Samsung on Wednesday introduced its new lineup of premium and pricey Galaxy S10 phones, which will take on Apple's latest iPhone lineup.
They're expensive phones to launch in a landscape where consumers have shown they're reluctant to part with $1,000 for a new phone. This shift has helped companies like Huawei and Xiaomi gain market share, especially in China. It's one reason that Samsung, like Apple, is launching a cheaper $749 phone this year.
Earlier this year, Apple warned that economic headwinds in China sent iPhone sales down. On top of that, the company said people aren't upgrading their phones as often as they used to.
The challenge today for premium smartphone makers like Samsung and Apple is to make devices that are compelling enough to buy, even if they cost $1,000 or more.
The new Galaxy S10 phones are solid devices, but there aren't any "must have" components here that will force customers to ditch devices like last year's Galaxy S9 or maybe even the Galaxy S8 that was launched in 2017. And I don't think there's enough of a differentiating factor in these devices to pull anyone away from Apple's iPhone family. They're still Samsung Android phones.
The new Samsung family includes the Galaxy S10e, the Galaxy S10, the Galaxy S10+ and the Galaxy S10 5G. Here's what you need to know about each one: