With just a few months before LG was expected to launch the G7, the company’s CEO has reportedly told engineers to refocus its attention on a completely new device. That’s the latest development from the dramatic saga surrounding LG’s upcoming flagship, which may be rebranded for a fresh start in the mobile market.
According to The Investor, Jo Seong-jin, vice chairman and CEO of LG Electronics, “ordered a revision” of the G7, forcing engineers to halt their work after months of development. The new product expected from the G7’s ashes is allegedly being built from scratch.
The strange thing is the news wasn’t relayed to LG’s mobile team until after Seong-jin made a surprise announcement at CES last week. Because LG engineers are essentially starting over, a new flagship from the company may not be released until April at the earliest. Which, when you think about it, is a very quick turnaround.
But it’s a risk LG is willing to take as it rethinks its approach to the mobile market, which is increasingly becoming a two-horse race between Samsung and Apple.
It’s actually a pretty refreshing approach. In a market that’s so fiercely competitive, taking a step back could see LG gain the attention devices such as the V30 so desperately deserve. LG’s G5 and G6 were good in their own ways, but not nearly as successful as handsets from Samsung.
Of course, there’s no guarantee LG will find success with its rebranded G line, so the effort could be all for naught. With Mobile World Congress on the horizon, LG could remain quiet until it’s comfortable with its new device. Who knows how long that will take.
“We will unveil new smartphones when it is needed,” Seong-jin said. “But we will not launch it just because other rivals do.”