Samsung unveils new phones as premium market share shrinks

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Samsung is trying to reclaim lost ground in the coveted high end of the smartphone market with a new lineup of Galaxy S models designed to appeal to consumers who are increasingly sharing videos of their antics on TikTok, Facebook, YouTube and other popular apps.

Although the Galaxy S22 phones unveiled Wednesday feature some improvements from last year's models, the differences aren't dramatic. Samsung is emphasizing new features on the phones that are supposed to produce more vibrant and more stable videos.

The camera improvements largely rely on advances in artificial intelligence technology that aren't easy to grasp, so the success of the Galaxy S22 models may hinge on how well Samsung's marketing campaigns can illustrate how the changes will enrich people's lives, said Forrester analyst Thomas Husson.

Samsung, not surprisingly, doesn't share that view. TM Roh, who oversees Samsung's mobile devices, hailed the new Ultra as the "ultimate smartphone that will rewrite the laws of innovation," during a prerecorded presentation that was streamed Wednesday to promote the latest Galaxy lineup. Apple's gains reflect the iPhone's loyal following, particularly in the U.S. and China, as well as the company's marketing savvy that has burnished its brand with a sheen of prestige, Popal said. Likening it to a luxury fashion designer, Popal dubbed the iPhone the "Louis Vuitton of phones."

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