The Investor, Jo Seong-jin, vice chairman and CEO of LG Electronics has ordered the company executives to rethink its next premium smartphone currently dubbed as G7. The move could possibly push back the launch to April as opposed to currently rumored MWC 2018 launch. The report highlights that G7 smartphone team has been told to halt recent work in order to review the new product from scratch.
The order to start from scratch on company’s next premium smartphone has been relayed down to working-level officials indicating a major change in company’s smartphone strategy. LG’s smartphone division has lost its sheen against home rivals Samsung and Apple in the premium segment and Chinese smartphone makers in the mid-range segment. LG’s mobile division has posted losses for ten straight quarters, and is likely to report another quarterly loss later this month.
At CES 2018 last week, Jo hinted at a major change in company’s mobile division and announced “We will unveil new smartphones when it is needed. But we will not launch it just because other rivals do.”
The revision is inline with previous reports claiming that LG plans to change the branding for its flagship smartphone this year. Apart from strong devices from competitors, there seems to be another reason for delay in launch of G7. “The internal speculation is that the company hasn’t been able to find a strong selling point for the G7 smartphone,” the official said.
As far as rumors are concerned, the LG G7 is said to feature a 6-inch display with thinner bezels than its predecessor. The smartphone is said to include iris facial recognition technology with support to protect files and documents. There are also reports of G7 getting dual rear camera setup, but it is not clear whether it will have any killer feature to distinguish itself from other premium smartphones.
With LG G7 not likely to launch at MWC 2018, Samsung will have an opportunity to steal the limelight with its Galaxy S9 flagship smartphone. An official familiar with the development told The Investor that decision on new launch date will be revealed around the Lunar New Year holiday next month.
LG, once seen as a pioneer in the flagship smartphone segment, has been completely overshadowed by the likes of Apple and Samsung. It has also failed to stay competitive against brands like Xiaomi, Oppo, Vivo and OnePlus. The announcement indicates that LG might also retreat from smartphone business like HTC by cutting down on product launches and focusing on different market scenario.