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LG
LG is rebooting its smartphone strategy, and, in LG’s style, the company is giving us details about it. Today we learned the name of the first phone on reboot, LG Velvet, and a couple of intriguing design details.
LG said it is “moving away from alphanumeric designations in favor of familiar and expressive names.” In other words, no more G-series phones, and presumably no V-series either. That puts an end to one of the oldest flagship phone families in the Android space. Pour one for the G.
This official announcement follows an unconfirmed report from last month that suggested LG would adopt unique names for its upcoming premium phones.
Goodbye LG G9, hello LG Velvet. The new phone will feature a “smooth and symmetrical form factor” that will be “nice to touch,” says LG. According to the company, “glossy smoothness” and “superior smoothness” will be two key characteristics of the Velvet. Camera Raindrop also receives a greeting.
LG
LG’s mobile unit has been spending money for 20 consecutive quarters. Among other problems, awkward branding, mediocre designs, and poor product differentiation have made LG smartphones also forgettable. There is no guarantee that the new Velvet will change things, but what we know so far makes us cautiously optimistic.
First, the name itself: The company is dropping the terrible ThinQ stub, in favor of a clean and memorable nickname. That should only help the next LG phone stand out in a sea of alphanumeric permutations.
Second, the promised “superior softness” suggests that LG is going against the bright and shiny designs that have dominated the market in recent years, with few exceptions. That’s another way the Velvet could stand out. Also, LG desperately needs some style, after years of heavy design.
The LG Velvet will be a “massive premium” device, which will not compete with Galaxy S20 Ultra and Huawei P40 Pro Plus. It’s good news, as long as the affordable price doesn’t come with a forgettable spec sheet.
Now read: Can we stop him with the comically big phones now?
What do you think about the new LG Velvet?
