Join

Enter Details

Comment on stories, receive email newsletters & alerts.

@
This is your permanent identity for Business Insider Australia
Your email must be valid for account activation
Minimum of 8 standard keyboard characters

Subscribe

Email newsletters but will contain a brief summary of our top stories and news alerts.

Forgotten Password

Enter Details


Back to log in

LG might rebrand its flagship phones this year, which may mean no LG G7

David Ramos/Getty ImagesThe LG may scrap its G-series smartphones for a whole new device brand.

  • Reports from Korea claim LG is considering a rebrand of its G-series flagship smartphone line.
  • The change comes in accordance with a new CEO leading LG’s mobile division.
  • LG appears to be competing with Samsung and Apple, companies that have also implemented product rebrands in the recent past.

Despite many rumours, LG may not release a smartphone called the “LG G7” in 2018. The manufacturer may consider scrapping its “two-digit number sequence” for naming its G-series smartphones in favour for a complete rebrand, according to the Korean blog Digital Daily.

LG told the Korean publication The Investor that device rebrands are common in the mobile industry, referencing recent rebrands from rivals such as Apple and Samsung, but did not give any further reasoning.

However, LG’s rebrand may be timed with the appointment of a new CEO for LG’s mobile division, amid several years of the G-series struggling on the market. The LG G6 released in 2017, but failed to capture consumer attention due to not featuring the latest hardware. LG attempted to retain a removable battery on the LG G5 in 2015, but the device’s design, which included a detachable bottom chin, was also not appealing to consumers.

It is likely LG won’t make any changes to its newer V-series flagship. The LG V30 released in September and LG recently announced a new Raspberry Rose colour option. LG has found consumer favour in the device’s camera, particularly its wide-angle feature.

News of the rebrand doesn’t appear to be affecting LG’s plans for announcing a flagship smartphone in the near future. LG is expected to launch a new device in late February, during Mobile World Congress.

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.