Samsung’s Galaxy S22 sales may not meet the company’s expectations due to a number of factors, according to recent analysis. One reason for the sluggish sales of Samsung’s flagship model is a software controversy, while the rapid increase in sales of the low-end Galaxy A lineup may also be a factor. In addition, Apple‘s iPhone 14 series has reportedly widened the average selling price (ASP) gap between the two companies.

According to market research firm Counterpoint Research, Samsung’s ASP for smartphones increased by only 2% year-on-year in the third quarter of this year, while Apple’s ASP increased by 7%. This trend is expected to continue in the fourth quarter. Another factor that may be affecting Samsung‘s sales is the company’s brand positioning in the global market. While Samsung is the top seller of smartphones in terms of shipment numbers, most of these are low-end models that are popular in specific regions such as Europe, Southeast Asia, and South America.

Samsung Galaxy S22

In contrast, Apple’s flagship models, including the iPhone 11 to 13, dominate the top 10 list of most-shipped models. Samsung’s foldable phones, such as the Galaxy Z Flip, also have limited influence outside of Korea and Europe. To address these issues, some analysts have suggested that Samsung should consider revising its brand positioning to better compete with Apple in the global market.

The company may also need to put more effort into promoting its products in overseas markets, where the perception of the Galaxy brand may be different than it is in Korea. Samsung launched the Galaxy S22 earlier this year with a focus on 5G technology, but it remains to be seen if this will be enough to boost sales and close the gap with Apple.

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