Samsung is facing a bit of a crisis due to the fact that teenagers don't seem to be vibing with Android phones and prefer iPhones. It looks like Samsung might be losing the long-term game to Apple, but then again, the Galaxy S24 series may have just steered the company in the right direction to avoid a grim future in which everyone rocks an iPhone.
So far, the Galaxy S24 series, unveiled at Unpacked 2024 on January 17, appears to be a hit. More people are showing an interest in these phones than expected, and early pre-order figures in key markets show a lot of promise.
As yet, it's unclear which demographics pre-ordered the Galaxy S24 more, but it's no secret that Samsung tried to wow the younger audience at Unpacked 2024, with guests like MrBeast and Pokimane hitting the stage. Plus, there was that Samsung Health ad at the end that featured a 25-year-old “modern human” fighting against their “prehistoric instincts” in favor of a healthier lifestyle.
Samsung might believe just enough in the Galaxy S24
There is a famous quote by Simon Sinek (via TED) that claims “People don't buy what you do; they buy why you do it, and what you do simply proves what you believe.”
I'm going to go out on a limb and say that most teenagers and younger prospective Samsung customers didn't rush to buy a new Galaxy S24 because they saw Pokimane or MrBeast using the phone at the event. They probably watched their favorite content creators at Unpacked 2024, congratulated them for the ad money they rightfully received, and many of them then went back to watching Pokimane or MrBeast videos on their iPhones or iPads.
I'm not suggesting Samsung shouldn't have partnered with either of these prolific content creators. I'm just wondering if Samsung knows how to attract new customers more tactfully without coming across like it's trying so hard to do so. And if wasn't for the Galaxy S24 itself looking as promising as it does, I would have mocked Samsung's attempt more. I'm already wondering if Samsung looked a bit too much like Steve Buscemi in that famous “How do you do, fellow kids?” meme as it is.
Thankfully, the Galaxy S24 is not to be ignored. And if it succeeds in attracting younger customers, it probably wont be because of Samsung's Unpacked 2024 presentation or the witty ads. Instead, Samsung might just believe enough in its latest AI features and the vision it had for the Galaxy S24 to make everyone (not just teens) want to join their cause.
At the end of the day, people want ideas worth following, more so than being shown which celebrities might be jumping on the bandwagon first. And if all goes well and Samsung maintains a clear vision, the Galaxy S24 could mark a new beginning for the company's mobile division.
