With the Galaxy S23, Samsung can’t afford to overcharge Apple

The Galaxy S23, Galaxy S23+ and Galaxy S23 Ultra are the most expensive smartphones Samsung has ever sold, apart from their foldable smartphones. Prices are close to this year’s iPhone 14. But can Samsung really match Apple’s prices like that, so quietly? NO!

This year, the base variants of the new Samsung flagships all start at 256 GB of storage, except for the Galaxy S23 which retains the 128 GB option. But all, without exception, have also seen their prices increase considerably compared to last year’s model.

But Samsung, unlike Apple and its dominant position, doesn’t control the entire Android market. Manufacturers are playing a dangerous game of inflating prices even as their catalogs start to stagnate. So, what’s wrong with him teasing his users like this?

Samsung smartphones will soon be as expensive as Apple iPhone?

The base versions of the Galaxy S23 (128 GB) and Galaxy S23+ (256 GB) are 100 euros more expensive than the equivalent versions of the Galaxy S22 and Galaxy S22+. The base version of the Galaxy S23 Ultra (256 GB) costs 60 euros more than last year’s Galaxy S22 Ultra.

Galaxy S22/Galaxy S23 Galaxy S22+/Galaxy S23+ Galaxy S22 Ultra / Galaxy S23 Ultra
Price at launch 859€/ 959€ (128GB version) 1109€/ 1219€ (256 GB version) 1359€/ 1419 (256GB version)
Price differences +100€ +110€ +60€

Therefore we are not talking about a few euros there, the price increase started by Samsung is very significant. However, Samsung abuses not as much as Apple, at least for now.

If we look at the price difference between the iPhone 13 and iPhone 14 models, the increase is at least twice as big at Apple. The iPhone 14 Pro Max costs 220 euros more than last year’s iPhone 13 Pro Max, for example. And this, even though unlike Samsung, Apple is still offering a 128GB version on all of its iPhones this year.

iPhone 13 mini / iPhone 14 iPhone 13/ iPhone 14 Plus iPhone 13 Pro/ iPhone 14 Pro iPhone 13 Pro Max / iPhone 14 Pro Max
Price at launch 809€/ 1019€ (128GB version) 909€/ 1169€ (128GB version) 1159€/ 1329 (128GB version) 1259€/ 1479 (128GB version)
Price differences +210€ +260€ +170€ +220

Samsung smartphones lose too much value unlike iPhone

Therefore, Samsung still has some room before matching Apple’s brand stratospheric pricing policy. But I still think that the price of the South Korean manufacturer is above average. Mainly because Samsung smartphones lose more in value over time than iPhones.

According to a study conducted by SellCell, a well-known smartphone buying and reselling site, the Samsung Galaxy S22 has lost three times more in value than the iPhone 13 since its launch.

iPhones hold their selling points much better than Samsung smartphones / © SellCell

It’s no coincidence that Samsung offers a better discount on an iPhone trade-in than any of its own smartphones through a trade-in program.

If we take the studies mentioned above, we find that the Samsung Galaxy S22 loses the most value on average by 51.1% after one or two months, compared to 16.4% for the iPhone 13.

So of course buying a smartphone is not an investment. Smartphone is not an asset. But it’s still less frustrating to pay for the iPhone 14 1000 balls than the Galaxy S22 because the latter will only be worth half two months later.

Some might say that’s a good thing. That the most patient buyers will be able to buy a cheaper Samsung smartphone. But if you want to resell your phone a year later to finance a new model, you’re bound to lose.

However, the recent efforts of the manufacturer in terms of software updates are sure to keep its smartphones attractive for longer. Only the future will tell us.

Does Samsung really have the shoulders to be Apple Android?

On my Galaxy S23 Ultra, I regret that Samsung is trying too hard to Apple-ize itself. The fact that the manufacturer has applied the same design to its three flagship models speaks volumes.

This strategy, which Samsung has christened One Galaxy Design, echoes many of Apple’s. The iPhone is visually identifiable at first glance. The newest models all have more or less the same face.

But where Apple has been able to make its iPhone inseparable from its entire ecosystem of products and services, this has not been the case with Samsung.

When we think of Android, or Android smartphones, we definitely think of Samsung, but not only that. I’m sure that for many casual users, not necessarily tech-savvy, Samsung isn’t completely synonymous with Android. Xiaomi certainly represents this point of view.

What I mean by that is Samsung doesn’t enjoy the same dominant position as Apple in its own market. There are too many alternatives, too many competitors.

Samsung One Galaxy design

One design to control it all / © NextPit

Samsung smartphones have always been more premium, but really for whom?

So I can already see some coming and saying to me, “Stop pissing off Antoine, if you’re not happy, just buy a Galaxy A, which is cheaper.” Okay, I agree, Samsung at least has an advantage in providing a fairly complete affordable catalog. This is not the case with Apple.

But then I return to the same observation about the mood post where I was mad about the price of the iPhone 14 when it was released: who is the Galaxy S23 for?

In publishing its financial results for the last quarter of 2022, Samsung clearly indicated its desire to consolidate its market share in the premium segment.

Manufacturers firmly believe that consumers want to buy smartphones that are increasingly expensive. He even expects sales of the Galaxy S23 Ultra to account for more than half of the sales of the entire flagship lineup this year.

But where would he find all these customers? Does Samsung know that in France, according to the Observatory of Inequalities, a quarter of full-time employees receive less than 1,580 euros net per month? That those who earn 4000 euros and more net per month represent only 10%?

By continuing to raise the price of smartphones that should be mass-produced and sold, therefore to the masses (or at least a certain mass), who is Samsung really aiming at? How does it plan to become Apple Android if its smartphones are not accessible to a large part of the Android user base?

No, really, I’m asking you a question, because I don’t have the answer. Come on, with that, I have to do a test that no one will read about a 1419 euro smartphone that no one will buy.

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